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Campaign of Czech Television about broadcasting digitalization in years 2008-2010
Urban, Bohumil ; Šmíd, Milan (advisor) ; Lokšík, Martin (referee)
The goal of this bachelor thesis is analysis of marketing campaign to digitalization of TV broadcasting in the Czech Republic. The work is based on descriptive analysis of non-commercial (more specifically non-traditional) marketing campaign. The bachelor thesis looks into the reasons for the technological change- digitalization. Its ambition is to explain why and how are TV viewers informed. The work is focused on individual components of all republic campaign and it describes its process. More specifically it chooses Prague as an example of marketing activities. It evaluates graphical elaboration of logo and work with it as a tool of non-commercial communication. Last but not least the work focuses on budgeting and its effective use in terms of marketing campaign. The main sources are press releases reported by NKO (national coordination group) and books qouted at the back of the thesis.
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Relaunch of the Brand "Hospodářské noviny" in 2009
Novotná, Helena ; Jirák, Jan (advisor) ; Wolák, Radim (referee)
In the age of rush development of information technologies and the internet, The Economic Newspaper, a print medium facing decline in general, is trying to stop the rapid rate of decline in newspaper readership and in sold newspaper circulation. Since the newspaper's establishment the planned relaunch has been its most ambitious arrangement that aims to proactively react on free online provided news which you can read or listen to whenever and wherever you want. In my thesis, when using the description method, I focus on relaunch of the newspaper and its brand itself. Starting at reference basis and explaining step by step arrangements that should have helped to refresh the brand and to confront the newspaper decline successfully. Then I continue with brand building process description and media brand building more in detail. In the other chapters I present the relaunch goals and marketing tactics necessary to be implemented for the success of the relaunch. At the end of the thesis the efficiency of the relauch in relation to the readers and advertisers is evaluated. The thesis reader should understand the strategic step of the printed newspaper brand which took a great challenge when trying to succeed in the competition with online media and other newspapers.
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Marketing communication of the running race We Run Prague
Hrubcová, Tereza ; Voráček, Josef (advisor) ; Landa, Pavel (referee)
Title: Marketing communication of the running race We Run Prague Objectives: The aim of this work is to describe and analyse and to design and propose new and effective marketing communication elements and features of the running race We Run Prague. Methods: The diploma thesis used methods of descriptive analysis, analysis and evaluation of internal Nike data and documents and qualitative research in the form in-depth interviews. Results: Based on the results of the individual analyzes and qualitative results, I found out that to achieve predetermined objectives and to reach the target group accordingly the future marketing communication of We Run Prague race should focus on the use of online communication and event marketing. Key words: Marketing communication, communication campaign, qualitative research, Nike
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Development of Communication Campaign for Online Service Plechovkátor
Soural, Martin ; Vondra, Zdeněk (advisor) ; Horný, Stanislav (referee)
The aim of this thesis is to develop a communication strategy, communication plan and communication campaign for a new online service Plechovkátor, that is used to create private label beverages for the end consumer. The objective is achieved by analyzing communication mechanisms of competition, analysing brand's target group and subsequent implementation of findings from the analysis to the strategy and plan of the comunication campaign.The main result of this thesis is a communication campaign for the brand Plechovkátor that can be used in real life.
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Successful Campaigns in the Pursuit of Human Rights
Kalousková, Lucie ; Mikeš, Jiří (advisor) ; Kultová, Dana (referee)
The importance of NGOs has been on the rise since the World War II. Amnesty International is one the best-known human rights nongovernmental organizations which has been globally successful in human rights agenda setting. This Diploma thesis analyzes the common features of three selected successful Amnesty International campaigns and aims to determine key attributes that can help to reach the goals of human rights campaigns.
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Comparison of candidates ' communication campaigns in presidential elections 2013
Kultová, Dana ; Mikeš, Jiří (advisor) ; Postler, Milan (referee)
Direct presidential election is a new phenomenon in Czech Republic which brought a challenge for political marketing. There was no previous experience with presidential campaigns and therefore there were a number of expectations how the candidates are going to carry out the campaigns. The thesis focuses on the election campaigns of individual candidates for Czech president in 2013. On a basis of the theoretical framework is an ambition of the thesis to analyze and compare the campaigns and subsequently to evaluate whether they have played an important role in the election, influenced voters' decisions and election results
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Marketing communications of small and medium enterprises
KOMZÁKOVÁ, Iva
The bachelor thesis deals with marketing communications for small and medium-sized enterprises. In the theoretical part the conditions for small and medium-sized enterprises are defined, followed by an explanation of terms such as marketing mix, marketing communication and its tools, which continues with the process of planning and event-marketing campaign. The practical part introduces the examined company, its competitors and marketing communications organizations. The main part of the paper describes a project proposal for the company and its implementation. A separate chapter is devoted to evaluating and measuring the effectiveness of event-marketing campaign.
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Launch of a New Nonprofit Organization
Talácková, Jitka ; Khelerová, Vladimíra (advisor) ; Vojtíšek, Zdeněk (referee)
The aim of this thesis is to analyze Kladno kindergarten market in order to find out whether there is room for a new kindergarten operating according to forest kindergarten principles. The theoretical part of the thesis focuses on the nonprofit organizations marketing in general and its specifics. The thesis further deals with the idea of the forest kindergarten itself, describes its history and the current situation in the Czech Republic and finally it explores the conditions necessary for utilizing this alternative concept of pre-school education in the Czech Republic. In the practical part of the thesis the analysis of the pre-school education supply in Kladno is compared to local demographics, respectively the local demand. The market research part investigates possible clients' requirements for a kindergarten and reveals whether the respondents would be interested in a forest kindergarten being opened. Based on the results of the research a proposal of the new kindergarten is defined and a communication campaign suitable for the kindergarten's market entry is described.
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Creating an effective communication campaign
Hedrlínová, Alice ; Tahal, Radek (advisor) ; Vávra, Oldřich (referee)
This bachelor's thesis deals with creating an effective communication campaign. In the theoretical part are presented basic concepts, individual elements of the communication mix and instructions how to create communication campaigns. In the last part of the theoretical part are possibilities of measuring effectiveness. The practical part is devoted to the company Snowhill a.s., which runs six ski resorts in the Czech Republic. In this part the reader can read about ongoing communication campaigns in these ski resorts. There is a view of two consecutive seasons, which are then compared. The reader learns which activities are effective and which are not. The last part of this thesis deals with ideas of possible recommendations for future seasons.
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Marketing communication targeted at seniors
Palková, Zuzana ; Odehnalová, Jitka (advisor) ; Matušinec, Miroslav (referee)
The master thesis deals with the potential of Czech seniors for Czech marketers. On the basis of secondary as well as primary researches the main elderly consumers' behavioral characteristics, their attitude to commercials and the best practise of communication mix are covered in the thesis. There is also the analysis of the practical example of communication campaign targeting at generation 55+, included its evaluation.
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