|
| |
|
| |
|
|
Trends, development and perception in the context of programmatic advertising
Cahlík, Zdeněk ; Koudelková, Petra (advisor) ; Stillerová, Markéta (referee)
The diploma thesis is focused on the area of Internet media, namely the monetization of advertising, which Internet provides through the programmatic purchase of an internet advertisements that are focused on Real Time Bidding (RTB). The theoretical part deals with a brief analysis of the US media landscape, especially the phenomenon of the programmatic way of buying online advertisements in connection with technological development and optimization strategies in the Internet environment. It represents the emergence of the programmatic purchase, deals with the various forms of online advertising and its development. There is an introduction to two different online media strategies of banking institutions, which are further explored within the exploratory comparative technique - experiment in the practical part. This section focuses on changing technical settings, along with changing ad buying when changing key settings as a part of the ad serving campaign. The aim of the diploma thesis is to introduce the possibilities offered by programmatic advertising within online media in the Czech Republic. It summarizes knowledge in the context of the development of electronic advertising in the application of the two online media strategies of the banking institution.
|
|
|
Presentation of a local fashion in Czech lifestyle magazines
Bártová, Tereza ; Koudelková, Petra (advisor) ; Zavadilová, Tereza (referee)
The Czech fashion industry is constantly in progress and has growth potential. However, it still has significant deficiencies. The thesis focuses on local fashion and its presentation in Czech lifestyle magazines. The primary quantitative research focused on examining the Czech lifestyle fashion magazine's environment and determining in what context and how often these media write about local fashion and its designers. Through the content analysis, the three fashion titles (Vogue CS, Elle, and Harper's Bazaar) were examined during the period between August 2018 and December 2020. The theoretical part of the thesis focuses on the topic introduction, where deals with fashion and fashion journalism evolution. Then, the current situation in both fields is described. The methodological part consists of a theoretical basis, literary review, and research design. Three research questions and four hypotheses were formulated within this paper. Research results suggest that Czech fashion media outputs regarding the local fashion are mostly connected with Mercedes-Benz Prague Fashion Week via online editorial articles.
|
|
| |
|
|
Mobile operator's corporate magazines - ČiliChilli and Charger
Vičar, Jakub ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
The bachelor thesis entitled "Mobile operator's corporate magazines: ČiliChili and Charger" aims to cover contents of corporate magazines for customers. Issues of two separate magazines are analysed over a span of three-year period from 2017 to 2019, when total of 35 prints and 22 web adaptations were published. As these types of magazines vary from the titles published for the general public, the present thesis' theory covers their history, specifics and blending with fields such as marketing and PR. It also offers a view into making of native advertising, content marketing or journalism, which intertwine with the marketing tool which corporate publishing is. The practical part of the thesis uses methods of quantitative content analysis to quantify the ratios of different topics categorized into content unrelated with business activities of the particular company as well as commercial articles, CSR themes and many others. By using these methods, the thesis unfolds real ratios of commercial communication compared to the total volume of chosen titles, which sometimes amounts up to the half of the total contents of the publications. It also identifies key topics and development of their communication together with possible trends in that field. Research results state that the choice of key topics and dividing...
|
|
|
Business Strategy of the Jipka - Moje jazykovka Translation Agency
Ludačková, Zuzana ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The bachelor's thesis ,,Business Strategy of the Jipka - Moje jazykovka Translation Agency" deals with the strategic planning process within a SMB in the field of translation agencies. Its goal is to create a complex business plan, that will ensure future growth of the company. Based on a literature research, it first describes the theoretical practice of preparing a business plan, from goal-setting, through situation analysis, to an actual creation of the plan. It introduces the analytical tools and models, their outcomes, the process of choosing the right option, followed by its implementation and evaluation. The practial part focuses on application of these theoretical principles, to a specific example of Jipka - Moje jazykovka translation agency, formulation of its goals, and proposing the steps leading to their fulfillment.
|
|
|
Creation of marketing strategy of atelier A8000
Krupauerová, Karolína ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis focuses on the topic of strategic marketing applied in the field of architecture. Based on literature research, the theoretical part describes the definition and history of the concept of strategic marketing. Additionally, this thesis explains what steps need to be taken to formulate a marketing strategy and, also, shows what comes after the formulation of a marketing strategy. Every part of the creation of marketing strategy is then described in detail starting with a situation analysis. The situation analysis is based on evaluating external and internal factors. Firstly, as a part of the external analysis, all factors of the SLEPTE analysis are introduced and then, secondly, the thesis depicts Porter's five forces analysis. Subsequently, SWOT analysis is defined completing the situation analysis by also describing the internal aspects that might affect the company. Eventually, the theoretical part of the bachelor thesis clarifies the concept of segmentation, targeting, and positioning and presents a theoretical frame of the possible strategies to be used in the practical part. The practical part of the bachelor thesis focuses on using the theoretical knowledge in practice on a case of an architectonic studio A8000. Initially, the company is introduced and, after that, with...
|
|
| |
|
| |
guest ::
RSS feed.