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Brand Image Building in the Sphere of Culture
Ottová, Michaela ; Tomek, Ivan (advisor) ; Maurer, Pavel (referee) ; Mathé, Ivo (referee)
This work reflects the possibilities of utilization of marketing commercial principles in Czech non-mass culture area. It gives basic information about the ways of brand and image building, the possibilities of their utilization and the risks arising in cases of neglecting the care of image and distinctness of the subject. It shows how the brand and its image are important not only in the field of commercial trade, but also in the cultural and artistic area. The work shows that the brand doesn?t have to be a company, but also personalities and artists. It deals with the specifics of culture, its profit area and non-profit sector. It deals with the example of Czech multigenre progressive scene ? Archa theatre. It explains the contributions of culture for the progress of the economics and for the society as such. It discusses communication, ?message? and the role of cultural subjects towards the society.
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Film and Media /Communication Strategy of a Feature Film in Media/
Lhoták, Vladimír ; Maurer, Pavel (advisor) ; Kopecký, Čestmír (referee) ; Borovan, Pavel (referee)
This Master diploma thesis has an objective to explore the environment of Czech and international medias and to compare it with the needs of Czech feature film promotion. It describes behaviour of the Medias and its? recipients and the possibilities of using the knowledge for more efficient communication of feature films. The marketing communications resources are used in order to find out its applicability for a feature film. The feature film is defined as a product on the market, the issue of the feature film as a cultural product and it?s attributes is viewed through the marketing communication optic.
For the development of an efficient communication strategy the knowledge of it?s means and recipients is necessary. It is important to describe Czech media environment, to define concrete communication channels and to make an attempt to explore their relevance and efficiency. The efficiency is connected to the reaction of focus groups; the thesis describes their definition and the research methods of the communication effect on them.
Wisely chosen creative concept for different types of films, genres, focus groups or business goals is for an efficient communication indispensable. The thesis tries to describe how to use artistic features of the film for efficient communication effect. The topic of cooperation with advertising agencies in various states of the creation of the film is analyzed. It covers the issue of the feature film as a communication media itself and its potential in the communication campaigns (including the product-placement).
Following part is dedicated to practicing the medial communication on the Czech market. The attention to the Czech films in the Medias follows and the means of influencing the Medias are described. The Public Relations topic is covered as a phenomenon of the most used mean of feature film communication. The phenomenon of publicity of film festivals as an independent communication channel is described. The description of internationally important film Medias follows.
The thesis shall be helpful to the Czech producer of the feature film to discover which means of communication the media market offers to promote a feature film.
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