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Mighty Sounds music festivalś comunication between 2009 - 2011
Vohralík, Marek ; Halada, Jan (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis "Communication of the Mighty Sounds Music Festival from 2009- 2011" focuses on the analysis of marketing communications of a particular cultural institution over the long term. The first part takes a look at the role of music festivals in the field of culture marketing, and sets about to define the characteristics, which affect their communication. The second part of the thesis deals with the various communication operations of the analyzed festival. The subsequent part includes a communication audit based on the results of the research and a comparative analysis of the Mighty Sounds festival and its closest competitors. The conclusion evaluates the communication from the perspective of the author and contains several recommendations for improvement.
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Marketing Acitivities of Pietro Filipi Fashion Brand in years 2010-2012
Jančová, Michaela ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
The goal of this diploma thesis "Marketing Activities of Pietro Filipi Fashion Brand in years 2010-2012" is to describe and analyze activities and communication of pietro filipi brand on the market of the Czech republic. In this diploma thesis following activities are showcased based on the principles of fashion marketing and branding. The first part of the thesis describes situation on the Czech market, stratification of domestic and foreign brands and general segmentation of fashion brands. The next part deals with the specific segment of medium premium brands, its direct domestic and foreign competition in this segment, marketing communication and activities of these brands. The second part describes and analyzes history of pietro filipi, product portfolio, target group and specific marketing activities of this brand. Questionnaire survey in the end of the thesis indicates weaknesses in brand communication with customers and its ambiguous identity.
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Marketing communications of the brand Dermacol on the Czech market in the years 2010-2012
Krulišová, Eva ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis describes the marketing communications of the Czech cosmetics brand Dermacol from 2010 to 2012. The author provides information about the brand itself and its proprietor, the company named Dermacol, plc. The work also deals with the market positioning of the brand and analyses its main and secondary competitors. The next part of the thesis includes description of the brand's marketing mix, generally known as the so-called 4Ps (product, price, place and promotion). It pays close attention to the communication mix, including the print advertisements, forms of direct marketing (electronic newsletters), sales promotion techniques (discounts, gifts, samples, competitions, loyalty programs etc.), public relations (especially media relations, sponsorship and donorship), trade fairs and exhibitions or on-line communication (official web sites, communication via Facebook and on-line WOM). The final part of the thesis focuses on the linguistic analysis of the chosen print ads, which appeared in the relevant media such as women magazines in the period 2010 to 2012. The analysis primarily aims at the verbal and nonverbal aspects of communication.
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Comparison of event marketing strategies of luxury fashion brands in the years 2010-2012
Mašková, Tereza ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Comparison of event marketing strategies of luxury fashion brands in the years 2010-2012" deals with the event marketing as a tool through which selected luxury fashion brands (Dolce & Gabbana, Hermès, Louis Vuitton) on the Czech market communicate with their customers. First, the thesis defines the essence of event marketing and its position in the marketing communications mix. Subsequently, it indicates the main aspects of the luxury sector and characterizes the basic principles of the event marketing activities that are carried out in this area. The thesis describes selected events and than using comparative analysis reveals their obvious and latent intentions, on the basis of which each brand seeks to attract the target audience and convey unique and emotive experiences. The whole thesis points to the fact that the luxury fashion brands, which are mainly based on traditional and historical value, are able to effectively communicate with their customers through the communication tool that is considered as a modern, innovative and progressively growing part of marketing communications.
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CSR activities of the Prague Public Transport Company in 2008-2011
Miškovská, Kristýna ; Halada, Jan (advisor) ; Klabíková Rábová, Tereza (referee)
The main goal of this project is to describe social responsibility of Prague Public Transport Company within the specified period. The concept of CSR is set in a broader context in the introduction. The term CSR is defined according to the different approaches in relation to current debates about a single definition. Further, the project presents social responsibility in the field of public transport. Each company's campaign is compared with theoretical approaches in order to assess the overall tone of socially responsible business. At the end the project pays attention to corporate communication and culture.
