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Media communication of railway companies: České dráhy, RegioJet and Leo Express in the years 2013-2015
Žemličková, Martina ; Klimeš, David (advisor) ; Báča, Ladislav (referee)
This bachelor thesis deals with media relations analysis of the biggest Czech railway companies České dráhy, RegioJet and Leo Express since 2013 to 2015. The theoretical part describes elementary findings from media and public relations fields. There is also recommendation for successful company's external communication and proper writing of media releases. Different types of media products are described primarily while elementary theory of mass media communication is defined only marginally. The practical part focuses on external communication analysis of chosen companies individualy. This analysis is complemented with personal communication with spokepersons of companies České dráhy and RegioJet, and in case of Leo Express, analysis is complemented with examples of media releases. The analysis is supported with quantitative research of media contents and the results are following description of quantitative research of media contents and methodology definition. The research were carried by comparison of press releases and media articles in national press as Právo, Hospodářské noviny, MF Dnes, Lidové noviny, Blesk and its regional and digital branches. NEWTON Media search was used for research and the research itself is based on confirmation or refutation of stated hypothesis. These hypotheses...
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Change of marketing communication of television providers on example of the company Sky in 2004-2014
Opluštil, Ondřej ; Klimeš, David (advisor) ; Báča, Ladislav (referee)
The thesis "Change of marketing communication of television providers on example of the company Sky in 2004-2014" attempts to describe the marketing mix of Pay-TV providers and of companies providing both Pay-TV and broadband and fixed telephony. The theoretical part of this thesis attempts to define all four Ps of marketing mix in this field with emphasis on Promotion and also branding, the practical part describes the marketing communication of a British company Sky as a case study. Sky is the biggest such provider in Europe, and has been the biggest ad-spender in the UK since 2011. This thesis studies their communication activities between 2004 and 2014 and compares them with the technological changes in the field, that have been greater than ever before. Powered by TCPDF (www.tcpdf.org)
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Marketing of brands - Ice Hockey World Championship 2015
Šedová, Michaela ; Halada, Jan (advisor) ; Klimeš, David (referee)
The bachelor thesis named Marketing of brands - Ice Hockey World Championship 2015 is focused on the description of communication and marketing activities of brands which were connected as official sponsors and official partners with the Ice Hockey World Championship 2015 held in the Czech Republic. The thesis consists of a theoretical and a practical part. The theoretical one concentrates on description of sport marketing and sponsoring, it also describes marketing activities of brands used by companies in their campaigns. The practical part is focused on the Ice Hockey World Championship 2015. The structure of the sponsorship related to the championship is explained, the categorization of the sponsors (main official sponsor, official sponsor and official partner) is described and all the official sponsors and partners of the championship are listed along with an outline of the rules they had to follow and the advantages and the rights they had. The description of the communication and marketing activities of selected official sponsors and partners of the championship follows. In this part of the thesis, the theoretical knowledge described at the beginning is applied in practice. The thesis also focuses on the problem of ambush marketing connected with the championship. The thesis is concluded by...
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New media as an important part of marketing communication of electronic music events
Oravec, Jozef ; Klimeš, David (advisor) ; Vranka, Marek (referee)
Bachelor thesis "New Media as an important part of marketing communication of electronic music events" analyses the role of new media as a group of key communication channels of marketing communications of electronic music events. Compares the use of new media with traditional channels represented widely in the marketing mix of communication of electronic music events, analyses the effectiveness of the use of new media in the marketing mix, examines and compares real and perceived impact of the use of new media in the marketing mix for the audience. The first part of the thesis focuses on the description of the new media, the social aspects and its use in marketing communication; describes electronic music events and social aspects; and anchors marketing communication and the importance of use of its instruments in electronic music events. Then analyses the various tools of marketing communication and offers a questionnaire survey focused on perceptions of marketing tools used for electronic music events on which it concludes evaluation of the effectiveness of marketing communications of electronic music events.
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Obey: Art or Propaganda?
