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Functional and emotional impulses during shopping at the point of sale
Šteflová, Aneta ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The Bachelor's thesis entitled "Functional and emotional impulses during shopping at the point of sale" addresses the description of buying impulses in a retail store. It illustrates those marketing possibilities for application of impulses in communication of non-chocolate sweets at the point of sale in hypermarkets. The first theoretical part defines shopping at the point of sale, its terminology, provides information about impulsive shopping and analyse particular buying impulses and possibilities of their usage. In the second part of the theses, theoretical knowledge is used from the first part to describe in-store marketing communication tools employed by different brands of non- chocolate category at the point of sale of Czech hypermarkets. Information about buying impulses is gained from literature and on-line sources. Information about POP communication tools in hypermarkets comes from my own observation and from analytic discussion of impulses' usage with materials gathered from the theoretical part. The main focus is on description of the current situation in application of POP communication tools, especially buying impulses used in communication of sweets with customers at the point of sale.
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Loyalty programs: Tesco Case Study
Svobodová, Veronika ; Dolanská, Nora (advisor) ; Koudelková, Petra (referee)
This is a bachelor thesis concerning titled Loyalty programs: Tesco Case Study. This thesis is divided into two parts of which the first one is theoretical. In this part the term loyalty is defined in the context of marketing and subsequently the definition of the term loyalty program is presented. This part also includes a typology of loyalty programs based on their target group, a brief history o loyalty schemes and finally the efficiency of these programs. This topic is much discussed among theoreticians so that is why there are empirical studies and their typology included in this part. The second part of this thesis is focused on Tesco. First the company is briefly introduced and next the history of Tesco is described (in this part the first attempt to introduce a loyalty program is mentioned). Subsequently the Clubcard loyalty scheme is described. This part starts with description creative process and tests of the first versions. Then the Czech version of this loyalty program is described including the principle of collecting points, calculating their value and conditions of participating in the program. The thesis is accompanied with visuals of Clubcard quarterly statement (point billing) and campaign that accompanied the official launch of the program in Czech Republic.
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The in-store communication of the Air Bank between 2011-2013
Jordán, Libor ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The Bachelor thesis entitled "In-store marketing communication of the Air Bank between 2011 - 2013" deals with Air Bank's marketing communication at the point of sale in the Czech Republic. It also aims at comparative descriptive analysis of in-store communication with the main competitor, Česká spořitelna. In the first part of this thesis is used the retrieval of resources available for in-store marketing communication including presentation of the basic concepts. It also describes the history of this kind of communication and sensory marketing. The second part deals with the description of the concept and the implementation of the corporate values to the in-store marketing communication of the bank. In this section there is also a comparative analysis with the competitor. The results describe the status of Air Bank's communication during the first two years of operation on the market and the evaluation of competitive benchmark analysis.
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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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Analysis of internal communication of the organization Junák - český skaut, z.s.
Kroupová, Mariana ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this bachelor thesis is the analysis of internal communication of the organization Junák - český skaut, z.s. in last two years. Theoretical part lays down basic goals, purpose, outputs, and strategy of internal communication and focuses on its specifics in the non-profit sector generally and in the organization Junák specifically. The practical part of the thesis uses elements of the GAP Analysis and looks for gaps between the ideal and current state of communication in the organization. It suggests organizational plans to fill the gaps and overview of risks involved.
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Trends, development and perception in the context of programmatic advertising
Cahlík, Zdeněk ; Koudelková, Petra (advisor) ; Stillerová, Markéta (referee)
The diploma thesis is focused on the area of Internet media, namely the monetization of advertising, which Internet provides through the programmatic purchase of an internet advertisements that are focused on Real Time Bidding (RTB). The theoretical part deals with a brief analysis of the US media landscape, especially the phenomenon of the programmatic way of buying online advertisements in connection with technological development and optimization strategies in the Internet environment. It represents the emergence of the programmatic purchase, deals with the various forms of online advertising and its development. There is an introduction to two different online media strategies of banking institutions, which are further explored within the exploratory comparative technique - experiment in the practical part. This section focuses on changing technical settings, along with changing ad buying when changing key settings as a part of the ad serving campaign. The aim of the diploma thesis is to introduce the possibilities offered by programmatic advertising within online media in the Czech Republic. It summarizes knowledge in the context of the development of electronic advertising in the application of the two online media strategies of the banking institution.
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Presentation of a local fashion in Czech lifestyle magazines
Bártová, Tereza ; Koudelková, Petra (advisor) ; Zavadilová, Tereza (referee)
The Czech fashion industry is constantly in progress and has growth potential. However, it still has significant deficiencies. The thesis focuses on local fashion and its presentation in Czech lifestyle magazines. The primary quantitative research focused on examining the Czech lifestyle fashion magazine's environment and determining in what context and how often these media write about local fashion and its designers. Through the content analysis, the three fashion titles (Vogue CS, Elle, and Harper's Bazaar) were examined during the period between August 2018 and December 2020. The theoretical part of the thesis focuses on the topic introduction, where deals with fashion and fashion journalism evolution. Then, the current situation in both fields is described. The methodological part consists of a theoretical basis, literary review, and research design. Three research questions and four hypotheses were formulated within this paper. Research results suggest that Czech fashion media outputs regarding the local fashion are mostly connected with Mercedes-Benz Prague Fashion Week via online editorial articles.
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