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The identity construction of teenage girls in internet media and magazines
Nováková, Petra ; Klabíková Rábová, Tereza (advisor) ; Baslarová, Iva (referee)
Diploma thesis "The Identity Construction of Teenage Girls in Internet Media and Magazines" deals with media texts which are being addressed to teenage girls; with a special attention to three significant media types of this area of concern. These are represented by the magazine Bravo Girl!, the blog dominikamyslivcova.cz and the website jenproholky.cz. The aim of the thesis is to describe and analyze these texts in detail; e.g. in the areas which are characteristic for them and could represent an element of high importance in the process of constructing the living reality of their recipients. The thesis also assumes how media could participate on their identity construction; their recognized values, opinions, thinking and lifestyle. Not only the thesis is concerned with the production of these specific texts and their features, it also focuses on the character of the interaction these media initiate towards the audience. It also tends to describe the receptive process the members of audience perform and how they react back, towards the media. To fulfill this goal, the pragmalinguistic analysis of the language features and communication strategies was used. Also the semiotic analysis was chosen, to the description of the structures of meaning, myths and ideologies within the texts. As a conclusion,...
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Marketing communication of the brand Brit in the years 2010-2011
Veselská, Tereza ; Obluk, Ondřej (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Marketing Communication British brand in 2010 - 2011" describes the marketing communication of the brand Brit. Brit produces the premium " Brit Pemium" and the super premium "Brit Care" food for dogs and cats on the Czech market within the last two years. The work includes basic information about the company Vafo that owns the Brit, deals with the identity and the image of the brand Brit, its market positioning and the competing products and brands (Proplan, Eukanuba, Royal Canin and Hill's). The second chapter of the thesis is devoted to the marketing communications, which also includes the description of the brand marketing mix. The third chapter focuses on the communication mix, describes the print ads, online communication (Web sites and Facebook), sales promotion (contests, monthly events), trade fairs, exhibitions and PR activities (sponsorship, donations, publicity, media relations, events and the corporate identity materials) of the brand Brit. The Brit's communication activities and the competitor's communication activities (namely Hill's and Pedigree) are compared in the 4th part. The final part of the thesis evaluates the current brand communication and suggests possible future communication activities. The descriptive method is used for the analysis carried out in the thesis.
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Marketing Communication of Strašnické divadlo during 2005 up to 2011
Baláková, Zuzana ; Wolák, Radim (advisor) ; Klabíková Rábová, Tereza (referee)
Diploma thesis "Marketing Communication of Strašnické divadlo during 2005 up to 2011" are focused on theatre marketing. Main terms are marketing, art marketing and cultural policy. Strašnické divadlo has a stirred history. It was founded in 1961. There were very famous and flourishing periods and also the bad ones. Contemporaneousness of theatre is linked to civil association Divadlo Company.cz which have conducted the theatre since 2004. This association built here the unique repertoir scene for 110 000 inhabitants of Praha 10 district. Current position of theatre is related to brand relaunch by which theatre passed in recent years. Thesis deal with explaining of basic marketing terms, its particular differences in non- profit sphere and its aplication at the example of Strašnické divadlo. Main sources are public municipal document, sites, annual reports of a Strašnické divadlo and promo materials. Part of the work is also a circumscription of typology of theatres and description of cultural policy transformation in Prague during the years 2005-2011.
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Sexuality in advertisements in women's magazines in Czech republic 2009-2011
Karpova, Tatiana ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Sexuality in advertisements in women's magazines in the Czech Republic in 2009-2011"describes issues of sexuality in print advertisement in women's lifestyle magazines Elle, Cosmopolitan and Marianne. The thesis is divided into theoretical and analytical part. The theoretical part gives the definition of the sexuality in advertisement and presents its classification, explains the concept in framework of the social constructionism theory of Peter L. Berger and Thomas Luckmann and also deals with ethical issues of sexuality in advertising, its current condition and effectiveness of use of sexuality in advertisement. The research strives to answer the questions about the way the sexuality is presented in advertising and how frequently it is used in it. Selected printed advertisements are the subjects to the descriptive analysis, which is used to define the character of sexual behavior and the type of a sexual presentation of women, which appear in advertisements most often. This thesis reflects the concept of sexuality in advertisement both in terms of marketing and in the broader socio-cultural context.
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