|
|
The colour symbolics in marketing communication as applied to campaign for general election in June 2006
Veselá, Vendula ; Dolanský, Pavel (advisor) ; Hubálek, Slavomil (referee)
The bachelor's thesis concentrates on defining colour influence on the political parties' campaign for 2006 general election in the Czech Republic. We considered only fi ve major parties - The Czec h Social Democratic Party, The Christian and Democratic Union. Czechoslovak People' s Party, The Communist Party of Bohemia and Moravia, The Civic Democratic Party and The Green Party. The opening part of this thesis deals with the history of colour context, colour associations and psychic influence on man. In the theoretical part it is suggested which marketing tools does the political communication use and then the thesis has a detailed look on advertisement with a handsight of colour. The main stress is put on the political poster, important part of the political mass communication. We also studied the web presentations, which has become part of the campaigns and have more and more inn uence on the voters. The last chapter dea ls with the political spectrumand steady colour associations. Colour can be very influential means of communication. which is easy to remember. It also has other benefits, as it has psychological infl uence on a person, thanks to our own experience with the colour. These experiences have often common features. which make the communication easier. The political parties discussed chose...
|
|
| |
|
|
The campaign "Everything I can" and its commutication strategy
Kručayová, Alena ; Dolanský, Pavel (referee) ; Halada, Jan (advisor)
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.
|
|
| |
|
| |
|
|
Application of the ideal model of crisis communication on the case of Jiří Čunek betwen January 2007 and April 2008
Flejšarová, Adéla ; Halada, Jan (referee) ; Dolanský, Pavel (advisor)
This bachelor thesis deals with subject of crisis communication from theoretical and from practical point of view. The aim of the theoretical part is to introduce the subject of crisis communication. Although crisis communication is an important part of corporate public relations, is often neglected in the Czech environment. That is why the theoretical part of the thesis describes main aims of crisis communication, its strategies, methods and tools and explains its main terms in a rather complex way. The typology and main characteristics of crisis could not be left out for crisis communication to be fully understood. This part could be a useful contribution to Czech written theoretical works dealing with crisis communication. The second part deals with real situation, where crisis communication was used. The aim of this part was to apply theoretical findings and evaluate, how Jiri Cunek, Czech politician, used between January 2007 and April 2008 recommended processes and tools of crisis communication, as they were introduced in the theoretical part of the thesis, which strategies he followed, which part of communication was successful and where he made mistakes. In the final chapter of the thesis, I will evaluate, whether we can trace back development in handling crisis communication between the two...
|
|
|
Guerilla marketing as a form of non-traditional marketing communication
Trojanová, Kamila ; Dolanský, Pavel (referee) ; Köppl, Daniel (advisor)
The bachelor thesis "Guerilla marketing as a form of non-traditional marketing communication" deals with the guerilla marketing as a trend of marketing communication, through which the message can be sent to the target group. The thesis describes guerilla marketing itself, it also specifies, who can use this method, defines the phenomena in general context of marketing communication and goes back to the origin of the concept. Furthermore thesis introduces the reader with specific forms of guerilla marketing and ways how to distribute and deliver the message to the customer. The thesis briefly explains efficiency of this method and simultaneously discusses the issue of ethics and law. Finally it describes the guerilla campaign of mobile operator Vodafone, the way, how such campaigns can be communicated, including the obstacles and consequences of their realization and the solutions of ethic parameters.
|
|
|
The Dior J'adore campaign in 2000-2010
Podzimková, Linda ; Dolanský, Pavel (referee) ; Hejlová, Denisa (advisor)
Bachelor's thesis "The Dior J'adore campaign in 2000-2010" deals with marketing communication of Dior J'adore perfume during specified period of time. Visuals and TV spots are analyzed from different points of view such as luxury goods marketing, principles of cultural branding, psychology of colours or visual perception. The thesis reveals content and meaning aspects of the communication which are evident as well as latent ones through which the perfume intends to achieve good market position, success and differentiation from competitors. Elements of the campaign, both typical and atypical for this category of luxury goods, are listed. Thesis describes a possible way to communicate the product in modern way and not to forget traditional and historical values of the whole company and the Dior brand at the same time.
|
|
| |
|
|
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...
|
guest ::
RSS feed.