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The Analysis of Marketing Communication of the 27th film festival Finále Plzeň
Kořanová, Adéla ; Bezouška, Martin (advisor) ; Halada, Jan (referee)
The thesis primarily focuses on the analysis of marketing communication of the 27th film festival Finále Plzeň. The theoretical part of this thesis is based upon the major art marketing literature, and on the relevant film marketing publications available. The second part presents the festival, its history, structure and the position among the other film festivals in the Czech Republic. It also deals with statistics of the 27th year of the festival, including the programme, partnerships and attendance. The practical part is focused on the analysis of specific marketing tools and communication activities of the festival in 2014. This section also describes the specific commercial spot and visuals implemented in the campaign. The aim of this thesis is to evaluate effectiveness of marketing communication of the Finále Plzeň considering all the limitations and possibilities of the festival. According to the evaluation this section also deals with a recommendation of the communications activities that would contribute to improving promotion of this cultural event.
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The Analysis of Communication Activities of the 65th Berlinare in 2015
Klčová, Alena Daniela ; Orban, Karol (advisor) ; Pilati, Miroslava (referee)
Bachelor thesis "The Analysis of Communication Activities of the 65th Berlinale in 2015" deals with the communication activitie's choices in cultural sphere concretely on the example of the film festival Berlinale. Thanks to the analysis of communication activities of Berlinale 2015 a reader is shown the substance of communication and marketing mix and why these activities are so important for the communication with the general public. Theoretical part of the thesis describes Berlinale's history and characteristics, which is the key core for both the present and the future communication. It describes the influence of the festival on cultural sphere trends. Moreover, it focuses on the meaning of art marketing and film marketing for film festivals and on which principles these branches stand and how or why are these substential for film festivals. Next part of my bachelor thesis is dedicated to marketing mix and the sole comunnication activities of the 65th Berlinale not only in theory, but also practically. Bachelor thesis contains the SWOT analysis of the film festival and it also marginally focuses on the impact that Berlinale has on Berlin's tourism, which is nonetheless sometimes disregarded and overlooked despite it's relevance. In the conclusion the thesis contains the evaluation of...
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Communication Activities Study of Artbanka Museum of Young Art
Havránek, Jakub ; Dolanský, Pavel (advisor) ; Skřivánek, Jan (referee)
This bachelor thesis describes the communication activities of Artbanka Museum of Young Art from 2011 to early 2013, when the institution ended its activities. The work describes in detail the subject of AMoYA, its origins, objectives, promotion and risks associated with its activities. Much of the work is devoted to describing the elements of the communication mix and the elements that AMoYA had available as part of its promotional activities.
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Communication Activities of ZOO Prague in the Period 2010-12 and Their Historical Context
Kořínková, Markéta Maryam ; Orban, Karol (advisor) ; Strielkowski, Wadim (referee)
This thesis aims to introduce and analyse the basic methods of arts marketing and marketing communications used by nonprofit organizations using the example of Prague Zoo. Selected method of this thesis is the observation and subsequent description of the main communication and marketing techniques used by Prague Zoo in the years 2010 - 2012. This thesis describes the main subject of the communication campaigns introduced during this period and also explores the following. Analysis of selected historical events that have influenced the current form and communication of the observed subject. Introduces basic terminology and examples of marketing, arts marketing, marketing research, corporate identity, image, logo, crisis management and others. Explores the longstanding dispute over the logo of the Zoo with artist Cihlář which led to complete corporate design change which has been introduced on the occassion of the celebration of 80 years of founding of Prague Zoo and crisis communications during the flood in 2002. Very briefly describes the fundamental historical moments, beginning with its founding.
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Art Marketing: Festival Divadlo in the Years 2009-2012
Skalová, Dominika Antonie ; Dolanský, Pavel (advisor) ; Wolák, Radim (referee)
This bachelor thesis named Communication Activities of Festival Divadlo between 2009 and 2012 is dedicated to the marketing of culture sector on the example of one of the most important theatre festivals that takes place in the Czech Republic. The theoretical part defines the basic terms related to Art Marketing. This thesis deals with its specifics and options both on a general level and later on the particular example of Festival Divadlo. The thesis presents International Festival Theatre Plzeň and sets it in the boarder context of Czech theater creations and its promotion. The aim is to give a comprehensive view of its operations and communication to the general and professional public. The practical part focuses on the description of specific communication activities of 17th-20th season, which are based on the concept called Fandíme divadlu (We support theatre). The thesis analyses the communications mix, describes the use of individual channels and in the end brings a critical eye, which aspires to recommend and to propose new solutions that could contribute to further development of marketing communications of this project.
