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Transformation in marketing communication of Gabriella Salvete
Dorňáková, Nikol ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Transformation of marketing communication of Gabriella Salvete" analyzes the transformation of marketing communication and brand perception of beauty brand Gabriella Salvete on the Czech market from 2011 to 2014. Describes the status of the company before the transformation of communication and defines the main competitors, target groups and potential shortcomings. In addition reveals the strategy of transformation and tools used in the new way of communication. It deals with real impacts of the transformation on a competitive level through the target groups. The aim is to monitor the new communication strategy of Gabriella Salvete, form of their implementation and their impact on brand perception. To achieve this goal, the thesis also uses the results of student's own research.
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Interpretation of the Retromarketing Concept Illustrated on the Example of Contemporary Marketing Communication in the Czech Republic
Kozúbková, Klára ; Dolanský, Pavel (advisor) ; Klabíková Rábová, Tereza (referee)
Thesis Interpretation of the Retromarketing Concept Illustrated on the Example of Contemporary Marketing Communication in the Czech Republic focuses on the interpretation of retromarketing, its current use on an example of Czech companies'campaigns (Kofola, Misa, Botas and others), the reason for Czech companies' inclination to this form of marketing communication and the psychological and sociocultural aspects of contemporary Czech society. Retromarketing is used by companies rather intuitively and currently does not have a strong theoretical basis. Aim of the thesis is to 1) interpret and clarify the concept of retromarketing and 2) to determine why is the retromarketing as a form of marketing communication utilized more and more by Czech companies and analyze examples of specific campaigns to show how is this form of marketing applied. The work is divided into theoretical and practical part. The theoretical part is focused on clarifying the concept, its integration into the wider context of marketing communications and psychological and sociocultural aspects of retromarketing. One chapter of the theoretical interpretation is then given to the interpretation and understanding of nostalgia as one of the key elements of retromarketing. In the practical part are analyzed selected examples of the...
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Narratology in Advertisement
Elčić, Slaven ; Dolanský, Pavel (advisor) ; Klabíková Rábová, Tereza (referee)
Thesis focuses on the relationship between narratology and advertisement creating, especially on the question, whether the similarities between structure of advertisement texts and fairytale plot structure can be found. It follows evolution of narratology in three main phases - preclasicall, clasicall and postclasicall and describes main theories and terminology. It later deals with important criticisms of narratology, namely from the perspective of narrative structure and afterwards, with help of theory of semiotics and aestethics it performs a qualitative analysis on particular television advertisements. Results indicate that the theory is correct, althought due to the relatively small number of analysed advertisements, it cannot be verified for sure and further examination of the topic along with inclusion of latter theories will be necessary.
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Language of the Internet News versus Journalistic Language in the print media: Pragmalinguistic Analysis
Machová, Barbora ; Klabíková Rábová, Tereza (advisor) ; Kraus, Jiří (referee)
Diploma thesis "Language of the Internet News versus Journalistic Language in the print media: Pragmalinguistic Analysis", deals with the phenomenon of convergence of the Internet news language and language of the journalistic texts in print media. Our research verifies hypothesis that "language of the Internet news has much in common with the language of the journalistic texts in print media." About thirty-eight journalistic texts and internet news from MF DNES and Lidové noviny newspapers and www.idnes.cz and www.lidovky.cz websites were analyzed. Also selected concepts of pragmalinguistic and linguistic text analysis were chosen to identify these in common phenomena and to draw conclusions on the convergence of the internet news language and language of the journalistic news in print media. Diploma thesis examines only those linguistic phenomena that appear both in the Internet news and print journalistic texts.
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The Pragmalinguistic analysis of Czech and French commentary
Klabíková Rábová, Tereza ; Kraus, Jiří (advisor) ; Chejnová, Pavla (referee) ; Hoffmannová, Jana (referee)
In the center of interest of this dissertation called The Pragmalinguistic analysis of Czech and French commentary lies in the qualitative methodological approach to a specific media communication form - a printed commentary. The dissertation has several objectives: firstly, it describes the methodological tools used in the francophone analysis of discourse which are consequently used to construct the author's own system as a basis for the analysis. The author has chosen the tools which create language subjectivity and manifestation of the author in the text which are in francophone areas traditionally called as a complex of "énonciation": discourse/history (É. Benveniste), "théorie des blocs sémantiques", polyphony and intertextuality, metaphors, modalisators, deictics, connectors. In the second part of the dissertation, the author uses the theoretical basis built in the first part and applies it to create her own analysis, comparison and final evaluation of two journalistic texts - one from Le Monde and the other one from Hospodářské noviny. The detailed analysis of the texts brings very interesting findings about the different character and construction of the Czech and French commentaries and at the same time, about the different coverage of Czech and French presidency of the Council of the European...
