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Obey: Art or Propaganda?
Kostruh, Matěj Sebastián ; Klimeš, David (advisor) ; Shavit, Anna (referee)
This Bachelor thesis called "Obey: umění, či propaganda?" (Obey: Art or Propaganda?) deals primarily with a contemporary artistic movement which is generally referred to as street art. It explores the relationship between this contemporary movement and consumerism as the dominant cultural framework of today's capitalist society. In the first third of the thesis, it is sought to define street art and describe the development and values thereof as an authentic subculture directed against the official culture and consumerism products which nowdays dominate the visual landscape of cities and which even alienate individuals from the reality of human existence, according to some people. In the second thirds of the thesis, the axiomatic phenomenon of a gradual convergence between alternative street art and the mainstream culture is dealt with and the specific reasons why this is taking place are explored. The reader learns that street art is subject to the so-called commodification and that it can be easily incorporated into the structures of consumer markets. Moreover, street art appears to be an effective marketing and promotional tool which is why commercial entities are turning to it regarding street art as a potential source of inspiration for their communication campaigns. From the point of view of...
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Social network Facebook as a part of marketing mix of retail chains
Zieglerová, Lenka ; Klimeš, David (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor's thesis "Social network Facebook as a part of marketing mix of retail chains" explores the phenomenon of using Facebook social network for communicating with customers as a part of marketing mix of retail chains in the Czech Republic. In the theoretical part the thesis introduces basic terms such as marketing mix, its tools, social networks, the term customer service and introduces retail chains in the Czech Republic. This theoretical knowledge is then applied within the analytical part of the thesis, which is dedicated to quantitative analysis in own research of communication of retail chains in the Czech Republic on the social network Facebook. This analysis was carried out between September and October 2016 on a sample of 1,271 posts and examines in detail the sentiment of individual user's posts, percentage of answered posts and time-efficiency of the reactions. Obtained values are then compared to the size of each page's fan base, the communication of retail chains in other channels and other connections that could have an impact on number of posts are examined. The goal of the analytical part of the thesis is to evaluate the level and effectiveness of communication of selected retail chains on this rapidly expanding network.
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Use of new media in football club communication
Běhounková, Pavlína ; Klimeš, David (advisor) ; Halada, Jan (referee)
The bachelor thesis Use of new media in football club communication, shows the ways how to use new media and social media in sports marketing and sports communication, specifically in the field of football club communication. Its main goal is to show the phenomenon of new media in sport. After that on the basis of content analysis and interviews to evaluate how the six selected football clubs from the top Czech football league Synot liga communicate, how they take advantage of new media and whether they use their potential. An integral part of the work is the communication recommendation for each analyzed football club. The goal of this thesis is also to design an ideal model of how the Czech professional football club should communicate and how should exploit the new media, which is proposed at the end of this thesis. The theoretical framework describes the problems of sports communication and sports marketing, and shows the possibilities of using new media in communication on specific cases from foreign professional football leagues.
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Communication strategy aimed at subcultures on the example of brand Jägermeister
Plevová, Zuzana ; Klimeš, David (advisor) ; Vranka, Marek (referee)
This work focuses on the communication strategies aimed at subcultures and uses the brand Jägermeister as an example. The theoretical part serves as an explanation of concepts like marketing communication, the communication mix and its tools. Furthermore, it covers the topic of postmodern marketing, which enables us to better understand the current form of marketing in relation to the society. Such trends like viral marketing, buzz marketing or guerilla marketing that are used mainly for the young generation using the Internet, are also mentioned. A whole chapter of its own is dedicated to the theory of subcultures. The last part describes chosen subcultures that are targeted by the Jägermeister brand. The practical part introduces the Jägermeister brand and its position on the Czech market. Subsequently, it examines the communication strategy of the brand and its tools.
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Czech Senators Communication on Social Media
Pečenková, Markéta ; Shavit, Anna (advisor) ; Klimeš, David (referee)
This Bachelor thesis concerns the possibilities of social networks for political communication. It describes the characteristics of professionalized communication via social networks, including the principles which should be respected in order to merge with their philosophy. Political communication is framed into this context, while its development and a motivation for entering the cyberspace are described. Synthesis of these two parts leads to revealing of a potential, which social networks symbolize for political communication. The major concern of the ensuing part is the analysis of Czech senators as they perform on Facebook and Twitter. Their official accounts are examined and, based on the rate of distinctive features quintessential for correctly grasped political communication within the social networks, senators' accounts are assessed whether they are in accordance with the set principles or not. This analysis is complemented by a survey, which was conducted with the Czech senators. Results of this survey show to what extent the Czech senators are comfortable with the defined principles. By interconnecting of researched academic sources, conducted analysis and undertaken survey, the conclusion is stated. That conclusion says if the potential, seen by the erudite academics, is reached by some...
