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Comparative Analysis of the Sport's and Šport's news Coverage of UEFA EURO 2016
Michovský, Václav ; Halada, Jan (advisor) ; Chladová, Marta (referee)
This thesis aims to compare media coverage of the first-class sporting event, the UEFA EURO 2016, in two Czech and Slovak national sport-oriented newspapers (Sport and Šport). To achieve this goal, the author of the thesis uses qualitative and mainly quantitative content analysis along with interviews with the members of the two respective newsrooms. The author focuses on how much space both dailies give to the event, what part of the whole coverage is made by the news about the Czech or Slovak national teams, and what is the (im)balance between the news and opinion journalism. He also compares the number of journalists that went to do their job in France and the number of their colleagues who were working from the newsrooms in Prague or Bratislava. The author is interested in the ways the two newsrooms reported about the rival team that used to be part of the former Czechoslovakian national team. He also tries to describe how journalists tend to write about their own national team. Another point of interest is the venality of both newspapers during the UEFA EURO 2016. Based on the interviews with members of both newsrooms, the author compares the media's preparation before the event and their mode of operation over the tournament. Besides above-mentioned media research, the thesis offers a view to...
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Museum Marketing and Cultural Heritage Marketing: Jewish Museum in Prague in the 21st century
Mašková, Martina ; Halada, Jan (advisor) ; Čeňková, Jana (referee)
Bachelor thesis "Museum Marketing and Cultural Heritage Marketing: the Jewish Museum in Prague in the 21st century" deals with marketing activities and art marketing activities of the Jewish museum in Prague in the 21st century. The aim of the thesis is firstly evaluating the current art marketing communication of the museum using reference books and secondly giving a recommendation. The thesis guides through the history of the Jewish museum in Prague from the beginning in 1906 to the First and Second World War and communism to privatization. In the next chapter, marketing and commercial activities are introduced among 2001 and 2016. The third chapter's main topic is the art marketing concept along with its main principles and functions. The theory is contrasted with the practice. Afterwards, the recommendations are offered. The research showed that only Robert Guttmann's Galery (opened in 2001) and the Maisel synagogue (reconstructed 2014-2015) offer everything a good museum of the 21st century should offer. That means information boards, IT devices, enough seat places, suitable lighting and the right high of display cases. Due to the Conception of new expositions, all the buildings should be reconstructed in the future. Anyway, the main findings expose that the employees are often fired for trivial and no...
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Marketing and PR activities of FC Viktoria Plzeň in the years 2011-2016
Paták, David ; Halada, Jan (advisor) ; Šesták, Zdeněk (referee)
The thesis deals with the use of marketing and public relations in the Czech sporting environment on the example of FC Viktoria Plzeň football club. The theoretical part of the thesis describes marketing and PR disciplines in both classical and sporting way to point out their specifics in the sporting environment. Moreover, the theoretical part of the work presents football as the most popular sport on the planet, and describes the Czech football environment. At the end of the theoretical part FC Viktoria Plzeň is presented. For most of its history, FC Viktoria Plzeň has been rather an average football club. However, in 2011 the club celebrated its centennial anniversary with the first master's title in the Czech top football league, which was the beginning of the club's successful era. The following sporting achievements drew the attention of fans, media and sponsors, to which the club had to respond with changes in its communication activities. The analytical part of the thesis deals with a descriptive analysis of the development of these activities especially towards the fans from 2011 to 2016, when the club won the league for the fourth time. Attention is paid mainly to changes in club presentation, online communication, event management and crisis communication.
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Marketing communication of the brand Royal Canin in the years 2014-2016
Malá, Anna ; Halada, Jan (advisor) ; Obluk, Ondřej (referee)
The bachelor thesis "Marketing Communication of Royal Canin in 2014-2016" describes the marketing communication of Royal Canin which manufactures super-premium food for dogs and cats. Descriptive analysis was applied in the thesis. The thesis in the first part describes basic information about Royal Canin, its history, essence and identity, market placement and defines its main competitors (Hill's, Purina Pro Plan and Brit). The second part describes marketing communication of Royal Canin and also describes its marketing mix. The third part deals with a brand communication mix that includes printed and outdoor advertising, on-line communications (websites, social networks), sales support (shop events, loyalty program), fairs, exhibitions and PR activities (sponsorship, donations, events and media relations). The fourth part compares the brand's communication mix with the activities of competing brands Hill's, Purina Pro Plan, and Brit. In the fifth part of the thesis, the Royal Canin communication mix is evaluated and there are suggested possible changes in communication for the future.
