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Place marketing of the town Český Krumlov
Juránková, Simona ; Dolanská, Nora (advisor) ; Halada, Jan (referee)
The purpose of my Bachelor thesis is to analyse the destination marketing of the town Cesky Krumlov and to suggest the optimal solution of the marketing communication to other member towns on the UNESCO List of World Heritage sites in the Czech Republic. The theoretical part of the thesis describes Cesky Krumlov as a cultural destination (product), the specifics of the destination marketing, the communication activities of organizations promoting Cesky Krumlov plus the role of the Destination management. Analytical part focuses on Cesky Krumlov's marketing strategy and promotion of first three "marketing phases" or "core marketing objectives". The thesis closes with a SWOT analysis.
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Culture-based aspect of Hyundai's communication in Czech Republic
Hajzlerová, Jana ; Hejlová, Denisa (advisor) ; Halada, Jan (referee)
This thesis aspires to introduce the question of cultural influence on forms and character of marketing communication. It explains the main approaches to intercultural marketing and more closely looks at Hofstede's theory of cultural dimensions. With regards to the specifics of Korean society, marketing communication of Hyundai in the Czech Republic is introduced based on this theoretical background. Attention is paid especially to the communication style of Hyundai as recognized in PR and CSR tools. The outcome of this thesis is an explanation of marginalized culture-based aspects of Hyundai's communication and a general evaluation of the company's adaptation process in a culturally different environment.
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Personality and work of Karel Richter,author of the non-fiction literature in the medial and socio-political metamorphoses of time
Beneš, Martin ; Halada, Jan (advisor) ; Čeňková, Jana (referee)
The Thesis entitled "The Personality and Work of the Author of the Non fiction literature in the Media and the Socio-Political Metamorphoses of the Time" describes the influence of the various aspects of the communication process and its development (changes of the socio-political situation and the non fiction literature itself) in relation to the publicist, writer, historian and translator Karel Richter. He lived through the 1960s, the period of "normalisation" and the 1990s, when the market economy witnessed a rapid development - including the publishing sector. The work describes the metamorphosis of the communication process in retrieving information, the pursuit of political communication in relation to the non fiction literature and other aspects of this genre of the author's works. It focuses on the political and economic influences, which affected Richter's work, and the influence of his work in the media back on him. The Thesis is divided into a theoretical and a practical part. The theoretical part sums up scientific works written about the non fiction literature genre. In his own analyses Richter, too, tries to characterize the genre and its basic problem, which rests in non-established and diverse definitions often contradicting each other. This chapter also sums up the development of...
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Celebrity marketing - Petr Čech in Česká spořitelna's campaign
Sáblíková, Lucie ; Halada, Jan (advisor) ; Šesták, Zdeněk (referee)
Bachelor thesis "Celebrity marketing - Petr Čech in Česká spořitelna's campaign" deals with a quite new term from the field of marketing communication, which is celebrity marketing. Celebrity marketing can be characterized as a communication (of companies) using faces of famous people - celebrities. This thesis tries to clarify the questions of this young field, to mediate the experiences of foreign specialists, to explain basic terms and to outline possible ways of using celebrities. Part of this thesis is, of course, the evaluation of the efficiency of ads with celebrities and comparison with ads without them. I am not oblivious to the possible pitfalls, which the marketers can actually face while executing celebrity marketing. I apply gained pieces of knowledge on one concrete chosen campaign. This is a campaign of the most prominent banking institution in the Czech Republic Česká spořitelna, which cooperates with one of the most famous Czech athletes - Czech football team goalkeeper Petr Čech. In this part I first introduce both of the protagonists and then I attend to the analysis of their multi-year cooperation. Finally I deal with the evaluation of current situation on the celebrity marketing's field, with the level of using famous faces and possible future progress.
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Sports reporting in the countrywide and regional daily paper
Kaufnerová, Jana ; Halada, Jan (advisor) ; Lukšů, David (referee)
The aim of this thesis is the comparison of sport reporting in the countrywide daily Sport and regional dailies Tachovsky and Breclavsky denik. This comparison is under two ways: the first one is a content analysis of these three dailies in a time period of fourteen days, the second one involves the comparison of work of sport journalists in a countrywide daily and regional daily. A content analysis of the sport pages enabled a comparison of dailies among themselves in categories such as number and structure of units, gender of all the units, photos and newspaper's front page, dependence the unit on its time categorization, source of the units, representation of each sport, the sport level of sport represented in units, the structure of sponsors, who are connected with units and so on. This content analysis together with the other theoretical parts of thesis gives an informational background for the qualitative analysis of the variance at sport journalist work in each daily mentioned above. Research has shown that their work is different in many aspects, not only in the area of media routines, prestige, salary, membership in the departmental organizations, but in the relationship with their readers as well. Apparently working in regional journalism has its specifics and they are present at sport...
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Stadión magazine in years 1970-1993
Schöppel, Jan ; Halada, Jan (advisor) ; Lukšů, David (referee)
Thesis Stadión magazine in years 1970 - 1993 deals with the sport's magazine Stadión in years 1970 - 1993. It maps political and cultural situation, structure of media market and state of sports at this time period. The thesis focuses on second half of existence of the magazine which had been issued since 1953. It analyses and describes structure of the magazine and changes and graphical aspects of every single section of the magazine. The thesis also deals with editorial team of the magazine and its' economical situation. The thesis as well introduces Olympia Publishing house, the publisher of the Stadión magazine. It describes its' position between other publishing houses. It finds out the relation between ČSTV and publishing house. It also deals with production of books and production of periodic press of the publishing house. In addition to that, this thesis finds out a quantity of political motivated articles and its' relevance to other content of the magazine. Thesis is also trying to find out an effect of the magazine to the readers. All of these findings are put in the context of normalization time period and the time period of the early nineties.
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