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Relationship marketing in theory and in practice: the loyalty program of Zátiší Group
Šonková, Tereza ; Klimeš, David (advisor) ; Koudelková, Petra (referee)
This bachelor thesis is concerned with relationship marketing and its aim is to provide theoretical background of relationship marketing, to outline its development throughout the history and to present its most widely used tools. Particular emphasis is placed on the question of loyalty and loyalty programs. This thesis is divided into an introduction, theoretical part, practical part and a conclusion. The goal of the thesis is to confront the theory of relationship marketing and loyalty programs with an existing loyalty program, to analyse its effectiveness and provide recommendations for improvement. In the theoretical part, the method of compilation of the relevant literature is mainly used. For the practical part, the methods of deduction, desk research, semi-structured individual interview and SWOT analysis were used. These methods helped define effective and in practice feasible procedures for establishing loyalty programs and for communication with their members. This thesis is particularly beneficial as a basis for conducting a relevant and effective loyalty program for restaurants. Also, this thesis coherently presents relationship marketing and the methods of composition and measuring the effectiveness of loyalty programs and can therefore be used for educational purposes. Powered by TCPDF...
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The communication Strategy of Nonprofit Organization Movember Foundation in the Czech Republic
Steinbergerová, Zuzana ; Shavit, Anna (advisor) ; Klimeš, David (referee)
The bachelor thesis Communication Strategy of Nonprofit Organization Movember Foundation in the Czech Republic presents international nonprofit organization which focuses on men's health. The first part of thesis focuses on history of the organization and its missions. The thesis continues with a chapter in which is explained the role of marketing in nonprofit organizations then marketing goals in the organization are defined. The next part of the thesis is concentrated on communication strategy of the organization in the Czech Republic. This part also analyzes who are target audiences and defines competitors among other nonprofit organizations within the same area of interest. Furthermore this chapter presents communication activities in two time periods: 2009- 2012 and 2013-2015 and analyses them. The next part concerns author's own research, which will reveal awareness of the organization in the Czech Republic. Moreover research will show if Czechs consider the organization as trustworthy institution or not. In addition to that, research will disclose if the organization was successful in terms of increasing the awareness of male's cancer during the 7- year-period of its presence in the Czech Republic. The last chapter of the thesis recommends how Movember Foundation can improve its...
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The Analysis of the Communication Activities of The 3. Light Festival SIGNAL in 2015
Loušová, Barbora ; Klimeš, David (advisor) ; Shavit, Anna (referee)
The bachelor thesis "The Analysis of Communication Activities of the 3rd Light Festival SIGNAL in 2015" is aiming to present the options of organisations holding cultural events from the point of their communication activities on the example of the particular festival of lights. Firstly, the thesis situates the art festivals into a particular theoretical basis and evaluates their role in the culture and the society. Secondly it evaluates cultural organisations and art festivals from the art marketing perspective. Theoretical part also consists of application of the marketing communication in festival of lights environment. Practical part of the thesis uses this theoretical basis in order to compare it with the use of the marketing communication on the example of Light Festival SIGNAL. The objectives, the methodology and the research questions are determined. Then there is described the history and the character of the 3rd year of this event. Next chapter is dedicated to the marketing strategy of this year of the event, namely it describes its objectives, its target group and the possible competition and also the SWOT analysis is created. In the next part of the thesis the communication activities of the festival are described, particularly the marketing and communication mix and the partners of the...
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Marketing communication of company Shoptet with focus on the online channels
Štěpka, Lukáš ; Máchová, Eva (advisor) ; Klimeš, David (referee)
The Bachelor thesis analyzes possibilities for marketing communication of Shoptet (e-commerce developing company) via online channels which are mainly used because of the industry the company operates in. The task of the thesis is to offer a comprehensive look at this wide topic, whose importance has been growing and all companies regardless of their size use it. The author tries to grasp this area, which is currently diversifying into smaller sub-sections, as a one and show the connections between the sub- sections. The first part briefly sums the theory of marketing communications in general and subsequently applies those theories on the company. Descriptive method is used for analyzing various channels and marketing techniques that the company uses in its communications, and puts them into the context of general trends and knowledge in this area. The aim is to create a coherent description of marketing communications, including assessment of its level, which is applicable to the planning and evaluating the communication of other comparable entities.
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Brand building of Google and Seznam.cz on the Czech market: comapartive study
Bešťák, Václav ; Klimeš, David (advisor) ; Soukeník, Štěpán (referee)
For many years, the Czech Republic was one of the six countries (including Russia, Japan, Taiwan, China, and Korea), where Google was not the number one search engine. Google increased its market share in the year 2011, in comparison with the local leader Seznam.cz. Nevertheless, the Czech market stays still highly specific and both companies are still competing and striving for the first position. Bachelor thesis "Brand building of Google and Seznam.cz on the Czech market: comparative study" explores how both brands are seen by Czech online population. A secondary objective is to clarify the success of Seznam.cz, which can act as an equal competitor for Google, and why the Czech market is so specific. The thesis consists two parts. In the first part of the thesis, the author discusses the importance of new media for data retrieval; historical development of data retrieval; and current trends in search engines branch. The author defines the terms "brand image" and "brand identity" and describes basic techniques and methods that are used in brand image research. Theoretical knowledge is transferred into practice. The second part of the thesis is based on SWOT analysis and quantitative research.
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