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Communication Strategy of Reebok from 2016 to Present
Pitterlingová, Tereza ; Halada, Jan (advisor) ; Báča, Ladislav (referee)
The aim of the bachelor thesis is to analyse communication strategy of Reebok in the Czech Republic between 2016 and 2018. The theoretical part includes definition of marketing communication and single tools of communication mix. In the practical part, I briefly focus on the history and development of Reebok brand and its position in the Czech market. I introduce some sports that Reebok brand focuses on. Then, I describe the grassroots of the Reebok global communication strategy and subsequently I analyse the concrete parts of the communication mix in the Czech Republic via descriptive method combined with information obtained from the interviews. Finally, I evaluate the present communication strategy of Reebok brand on the Czech market and propose some steps that could possibly lead to more effective communication of the brand.
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Marketing analysis of selected articles from adidas Originals and the impact of marketing communications on its sales
Masařík, Vojtěch ; Koudelková, Petra (advisor) ; Báča, Ladislav (referee)
Bakalářská práce se zabývá komunikační strategií značky adidas, konktrétně komunikací značky komunikaci o těchto modelech a porovna marketingu na vnímání a prodej modelů. Zároveň se práce soustředí na sekundární t Teoretická část práce se věnuje konceptů značky adidas, respektive značky adidas Originals. Tato část obsahuje také informace o značce: její stručnou historii, produkty a d Praktická část zkoumá komunikaci na jednotlivých úrovních distribučního řetězce a prodejní data jaké množství výrobků si obchody předobjednaly, případně doobjednaly, a jak se produktům dařilo na maloobchodní úrovni. Zkoumány jsou také ceny a objemy prodaných modelů na sekundárním trhu a prostřednictvím dotazníkového šetření je vyhodnoceno povědomí veřejnosti.
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Efficiency of Jägermeister event marketing
Kibrik, Igor ; Báča, Ladislav (advisor) ; Koudelková, Petra (referee)
The aim of this work is to describe event marketing as one part of the communication mix, to show its potential and to present its implementation on a concrete example of Jägermeister activation campaigns, which devotes a lot of resources to this communication channel and attaches considerable attention to it. The thesis introduces the Jägermeister brand, its history, values, current status and competition. In the practical part, this bachelor thesis will focus on the measurability and effectiveness of event marketing. Using a semi-structured interview with the Jägermeister brand manager, the thesis will find out the purpose, ideas and objectives of specific event marketing activations. This information was compared with the real effect and impact of these activities on the target group identified by quantitative questionnaires. The main benefit of this work will be the research result that will contribute to the solution of the most important issue that resonates with the whole event marketing segment - effectiveness of event marketing. The concrete results that this work will achieve can be generalized and, to a certain extent, transferred to the entire event marketing sector.
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The comparison of the effectiveness of chosen channels of direct marketing of Sephora company in the pre-Christmas period 2017
Pomykalová, Iveta ; Máchová, Eva (advisor) ; Báča, Ladislav (referee)
Sephora is currently the world leader in the beauty retail industry. Gaining and keeping loyal customers plays a significant part in its marketing strategy. Chosen tools for accomplishing this goal are the loyalty club and direct marketing communication targeting its members. The focus of the first part of this thesis is to introduce direct marketing and its main tools followed by their usage and practical evaluation. For this evaluation, the author chose Sephora's direct marketing campaign from the pre-Christmas period of 2017. Moreover, the theoretical part of this thesis presents Customer related management (CRM), its types and benefits to a company, loyalty clubs and the importance of impeccable database segmentation as all those elements are essential for a successful direct marketing campaign. The practical part of this thesis analyses the chosen segments of the pre-Christmas campaign and applied direct marketing tools. Chosen methodology for this part was descriptive analysis. The aim of the thesis is to evaluate and compare the effectiveness of chosen tools as well as to select the most effective ones for future communication between the company and its customers which could lead to more effective allocation of company's monetary resources.
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Proposal of Business plan of Digital agency with emphasis on the marketing part
Bartoš, Vojtěch ; Koudelková, Petra (advisor) ; Báča, Ladislav (referee)
The goal of this bachelor thesis is to create a business plan detailing the establishment of a digital agency. The theoretical part first establishes the term business and the procedures connected to founding a company in the Czech republic. Furthermore, it explains the purpose of a business plan and describes its structure. It also focuses on various tools and methods of digital marketing, which shall be used by the newly founded digital agency. The practical part is dedicated to formulating a specific business plan. In order to gain a better understanding of the target group, a survey in the form of a questionnaire was conducted. This data, together with SWOT, SLEPT and Porter's Five Forces analyses, was used to create a marketing plan. The viability of the business plan was then supported by a financial plan.
