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Viral and Guerilla Marketing in Culture
Moudrá, Martina ; JEŽEK, Vlastimil (advisor) ; SULŽENKO, Jiří (referee)
Master´s thesis Viral and Guerilla Marketing in Culture rises on the definiton of viral marketing as a way of spreading information and guerilla marketing as an attitude. Viral spreading of the information is as old as the advertisment itself but new media provided another dimension and context. For art viral and guerilla marketing represent utilized capacity as culture can take advantage of its viral character (spreading) and guerilla character (fight for a better world, surprise moment, search for new ways of promotion). Basic statement of this thesis is that cultural organizations do not trade on the potential of viral and guerilla marketing. The statement was confirmed by analysing the audience of arts, specifics of arts marketing compared to the marketing of goods, defining viral´s and guerilla´s strong points and weaknesses, activation of the public space in favor of arts and in last but not least analysing of the case studies and research of knowledge and usage of viral marketing in Czech arts organizations.
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New trends in marketing and comparision of their use in the Czech republic and the Federal Republic of Germany
JIROVSKÁ, Kristýna
The goal of this thesis is the introduction of marketing matters and especially new trends in marketing with a main focus on two particular new trends - guerilla and viral marketing. Description of selected marketing trends will be used on particular examples of campaigns in the Czech Republic and Germany. Next part of this thesis is a questionnaire that will be concerned with general knowledge of Czech and German citizens of guerilla and viral marketing and campaigns that were realised in the Czech Republic and the Federal Republic of Germany. On the basis of the questionnaire there will be an evaluation of total success rate and cognizance of individual campaigns.
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Proposal of external communication for the Robert Bosch company, spol. s r. o.
SOLAROVÁ, Petra
My diploma thesis deals with external communication with a view to public relations. It´s applied on Robert Bosch company, spol. s r. o., Ceske Budejovice. The main objective was creating an own proposal of external communication for year 2012, aimed at one interest group of the company. This group includes university students with technical and economic specialization = potential future employees of the company. In my proposal there are some suitable elements from new trends in marketing communication (viral marketing, guerilla marketing, event marketing).
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Suggestion of a communication strategy of a product GoGirl with a view to the Czech market
Horká, Sabina ; Mikeš, Jiří (advisor) ; Khelerová, Vladimíra (referee)
The Master Thesis deals with the marketing communication planning process of a product GoGirl. The aim of this thesis is to find the way of the optimal combination of communication tools and its utilization which not only will respect the conditions of the Czech market but also due to which appointed communication goals will be fulfilled. Furthermore, the thesis takes into account the issue of limited financial resources not only of small entrepreneurs but, thanks to the growing pressure for the cost reduction, also of big corporations. Due to this fact, the thesis examines how to create an efficient communication strategy both with the usage of unconventional marketing methods but also with the maximum respect of all marketing approaches.
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Guerilla marketing in the banking sector
Bláhová, Petra ; Zamazalová, Marcela (advisor) ; Pešek, Ondřej (referee)
The aim of this bachelor's thesis was to consider the appropriateness and effectiveness of guerilla marketing (abbreviated GM) communication in the banking sector by asking the target group of young people. Two groups of people participated in the questionnaire, Czechs and Germans. The theoretical part contains the fundamentals of marketing communication, including communication trends in the banking sector of the Czech Republic, the description of GM and GM techniques. The results of the survey show that GM communication causes viral spread and interest in the target group. The demand for more information regarding banking products, after developing the interest of GM communication, is significantly higher among the German respondents than among the Czech respondents.
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