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	Marketing activities of Czech cinemas and multiplexes focused on the cinema Světozor Masná, Zuzana ; Šobr, Michal (advisor) ; Novotný, David Jan (referee) The bachelor thesis "Marketing activities of Czech cinemas and multiplexes focused on the cinema Svetozor" describes different methods of marketing applied by both these types of cinemas. The thesis primarily focuses on the alternative cinemas. The different types of cinemas imply that also the character of their marketing activitites will differ. By marketing activities the author means mainly promotion activities of Czech classical cinemas; these are explicated for both Svetozor cinema and other art cinemas. As for multicinemas, this work concentrates on different types of cinema advertising which different multicinemas enable to various companies. There are marketing strategies based on a SWOT analysis proposed for both types of the cinemas and multicinemas and for Svetozor in particular. This work suggests that to be able to stand up to relatively new competition of multicinemas, the classical cinemas need to change their marketing strategies. Focus should be given to the importance of brand and establishing own corporate identity. These questions will also be analysed for the marketing communication of Svetozor cinema in years 2004 - 2009. In this work an analysis on the basis of description and marketing strategies evaluation of specific cinemas is used as the main method. The work is based on... Detailed record
	Generation Y as an Alternative Music Audience and the Role of New Media in the Creation of Community and Taste Masná, Zuzana ; Švelch, Jaroslav (advisor) ; Fišerová, Sylvie (referee) The thesis examines how have the habits of music users changed after they had become internet users. The goal of the thesis is to put some light on the relation of part of the generation Y to the new media A method of deduction is used based on the theory of hypothesis which is subsequently evaluated by the audience (generation Y) of alternative music (surveyed years of birth 1984-1991). In the first chapter the generation Y is defined according to some of foreign authors' theories and then put in the context of the Czech environment. A technology background and possible influences on the behaviour of the music users of this generation is described. The second chapter describes transformation of the music industry from the late 90's till now which has been happening thanks to the new possibility to distribute various content on the Internet. I focus in particular on the peer-to-peer networks. By explaining the development of this matter I prepare a basis for a better understanding to both respondents' behaviour and their attitudes to illegal music downloads. I also touch upon the new media's role in the taste formation and the change of relationship between a performer and a music fan. The third chapter considers Internet to be the communication platform of the generation Y. It gives such a hypothesis that... Detailed record
	Marketing activities of Czech cinemas and multiplexes focused on the cinema Světozor Masná, Zuzana ; Novotný, David Jan (referee) ; Šobr, Michal (advisor) The bachelor thesis "Marketing activities of Czech cinemas and multiplexes focused on the cinema Svetozor" describes different methods of marketing applied by both these types of cinemas. The thesis primarily focuses on the alternative cinemas. The different types of cinemas imply that also the character of their marketing activitites will differ. By marketing activities the author means mainly promotion activities of Czech classical cinemas; these are explicated for both Svetozor cinema and other art cinemas. As for multicinemas, this work concentrates on different types of cinema advertising which different multicinemas enable to various companies. There are marketing strategies based on a SWOT analysis proposed for both types of the cinemas and multicinemas and for Svetozor in particular. This work suggests that to be able to stand up to relatively new competition of multicinemas, the classical cinemas need to change their marketing strategies. Focus should be given to the importance of brand and establishing own corporate identity. These questions will also be analysed for the marketing communication of Svetozor cinema in years 2004 - 2009. In this work an analysis on the basis of description and marketing strategies evaluation of specific cinemas is used as the main method. The work is based on... Detailed record

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