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Communication Channels and Marketing Strategies of the Herbář Tv Serie (With Emphasis on Social Networks)
Camrdová, Šárka ; Holanová, Radka (advisor) ; Janovec, Ladislav (referee)
The diploma thesis focuses on communication and marketing strategies of the Herbář TV show. The main aim of the theoretical part is to introduce the topic therefore it contains the characteristics and categorization of the show and its position among other culinary programs. It also summarizes the basic theory of internet communication, social networks and marketing. The methodological part presents research questions, goals and research methods. Research variables are explained here. The practical part includes the research itself. It aims to map the communication channels of Herbář with the help of descriptive analysis, quantitative content analysis and qualitative analytical-comparative methods. It also aims to describe in which ways and in what language the show communicates with its audience and what type of content it offers. The work summarizes which marketing trends can be traced in the case of the show with a special focus on social media. All the findings are supported by specific examples. KEYWORDS electronic communication, media, social networks, Herbář TV show, language resources, advertising, gastronomy
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