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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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On-line marketing - Principle of an auction changes the world of advertising
Jankovič, Zdeněk ; Postler, Milan (advisor) ; Plůdek, Lukáš (referee)
Diploma thesis 'On-line marketing - Principle of an auction changes the world of advertising' is about internet as a medium, on-line commercial communications, search engines and performance marketing. This thesis is divided into three parts. First part is about internet as a medium and actual situation on the Czech internet market. Second part describes a marketing communication mix on the internet, forms of online advertisement and pros and cons of online advertising. Third part deals with an advertisement within the frame of search engines. This part is also about PPC systems and SEM (Search Engine Marketing). Contribution of this thesis lies in info how to use the internet for propagation.
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The influence of television commercials on children´s perception
Vízková, Veronika ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
This thesis deals with perception of television commercials by children, who represent a specific target group within the commercial communications. The conclusions about the possible influence of TV spots on the child consumer originate especially from the analysis of my own field survey, which was implemented with the help of the children from kindergartens and primary schools. I considered it necessary to mention also the legal and ethics rules that govern the advertising regarding the child consumer.
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Proposal of Tim Hortons’ communications strategy when entering the Czech market
Nyklová, Petra ; Postler, Milan (advisor) ; Drozen, František (referee)
This master thesis deals with proposal of Tim Hortons' communications strategy, Canada's largest chain of fast food restaurants, when entering the Czech market. The main theme is the analysis of existing communications strategy and the subsequent setting of the marketing communication plan for 2011. The thesis is divided into two parts - theoretical and practical. Theoretical part characterizes the marketing and commercial communications and provides the basic theory of the stages of marketing communication plan planning. The practical part introduces company Tim Hortons, its marketing initiatives and then the concrete steps to build a communication strategy for the Czech market. Based on comparison of Tim Hortons brand positioning with its main competitors it is created the right communication campaign, its timing, budget and usage of appropriate media. Finally, the thesis summarizes the results of the analysis and the key pillars of the proposed marketing communication plan, which are positioning, creative and media strategy, sponsorship and campaign management.
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The Building of Customer's Loyalty Towards the Brand Linde
Hájková, Lucie ; Postler, Milan (advisor)
This thesis deals with the building of customers' loyalty towards the brand Linde. The first chapter of this thesis describes types of commercial communications, ATL and BTL marketing activities and specifics between B2B and B2C. The second chapter deals with the brand in terms of the building of a long-term relatinoship with customers. The third chapter deals with customers and their satisfaction. The fourth chapter explains the meaning of the term "loyalty" and describes CRM. The fifth chapter focuses on loyalty programs in general. The sixth chapter introduces the company Linde Gas, a.s. and its loyalty programme, which is described in more depth within the seventh chapter. The last chapter is about an evaluation of the loyalty programme and communications of the brand Linde. In conclusion I suggests changes for the future.
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McDonald's Olympic Hopefuls sponsorship project supporting young athletes
Adamec, Richard ; Postler, Milan (advisor) ; Dlouhý, Jakub (referee)
This thesis is devoted to the McDonald's Olympic Hopefuls sponsorship project. The first two parts include theoretical essentials for elaboration and the terms concerning marketing. Explanation of terms related to marketing communication and commercial communications is also included in this section. The third part is focused on sponsorship, its types and evaluation of sponsorship projects. The application part describes the history of the McDonald's Olympic Hopefuls project. Evaluation of the project and future recommendations are also presented here.
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Internet user's typology concerning communication of PET FOOD commodity
Salavová, Marta ; Postler, Milan (advisor) ; Jánoš, Marián (referee)
The thesis focuses on commercial communications, in particular on new media and on-line communication in the PET FOOD market. The theoretical part is based on evaluation of current marketing and market segmentation status from the point of view of "4P" theory by E. Jerome Mc Carthy. This part is aimed at inner enterprise information systems used for market segmentation and market studies of consumer typology as well. The theoretical part is concluded with a chapter on new media and Internet as a form of on-line communication. The practical part is based on an analysis of the Czech Internet user and case study about the Pedigree brand on-line communication. The thesis is based on the knowledge of on-line communications, the Czech Internet user and the PET FOOD market. It is aimed at analysis of current Pedigree on-line communication with using of its cunsumers' typology and recommendation for improvement at the level of own web sites as well as entire on-line communication strategy.
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Generation Y in Commercial Communications
Havlová, Kathryn ; Mikeš, Jiří (advisor) ; Průša, Přemysl (referee)
Tato diplomová práce se zabývá českou Generací Y v komerčních komunikacích, potažmo v marketingu. Zabývala jsem se tedy tzv. generačním marketingem, což marketingový přístup, který na zákazníky nazírá z hlediska generace, ke které příslušejí. Generace Y jsou současní mladí lidé, kteří se narodili v 80. a 90. letech minulého století. V současnosti tvoří přes jednu čtvrtinu obyvatelstva České republiky. Generace Y je již v současnosti zajímavou cílovou skupinou pro firmy, ale na svém významu bude nabývat především v budoucnu. Generace Y se od předchozích generací odlišuje v několika významných znacích, kterými se zabývám v této diplomové práci. V první kapitole práce obecně charakterizuji Generaci Y, v druhé kapitole se zabývám charakteristickými rysy, které jsou využitelné pro marketing a ve třetí kapitole poznatky konfrontuji s výzkumem Market & Media & Lifestyle -- TGI a s výsledky vlastního průzkumu mezi mladými českými lidmi.
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Specifics of B2B communiactions with an example of a chosen IT company
Prudká, Barbora ; Postler, Milan (advisor) ; Pavlousková, Iva (referee)
To define the specifics of B2B communications, to make an analysis of communications instruments of an IT company Profinit and to evaluate propriety of the chosen communication mix owing to its target groups is the main goal of this thesis. The thesis is structured to five chapters. The main definitions and individual phases of preparation, application and evaluation of commercial communications are specified in the theoretical part. The last two chapters contain a practical communication example of IT company Profinit, its evaluation and recommendation.
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