National Repository of Grey Literature 371 records found  1 - 10nextend  jump to record: Search took 0.00 seconds. 
Approaches to customers and the role of sales staff of selected retail brands of Czechoslovak history and the present
Střecha, Jan ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
My bachelor thesis "Comparison of marketing and the role of sales assistants of retail brands of Czechoslovak history and present" uses two case studies to analyse and then compare the brands Nehera, oděvní služba; Rolný, továrna na oděvy with H&M and company V. J. Rott with IKEA. The first part deals with the theoretical concepts and terms, which are the history of sales itself, customer buying behaviour, retail marketing and fashion marketing. The second part of the thesis presents the history of all the companies studied and the third part of the thesis deals with two case studies, which include analyses of the 4P marketing mixes and selected promotion methods and a subsequent comparison of the analyses performed. The thesis looks for differences and correspondences within the marketing mix, marketing messages and also selected publications. It then concludes with a summary of its findings.
Propaganda as a form of communication strategy: cinematography in the Protectorate of Bohemia and Moravia
Gerstnerová, Dominika ; Bednařík, Petr (advisor) ; Halada, Jan (referee)
During the 20th century, film became a social phenomenon. Because of this reason it did not take long and also politicians started to use the film industry to influence public opinion. Above all, the history of totalitarian regimes proves that films have served them as a very powerful tool for fulfilling their propaganda goals. This diploma thesis deals with Nazi film propaganda during the Second World War, specifically the influence of Nazi propaganda on Czech feature film in the occupied Protectorate of Bohemia and Moravia. Because of the fact that Nazi ideology was based on tense nationalism and racial purity which required a broad base for its support and maintenance of power, propaganda was of great importance The aim of this work is thus to find and define Nazi propaganda communication goals in Czech feature film and to identify specific tactics through which these goals should be fulfilled. The basis for researching this issue are the films Kristián (1939), Tulák Macoun (1939), Pro kamaráda (1940), Těžký život dobrodruha (1941), Jan Cimbura (1941) and Prstýnek (1944), which cover various genres and topics and at the same time cover different protectorate periods. The topic of propaganda is viewed in the context of strategic communication as related and in today's scale also superior...
Marketing Activities of Blesk Jablonec baseball club with emphasis on social media
Fous, Matyáš ; Koudelková, Petra (advisor) ; Halada, Jan (referee)
The topic of this bachelor thesis is the marketing communication of the baseball club Blesk Jablonec in the context of the Czech baseball environment. This batting sport does not enjoy such popularity in our conditions as other, more traditional sports, and therefore it is on the border of amateur and semi-professional sport, with the fact that it is getting closer to the former. However, its popularity is still growing, and this is more or less successfully reflected in the marketing communication of individual clubs and the Czech Baseball Association in an effort to promote its popularity and attract new players, fans or partners. This thesis examines the marketing efforts of the club Blesk Jablonec, where the author is a player. Other clubs and the Czech Baseball Association are used in the thesis mainly for comparison. The thesis consists of an introduction to basic marketing terms and concepts and a narrower focus on sports marketing, an introduction to the Czech baseball scene, an analysis and evaluation of Blesk Jablonec's marketing activities, quantitative research through a questionnaire survey to paint a more accurate picture of the public's perception of baseball and the club's social media activities. The insights gained from the analysis and questionnaire survey will ultimately serve...
Analysis of the communication strategy of the Czech Philharmonic in the years 2019-2021
Králová, Alžběta ; Halada, Jan (advisor) ; Ježková, Tereza (referee)
The bachelor's thesis Analysis of the communication strategy of the Czech Philharmonic in the years 2019-2021 deals with art marketing, specifically the marketing of symphony orchestras and classical music concerts. In the theoretical part I deal with the theoretical definition of art marketing from definition through historical development to its specifics in the age of digital technologies. The first part of the thesis also provides an overview of symphony orchestras in the Czech Republic and abroad and discusses the historical development of the oldest Czech orchestra of the Czech Philharmonic and its financing. The practical part of the work consists of a case study focused on the analysis of communication activities of the Czech Philharmonic in 2019-2021. During this time, the institution changed its visual identity, launched the Connect by Music campaign to celebrate its 125th anniversary, and offered streaming concerts to listeners during the pandemic. The change and future direction of marketing communication is further investigated with the help of an in-depth interview with the PR manager of the Czech Philharmonic.
