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Fictional news in media as a way of advertising
Lakomá, Karolína ; Dolanský, Pavel (advisor) ; Trampota, Tomáš (referee)
Bachelor thesis "Fictional news in media as a way of promotion" deals with the issue of media messages which are based on mystification, untruth or half truths in order to arouse interest its beneficiaries and to draw attention to the brand, product, social problem or just to entertain. Sometimes the victim of a hoax is only the audience, sometimes are victims the media itself. In marketing area it has became more often to use the method of dissemination the advertising via viral communication where the recipients transmit information between themselves and spread it further. For this to happen, the advertising in the message must be skillfully hidden or not contain it at all. This work defines the concept of fictional news as well as the concept of promotion. It provides examples of media mystification in the history of mass media and examples of successful viral campaigns. The whole issue is demonstrated by the Czech adaptation of one of Australia's successful campaign for men's deodorant, which was based on the spreading fictional news and promoting a non-existing company. The work examines how the Czech media and Czech audience deal with the fictional press release.
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Authentic counterfeit in viral marketing
Jelínková, Petra ; Štůsek, Jaromír (advisor) ; Marie, Marie (referee)
This master thesis deals with authentic fake, a phenomenon present in viral marketing. After a brief introduction into the issue and clarification of terms, the study aims to find out whether a seemingly authentic video recording of a catchy incident helps a marketing campaign to succeed, that is to say to achieve high sharing figures amongst internet users. In a theoretical part, the thesis elaborates information from technical books, publications and internet sources dealing with authenticity as such, viral marketing and a match they create, an authentic fake in viral marketing. Theoretical findings from these sources are applied in an empirical analysis. Empirical part of the thesis focuses on analyzing 100 most successful viral campaigns of the world. For this purpose, we consider 4 regression models (linear and logarithmic) with 6 different factors including an authenticity factor. Results of the regression analysis allow us to estimate the influence of these factors on video sharing and to answer questions like why do authentic fake campaigns exist and what are the pros and cons of such marketing strategies. At the end, the thesis contemplates on the future of this phenomenon.
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Foreign Company's Strategy for Entering the Czech Market
Svoboda, Luděk ; Švejda, Mojmír (referee) ; Zich, Robert (advisor)
The aim of this master thesis is to consider appropriate solutions of entering the foreign market. After introducing of the company follow the external and internal analysis. The thesis proves a suitability of the target market, deals with a choice of the product portfolio. It also mentions and checks the expectations of new market’s behaviour. In the final part of the thesis we can find a proper suggestions for entering the target market, steps and measures, which the monitored company shouldn’t leave out.
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E-commerce and its Marketing
Musilová, Veronika ; Dvořák,, Jiří (referee) ; Dvořák, Jiří (advisor)
I will attend to creation suitable model of e-marketing for e-shop with flowers in my diploma work. The aim will by join the possible instruments of online marketing in order that the company can succesfully work on the Internet. and ensure the betterposition before the competition. I will focus on e-marketing and its individua instruments. I will make some analysis of the company, by virtue of I will propose what kind of e-marketing can company use. Last but not least I will attend to the aims, which company should achieve and own potential which should valorize.
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Proposal of Communication Strategy (for real company, organizaci)
Tuč, David ; Kruliš, Vladimír (referee) ; Šimberová, Iveta (advisor)
The diploma thesis concerns a creation of communication strategy for multimedia festival named Lumirova triska 2009. The work includes a summary of basic marketing approaches towards the communication strategy creation, description of its application, former communication analysis and an overview of the current state on the market of festivals involving advertising creation, as well as proposals for communication improvement, managing model of the event and an effectivity assessment from the economical point of view.
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Successful viral video for nonprofit organization in Czech Republic
Adámek, Stanislav ; Látal, Jan (advisor) ; Pažin, Jan (referee)
This bachelor thesis about creating succesful viral video for nonprofit organization in Czech republic focuses on practical point of view.
It explores the utilization of particular experience and professional knowledge of relevant people and tries to deduce some useful conclusions. The part of the thesis is the description and analysis of creating of a particular successful viral video, which was created by the author of this thesis. Thus, the thesis suggests deep look into creative process of the video.
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New forms of marketing communications and their usage in company communication mix
Popelka, Ondřej ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This bachelor thesis examines new forms of marketing communications and their usa on concrete existing subject, which is in my case Golf club Bitozeves. The aim of the theoretical part is to present new forms of marketing communication along with their means of spreading. The practical part is based on applying these forms on current subject by creating concrete model campaigns and afterwards comparison of their key attributes such as costs of realization, time required for their realisation or by number of potential customers brought by these methods.
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