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Activities of international communication agency in the Czech Republic and in the world
Baranyk, Pavel ; Boučková, Jana (advisor) ; Chovancová, Daniela (referee)
This bachelor's thesis describes how international communication agency works, in particular Euro RSCG agency. The aim of this work is to find differences between process of creating local and regional communication campaign. This effort is depicted by characterization and comparison of Čoko Tatranky Puk and Jack Daniel's Experience campaigns. Most of the knowledge comes from co-workers of this notable communication agency. Whole thesis is divided in three parts: Theoretical background, Description of the process of campaign creation and comparison of above mentioned campaigns. The conclusion states that process of creation of particular campaigns does not differ fundamentally despite the fact each of them has significant features that need to be obeyed in order to have successful project done.
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Sales promotions and their use in T-Mobile Czech Republic
Kučerová, Iveta ; Postler, Milan (advisor) ; Schejbal, Martin (referee)
This bachelor thesis describes the theoretical basics of sales promotion as part of marketing and commercial communications in general and in particular as applied in the practical example of T-Mobile. The work also evaluates T-Mobile's Christmas campaign and its use sales promotion tools. This assessment is based on my own research and analysis, the results of which are compared to T-Mobile's own analysis of the campaign. Finally, the thesis presents possible solutions for future campaigns.
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Communications activities of a choosen company
Lafantová, Marie ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This thesis deals with marketing communication. The theoretical part says how companies communicate in the Czech Republic and what is typical for theatres. Practical part is about communication campaign of a concrete company -- private theater company. It describes its campaign in light of time and used instruments and it evaluates it in the end.
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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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Analysis of marketing activities of chosen commercial corporation
Beranová, Petra ; Zeman, Jiří (advisor) ; Verner, Miroslav (referee)
The diploma thesis deals with the analysis of marketing activities of chosen commercial corporation. The thesis is divided into two parts. The first, theoretical, part covers key concepts for this thesis which are retail and marketing. Retail is presented in context with business, individual retail store formats and retail trends. Then there are described marketing tasks, marketing process including marketing strategy, marketing plan with marketing mix and estimate costing. Components of communication mix are described in a closer detail. The practical part covers introduction of the company, its history and structure. Then analyzes main competitors, customers and includes SWOT analysis. From these analyses deduces company's objectives. Then there are described and analyzed single components of marketing mix, and elaborately communication activities. The communication activities are in context with the communication campaign started at the end of the year 2010. At the end of the practical part there are suggestions and improvement proposals followed from foregoing analysis.
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Analysis of The Road Safety Publicity Campaign
Jarošová, Aneta ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The bachelor thesis "Analysis of The Road Safety Publicity Campaign" examines publicity campaigns focused on all road traffic participants. The theoretical part deals with marketing and commercial communications campaigns, social marketing and marketing market research. The practical part of the thesis studies road safety in the EU and Czech Republic. The Impact of two recent anti-drink driving publicity campaigns is analyzed in detail. A questionnaire is used to analyze impact of the campaigns on road safety and specifically on general public attitudes towards drink-driving. Results are summarized in the third part of the thesis and author's conclusions and recommedations are offered.
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Launching the Redken for men range into the Czech market
Bošela, Michal ; Halík, Jaroslav (advisor) ; Bednarčík, Zdeněk (referee)
The main purpose of the written work is a description of the Redken brand and its range for men and analysis of the Czech market conditions for launching, including trends and competition identification, concluding with marketing mix characterization. The first part deals with the theoretical backgrounds like influence of the international environment, marketing survey realization, market segmentation and positioning. Second analytical part covers the themes of L'Oréal company history, Redken history and philosophy,positioning and marketing mix, consumer market trends, haircare industry analysis and SWOT analysis.
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BTL Marketing Communications and their importance for brand building
Kristlová, Markéta ; Postler, Milan (advisor) ; Hauptová, Petra (referee)
This thesis consists of two main parts - theoretical part and practical part. Marketing mix, development of marketing communications, communication campaign and individual tools of communication mix with focus on BTL marketing communications (Sales Promotion, Direct Marketing and New Media) and their importance for brand building are described within the theoretical part. The practical part includes the analysis of BTL online communication campaign for New Fiesta made by Ford Motor Company. The objective of this thesis is to demonstrate the increasing significance of BTL communications for effective targeting and brand building.
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Komunikační strategie vstupu na trh zemí východní Evropy v oblasti mezinárodního výběru mýta
Záklasníková, Alena ; Mikeš, Jiří (advisor) ; Klencz, Armin (referee)
This thesis concerns development of a communication strategy in Eastern Europe, particularly Bulgaria, as a model country, in the area of international tolling, more precisely road user charging system offered by Satellic. In this strategy the promotion mix tools such as advertising, personal selling, PR, public affairs, events and conferences are applied. A concrete target group, the key message, the goal, the message strategy and the budget are created in each of the above noted promotion mix tools.
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