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BTL marketing communications as an incitement to the purchase, applied to Coca-Cola brand
Mahdalová, Renata ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The thesis consists of theoretical and practical part. In the theoretical part important terms like marketing mix, marketing communications, target group and marketing goals are explained. There are also described the individual marketing tools of the marketing mix, which are divided into ATL and BTL marketing tools. The whole thesis is focused on BTL marketing activities like sales promotion, direct marketing and new media. The practical part includes the case study about BTL activities of the company Coca-Cola HBC Česká republika. There is a detailed description of the currently released communication campaign of the new flawoured water Bonaqua. The objektive of the thesis is to point out that BTL activities are more effective when trying to influence the customer and to demonstrate the increasing significance of BTL marketing activities.
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New trends in Internet marketing
Diblíková, Kateřina ; Štědroň, Bohumír (advisor) ; Stříteský, Václav (referee)
Diploma thesis deals with a role of the new medium -- the Internet. The thesis describes historical development of the Internet wordwide, in the Czech republic and analyzes the situation of Internet users in current czech enviroment. It shows a potential growth of global Internet users until the year 2030. A special attention is applied on the current trends of Internet marketing including e-mail marketing, SEM, banners, blogs and viral marketing. The aim of the diploma thesis is to uncover new trends in on-line marketing -- mobile and video marketing, social networks, location based marketing, virtual worlds, discount portals and others. This theoretical data are used in the case study recommanding appropriate usage of Internet marketing tools for REAL HAPPY HOME, Ltd.
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Misinformation in economic world
Procháček, Jan ; Toman, Prokop (advisor) ; Sigmund, Tomáš (referee)
In the presented thesis I study new media and their possible misuse in misinformation. In the first part I describe basics of misinformation theory, categorization and present real example of misinformation by using traditional and new media and warn against risks related to its anonymous using. A characteristic of concrete new media is complemented with specific user behavior patterns. On last part I suggest concrete prospective ways of creating misinformation campaign with minimal cost and risk.
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New media in the art world
Andrle, David ; Pavlíček, Antonín (advisor) ; Hubáček, Josef (referee)
This work creates a unique view into the world of new media. It focuses primarily on artists of their sphere of production and usage of new media. At first, there is specification of a connections between technology and arts from a historical periods. Then the work focuses on the newly created artistic movements, which are closely related to new media. Due to the consistency of new media and Web 2.0 is here and list of the specific media used by artistic community. It describes in detail the problem of distribution of works on the Web under copyright law. There is an empirical research that find literacy work with audiovisual equipment and use of digital illegal way to get an art.
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Multimedia communication
Vondra, Zdeněk ; Horný, Stanislav (advisor) ; Brixí, Radim (referee)
Multimedia communication arises as a theoretical issue according to the constant and fast progress in information and communication technology evolution. In relation to the process of digitalization, there are made a new instruments and possibilities of communication that integrate a lot of new and also standard approaches. Focus of the public and both the producers is directing mainly to the technologies and tools. Theoretical framework that predicts the impacts and advices effective using in society context retreated into the background of interest. It is going to start massive expansion of technological instruments without the general know-how of parameters of its using and without the importance in whole society contact. Literacy in this way is a key to effective information design which allows us to communicate the message we want to in the way we want to. This document deals with issue of analysis actual state and synthesis of the basics that are important for the development of theoretical base. Main goal of this base it to support effective production of multimedia content thru identifying elementary principles that affects the transfer of message by multimedia. In the process of multimedia communication is happening that the initiator is separated from the message and has no possibility to manipulate with it during the process. So it is very necessary to act consciously and qualified during the formulations and coding to media to avoid bad reinterpretations and so that message will be resistant to the disruptive effects.
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Marketing and the media in the new economy
Di, Alina ; Štědroň, Bohumír (advisor) ; Skokanova, Dagmar (referee)
For the last couple of decades marketing and the media have been successfully cooperating together hand in hand improving business management around the world and setting new goals for companies to reach. Innovations in both areas have challenged current world of business and developed new approaches to theories of profitable companies. One of the main goals of coordination of media and marketing is to get familiar and closer to people and influence their decision making process. This paper is analyzing impact of media marketing on costumers' behavior in the new economy, exploring original and most popular advertising campaigns among consumers and measuring dependence on advertisement and promotion focusing on "old" and "new" media.
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Marketingová strategie začínající firmy Didogo Group s.r.o. ve střední a východní Evropě se zaměřením na nová média a komunikaci
Shubik, Elena ; Pavlíček, Antonín (advisor) ; Hubáček, Josef (referee)
This master thesis focuses on e-commerce, online marketing and Social Media marketing potential from theoretical factual and practical perspective. On the example of real start-up e-shop Didogo Group Ltd. it aims to show various possibilities how to enhance the company's and brands' recognition while implementing various online marketing and advertising tools. Particular focus is put on Social Media as up to date platforms suitable for marketing and advertising usage. After providing general theoretical and factual overview of e-commerce in the world as well as in Czech Republic, detailed description of various internet marketing tools and Social Media, it analysis Didogo's current state and marketing tools used up to date, and further provides list of recommendations for future marketing communication strategy of this company. Master thesis contains 79 pages, 10 figures, and 7 Appendixes.
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New media in leisure art activities
ŠEVČÍKOVÁ, Edita
Work deals with the possibilities of using new media art in leisure activities. The theoretical part deals with traditional media in connection with new media. It also describes new media in the art with their use in the leisure art practice. Defines terms leisure, leisure education, leisure activities outside of the classroom. Tries to define the space for new media within the education system of leisure time and to define its contribution to the participants. The practical part contains a concrete proposal for art activities using new media, followed by project implementation, photo documentation and reflection of an individual activities.
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