Communication analysis of chosen Czech music artists aspiring to succeed on foreign markets during the year 2021
Vojík, Vít ; Ježková, Tereza (advisor) ; Halada, Jan (referee)
The aim of this thesis is to describe how Czech music artists use social media to promote their music in foreign countries. The theoretical part deals with the importance of building a personal brand for the growth of digital communities and describes theoretical knowledge about creating content on social media. The practical part analyses a communication of 3 selected Czech music artists aspiring to succeed on foreign markets during the year 2021. The gathered data is compared with each other and with the theory. There are communication recommendations of the author at the end of the paper.
The role of book influencers in realation to the publishers, booksellers and readers
Fejfarová, Adéla ; Halada, Jan (advisor) ; Zavřelová, Monika (referee)
The diploma thesis deals with book influencers and their use by publishers and booksellers as a marketing tool. The thesis presents this modern phenomenon, its characteristics, principles, the most important book influencers in the Czech Republic and the online environment where book influencers operate. The aim was to find out the principles and conditions of cooperation between book influencers, publishers and booksellers, their relationships and the effect of the online content of book influencers on readers. The evaluation was carried out on the basis of a questionnaire survey with six book influencers, eight publishers, two booksellers and 662 readers. The research part shows us how these cooperations work in practice, whether it is a key marketing tool for publishers and booksellers, how it will develop in the future and what are the attitudes of all three examined groups to this phenomenon. At the same time, the research outlines the issue of blurring the differences between book influencers and literary critics, where we can notice considerable misunderstandings on the part of literary critics and rivalry. At the end of the thesis, there are formulated specific assumptions for future development, current trends and shortcomings which should be improved or eliminated both by book influencers...
Esports team as a tool of marketing communication
Zeman, Ondřej ; Koudelková, Petra (advisor) ; Halada, Jan (referee)
The thesis Esports team as a tool of marketing communication describes the phenomenon of electronic sport and its possible usage as a tool of marketing communication. The goal of the thesis is to describe possibilities that can be used by brands to reach a new relevant audience - gamers or fans of competitive gaming. The first part of the thesis, the theoretical chapter, focuses on describing terms from gaming or esports. That should help to understand the environment and audience of this kind of communication. The history of esports, main social media, and platforms or games are described there as well. In the analytic part, the thesis focuses on case studies of the esport team eSuba and their impact on client's marketing communication in 2021 and it also analyses interviews with selected representatives of esports organizations. In the end, the thesis should be a recommendation for communication experts who want to use the esports team to promote the brand.
Jawa - history of the brand
Minařík, Miloš ; Kopecký, Ladislav (advisor) ; Halada, Jan (referee)
The Bachelor's thesis monitors the conception, history and operation of the most successful domestic motorcycle manufacturer - trademark Jawa. The thesis generally deals with the functioning of the company in different political-economical systems that has gone through during 83 years of operation and describes the changes of position and perception of brand value in time. The thesis is focusing on the extraordinary personal and professional career of founder of Jawa Company Ing. Dr. h.c. František Janeček. As well as on the enterpreneurial philosophy of his company and style the company worked the way up to become a leader of the domestic motorcycle market, which enabled the company to gain good position in the most successful era of postwar epoch. The great amount of attention is focused on the years of 30th, when Jawa starts its work and the process of brand building. This process is presented in the complex framework that explains and comments, but also monitors the entire system of branding methods, which supported the production strategies of Jawa and led to the successful building of a brand value. In this sense, the thesis takes particular notice of organizational processes in the company, changes in its portfolio and promotion of company products. The communication and activities of the...

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