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Analysis of the Integration of Product Placement in the Audiovisual Work "Pojedeme k moři"
Menšíková, Šárka ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
The aim of the bachelor's thesis is to provide a comprehensive overview of the product placement and practically illustrate its use in the Czech audiovisual production on the example of the movie Pojedeme k moři. In the theoretical part I specify the definition of product placement and categorize it into the marketing mix. I describe advantages and disadvantages of this type of marketing technique, its historical development and also types of product placement that we can find. I also define aspects of integration of product placement into the audiovisual works, while I consider legislation of this marketing activity as one of the aspects. The next part is the analysis of the movie Pojedeme k moři. The goal of this analysis is to find out what brands and in which ways were shown in the film and also to identify which types of product placement were used. Further I determine the role of product placement for the film's budget and I evaluate whether all legislative requirements were observed.
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Analysis of a Marketing Communication in MF and MOM
Korecká, Martina ; Hajdíková, Taťána (advisor) ; Novák, Michal (referee)
The aim of this bachelor's thesis is to analyse and evaluate marketing communication tools, used by the Museum of Photography and Modern Visual Media in Jindřichův Hradec, which the public is addressed by. On the basis of the findings there are recommended possible solutions for the improvement of the communication mix of the certain organization. The thesis suggests another possibility of the use of the Photography festival to make the subject visible.
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Communication strategy of the company Ahold on the Czech market
Daďová, Andrea ; Průša, Přemysl (advisor) ; Volfová, Jitka (referee)
The thesis analyses current communication strategy of the retail company Ahold Czech Republic, a.s. The thesis studies whether the elements of communication mix are used effectively in the relation of company and customers and whether communication of the company for Czech consumers is appropriate and sufficient or not. The theoretical part of the thesis is primarily focused on marketing mix, marketing communication and its modern trends. The practical part of this thesis presents the company Ahold and its development on the Czech market. Furthermore, the practical part defines the main competitors on the Czech retail market. The final part of this paper analyses the results of my own survey, from which subsequently derive recommendations of improving individual elements of the communication strategy of Ahold Czech Republic a.s. in to the future.
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Communication strategy of Vodafone in the Czech market
Němcová, Lenka ; Průša, Přemysl (advisor) ; Machander, Aleš (referee)
This Bachelor's thesis deals with the analysis of the communication strategy of Vodafone in the Czech market. The aim of this work is to identify and evaluate the communication strategy of Vodafone and also to find out how consumers perceive not only Vodafone but also its competitors. Then on the basis of this analysis and survey suggest an optimum communication strategy for Vodafone. The work is divided into two parts, in the theoretical part term communication, marketing and communications mix are defined and also a few new trends in marketing communications are described. In the second part Vodadone and its competitors are introduced, including analysis of the positioning of operators in the Czech market. Furthemore, the communication strategy is analysed and its individual elements are described. The last part deals with the survey, on which is based SWOT analysis and my own recommendations.
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Czech Masters marketing communication
Vajcík, Antonín ; Průša, Přemysl (advisor) ; Šanda, Jakub (referee)
This bachelor's thesis analyses the marketing communication of the promoting company Relmost by the occasion of organising a golf tournament D+D REAL Czech Masters from tournament series of the European Tour. The aim is to introduce and then to critically evaluate current marketing communication. The first two chapters define basic concepts of marketing with a special focus on marketing communication. Follows presentation of the promoting company Relmost respectively of the golf tournament D+D REAL Czech Masters. The crucial part of bachelor's thesis is analysis of the communication mix by the occasion of promoting the tournament. Thesis on the basis of survey evaluates the effectiveness of existing marketing communication and proposes recommendations for improvement for the upcoming years. Finally, its part is also SWOT analysis.
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Martketing strategy of the Canon company in the Czech market
Vargová, Viktoria ; Cimler, Petr (advisor) ; Zeman, Jiří (referee)
The goal of this final thesis, which is broken down into 3 chapters, is the analysis of marketing strategy for the company Canon in the Czech market. Furthermore, suggested potential improvement from observed data. In the first chapter, we familiarise ourselves with the organisation of Canon and provide basic information on its history, philosophy of the company and its Corporate Social Responsibility. The theoretical section explains important terms used at work such as marketing concept, marketing mix, marketing communication and SWOT analysis. The practical section uses the theoretical section and applies said theory to the investigation of the company. In the end, there is a SWOT analysis presented by me to identify the main areas of improvement in the current marketing strategy.
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Neuromarketing and analysis of purchase decision according to special typology of the costumer
Jarolímová, Nikola ; Pešek, Ondřej (advisor) ; Jančík, Jaroslav (referee)
The Bachelor's thesis on the topic of Neuromarketing and analysis of purchase decision process according to special typology of the customer is focused on the use of neuromarketing methods in practice. Neuromarketing is one of the marketing research methods and it represents the combination of neuroscience and marketing. This Bachelor's Thesis aims to analyse the use of neuromarketing methods in marketing communication based on the psychophysiological research which measures responses of respondents and emotional system Limbic. The Thesis is based on certain neuromarketing research output. The data employed in the thesis are collected by participating on a research in a company eMerite, survey and further research made by the author.
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Social networks as a means of a law firm´s communication
Blažek, Michal ; Topolová, Ivana (advisor) ; Kubálková, Markéta (referee)
The bachelor thesis "Social networks as a means of law firm's communication" focuses on marketing and communication aspects of social networks, which are demonstrated on the example of Law firm Švehlík & Mikuláš's Facebook profile. The aim is to evaluate, how the social network profile affects the firm itself. The first, theoretical part, briefly characterises Marketing, Marketing mix, Marketing communication, On-line communication and last but not least Social networks. The main focus there is on Facebook. The second, practical part, describes the process of creating and controlling the Law firm Švehlík & Mikuláš's Facebook profile. In the end there is an evaluation of profile metrics, which leads to recommendations in order to improve the control and usage of Facebook profiles in general.
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Legal and ethical framework for the use of nudity in marketing communications of companies of the fashion industry
Vénosová, Veronika ; Boháček, Martin (advisor) ; Votava, Tomáš (referee)
The thesis deals with the legislative framework governing the display of human nudity in marketing communications of the fashion industry. Its aim is to explore the legal and ethical framework which governs its use in advertising in the Czech Republic and selected EU member states (The United Kingdom, France, Italy) and the United States. Firstly, the very concept of fashion is defined, followed by historical overview that focuses on the methods of promoting fashion brands, with particular regard to nudity, from the very beginning of the 20th century to the present. Following is the current practice in marketing communications, including its online aspects. Thesis then describes the legal framework and ethical framework that regulates the use of nudity. It includes an outline of selected cases, when complaints about allegedly improper use of nudity in advertising were judged by state or self-regulatory bodies. There are also results of the poll among companies which already used nudity in their marketing communication and the results of the public survey. Work is concluded by prediction of the possible use of this phenomenon in the future based on an extrapolation of current developments.
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