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Museum Marketing and Cultural heritage marketing as an Example of Museum of Decorative Arts in Prague
Petráková, Kristýna ; Dolanský, Pavel (advisor) ; Halada, Jan (referee)
The BA thesis titled Museum Marketing and Cultural Heritage Marketing as an Exemple of Museum of Decorative Arts in Prague (MDA) aims primarily to map the marketing communication of MDA and utilize the findings to illustrate the specific challenges that art marketing as such entails. The main focus is on the marketing and, above all, communication strategies of the Museum. For the purposes of communication, the Museum makes use predominantly of public relations activities. The communication of the MDA is lacking mostly due to the lack of financial resources. The Museum has annual budgets at its disposal and has to make the decision whether to invest into restoring its collections and research, or into marketing. In the concluding part of the thesis I address various propositions for communication improvement, most of which lean towards fundraising activities. As my sources I used predominantly the MDA websites and different sorts of printed materials published by the Museum itself.
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Communication Strategies of the Prague State Opera House 2010/2011
Hädler, Victoria ; Halada, Jan (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis "The communication strategies of the Prague State Opera House between the years 2010/2011 deals with the advertising tools by which this institution presents itself to the public. This topic is brought into a larger context of the field of art marketing and its current situation in our country and abroad. It deals with the specific features of the "theatre"market and the narrow target audience. It encompasses an analysis of the negative and positive aspects of the applied advertising techniques and comes up with new solutions with regard to the new trends in communication. The Prague State Opera house is an important part of the cultural riches of the Czech Republic and its present unstable situation is a result of the current bad positioning and the global cultural situation of today's modern society. The fundamental element of this dissertation is the description and analysis of the crisis management of the State Opera Prague and the description of its subsequent union with the National Theatre. The dissertation furthermore pinpoints the funding of cultural institutions in Czech Republic and the growing trend to achieve financial self sufficiency. The conclusion deals with the overall efficacy of the chosen communicational mode and furthermore contains the evaluation of the...
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Communication Activities of City Gallery Prague in the years 2011 and 2012
Černá, Eliška ; Dolanský, Pavel (advisor) ; Halada, Jan (referee)
This bachelor's thesis analyses communication activities of City Gallery Prague in the last two years. City Gallery Prague is one of the two most significant and most visited galleries in the Czech Republic and not merely because of its placement in the capital city its attendance numbers have rising tendencies. The work is concerned with all the components of the communication mix - advertising, public relations and online communication. A close attention is dedicated to the new website design which helped City Gallery Prague to build its visual identity. It also describes its competition and a real threat which other Prague galleries may represent for City Gallery Prague. One constituent of the thesis is a research conducted by the author. Its aim was to discover gallery's position among competitors and its popularity among young people.
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Marketing communication of the galerie Rudolfinum in years 2009-10
Přibylová, Tereza ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
Diploma thesis "Marketing Communication of The Galerie Rudolfinum in years 2009-10" focuses on marketing strategies of Galerie Rudolfinum. The time frame for this thesis is delimited from 2009 to 2010 and so is the retrospective research of each material or information. In the introduction I will explain the crucial terms such as "art marketing" or "arts marketing", which are the areas of marketing in which Galerie Rudolfinum falls into. In the body you will find brief introduction to the whole Rudolfinum building (history, organization etc.) as well as description of Galerie Rudolfinum's place in the market environment. The thesis also presents complete marketing communication of Galerie Rudolfinum with the emphasis on detail analysis of communication strategy - so called communication mix. The sources and solutions for this diploma thesis were mainly description and analysis of the advertising outputs, statistic data from Galerie Rudolfinum and also its web page..
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