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Marketing communications of Styl and Kabo trade fair aimed at the changeover from B2C to B2B sector
Sluková, Zuzana ; Hejlová, Denisa (advisor) ; Dolanský, Pavel (referee)
The bachelor thesis "Marketing Communications of Styl and Kabo trade fair aimed at the changeover from B2C to B2B sector" handles Czech trade fair Styl and Kabo, which deals with textile and clothing production and is determined for small and medium enterprises, and about its marketing communications. In connection with the changeover of the orientation to the B2B sector in 2009 the communication of the trade fair has gone through a remarkable change. In comparison with former years, when in the communication ATL activities and media communications were preferred, since 2009 the communication focuses on BTL activities. The thesis describes the role of the trade fair as a communication tool and more closely relates to Styl and Kabo trade fair, its history and progressions, its present situation and possible future development. It also explains the reason of the changeover to strictly professional trade fair. It means only experts can attend it. Further the thesis summarizes communication activities of the trade fair before 2009, it concentrates on used creativity, chosen media and communication channels and event marketing. Consequently the marketing communication used now is described, that means above all direct communication and public relations. Styl and Kabo trade fair now communicate mainly...
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Educative Campaign for People with Psychical Disabilities. Project "Tailored Job"
Brůnová, Lada ; Dolanský, Pavel (advisor) ; Ježek, Jiří (referee)
The Thesis "The Educative Campaign for People with Psychical Disabilities. Project "Tailored Job" deals with social marketing, specifically social campaign of a non-profit organization Asistence o.s. and its various aspects with regard to the Czech non-profit environment. I devote a large part of the thesis to the communications mix which, if used cleverly, saves the non-profit organization some money. Finally, I try to evaluate the project, in particular the communications site and outline how it could be improved and what communication channels should be used in the future.
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Marketing Communications Analysis of DOX Centre for Contemporary Art in 2009 and 2010
Vaicová, Ivana ; Dolanský, Pavel (advisor) ; Čeňková, Jana (referee)
At times, when even state-financed museums and galleries are forced to manage the entrusted financial resources responsibly, create their own profits and raise funds for their operations from other than public sources, marketing communications become an important tool for reaching out to visitors as well as potential sponsors and other supporters. It is understandable that in private organizations, which gain only a relatively small percentage of their total budget from the state grants, are the marketing activities even more important. The bachelor thesis "Marketing Communications Analysis of DOX Centre for Contemporary Art in 2009 and 2010" characterizes the DOX centre, one of the biggest czech private galleries, describes its activities, analyzes the competition, target groups, and especially its communication tools. The most important points are then summarized by a brief SWOT analysis. The contribution of the work lies mainly in the comparison of the theory of museum marketing mostly from foreign-language literature and marketing practice realized by the czech institution of DOX centre. The essence of the work consists of the analysis of the components constituting the promotional mix of the DOX centre in the given period of time, the segmentation of target groups, and the identification of...
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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 2012 French presidential elections: Campaign of Socialist Party candidate François Hollande
Selingerová, Magdaléna ; Dolanský, Pavel (advisor) ; Shavit, Anna (referee)
The bachelor thesis The 2012 French Presidential Elections: The Campaign of the Socialist Party Candidate François Hollande is an election campaign analysis of the winning candidate and the current French president. The objective of the thesis is to depict a complex image of presidential campaigning in France using the example of the Socialist Party candidate and to explain why his strategy was successful. It presents the contextual analysis of the French environment and its influence on the election process. It examines the way in which the regulation of political communication, consumption of political news in media and typology of voters influence the presidential election. Furthermore, the situation preceding the elections is described as well as compared with the last election year of 2007 and the main candidates of other political parties are characterized. This thesis mainly focuses on François Hollande, his profile, his image and his targeting of individual voters' segments. The circumstances of entering the campaign and the importance of socialist primaries for the official campaign are also mentioned. The campaign analysis itself comprises the choice of communication channels, describes the time horizon of the campaign and characterizes the marketing communication tools adopted by the...
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Brand building : the explanation of the term
Hrsina, Jan ; Dolanský, Pavel (advisor) ; Köppl, Daniel (referee)
The bachelor thesis, called "Brand Building: The Explanation of the Term" examines the definitions and different opinions on the subject of Brand Building. This bachelor thesis consists of two main parts. The first part is theoretical, and it is focused on the description and explication of terms and categorizations, concerning the subject of brands and brand management and their roles in marketing and commercial communication. It is divided into chapters which deal with brand as a special term, with the position of brand in the subdivision of marketing and management, with the function of brand and with the elements of brands. The second part is analytical, it applies the theoretical basis into standard practice. It shows the differences between opinions. The text analyzes and compares the aforementioned theory and tries to find out if there is a general consensus of opinions on the topic and to point out the differences. The hypothesis presupposing that there exists a general consensus of opinions on Brand Building is false. The thesis comes to a conclusion that there is a conflict of views between expert authors both in particular and in paradigm. Powered by TCPDF (www.tcpdf.org)
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Nike as an iconic brand between the years 2001 and 2005
Houzarová, Zuzana ; Dolanský, Pavel (advisor) ; Hejlová, Denisa (referee)
This thesis closely looks at the phenomenon of iconic brands. The behaviour of iconic brands in general and explanation of their success on the market can be applied on the example of Nike - producer of sports goods and the leader in this product category on the global market. For the purpose of this thesis, selected elements of Nike's iconic behaviour arc demonstrated on TV spots. The criteria for TV spot selection was their success at the International advertising festival in Cannes. In the theoretical part, the concept of iconic brands is explained - cultural icons are exemplary symbols that people accept as a shorthand to represent important ideas. A brief description of the history ofNike from it's beginnings to today follows. In the next chapter I analyse the corporate design of Nike as it appears in TV spots and the way in which the brand deals with it. In this chapter I concentrate on the shape of the logo, the name of the brand, typography, slogan and logo colour. It turns out that the basic building block ofNike's corporate design is the logo (swoosh), whereas the unity of the rest of the elements of the corporate design arc not preserved and are constantly changing. A large part of the thesis is devoted to the story - identity myth that Nike offers its consumers. This myth is based on the belief...
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