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Analysis of a selecter period of Polaroid company and usage of instant photography as a marketing toll
Krchová, Petra ; Halada, Jan (advisor) ; Orban, Karol (referee)
This thesis discusses marketing communication of Polaroid company and also defines and describes the usage of instant photography as a marketing tool. Polaroid company, one of the most iconic brands thanks to its founder, Edwin Land, is popular for their unique instant cameras and an instant photography, which is still popular today. First part of this thesis describes the origin and history of the company. It describes first intentions and talks about reasons that stood before the idea of establishing the company. It also focuces on history of the company and introduces all the important cameras during its evolution. The second part of this thesis defines company as a brand and describes its marketing communication in a wider range and focuses closely on the visual communication of two periods of the company's history. Period from 1960 to 1990 was the most succesful period of Polaroid company. The other period, from 2007 to 2017, was much more different though. Polaroid company started working as a licensing company and it changed the face of an instant photography and also changed the ways of using it. This thesis describes and analysies those periods, puts them in contrast and compares them. It also discusses practical usage of instant photography in marketing communication and shows that usage...
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Multiple Brand Celebrity Endorsement: David Beckham Case Study
Hiblerová, Adéla ; Halada, Jan (advisor) ; Šesták, Zdeněk (referee)
The Bachelor's Thesis on the topic of Multiple Brand Celebrity Endorsement: David Beckham Case Study focuses primarily on the issue of multiple endorsement of a number of brands by one celebrity. To be able to put this topic into perspective does this thesis begin with a description of celebrity endorsement as itself, defines 'celebrity', and also introduces various approaches towards cooperation of a celebrity and a brand in general. Consequently, reasons for and risks of such cooperation are listed, effectivity of celebrity endorsement is studied, and theories of how to choose the right celebrity are presented. Finally, the term 'multiple brand celebrity endorsement' is defined and outcomes of various research conducted by 3rd parties, which is related to this phenomenon, is summarized. The practical section of this thesis applies the concept of multiple brand celebrity endorsement on one of the best known football players of today, David Beckham, and on his brand cooperations. The personal and professional background, as well as the main attributes of David Beckham are described. Consequently, the reasons why cooperation with him is attractive for brands is depicted and, furthermore, such cooperations in a ten-year time-frame (2006-2016) will be analyzed. A part of this thesis is also a...
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Communication Strategy in Religious Policy under Elizabeth I of England
Šrámková, Michaela ; Halada, Jan (advisor) ; Orban, Karol (referee)
This bachelor thesis is based on communication theory, which defines basic components enabling successful communication, as it applies to the communication strategy of the English Queen Elizabeth I in religious policy. Analysis stems from this basic theory, focusing especially on the realm of understanding between the queen and her target audience, and the character of her message. It also deals with the attributes of the message's source which convey the qualities of the queen that proved her credibility. Great attention is paid to the form of transmission of the encoded message, especially the impersonal communication channels that the Queen had the power to influence and regulate. Specifically, the thesis analyses the four channels of communication, which in Elizabethan England dominated by the reach to the target audience - theatre, press, worship and celebrations. In addition, the thesis focuses on the components of effective communication planning and uses the theory of marketing communication and public relations, which further develops the concept of communication theory. These components are aim and objectives, target audience, message, and communication channels. Taking into account the importance played by religious issues in the 16th century in England and the rest of Europe, domestic...
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The cultural events' sponsorship activation
Fořtová, Johana ; Orban, Karol (advisor) ; Halada, Jan (referee)
The bachelor's thesis The cultural events' sponsorship activation covers the possibilities that a sponsor has to communicate its sponsorship to the public. In the theoretical part, the concepts of sponsorship, event sponsorship and arts sponsorship are explained in the contexts of marketing communication, event marketing and art marketing. The thesis subsequently devotes itself primarily with sponsorship activation and its importance for an effective sponsorship. The key ingredients for successful sponsorship activation are presented, that is to say, sponsorship assets, resources, target groups, channels and objectives. At the end of the theoretical part, the thesis suggests a list of current marketing and media trends that could be used by firms to activate their sponsorship, such as opinion leaders, viral marketing, guerrilla communication and diverse new media. The practical part consists of a case study of a Czech company Bageterie Boulevard and its sponsorship of the documentary festival One World in the years 2012-2014. This study analyses mainly the forms of communication and communication channels from the point of view of sponsorship articulation and activational and non-activational leveraging. In conclusion, the thesis offers evaluation of the stated activation and recommendations both...
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