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Influence of advertisement on retail
Kučerová, Lenka ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The purpose of this thesis is the connection of two aspects: retail and advertising and to provide general overviews. To foreshadow expected changes in the consumer's behaviour and establish how important the role advertisement constitutes. Research is also focused on direct influence of advertisement on customers. This thesis is composed of both a theoretical and a practical part. The first two chapters of the theoretical part represent a description of basic information about advertising and Czech retail situation. To reach a complex overview on advertising from the retail customer's side, the third chapter of the theoretical part concentrates on the connection of these aforementioned sections. Furthermore, what kind of marketing communication strategies the Czech retail chains most frequently use and in which areas most often incur the most expenses. The practical part explores my own marketing research and the impact of the retail chain's advertising on its consumers.
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Marketing support of the Baby Well product
Zahradníková, Adéla ; Halík, Jaroslav (advisor)
This bachelor thesis examines a form of marketing communication, which is referred to as bellow-the-line (BTL). It's arranged chronologically according to the individual steps, which were taken in the course of the project. It observes the environment of an advertisement agency, which has the task of implementing a sales promotion for PG Corporation. This is client who functions in the children segment of the market with their brand Baby Well. Thus in the first part is a brief introduction of the PPD Services s.r.o. agency, which was responsible for the execution of the whole project. In the next part is described the analysis of the sales promotion. At first the assignment of the client is analyzed -- the so-called brief -- and its essentials. After that attention is turned to the production of a tour plan, composition of a budget and to a very important training of the hostess, with the client presence. In this part is described in detail the task of the hostesses and their equipment for the given promo action. In the conclusion of this thesis its' given goal is answered, which is to see if from an investment point of view it pays off for the client to continue this form of marketing communication with the client and if it's sensible to continue. Information for the whole bachelor thesis has been for the most part gathered from own experience and the documentations of the PPD Services s.r.o. advertisement agency. The author's consciousness about the given topic has also been raised by books, which are mentioned as sources of this bachelor thesis.
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Brand Strategy of L'ORÉAL on the Czech Market
Dudinská, Daniela ; Průša, Přemysl (advisor) ; Zapletalová, Šárka (referee)
The aim of this bachelor's thesis is to describe and compare individual brand strategies implemented on the Czech market by the company L'ORÉAL, and to attempt to assess the positioning and image of four brands selected from the company's brand portfolio, through a SWOT analysis. The first chapter explains the concepts of brand and brand management. The second chapter deals with the marketing communication and its forms. The third chapter briefly describes the SWOT analysis and its significance. The fourth chapter presents the company L'ORÉAL and its position in the world and in the Czech Republic. The last chapter examines the brand strategy of L'ORÉAL on the Czech market, and describes the structure of the brand portfolio in detail.
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Meaning of Body Image in Marketing
Tarbajová, Viera ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The diploma thesis is divided into two parts. The first part includes the delineation of basic terms, needful for a further work. The first chapter offers a definition and an evaluation of a historical development of a body image. Subsequently, the work is concerned with a marketing communication. It offers an inspection of a phenomenon of advertisement, its effectivity on addresses and a psychological insight encompased within the field of advertising. The chapter also includes the description of media and their respective influences on the perception of a beauty ideal. The second part of the thesis is oriented towards a practical, analytical activity. The description of a theoretical base as well as a practical use of a content analysis and implied methods are the points of the chapter's departure. The conclusion part of the work provides the readers with conclusions of the content analysis and a questionnaire results.
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Communication and price strategy of a chosen company on its entrance to the Polish market enviroment with food supplements
Pivná, Kristýna ; Zamykalová, Miroslava (advisor) ; Dvořák, Václav (referee)
This thesis concentrates especially on 2 instruments of marketing such as communication and price strategy of an elected company. At the beginning there is presented the company, the area of the business and it also looks briefly at Poland using macroeconomic indicators. The main part of the work starts with a description of communication instruments and the way of making media plan. After comes an analysis and evaluation of the efectivity of the corporation strategy by phone calls and the number of sold products. The part devoted to the price strategy consists of theoretical characteristics of price creation possibilities followed by a practical inquiry of competitors that helps to define a reasonable price. The thesis is ended with a SWOT analysis of company's potential.
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Communication strategy of recycling and collecting bottles
Slavinská, Lenka ; Postler, Milan (advisor) ; Šiser, Roman (referee)
This thesis deals with communication in the field of Corporate Social Responsibility (CSR). It aims to analyse the relationship between marketing communication and CSR and to evaluate which tools of the communication mix are suitable for the communication of CSR and especially for the communication of recycling. It also deals with the fields of packaging in marketing, recycling, collecting and sorting the packages and sustainable development. Theoretical knowledge is applied on The Coca-Cola Company.
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Communication strategy of the company Subway
Jevičová, Katarína ; Halík, Jaroslav (advisor) ; Šafránek, Bohumil (referee)
The bachelor thesis is focused on analysing the communication strategy of the company named Subway. The first chapter is introducing the company and explains the form of business and process of worldwide expansion. It also defines the competition from local and worldwide point of view. The second chapter is analysing the marketing mix and from the third part of the thesis it is focusing on the communication of the firm. At first it illustrates the company communication, clarifies the hierarchy inside the firm and communication between the departments, which is on international level. The last chapter is analysing particular marketing instruments of communication mix in Czech republic and in assorted countries.
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