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Using Instant Messaging for Communication with Customers
Kolafa, Ondřej ; Pavlíček, Antonín (advisor) ; Toman, Prokop (referee)
Instant messaging is an internet service allowing watching status of their friends and sending text messages or computer files to them. Main difference between instant messaging and electronic mail is in speed of delivering messages. The messages are send and delivered in fractions of seconds. Receiver is actively notified in the time, when message came. This kind of modern communication makes its way into commercial sector. However the enterprises don't use the same services as people use in their homes. Although there are enterprises allowing customers to communicate by standard protocols. This work is aiming to describe actual situation of instant messaging technologies in Czech Republic, to enlighten the attitude of commercial sector to IM communication with customers and to choose the right protocols and clients. In the beginning the work is looking on electronic communications at large, describing their specifics and security risks. The next part is focusing on history and present status of instant messaging and trying to forecast the future tendencies. In the third part, the work is aiming on Czech market, his specifics and present state. Parts of this research are questionnaires which have been given to the costumers and to the enterprises as well as test conversations. In the next part, the work is describing instant messaging protocols and their clients. Showing the differences between technologies and where can be some difficulties with using them. This part is ending with matching protocols and clients. The last part sums up existing findings and tries to sketch out close future.
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New Media and Their Use in Public Awareness Campains
Jurašková, Kateřina ; Postler, Milan (advisor) ; Svátek, Jan (referee)
The aim of the diploma thesis "New media and their use in public awareness campaigns" is to formulate guidelines and recommendations for the use of new media in awareness campaigns. The the methods of analysis and synthesis are used in this thesis. The thesis is divided into four chapters. The first chapter deals with new media in terms of marketing communications. The second chapter focuses on the definition of social marketing and public awareness campaigns. The third chapter deals with the analysis of four public awareness campaigns that have been used new media. The fourth chapter presents the principles and recommendations for more effective use of new media in public awareness campaigns. Respect for these principles and recommendations shoult help to future effective use of new media.
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Analysis of ability to compete between printed and electronic media
Pilous, Jan ; Molnár, Zdeněk (advisor) ; Nečas, Miroslav (referee)
This thesis deals with currently discussed question of survivance of printed media in position of being drawed by new media, mainly by internet. Trend appearing in advanced countries is falling reading, sale and advertising. That cause increasing problems of their publishers. Thesis responds the question whether the internet is the culprit or the financial crisis is. These are the most appointed causes. Thesis firstly acquaints the reader with present situation on the market of printed and electronic publications. Then is looking at appointed area with SLEPTE analysis used in strategic management. Finally complement problems with situation abroad and compile analysis of customer expectations. That is form by questionnaire inquiry and by interview with branch specialist. Technological factors of SLEPTE analysis is compile minutely like the answer for secondary aim of thesis. That is try to fully collect different publication forms of reporting the content through the internet. In reality, set all possible ways how publishers offer their content to customers.
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Hyperlokální média na případu naseadresa.cz
Diviš, Jan ; Pavlíček, Antonín (advisor) ; Zářecký, Petr (referee)
This work examines hyper-local media in relation to global economic recession and new media phenomenon. The definition of hyper-local media is suggested in the geographical and communities context. Practical part of the study describes Naše adresa project, whose aim is to fulfill the principles of hyper-local news in the Czech Republic. There is also a proposal of community integration of Naše adresa project web part with the existing social networks like Facebook.
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New media as a tool of commercial communication in the field of PR
Losertová, Michaela ; Postler, Milan (advisor) ; Horáková, Radka (referee)
The diploma thesis applies new media into the public relations field. First part of the thesis is dedicated to the concept of PR and it is allocating it in the frame of marketing and commercial communication. It also defines special PR channels of communication and PR tools. Second text presents new trends in marketing. It describes three important kinds of new media, which are digital marketing, viral marketing and special tactic of marketing called guerilla marketing. It brings up the importance of internet and on-line technics too. Third part shows the outline procedure of PR process. And it shortly mentions the main characteristics of PR manager. It is also a pattern for the practical part, which is considered a case study made up for company mBank. The target group is described as a studenty community. And the strategy uses a special new media and tactis to influence this target group. Pratical part is completed with a research, which was supposes to find out the possition opinion about advertisment and channels of communication. The PR campagne was also based on this research and it impeached a general research, which was about the public possition and estmation of advertisement in Czech republic.
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Information literacy in Czech republic
Matouš, Vladimír ; Střížová, Vlasta (advisor) ; Pavlík, Petr (referee)
Thesis deal with information literacy as a new phenomenon in education. In the first part define what information is about and how communication proceed. In the next part of the text follow this thesis information and disinformation problems, define what are new media and what are thein specificity. In the next part follow this thesis information literacy, define its single components and their substantiality, deal with its contributions, which result from achievement as for single person as for society as whole. Further is the substanciality of separated parts of information literacy, divided into three levels of information literacy, which answer to three levels of education. Consequently is this achivement analysed and compared with defined levels of information literacy. On the basis of this comparation the recommendations which may lead to improvement of achiving information literacy are defined.
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New trends in commercial communications, with focus on on-line communications
Maršálková, Hana ; Postler, Milan (advisor) ; Hrnčíriková, Katarína (referee)
This bachelor thesis describes the actual situation and development trends in a field of commercial communications, especially in on-line communication. Author characterizes the actual situation on promotional market and describes also the development trends in media consumption and investment. Then there is a space for the new media and their forms, especially for internet, which is becoming an integrating medium for the other media. In a practical section the thesis analyses a chosen on-line communication campaign, on the basis of which it provides collection of generalized practical reccomendation, which every successfull on-line communication campaign should respect.
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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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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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Modern trends in commercial communication with customers
Smejkalová, Zuzana ; Mikeš, Jiří (advisor) ; Frey, Petr (referee)
Práce vychází z historie vývoje oboru komerčních komunikací. Popisuje východiska pro moderní trendy v oslovení zákazníků, jako je situace na trhu zboží a služeb, spotřební trendy a změny na mediálním trhu. Věnuje se otázce přesycení klasickou reklamou a alternativním způsobům oslovení zákazníků. Konkrétně jsou charakterizovány následující formy oslovení: virální reklama, interaktivní webové stránky a video na webu, sociální sítě a blogy v komerční komunikaci, reklama v počítačových hrách a virtuálních světech, mobilní reklama, interaktivní venkovní média, digitální televize, engagement marketing, product placement, guerilla marketing a ambientní média a digitální média v místě prodeje. Pozornost je věnována i trendu k větší sociální odpovědnosti firem. V závěru je formulován stručný odhad vývoje v reklamním průmyslu v následujících letech.
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