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Pragmalingvistic analysis of Danone Activia brand commercial communication
Pražáková, Tereza ; Klabíková Rábová, Tereza (advisor) ; Šoltys, Otakar (referee)
The diploma thesis entitled 'Pragmalinguistic Analysis of Commercial Communication of the Brand Activia by Danone' aims to provide a comprehensive treatise of the above mentioned brand from the point of view of pragmatic and linguistic theories, based on a selected sample of advertising from 2010 - 2014. The introductory theoretical part defines the functions of advertising and their idiosyncratic communication and place them within the wider context of marketing. Subsequently, the position of the product within the segment offered by Danone is described and comparison of the respective marketing strategies for each product is made. The methodological section of the thesis introduces pragmatic linguistics as the central tool used in the ensuing analysis. Here the terms related to the process of communication are emphasised, same as the relationships between the creator of a text, its recipient and the text itself. The last, analytical part deals with selected samples of commercial communication using the aforementioned methods. A sample of Activia Danone communication is then used to analyse the usage of individual linguistic and stylistic means, as well as advertising types with emphasis on their goals as a form of communication.
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The influence of the Membership on Czech legal framework and subsequent practices concerning commercial communication
Drzková, Veronika ; Winter, Filip (advisor) ; Shavit, Anna (referee)
The aim of this bachelor thesis is to analyse the extent of influence that the European Union has on legal provisions concerning commercial communication in the Czech Republic. The paper describes areas where the European Union sets binding rules that must be followed at national level. The aim is to detect whether these rules are new in Czech context or whether they would have been applied and enforced even without the contribution of the European Union. Moreover, the scope of these rules will be analysed in order to determine the extent of direct influence that the European Union has in certain areas on the everyday life of customers in the Czech Republic.
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Communication Strategy of Komerční banka, a.s. with a Focus on the Youngsters
Bartůňková, Eva ; Postler, Milan (advisor) ; Jelínková, Jitka (referee)
Thesis explores communication strategy of Komerční banka, a.s. with a focus on the Youngsters. The aim of this thesis is an analysis of previous and current campaigns, corroborated by original research. The thesis comprises six chapters, the first two chapters dealing with theory, the rest dealing with empirical findings. The first chapter discusses the difference between marketing and commercial communication and kinds of commercial communication; the second chapter delves into the issue of communication strategy, its types and development. The third chapter consists of a presentation of Komerční banka, a.s. including an evaluation of the competition; the subsequent chapter discusses the characteristics of the G2 brand, its target group and includes an SWOT analysis. The content of the fifth chapter is a description of previous communication and of new communication campaign of the G2 brand. In the conclusion of the thesis, research results are assessed and future steps are recommended.
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Proposal for communication mix for flower stuido Rozálie
Burdová, Ivana ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
This diploma thesis is concerned with an issue of communication of small local businesses. The main goal is to propose for the optimal communication mix regarding decision making for selected company, flower studio Rozálie. To be able to execute this goal, the complex situation analysis for flower studio and the detailed analysis of decision making have to be conducted. These serve as base for the selection of suitable communication tools. Proposed communication mix is constructed around the key tool which is online communication. Online communication is extremely convenient tool for small local businesses because of its low financial expenses but also because in present world the online communication is vital part of consumers' lives an therefore vital part of companies' existence.
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CRM and its application in the company Znovín Znojmo Inc.
Novotná, Šárka ; Postler, Milan (advisor) ; Bilíček, Štěpán (referee)
The subject of my diploma thesis CRM and its application in the company Znovín Znojmo Inc. is analysis of the temporary usage of CRM in the company among other things based on the survey, which results will be used to draft potential improvements. Thesis is divided into six chapter divided into practical and theoretical parts. The theoretical part of thesis describes the marketing and commercial communications, defined CRM as customer relationship management and analyze the economic environment focusing on the Czech wine market. In the practical part is introduced company Znovín Znojmo Inc., is applied SWOT analysis and described marketing communication of company. At the core is the introduction of CRM in the company Znovín Znojmo, survey through customers and then are designed recommendations for improvements.
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Comparison of Air Bank's and ČSOB's Marketing Communication
Matějka, Václav ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
After 2010, several low-cost banks were founded in the Czech Republic. Thanks to their strategy and customer approach, these banks considerably differed from traditional banks established on the Czech market in the 1990s. Especially in large cities, the new banks quickly gained popularity and started stealing clients from the traditional banks, which have thus seen a severe loss of clients. This diploma thesis compares one new and one traditional bank - Air Bank and ČSOB. It explores the differences in their marketing communication and surveys clients to see what makes people leave ČSOB and join Air Bank. Based on the data collected, the thesis gives a set of recommendations for both banks to improve their situation in the future.
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Marketing strategy of Zara Co.
Striežencová, Jana ; Průša, Přemysl (advisor) ; Malý, Lukáš (referee)
The main goal of this bachelor's thesis is an analysis of the current non-traditional marketing strategy of the clothing company, Zara, one of the most significant global representatives of the "Fast fashion" model. Another goal is to present a set of recommendations for the strategy's improvement based on my own survey results and SWOT analysis. The thesis is divided into two main parts. In the theoretical part the reader will familiarize him/herself with the basic marketing terminology necessary for clearer understanding of the subsequent text, while in the practical part he/she will gain a more detailed overview of the most important concept of the multinational company Inditex - the Zara brand. Attention is focused on the marketing mix of the company, my own survey results and SWOT analysis.
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Suggestion for Starbucks Coffee Company´s communication strategy improvement
Hayova, Hanna ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The main aim of my thesis is to analyze the communication strategy of the American company Starbucks Coffee, which has already been operating on the Czech market for eight years. The theoretical part will focus on the different types of commercial communications, the concept of brand will be mentioned along with explaining what image, brand identity and brand awareness mean, while concentrating on interview, one of the basic market research methods. The application part is focused on Starbucks, where I will talk about the history of the company, its mission and business principles apply SWOT analysis and competitor analysis of Starbucks Coffee on the Czech market and carry out my own survey focusing on the company´s perception among young Prague citizens. In conclusion I will suggest some potential recommendations that will help Starbucks in reaching and achieving more Czech customers.
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Internal communication as a part of the National Gallery communication strategy
Menclová, Eliška ; Mikeš, Jiří (advisor) ; Riedlbauch, Václav (referee)
The thesis deals with the issue of internal communication at the National Gallery in Prague. The first part is focused on theoretical concepts, historical development and definition of the substance and means of internal communication. The essence of the work consists of situational analysis of current conditions at the National Gallery in Prague in terms of internal communication, with an emphasis on conceptual changes and communication strategy. The conclusion of the analytical part is dedicated to the evaluation of questionnaire survey, formulation of the strategy and design of communication plan, concrete activities and recommendations in the internal communication according to particularity of public cultural sector.
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The Influence of Marketing Communication to Children to Parents´ Consumer Behaviour.
Plesníková, Tereza ; Lhotáková, Markéta (advisor) ; Olšanová, Květa (referee)
The Diploma´s Thesis is focused on influence of marketing communication to children to consumer behaviour of the parents. The thesis puts emphasis on cognition the child as a consumer - describes its behaviour depending on the age and its values and subsequently defines the influences of surroundings related to child consumer maturing. The thesis is also engaged in questions connected with influence of the children towards their parents. The main goal is firstly to define and evaluate marketing communication which are according the opinions of children and parents perceived as the most efficient, and secondly specify the parents´ consumer behaviour so to what extent are the parents truly influenced by child, advertisement respectively. For an investigating these facts are used author´s own questionnaire surveys.
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