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Specifics of marketing communication for the German market
Kadlecová, Eva ; Král, Petr (advisor) ; Šilhavík, Radek (referee)
This thesis deals with topic of marketing communication. Its goal is evaluate the specifics of marketing communication for the German market by comparison of Czech and German communications markets. The thesis is divided into three parts -- two theoretical and one practical part. The second theoretical part consists of literary sources dealing with issues of international marketing communication.In the practical part, is analyzed the comparison of Czech and German communication markets, the description of the country and their consumers.
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Marketing Communication in Pharmaceutical Industry
Bezděka, Václav ; Lešetický, Ondřej (advisor) ; Střítecký, Rudolf (referee)
This work is focused on marketing communication in the pharmaceutical industry. The theoretical part contains a description of the pharmaceutical market, a brief analysis of the marketing mix with a detailed focus on the individual instruments of promotion (personal selling, advertising, direct marketing, public relations and sales support). It also contains partial laws, regulations, standards which are used in marketing communication. The practical part contains an analysis of marketing communication practices of selected pharmaceutical manufacturer with a focus on medicine or drug Motilium. Following analysis and comparison of different tools of communication mix together with value of the costs of activities, as well as proposed ways to improve marketing communication process and recommendation.
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A leaflet as an efficient tool of commercial communications
Bienková, Daniela ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The aim of my thesis is to analyze the possibility of using a leaflet as an effective tool of marketing communications as well as to demonstrate the possible problems associated with its preparation and production on a practical example. The thesis consists of two main parts. In the first part of this work theoretical approaches to communication and representation of a leaflet campaign are discussed. Main attention is paid to direct marketing, as area in which a leaflet as a communication tool belongs. In the second part the theoretical hypotheses, together with an own survey are analyzed and applied on the example of Ahold company and its competitors. This part also examines in detail the production process of the leaflet and proposes possible solutions. In conclusion, the findings of the two parts are described and new possible approaches are recommended.
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Use of different tools of direct marketing
Vacek, Vladimír ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The thesis solves the matters of direct marketing and its communication channels. Direct marketing is characterized in the first part, the history is discribed and the database marketing is showed. Further different communication tools are analysed, advantages and disadvantages described. A functional loyalty programme for fashion chain is created at the end of the thesis. Suitable communication tools are carefully chosen and the estimated costs are calculated.
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Marketing communication analysis of brand Activia in Czech Republic
Horká, Sabina ; Procházka, Jan (advisor) ; Štědroň, Bohumír (referee)
The thesis deals with marketing communication of brand Activia in Czech Rebublic which we can find in product portfolio of company Danone Inc. Danone Inc is part of Groupe Danone -- one of the biggest world's food concern. The objectives of this thesis are marketing communication analysis and its evaluation. On the basis of performed analysis, possible changes are proposed leading to maximal usage of this marketing instrument.
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Reklamní kampaně společnosti "Mountfield" ve vybraných letech.
Kněžínková, Eva ; Zamazalová, Marcela (advisor) ; Dušková, Dagmar (referee)
Bakalářská práce se primárně zaměřuje na výzkum vnímání reklamy společnosti Mountfield mezi lidmi ve třech věkových skupinách (18-30 let; 31?55 let; 56 a více let). Výzkum probíhal mezi lidmi těchto třech věkových kategorií pomocí dotazování písemnou a elektronickou formou. Důležitým záměrem práce je zhodnotit vývoj a vypozorovat možnou změnu reklamní strategie společnosti ve třech vybraných letech. Pro tento účel byly vybrány roky 1997; 2002 a 2007.
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