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Banner Advertisement in Online Marketing and its Impact on the Internet Users
Musil, Lukáš ; Vranka, Marek (advisor) ; Báča, Ladislav (referee)
The bachelor thesis focuses on the topic of banner advertising in online marketing and the influence it has on Internet users. The structure of the thesis is divided into a theoretical and practical part. The theoretical part is devoted to the general knowledge of banner advertising. It discusses reasons for using banner advertising, its individual types, targeting and purchasing of banner advertising on the Internet. These topics are divided into individual chapters that focus predominantly on banner advertising from the viewpoint of advertisers. The final two chapters of the theoretical part deal with topics related to the role of the user, namely adblocking, anti-adblocking and banner blindness. The thesis contains an analysis of these concepts describes their influence on the Internet environment. Concerning banner blindness, international studies are further used to describe banner advertising factors that can affect this phenomenon. The practical part contains an empirical analysis of different banner ad sizes based on anonymised data from concluded advertising campaigns in AdWords and Sklik. The analysis includes an evaluation of the most effective formats within the system and an analysis of the relationship between the banner ad size and its efficiency. The results indicate that the...
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Use of the anchoring effect in marketing communication
Režný, Michal ; Vranka, Marek (advisor) ; Báča, Ladislav (referee)
This bachelor thesis is dedicated to the study of the anchoring effect, one of the most common cognitive biases, and its potential use in marketing communication. The first section of the first part provides a theoretical summary of the anchoring effect as a psychological phenomenon in the form in which it was defined by Amos Tversky and Daniel Kahneman in the early 1970s. It addresses the possible explanations of anchoring and also gives a brief introduction to related cognitive biases, understanding of which is crucial for further orientation in the use of anchoring in marketing communication. The main body of the first part is formed by a theoretical research of academic literature and consequently conducted studies and experiments. The terminological discrepancies between fields when it comes to anchoring in marketing communication are dealt with special attention. A considerable part of this section is dedicated to the different types of use of anchoring in marketing communication. The second part of this paper is an empirical one. It describes an experiment conducted by the author of this work with the objective of studying the effect of anchoring and its usability in practice on the example of fictitious car commercials. The results of the experiment suggest that while there is an evidence...
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The Ethics of Nudging
Král, Jan ; Báča, Ladislav (advisor) ; Vranka, Marek (referee)
The bachelor thesis "Nudging and its Ethical Dimension" describes the topic of applied economic, psychological and communication knowledge and principles of human behaviour, decision making and persuasion through nudging theory. This theory puts into contrast with philosophical and ethical principles that are relevant to the topic, so that ethicality and unethicality can be pointed out. It does so in two parts. The first part covers the definition, history, development and application of nudging theory as a practical intervention based on the knowledge of behavioural economics. The second part covers general philosophical-ethical level, through identification of historical philosophical and ethical principles in nudging. Afterwards, it focuses on specific critical points that are relevant to the theme in order to come up with the general principles of ethics.
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Comparative analysis of communication of Children's goods
Matusevych, Albina ; Báča, Ladislav (advisor) ; Koudelková, Petra (referee)
1 Annotation This Bachelor thesis deals with topics of children's marketing and marketing- persuasing techniques used for children's goods promotion. The thesis tries completely map the problematics of ethics in children advertisement. First chapter of theoretical part is about marketing communication in general, second chapter aims especially on children's marketing, its specifics and most common channels. Last chapter of theoretical part is about legal restriction of advertisement in Czech Republic and self- regulation based on Ethical Codex by Council for Advrtisement. In practical part the author finds out, based on series of interviews with parents of childern in age from 4 to 10 years, which marketing-persuasive techniques are the most disturbing ones for parents. Then the author practically verifies which ones from these techniques can parents identify and name them in particular spots. The results of personal qualitative interviews with parents have shown that parents are able to recognize the marketing- persuasive techniques in most cases and manipulative advertisment is very often the reason not to buy the product. Research, in which parents should have rated the advertisement on different cathegories of childern's food, shows that parents mostly don't like the advertisements that promt children...
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The Impact of Online Marketing Practices on Perception of Privacy
Šimáková, Zuzana ; Rosenfeldová, Jana (advisor) ; Báča, Ladislav (referee)
This bachelor thesis deals with the impact of online marketing practices on perception of privacy. For this purpose, the theoretical part of this thesis first presents different conceptions of privacy, that are most repeated in the discourse. This chapter focuses on the position of privacy in the context of marketing communication. After that The Czech Privacy Policy as well as the European Union Privacy Policy are described. The last chapter of theoretical part presents different online marketing practises that use customer data. The emphasis is on online behavioral targeting and related remarketing. In the practical part, semi-structured individual interviews are conducted to find out whether users are familiar with these online marketing practices, what they think about them and mainly how do these practices affect their perception of privacy.
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