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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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Marketing communication within Abbott Laboratories Ltd. division of Abbott Diabetes Care
Iblová, Mirka ; Procházka, Jan (advisor) ; Holbová Melíšková, Iveta (referee)
This dissertation discusses the analysis of marketing communication within Abbott Laboratories Ltd. division of Abbott Diabetes Care, which carry business within the market of pharmaceutical industry. Prior to the analysis, the focus is on the theoretical part of the traditional components of the communication mix. In the practical part, the theoretical knowledge is then applied to the chosen example of the company. On the basis of performed analysis, recommendations are proposed in order to optimize the communication mix.
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The positions of men and women to the advertising of beer
Bosáková, Júlia ; Zamazalová, Marcela (advisor) ; Pešek, Ondřej (referee)
The aim of this thesis work is to determine what position interested men and women of various ages and educational attainment to the advertising of beer. What advertising appeals and most responsive to the building negative. What position are interested to advertising for beer in terms that include the advertising of alcoholic products, and it plays a big role in the aspect of advertising purchase decisions. On the basis of marketing research companies and its own research, which was transferred method interviews I came to the desired result. It is divided into two larger entities, and thus the theoretical part, which briefly describes the marketing communications, advertising and the beer industry, and practical, which is devoted to research has already said.
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Signmaking jako součást komerčních komunikací
Hejda, Tomáš ; Mikeš, Jiří (advisor)
The goal of the thesis is profiling signmaking as a part of commercial communication. Field of signmaking is present in marketing and time context. On one hand thesis presents theoretic fundamentals, on the other side presents real executions and the latest trends in the Czech market and the others markets.
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Regulation of tobacco advertising
Jiroutová, Adéla ; Písař, Pavel (advisor) ; Zemplinerová, Alena (referee)
Our first task will be return to the history of the USA. We will look back at trends in tobacco advertising regulation during the history, we will identify causes of this regulation and reaction of economical subjects at it. We will compare the situation of tobacco advertising and sponsorship in the European Union with regulation in the Czech Republic. Our next step will be discovering consumption trends and complexity of anti-tobacco policy in different countries within the EU. Main purpose of my work is to assess whether the regulation of tobacco advertising reached its goals. We will try to point out some falsehoods about the necessity of this regulation. We will evaluate influence of tobacco advertising on young people. We will do our best to answer the question, whether the bann of tobacco advertising has a direct impact on consumption of tobacco products. We will compare consumption of tobacco products in counties, where tobacco advertising is banned with countries, where tobacco advertising has not been prohibited. The conclusions of international studies, which deal with this topic, will be our main source of information. The economical aspects of tobacco advertising regulation and its real impact on economy will be our next object of observation. At last we will identify other effects of regulation.
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Analysis of the communication mix of L'ORÉAL
Příhodová, Lucie ; Zamazalová, Marcela (advisor) ; Procházka, Jan (referee)
This diploma thesis deals with the communication mix of Garnier, one of the most famous global brands of the cosmetic company L'Oréal. The goals are to analyze brand's communication , especially TV advertisments and their effects. The main goal is to find out more about consumer perception of the ads and brand as such. The thesis also contains my own marketing research on the main topics mensioned above, which basically means revealing the communication effects of the TV ads.
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Social advertising
Krásová, Petra ; Zamazalová, Marcela (advisor) ; Procházka, Jan (referee)
Diploma thesis introduces the social advertising, its legal and ethical aspects and the role of an advertising agency in a process of its creation. Practical part includes the results of a research related to attitudes of non-profit organizations, advertising agencies and general public to this issue.
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Regulation of Advertising of Drugs - Education of Consumer
Rojko, Ivan ; Durdisová, Jaroslava (advisor) ; Minárik, Pavol (referee)
The main objective of my diploma thesis was to explain the principles and basic terms of drug policy in the Czech Republic, and to illustrate all the issues of government regulations in this area. This paper is trying to confront two different kinds of health services. The first one based on liberal principles, without any government intervention (system in USA), and the second one demarcating with regulations and restrictions, devoid of any free market fundamentals (system in EU). It describes the relationship between patient and doctor, and points out the different number of information, they dispose of. This paper is trying to explain the problem of skewed distribution of information in society. It presents how the government regulations in the free market area destroy the source allocation efficiency and goes against the satisfaction of customers' needs.
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Regulace reklamy
Müllerová, Michaela ; Bursíková, Marcela (advisor) ; Černá, Jitka (referee)
Bakalářská práce se věnuje regulaci reklamy a jejím možným dopadům v konkrétní oblasti tabákového průmyslu. Regulace však zasahuje do více oblastí, např. zdravotnictví, sport nebo ekonomika. V teoretické části je výčet zákonů, kterými se reguluje reklama, z nichž nejdůležitější normou je zákon na regulaci reklamy. Dalším bodem je etická regulace reklamy, reprezentovaná u nás Radou pro reklamu a jejím etickým kodexem. V teoretické části jsou nastíněny možné dopady regulace tabákové reklamy. Tato část obsahuje i dotazníkový průzkum názorů na reklamu a její regulaci.
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Marketing communication of ŠKODA AUTO a.s.
Češková, Lenka ; Karlíček, Miroslav (advisor) ; Erbenová, Lenka (referee)
Škoda Auto is one of the most important companies in the Czech Republic. The company not only sells cars, but also provides services, sells Škoda Genuine Parts and Škoda Genuine Accessories. Customers know services as Škoda Service. All these aftersales activities are integral part of the brand. Master thesis put emphasis on external communication of Škoda Service. Master thesis describes external communication and proposes new communication methods.
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