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Analysis of marketing communications of the running circuit RunCzech
Součková, Eliška ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The Master's thesis deals with the commercial communications and their contemporary trends with emphasis on the sport branch. Theoretical part focuses on particular forms of commercial communications and then the running phenomena in Czech Republic is described. Practical part characterizes the marketing communications of the running circuit RunCzech, the analysis of supplied services, competition and target groups. The main benefit of the Master's thesis for the practical use is the evaluation of the communication activities and the recommendations and the ideas for the prospective marketing plans.
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Analysis of the effectiveness of the selected marketing campaign
Harutjunjan, Ani ; Průša, Přemysl (advisor) ; Jappel, Ctibor (referee)
The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.
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Advertising and ist perception by young people
Červená, Adéla ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The work deals with perception of advertising by young people and is divided into two parts - theoretical and practical. The theoretical part describes marketing and commercial communications, advertising from the general point of view, each type of advertising, mentions facts from its history, describes its forms, popularity and advantages and disadvantages. The practical part deals with the research. The goal of the survey is described in the practical part along with my assumptions. The research and its methodoogy are described here, as well as the results of the questionnaire, where each question is described in detail. The results are summarised in the conclusion.
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Product Placement in selected movie
Havlíčková, Lenka ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
This thesis is focused on both product placement problems on a general theoretical level and their usage in a specific movie called Probudím se včera (I wake up yesterday). In the theoretical part of the essay the relevant notions involving marketing and media areas are defined, the practical part includes both the analysis of specific integration types of various brands in the film and the evaluation of information picked up by a questionnaire form which has searched for a respondents attitude to the product placement dilemma in a general way and also from the point of view of the chosen movie Probudím se včera.
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Marketing strategies of Jazz club Reduta for the theatre improv group Improvariace
Pospíšilová, Martina ; Postler, Milan (advisor) ; Urban, Jan (referee)
The master thesis explains the concept of marketing strategy of Jazz club Reduta and the improvisational group Improvariace. The theoretical part defines the marketing in general, marketing process and marketing mix focused on culture and the cultural product. This part of the thesis deals with the importance of marketing in culture and it describes the typology of audiences. Following the theory and the facts established in it, the practical part is set on monitoring a particular marketing strategy for improvisational group Improvariace and their performances in Jazz club Reduta. The goal is to critically evaluate their strategy and to propose improvements.
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Marketing Strategy of Black Light Theatre of Jiri Srnec on German Market
Kervitcerová, Anežka ; Postler, Milan (advisor) ; Goščíková, Romana (referee)
The main goal of diploma thesis is to analyse the marketing strategy of Black Light Theatre of Jiri Srnec and to suggest its future improvements. The thesis itself contains six chapters, divided into theoretical and practical parts. First three theoretical chapters are devoted to marketing, marketing mix, situation analysis and marketing and commercial communications and strategies. Following chapters create the practical part of the thesis and contain information about Black Ligh Theatre, analysis of its marketing mix, evaluation of recent marketing and communication strategy and interpretation of field research results. Based on these analyses, the last chapter brings suggestions and recommendations for improvements in future marketing strategy.
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Legal Issues of On-line Advertising Directed towards Children
Valentová, Markéta ; Boháček, Martin (advisor) ; Vavrečka, Jan (referee)
This diploma thesis deals with the legal issues of online advertising directed towards children. At first, it focuses on the current situation of on-line advertising and describes its forms. Subsequently addressing the influence of advertisements on children. The substantial part of the thesis is the analysis of the advertising regulation in the Czech Republic and abroad. It analyses both legislation and self-regulatory measures. This thesis applies that regulation on the internet and determines whether it is sufficient. The necessity of dealing with this topic, is supported by the results of the research on relationship between children and the internet.
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Application of insights in commercial communication targeted at women
Dúbravská, Pavla ; Klosová, Anna (advisor) ; Zadražilová, Dana (referee) ; Přikrylová, Jana (referee)
Commercial communications is often accused of stereotyping when picturing women in commercials. To certain extent women expect and ask for "better and easier world" when it comes to advertising. In many cases however women tend to feel simplified. Both from advertising theory and practice insight is crucial for advertising to resonate with its target audience. If the communication is built on well-chosen insight the consumer gets a feeling that the brand understands him better. The main task of this work is thus to give insight into the mind of women as consumers and to find out how women perceive themselves in commercial communication. Two levels, theoretical and practical, are distinguished within this task that were later transformed into specific goals. Foreign literature gives evidence that insight is actually important part of both advertising theory and practice. No literature maps the attitude of practitioners in advertising in the Czech republic. Therefore the first goal is to map the role and understanding of insight in the Czech republic. To research this topic 12 in-depth interviews with advertisers and practitioners from communication and research agencies were executed. The in-depth interviews confirm the importance of insight also in the Czech republic. Second specific goal of the thesis is to map what kind of advertising Czech women consider as insightful. For the research purposes the insightfulness of communication is transformed into self-identification with media and commercial content. In the first part of this research respondents were asked to come up with content that evokes a feeling of understanding and self-identification. The research also verifies two hypotheses. H1: Stereotypes in advertising bother women. H2: Insights created in foreign countries can be applied in the Czech market. 200 women were interviewed through online questionnaire. As a stimuli television commercials with chosen parameters were used. It was found out that the self-identification with media content came through the identification with the main heroine, identification with realistic situations and through humour. The first hypothesis is not confirmed by the research. Women were not really bothered by stereotypes in advertising according to the research. The second hypothesis is not confirmed either. Foreign insights cannot be automatically used in the Czech market. There are national and cultural differences that need to be taken into account. The thesis is divided into 7 chapters including the introduction and the summary. The benefit of this work on the theoretical level is seen in mapping the topic in its complexity. The practical contribution is seen in how the work assesses insights, its creation but also expectations of the subjects in the market.
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Guerilla marketing and its use in commercial communications
Koišová, Stanislava ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The topic of my thesis is "Guerilla marketing and its use in commercial communications." The main objective of my thesis is to define new forms of marketing communication and to assess their possible application in the segment of small and medium-sized businesses, with particular emphasis on guerilla marketing. The thesis has three basic parts. The first two chapters present a theoretical view on marketing, commercial communications and new trends in the field, as well as on Guerilla marketing, through its definition, the definition of its main characteristics and basic types. The third chapter is formed by introducing two specific marketing campaigns using tools typical for Guerilla Marketing and was concluded with the analysis of the questionnaire.
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The effects of advertising on children's eating habits and its regulations
Bičovská, Dana ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
This thesis deals with the effects of advertising on children's eating habits in relation to its regulations. The aim is to analyze the impact of advertising on children in this sensitive area and assess whether the current regulations are sufficient. This thesis is divided into two parts, the first of which is devoted to the theory and the second applies this knowledge into practice. The first chapter of the theoretical part describes the principles of marketing, the second one is devoted to marketing and commercial communications, specifically to advertising as one of the forms. In the third chapter the topic of marketing segmentation is discussed and the last part deals with children as a specific consumer in relation to advertising, including connection with their eating habits. In the practical part the research was conducted in order to determine how much children are influenced by food product advertising. Based on the results individual knowledge was summarized.
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