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Kvalitativní parametry v procesu plánování a nákupu tiskové inzerce
Hatoň, Luděk ; Puchýř, Milan (advisor)
komunikace, reklama, mediální plánování a nákup, brief, základní mediální veličiny, vliv kvalitativních parametrů, tisková inzerce, komunikační strategie, sestavování mediaplánů, schvalovací proces, kritéria výběru, cílové skupiny, prodaný náklad, čtenost, tradice tiskových titulů, redakční obsah, timing, výkyvy čtenosti, buyer, planner, produkt-médium, umístění inzerce, nové formáty, layout, cenová politika vydavatelství, způsob hodnocení, komplexní hodnotící systémy, úspěch značek, vývoj tiskového trhu, noviny, časopisy, zadavatel
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Srovnání trhu televizní reklamy v ČR a USA
Schneyder-Kubaniková, Adéla ; Puchýř, Milan (advisor)
Srovnani trhu televizni reklamy v ČR a USA. V teoretické části popis marketingového, komunikačního mixu a procesu, reklamních agentur, medii. Dále pak vyjmenovány rysy televize, výhody a nevýhody inzerce v tv, popis mediálních ukazatelů,rozdělení typů reklamy. Analytická část se skládá z analýzy makroprostředí, historie televizní reklamy,popis televizních sítí.Parametry tv z hlediska reklamy, právní úprava televizní reklam.Dále popis forem finacování, cen reklmaního prostoru, výdaje. Uvedení základních festivalů a soutěží, popis problémů digitalizace v ČR.
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Kreativita v mediálním plánování
Pošepná, Tereza ; Puchýř, Milan (advisor)
Úvod do problematiky mediálního plánování, marketingová strategie a mediální plánování, proces mediálního plánování, brief, tvorba strategie, faktory ovlivňující výběr médií, lokality a načasování kampaně, mediální ukazatele, post-buy analýza, kreativní mediální strategie, trh telekomunikačních služeb v České republice, plánování médií pro společnost Vodafone, použití alternativních médií v re-brandingové kampani
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Marketing strategies of international companies
Čapková, Halka ; Přikrylová, Jana (advisor) ; Zamykalová, Miroslava (referee) ; Lošťáková, Hana (referee) ; Svobodová, Šárka (referee)
I focused my dissertation on the marketing strategies used by Czech subsidiaries of international pharmaceutical firms. There were two main aims of my dissertation. Firstly, to characterize the nature of the pharmaceutical industry, differentiate it clearly from consumer goods industries and identify how these differences influence the marketing strategy used. To reach this goal I used desk research. Secondly, I carried out primary research among 46 large international pharmaceutical firms that run subsidiaries in the Czech Republic. The main aims were to find out what marketing strategy they use (global, modified global, regional, local, or a combination of these), how and where it is created, how it is financed, whether they prefer the promotion of the company name or of individual brands and what communication channels they use.
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Promotion of the Elizabeth spa
Zelenková, Petra ; Bártová, Hilda (advisor) ; Vávra, Oldřich (referee)
Elizabeth Bath Inc. is one of the biggest spa facilities in the Czech Republic. The target of the graduation theses is the analyses, evaluation and proposal of reformative arrangements in connection with the marketing of Elizabeth Bath, especially with the focus on communication in marketing. Within the instrument of the marketing mix is the detailed focus orientated on advertising and its importance for the Elizabeth Bath. The end of the graduation theses is composed of a chapter related to the advertising of the Elizabeth Bath including the company's marketing plan and the medial plan for the year 2011. There is a possibility to meet with the new products, prepared events or the communication resources of the company in the year 2011.
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Misleading advertising and FMCG
Teprtová, Irena ; Boháček, Martin (advisor) ; Postler, Milan (referee)
The theoretical part is divided into four chapters. The first chapter deals with competition, the second chapter is about Czech law advertising regulation and about Community law. The third chapter describes misleading advertising and the fourth chapter deals with FMCG. The practical part analyzes current ads. The first chapter describes the method of analysis. The second chapter deals with use of misleading and the third chapter analyzes misuse of truthful information in advertising. The last chapter focuses on the advertising hyperbole.
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Advertisement through the scope of Czech tax law
Králová, Štěpánka ; Marková, Hana (advisor) ; Boháček, Martin (referee)
Various tax impacts of advertising are analysed in the thesis. Advertising is perceived as an instrument serving the purposes of searching customers and supporting sales, and it may subsist in many particular forms. The tax deductibility of adverisement costs for the determination of income tax base are analysed, and consequently the tax implications of various advertising forms are introduced from both of the income tax and VAT view. From the tax point of view, the differentiation between the advertising and entertainment is important. Cost-free provision of promotional items forms a special exception. Furthermore, the gifts are diversified from the sponzoring and also the tax impact on the side of the recipient is mentioned. A special attention is paid to tax impacts of advertising through the means of promotional samples and tasting, price reductions and fidelity schemes. Also the legislation limitation of the marketing competitions are analysed. The respective theme is also influenced by the EU-harmonisation of advertising and tax areas, from which the possible progress in this field may be deducted.
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