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Intenet as a means of communication and advertising firms
Vongrejová, Alena ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The aim of the bachelor thesis was the practical ability to use emphirical datas about web page design and their application on chosen company. The thesis is divided into three chapters. The first chapter explains the concept of the internet communication and analyzes all its parts in detail. The second section deals with the evolution of the internet communication and the history of the Internet till the present days. The second chapter sums all the obtained information and technologies used in the process of company's web page design. The third chapter contains practical web page creation of the chosen company with the evaluation and author's recommendations. The conclusion evaluates the entire thesis and includes the author's opinion.
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Promotion of Czech exports
Drápal, Ondřej ; Mikeš, Jiří (advisor) ; Postler, Milan (referee)
This thesis concentrates on description of promotional activities realized by Czech state institutions in order to support Czech exporters. Marketing communications and current state of the Czech economy are also briefly described. The output of this thesis consists in a serie of changes the author suggests to realize in order to increase the efficiency of promoting activities realized by the Czech state.
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A leaflet as an efficient tool of commercial communications
Bienková, Daniela ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The aim of my thesis is to analyze the possibility of using a leaflet as an effective tool of marketing communications as well as to demonstrate the possible problems associated with its preparation and production on a practical example. The thesis consists of two main parts. In the first part of this work theoretical approaches to communication and representation of a leaflet campaign are discussed. Main attention is paid to direct marketing, as area in which a leaflet as a communication tool belongs. In the second part the theoretical hypotheses, together with an own survey are analyzed and applied on the example of Ahold company and its competitors. This part also examines in detail the production process of the leaflet and proposes possible solutions. In conclusion, the findings of the two parts are described and new possible approaches are recommended.
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Marketing Communication in Pharmaceutical Industry
Klabouchová, Daniela ; Lešetický, Ondřej (advisor) ; Karásková, Hana (referee)
Thesis - Marketing Communications in Pharmaceutical Industry - consists of two parts - theoretical and practical. The theoretical part presents the various attributes of marketing communication, together with the marketing mix. In detail, the work will focus on the 4P - product, price, distribution and marketing communication. Each of these attributes will be related to the specific environment of the pharmaceutical industry. In this section we outline the history of the pharmaceutical industry and learn the basic information about the State Institute for Drug Control. We describe the mission and activities of these organizations - Czech Association of Pharmaceutical Companies, Association of the Innovative Pharmaceutical Industry. The practical part focuses on the relationship between the pharmaceutical industries and medical experts. The aim is to determine compliance with codes of ethics of pharmaceutical companies, including ethical aspects of advertising / promotion in the Czech Republic.
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Socially responsible marketing as a new trend in marketing communications
Uher, Ondřej ; Pešek, Ondřej (advisor) ; Procházková, Markéta (referee)
Bachelor thesis deals with a new trend in marketing communications of companies, which is a socially responsible marketing. Besides a presentment of this marketing tool, main aims of this work are also a comparison of previous progress with current state and especially more detailed analysis of actual situation in this sphere. Therefore, there are firstly mentioned chosen historically the most successful campaigns, but then the main attention is paid to the recent world development. That is characterized mainly by contemporary dominant trends in socially responsible marketing and every trend is substantiated by several typical examples of realized projects. In conclusion, there is of course also provided an insight into the situation on Czech market and after the historical overview, there are presented the most successful campaigns of socially responsible marketing in CR.
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Product Placement in Cinematography and Analysis of 2Bobule
Slavíčková, Zuzana ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The goal of this work is to bring in ideas how to improve product placement utilization on the basis of the analysis of a selected film. The author focuses on the rules of using product placement in cinematography, the history in foreign, especially Hollywood films, and the efficiency of product placement. The paper also pays attention to Czech product placement and analyses appropriate legal framework including the new EU directive, that has been transported into the Czech legal system on 1st June 2010. The practical section contains an analysis of product placement in film 2Bobule.
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PR as a Tool for Investment Promotion in CzechInvest Agency
Kuncová, Renata ; Postler, Milan (advisor) ; Kocourková, Lucie (referee)
Diploma thesis is concerning marketing communications and public relations with focus on public sector and practical application as a tool for investments attracting -- in context of the Czech Republic and Investment and Business Development Agency CzechInvest. The main target is to identificate marketing and communication activities, technics and tools for investment promotion with providing of their analysis, evaluation and recommendation of future development. Actual issues like Web site and Corporate Design of agency are examined in detail with focus on recommendation of new strategy.
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Analysis of mobile operator´s marketing communications on the Czech market
Šojdel, Václav ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
The thesis deals with marketing communications of mobile operators on the Czech market. Marketing communications is analyzed using the research methods of competitive intelligence and mystery shopping. Sub-goal of this paper is a performance of a particular competitive intellingence tool for continuous monitoring of marketing communications. The main aim of this work is the processing of competitive analysis in the different areas of the communication mix. The media spending on ATL communications are evaluated in advertising. In direct marketing there are analyzed and evaluated member gets member activities of Czech mobile operators. The goal in the area of sales promotion is to compare the loyalty communications of the operators and in the branch of public relations CSR activities with an emphasis on the endowment policy are evaluated. Personal selling of mobile operators is evaluated using the method of mystery shopping.
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SmartWings: Marketing Communications Strategy
Roučka, Jakub ; Halík, Jaroslav (advisor) ; Dufková, Vladimíra (referee)
This thesis is concerned with marketing communications of SmartWings, the low-cost sub-brand of Travel Service airline. The theoretical section comprises two chapters: first of them is dealing with the difference between full-service and low-cost carriers. The second part provides insight into relevant aspects of marketing communications theory. The third chapter is aimed directly at the communications strategy of SmartWings, evaluating current practice and suggesting ways to improve its effectiveness.
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