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Forms of Aesthetic Surpery Subjects Advertising in the Years 2011-2012
Brezík, František ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
Bachelor thesis "Forms of Aesthetic Surgery Subjects Advertising in the Years 2011-2012" focuses on the contemporary field of aesthetic surgery. There is initially introduced the discourse of aesthetic surgery out of the medical practice. This part provides general information about the product and the target group. The important fact is the key role of influence aimed at women. The first chapter presented the commercial discourse of aesthetic surgery, which depends on the possibility of entry into the public space. The second chapter analyses the main themes in the advertisement, that determine its shape. The final chapter dealt with the interpretation of the initial conditions in a broader context. The image of beautiful women in advertising acts as a pattern that raises the fear of old age. Aesthetic surgery also has a significant influence on the perception of the body. The body as an entity and object is an essential part of this sector and allows you to carry out the services offered. This puts the body into position of the material. The last part brings interdisciplinary interpretation of the body (Merlau-Ponty) and the technology (Heidegger). The important aspect is question of ethics.
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Communication activities of Walmark company in years 2011-2012
Vacíková, Martina ; Shavit, Anna (advisor) ; Klabíková Rábová, Tereza (referee)
The bacherlor thesis, Communication Activities of Walmark company in 2011-2012, describes communicative activities of the company Walmark. The company is a traditional producer of food supplements. The goal is a description of the marketing communication specifics, based on theoretical background of the particular market segment. The company uses all marketing mix tools. This fact defines the whole marketing strategy. The thesis analyses these basic tools, focusing on the most visible channels. Moreover, it defines legal boundaries of the food supplement promotion. Based on the primary research, the thesis evaluates if the brand and the communication strategy is well known among the consumers. It also studies communication focus within the product portfolio. The company also produces non- prescription drugs. The promotion of the non-prescription drugs is mentioned in relation to television commercials, due to their different approach to creativity and content.
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The marketing strategy of the region Český ráj v letech 2009 - 2013
Vachová, Kateřina ; Dolanská, Nora (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "The marketing strategy of the tourist region Bohemian Paradise in 2009- 2013" describes and analyzes present marketing conception and communication activities which take place in that region. The objective of the paper is to introduce main subjects of the destination management in the region and to present documents forming the basis of the marketing strategy, especially the document "The medium-term plan of the development in the Bohemian Paradise in 2012-2017". The aim of the thesis is to describe implementation of this marketing strategy and to evaluate realization of the marketing and communication activities within the destination management of the tourist region Bohemian Paradise.
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Communication Strategies of the Prague State Opera House 2010/2011
Hädler, Victoria ; Halada, Jan (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis "The communication strategies of the Prague State Opera House between the years 2010/2011 deals with the advertising tools by which this institution presents itself to the public. This topic is brought into a larger context of the field of art marketing and its current situation in our country and abroad. It deals with the specific features of the "theatre"market and the narrow target audience. It encompasses an analysis of the negative and positive aspects of the applied advertising techniques and comes up with new solutions with regard to the new trends in communication. The Prague State Opera house is an important part of the cultural riches of the Czech Republic and its present unstable situation is a result of the current bad positioning and the global cultural situation of today's modern society. The fundamental element of this dissertation is the description and analysis of the crisis management of the State Opera Prague and the description of its subsequent union with the National Theatre. The dissertation furthermore pinpoints the funding of cultural institutions in Czech Republic and the growing trend to achieve financial self sufficiency. The conclusion deals with the overall efficacy of the chosen communicational mode and furthermore contains the evaluation of the...
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Mighty Sounds music festivalś comunication between 2009 - 2011
Vohralík, Marek ; Halada, Jan (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis "Communication of the Mighty Sounds Music Festival from 2009- 2011" focuses on the analysis of marketing communications of a particular cultural institution over the long term. The first part takes a look at the role of music festivals in the field of culture marketing, and sets about to define the characteristics, which affect their communication. The second part of the thesis deals with the various communication operations of the analyzed festival. The subsequent part includes a communication audit based on the results of the research and a comparative analysis of the Mighty Sounds festival and its closest competitors. The conclusion evaluates the communication from the perspective of the author and contains several recommendations for improvement.
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