Kostruh, Matěj Sebastián ; Klimeš, David (advisor) ; Shavit, Anna (referee)
The subject of this thesis is the study of communication, precisely a communication as a social phenomenon. Firstly, a reader will be acquainted with the nature and the fundamental role of communication, with the fact that it functions as a mean of social transactions and with a variety of theoretical approaches how the communication can be understood and what social functions it can perform. Consequently, it is described what is mass society and mass communication in which the mass media play the dominant role additionally with the link to a brief definition of the terms persuasion, advertising and propaganda. Furthermore, the author analyses the constitutive nature of communication and the impact of advertising on the formation of consumer culture with the inclusion of persuasive techniques in advertising discourse. The chapter devoted to visual culture and street art - a form of post-museum art - introduces the second part of the thesis. Finally, the text provides a case study of street art campaign OBEY and analyses its significance on the basis of theoretical knowledge in the study of social communication.
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Marketing communication of MF DNES from 2010 to 2015
Coufalová, Dominika ; Klimeš, David (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis deals with analysis of marketing communication of daily newspaper Mladá fronta DNES. It is divided into two parts: the theoretical and the practical. The theoretical part defines basic concepts of marketing and marketing communication which are completed by specifics in media environment, specifically in the print media. Furthermore, there is summarized the print history of the 20th century in the area of the Czech Republic with emphasis on circumstances of the origin of the focused newspaper as well. The thesis also deals with the current condition of the Czech media market, it presents its current subjects and briefly mentions the development of the print run and readership of national newspapers. Another chapter describes the evolution of the newspaper from the historical and the technical point of view and supplements that comes along with the newspaper. The practical part gives a brief description of how the marketing department works, what is the strategy and newspapers' marketing mix. Much of attention is devoted to analysis of the individual areas of newspapers' communication mix, which were defined in theoretical part. The specific activities that were used by the daily in the watched period are also presented and analysed in the practical part. The last chapter...
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Marketing communication in the beginning Academy of Sciences
Homolková, Lenka ; Klimeš, David (advisor) ; Hrabánková, Markéta (referee)
The work focuses on the origin of the Czech Academy of Emperor Franz Joseph for Science, Literature and Art from the perspective of brand building. The aim of this study is to describe and analyze the factors that created the brand of examined institution in the period between 1890-1908, i.e. during the chairmanship of the first president Josef Hlávka. This objective is achieved through theoretic resources of the branding environment in the institutional field and through approach of the historical context of the 19th and 20th centuries` breakthrough. Within this context, the work focuses on the life of Josef Hlávka, his philanthropic activities and policies, the creation of the institutional foundation of Czech science on which basis could the Czech Academy of Emperor Franz Joseph for Science, Literature and Art arise, and contemporary marketing communications in a given period . Due to the lack of a theoretical base of institutional branding to analyze the brand of the Czech Academy of Emperor Franz Josef for Science, Literature and Art a model of political branding of Paul Fawcett and David Marsh, which is also suitable for institutional branding, was used. Powered by TCPDF (www.tcpdf.org)
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Intercultural Aspects of Airline Marketing
Pakandlová, Anna ; Klimeš, David (advisor) ; Koudelková, Petra (referee)
This bachelor thesis deals with the intercultural aspects of airline marketing and their consequences for airline marketing communication. The aim of this thesis to identify the trends in global approaches to marketing communication of airlines, that is whether airlines apply standardised marketing communication strategies or whether they adapt their marketing communication according to the local cultural aspects of the target market. The first part of this thesis provides a theoretical basis for understanding the specifics of airline marketing communication. The second part identifies the trends in global approaches to airline marketing communication by a review of literature, specific examples and a survey conducted among airlines. The final part of this thesis analyses approach to airline global marketing communication in detail by a case study of Korean Air. Korean Air's approach to marketing communication is also evaluated and recommendation is made.
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The rebranding of Kofola and the analysis of its communication strategy in the years 2001-2012
Štarman, Ondřej ; Klimeš, David (advisor) ; Shavit, Anna (referee)
In post-revolutionary years on the Czech market there was a resurgence of some domestic brands which benefited from its socialist past. These certainly include Kofola which, however, chose an innovative approach to re-build the brand consisting in the use of new themes in communication. This bachelor thesis describes the theoretical basis of rebranding and application possibilities to the specific case such as a resurgence of a socialist brand. The paper also describes the communication strategy of Kofola which illustrates innovative approaches in the communication. The work also includes a survey which explores perceptions of the Kofola communication messages and perception of concrete brand elements which has changed during the rebranding. The assessment of the whole rebranding process and subsequent communication strategy appears in the end of the paper. There is also a recommendation for Kofola - which elements should be used in the communication of the brand. This recommendation is made on the basis of the aforementioned survey.
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