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Propagation of Japanese culture in the Czech Republic - a communication analysis of Informational and Cultural Centre of the Japanese Embassy in the Czech Republic and the Czech-Japanese Association in 2009-2010
Špánová, Kateřina ; Hejlová, Denisa (advisor) ; Dolanský, Pavel (referee)
The topic of marketing communication activities between Japan and the Czech Republic has despite of all important economical links of the two countries not yet been deeply analysed. The goal of this work is to examine the major communication activities advertising the Japanese culture to the Czech audience. It also includes an insight into the cultures, their similarities and differences and how these affect the mutual communication. Japan and the Czech Republic have started mutual relations during the 1st World War, keeping them friendly for most of the future time regardless to political changes that haven't always been favourable. After the Velvet Revolution and re-creation of Czechoslovakia (splitting into the Czech and the Slovak republic later on), the Czech-Japanese Association and the Japan Information and Culture Centre emerged - they are now two organizations with different backgrounds yet similar goals: to help building mutual relations of the two countries and to introduce the Japanese culture in Czech republic in its wide range. This work presents a detailed analysis of both organizations' work in propagation of Japanese culture in the Czech Republic. It also provides a number of recommendations based on the analysis, which could help making the communications of both organizations more...
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Adaptation of television advertising for the Czech market. The adaptation process and the role of the translator
Kuncová, Romana ; Jettmarová, Zuzana (advisor) ; Dolanský, Pavel (referee)
The target if this diploma thesis is to broaden the knowledge relating to the process of adapting advertisements for the Czech market. The objective is to provide a simultaneous description and analysis of both the relevant linguistic and socio-cultural aspects. To achieve this, we have described and analysed six television advertisements, drawn up the communication scheme ofthe main participants in the adaptation proces s and defined the position and role of the translator and the prevalent and marginal translational norms for this type of message. In this study, we have used a broad definition of culture as one of the most significant factors influencing the process of advertisement adaptation and the activities of all the participants in the communication scheme. In order to answer these questions, we have carried out a qualitative empirical study based on indirect observation in the form of interviews with account managers working in intemational advertising agencies on the Czech market, and on semiotic and translatological analysis of the relevant television advertisements in their original and adapted forms. The interviews were semistructured with open questions. The findings of this study contribute to knowledge of this process from the translatological point of view. We have found that the prevalent...
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Media planning in the fild of cosumer loans : comparative study of companies Cofidis and Provident Financial
Páv, Jan ; Majerik, Petr (advisor) ; Dolanský, Pavel (referee)
The main topic of the work is strategic media planning of advertising campaigns in the segment of providers of consumer loans and the subsequent aspects. This paper will focus on the analysis of the product sector in terms of advertising media investments. I will try to produce the detailed analysis and comparison of various media strategies to highlight their common and different characteristics and similarity of characteristics in the segment. The analysis is based on data from media planning researches and research of consumed media. The subject of comparison is the media budget and its distribution to selected media types, its use within a calendar year (seasonality), territory (regional distribution) and the reach of the target group. Also the attitude to the use of different types of campaigns to build brands, commemorate products, increase the sales and other promotion will be followed. In sequence of this analysis, I will try to offer the optimal media strategy for the upcoming year.
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Marketing Communication of Political Party KDU-ČSL in Elections to the Chamber of Deputies in May 2010
Kubešová, Eliška ; Dolanský, Pavel (advisor) ; Hejlová, Denisa (referee)
Bachelor thesis Marketing Communication of Political Party KDU-ČSL in Elections to the Chamber of Deputies in May 2010 analyzes communication led by the party KDU-ČSL before these elections. In the first part, it focuses on the party itself, its position on Czech political scene, characteristics of its voters, program, behavior and other attributes. Furthermore, it deals not only with the official campaign, but also with other communication that was performed by KDU-ČSL before the elections; this includes for example appearances in media, public relations or controversial issues of party members. Evaluation of the communication follows, along with possible reasons why KDU-ČSL was unsuccessful in these elections. In the last part, the thesis contains suggestions that could in the future possibly lead to better results in elections and to re-entry to Chamber of Deputies.
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The campaign "Everything I can" and its commutication strategy
Kručayová, Alena ; Halada, Jan (advisor) ; Dolanský, Pavel (referee)
The subject of this bachelor thesis is "Campaign "Everything I can" its communication strategy" is an analysis of a campaign aimed at a propagation of a vaccine called Silgard that reduces the risk of getting cervical cancer. It was realized in the Czech Republic by a company called Merck Sharp & Dohme IDEA, Inc (MSD). In the first chapter, this thesis presents the company Merck & Co, Inc., the producer of the aforementioned vaccine and its subsidiary MSD. There is an introduction the causes of the disease and possibilities of prevention. In the second chapter, the thesis aims to describe the campaign's objectives, its target groups and its competitors in the form of a company called GlaxoSmithKline, producer of a vaccine Cervarix. The third chapter analyses the parts of the marketing mix from two points of view - commercial and non-commercial. Despite the fact, that campaigns of pharmaceutical companies have above all the commercial character, we can not neglect their edifying character. The fourth chapter describes the communication tools chosen for this campaign. The end of the thesis is devoted to the analysis and the valuation of these tools and to the valuation of campaign itself. The work also includes conclusions of my own survey.
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