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Viral marketing in the context of commercial communications
Černý, Ondřej ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The purpose of my thesis is to analyse viral marketing in the context of commercial communications. The first part describes the changing environment of commercial communications and focuses on new trends such as guerrilla marketing, event marketing, product placement and use of high-tech. Also, the social media emerged, such as social networks, blogs, multimedia sharing platforms etc. The second chapter deals with the viral marketing theory, its inception and main advantages and disadvantages. At the same time the paper offers the strategy for viral campaign creation, it focuses on viral principles on Facebook, Twitter, and video sharing. The third chapter examines 3 Czech viral campaigns from Aquila, T-Mobile and Fernet Stock. The work is concluded by the two-part research: quantitative (made via questionnaires) and qualitative (focus group). The research gathered useful data on the internet usage in the Czech Republic and on perception of viral marketing in the population.
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Commercial communications of Kutná Hora and their perspective
Paulišová, Anna ; Mikeš, Jiří (advisor) ; Civišová, Dagmar (referee)
Kutná Hora is a beautiful historical city and one of most significant tourist destinations in the Czech Republic. Taking its importance into account the historical city centre of Kutná Hora became UNESCO World Heritage Site in 1995. In spite of this international recognition, the town currently has to face the problem of the decreasing number of visitors as well as their short stay. The aim of my thesis is to describe the current commercial communication of the Kutná Hora city implemented mostly by local tourism agency and to analyze its future potential. Another objective is to suggest improvements of city marketing in order to increase the city's tourism profit in future. The thesis explains the principles of marketing strategies for tourist destinations demonstrated by the example of the city of Kutná Hora. The result is based on classified literature, my own research and data delivered by experts working in the tourism field. The author gives practical recommendations which could be a basis for the future destination management of Kutná Hora city.
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Marketing and Commercial Communications of the Hockey Club Sparta Prague
Mikšovská, Kateřina ; Mikeš, Jiří (advisor) ; Klimíček, Tomáš (referee)
The main purpose of the thesis is to describe and analyze the marketing and communication strategies of the hockey club HC Sparta Prague. The thesis comprises two parts -- theoretical and practical. Talking about the theoretical chapters, marketing and commercial communications, their role and so called marketing mix are described in there. The practical part of the thesis aims at the target groups, marketing goals description and analysis of the singular tools of the marketing mix. However, the very fundamental chapter comprises the interpretation of the past campaigns applied during the season 2009/2010. The last part focuses on some new topics and ideas to be introduced during the forthcoming season.
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Advertising vs Public Relations Throughout the Economic Crisis
Bodnár, Marcel ; Postler, Milan (advisor) ; Frýdl, Martin (referee)
In my diploma thesis I inquire into mutual comparison of the two of the main communication industries in a marketing mix -- advertising and public relations. I also look deeper into how much the recent global economic crisis of 2009 -- 2010 has an impact on a development of those two industries in the Czech Republic. I am try to describe their common and different attributes, their possibilities in the communication mix, as well as I try to estimate a future development of both of the industries, based on a theoretical background and questionnaire research amongst advertising, PR and marketing professionals.
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Effectiveness of communication campaign on a new beer called Pardál
Vágnerová, Andrea ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The bachelor thesis deals with the presentation of the brewery Budweiser Budvar, n. c. the promotional activities connected to the brewery and the presentation of its communication campaign dedicated to a new beer called Pardál. It comes up with the complete roundup about the idea of developing this beer, its promotion and success connected to the entry to the market. The main aim is to find out if the campaign was successful from the view of participation in the marketing contests in the Czech Republic, abroad as well. And according to the results of my field research, which is focused mainly on the awareness of consumers connected to the beer Pardál. On the basis of gained information I will try to propose some ideas of further steps within the promotional activities. The theoretical part of my work describes marketing communications, commercial communications and its forms, communication mix and of course the steps of preparing a communication campaign.
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Efektivnost věrnostního programu na příkladu vybraného předního výrobce střešních oken.
Vlková, Michaela ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The aim of this thesis is to analyze the loyalty program of the company Roto stavební elementy s.r.o. The work is divided into three chapters. The first chapter deals with the marketing and commercial communications, describes the various forms of commercial communications. The second chapter focuses in detail on sales promotion as a form of commercial communication. Most attention is devoted to loyalty programs. The third chapter introduces the company Roto, its product portfolio and loyalty program. The chapter also includes evaluation of the effectiveness of the program based on four key indicators and a few suggestions for improvements. The conclusion summarizes the results of the analysis.
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Self-regulation in commercial communications oriented to alcoholic beverages in Europe
Sukopová, Jana ; Mikeš, Jiří (advisor) ; Postler, Milan (referee)
The master thesis named "Self-regulation in commercial communications oriented to alcoholic beverages in Europe" compares the approach of particular European countries to ethical self-regulation and its influence to consumers. The thesis is divided into two parts. The theoretical part focuses on explaining basic terms concerning to self-regulation and commercial communications. Significant part is given to the study of current situation in Europe and Czech Republic. The practical part contains the analysis of recent self-regulation activities in the company Plzeňský Prazdroj. This part provides the results of the marketing research, which determinates the current state of self-regulation and activities of the company Plzeňský Prazdroj in consumer's eyes.
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Marketing communication of T-Mobile company with customer
Poláček, Thomas ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The bachelor thesis deals with introducing marketing communication of T-Mobile company with customer. The first part includes the theory of marketing and commercial communications. The second part focuses on the market of mobile operators in the Czech Republic and introducing T-Mobile. The final, third section, analyzes marketing communication of T-Mobile company on practical example of the T-Mobile Combi campaign.
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The role of the internet as a medium in commercial communications
Myšková, Alena ; Průša, Přemysl (advisor) ; Filipová, Alena (referee)
The thesis analyzes the impact of the internet on current marketing in the Czech Republic. Its theoretical part characterizes briefly the marketing mix, marketing communications and commercial communications. It focuses especially on the on-line communications and describes the E-Commerce. It also mentions advantages and disadvantages of usage of the internet as an interactive marketing medium. This part also includes description of Czech internet users and the relationship between on-line communications and Czech companies. Practical part is comprised by description of B2B and B2C channels, their advantages and the current situation in the Czech Republic. In this part two companies are introduced and their internet marketing strategies are analyzed. Special attention is paid to the electronic data interchange systems and the running of E-Shop. Practical part also brings suggestions for how to make the internet campaign of these firms better.
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Advertising and its perception among the young people
Justián, Josef ; Postler, Milan (advisor) ; Krátký, Marek (referee)
The work is dividend into two parts, theoretical part and part of own research. The first part is dealing with the categorization of commercial communications under the conception of marketing mix. It is researching the forms and tools of those communications and is evaluating their meanings. It is also describing the meaning of advertising as a one tool of commercial communications and evaluates the pros and cons of its placement in the different types of mass media. The first part of the work also shows the development of the investments into ATL and BTL communications and based on the data describes, how the prediction of the future development looks like. Second part is connected with the own research of the perception of advertising and the ratings of mass media among the young people. As a representative pattern on which the research accomplished was selected the pattern of students of secondary schools. This part is dividend into two chapters, the preparation of the research and the interpretation of the results of the research. Using the kvantitative research the goal is to find the popularity of the different types of mass media among the students and based on the ratings to forecast the future trend. Kvalitative part of the research concerns to the popularity of advertising. It is measuring the own relations to the advertising, its influence on the selected segment and the importance of different components and features of advertising. Based on those data it finds out, how the message should be formulated to make the advertising as successful as possible. The output of the research in the answer, how and via which channels to communicate with the selected pattern, to make the advertising efficient and successful.
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