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Communication Strategy in Religious Policy under Elizabeth I of England
Šrámková, Michaela ; Halada, Jan (advisor) ; Orban, Karol (referee)
This bachelor thesis is based on communication theory, which defines basic components enabling successful communication, as it applies to the communication strategy of the English Queen Elizabeth I in religious policy. Analysis stems from this basic theory, focusing especially on the realm of understanding between the queen and her target audience, and the character of her message. It also deals with the attributes of the message's source which convey the qualities of the queen that proved her credibility. Great attention is paid to the form of transmission of the encoded message, especially the impersonal communication channels that the Queen had the power to influence and regulate. Specifically, the thesis analyses the four channels of communication, which in Elizabethan England dominated by the reach to the target audience - theatre, press, worship and celebrations. In addition, the thesis focuses on the components of effective communication planning and uses the theory of marketing communication and public relations, which further develops the concept of communication theory. These components are aim and objectives, target audience, message, and communication channels. Taking into account the importance played by religious issues in the 16th century in England and the rest of Europe, domestic...
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Children and Advertiswing as a part of Theoretical Research
Havelková, Barbora ; Wolák, Radim (advisor) ; Orban, Karol (referee)
This bachelor thesis is about the influence of advertising on children of 6 - 8 years of age. Advertising targeted on children is frequent subject of long-lasting discussion across the whole society. This discussion is mostly about television advertising, which is still the strongest medium on market - part of the thesis is focused on introduction to basic media types. Focus of the thesis is how television advertising influence children, how they are capable, or not capable, to understand it, since what age they are able to critically evaluate advertising messages and from what age they are capable to understand the goals and purpose of media. Children, as specific and very easy to influence group are constantly talked to by media. Thesis, besides other analyses psychical evolution of children with focus on modern era of 21st century. The goal of the thesis is to understand and help navigate in quite difficult topic. Many different foreign, as well as Czech studies were made on this topic already. The focus of empirical part is to analyse and compare results of these studies made in last 10 years. In conclusion, all analysed studies are summarised together with recommendation.
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Product placement as a means of marketing communication: Different approach between commercial and public service concept
Hondlová, Barbora ; Bezouška, Martin (advisor) ; Orban, Karol (referee)
Bachelor thesis deals with product placement as a possible means of marketing communication. It is focused on the historical development, theoretical classification in marketing and communication mix, typology of product placement and the Czech legal system. The main part of this work is the content analysis of two selected films with the partnership of commercial and public television. There is used a method of comparison for laws, codes of organization and types of product placements. It turned out that these sources define only basic rules for product placement and that the approach depends on the authors and their sense and willingness to co-work with partners.
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The cultural events' sponsorship activation
Fořtová, Johana ; Orban, Karol (advisor) ; Halada, Jan (referee)
The bachelor's thesis The cultural events' sponsorship activation covers the possibilities that a sponsor has to communicate its sponsorship to the public. In the theoretical part, the concepts of sponsorship, event sponsorship and arts sponsorship are explained in the contexts of marketing communication, event marketing and art marketing. The thesis subsequently devotes itself primarily with sponsorship activation and its importance for an effective sponsorship. The key ingredients for successful sponsorship activation are presented, that is to say, sponsorship assets, resources, target groups, channels and objectives. At the end of the theoretical part, the thesis suggests a list of current marketing and media trends that could be used by firms to activate their sponsorship, such as opinion leaders, viral marketing, guerrilla communication and diverse new media. The practical part consists of a case study of a Czech company Bageterie Boulevard and its sponsorship of the documentary festival One World in the years 2012-2014. This study analyses mainly the forms of communication and communication channels from the point of view of sponsorship articulation and activational and non-activational leveraging. In conclusion, the thesis offers evaluation of the stated activation and recommendations both...
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Communication strategy of a debut film in the context of the Czech film public relations
Drvotová, Vladana ; Orban, Karol (advisor) ; Halada, Jan (referee)
The purpose of the bachelor diploma thesis entitled "Communication strategy of a debut film in the context of the Czech film public relations" is to examine the possibilities of Czech films' communication activities with an emphasis on public relations and a specific communication of debut films. The thesis is focused on the case of the Greedy Tiffany film (2015), describing its communication strategy. The theoretical part of the thesis defines basic terms from the specific area of marketing in culture, specifically of cinematography. The basic terms of film marketing and public relations are described, as well as their application throughout the filmmaking process and the development of a new film. Moreover, the tools of film public relations are examined in a greater detail with information of the actual situation in the Czech film market and knowledge of Czech film PR professionals included. The practical part of the thesis consists of SWOT analysis of the Greedy Tiffany film and a description of its communication strategy. Finally, the thesis assesses the film's communication activities and summarizes information and knowledge gained throughout the research in academic literature.
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Marketing communication of cultural Institutions in the District of České Budějovice
Pouzarová, Jana ; Halada, Jan (advisor) ; Orban, Karol (referee)
This bachelor thesis deals with the topic of marketing communication of cultural organisations in the district of České Budějovice. It is concerned with the four most significant cultural institutions in the district, which are also the biggest in the region in their sphere of activity, namely Jihočeské divadlo, Jihočeské muzeum, Alšova jihočeská galerie and Jihočeská komorní filharmonie. Taking into account the multitude of changes that have taken place in given subjects recently, the period for analysis was determined to be the years 2014 and 2015. The thesis is divided into four parts. The first section defines concepts of marketing, it describes the marketing mix, its instruments and the specifics of cultural marketing. Next part of the work defines given organisations in terms of their history, structure and recent changes. The third part is concerned with detailed analysis of communication activities of these organisations and it specifies applied instruments of marketing communication. Using SWOT analysis it reveals both strong and weak points of communication of these institutions, their opportunities and threats. The last section includes the comparison of communication of these four subjects, as well as summarized findings in the field of marketing communication of cultural institutions...
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Communication strategies of musicals played in the Divadlo Broadway stressed on the example of the musical Kleopatra
Lichtenbergová, Anna-Marie ; Orban, Karol (advisor) ; Báča, Ladislav (referee)
1 Abstract This bachelor thesis entitled Communication strategies of musicals played in Theatre Brodaway showed in the example of the musical Cleopatra discusses the characteristics of communication strategies employed by private musical theatres in the Czech Republic. This discourse focuses primarily on the musical Cleopatra, which has become an integral member of the theatrical canon of the Czech Republic. It is produced by Cleopatra musical, s. r. o. and it is played at the Theatre Broadway in Prague. Furthermore, the thesis is divided into two parts - theoretical and practical. On the one hand, a brief primer on the theoretical aspects theatre will help familiarize the reader with not only the technical definitions of terms such as "theatre" or "musical" but also on the theoretical backing of communication strategies and promotional mix. On the other hand, the "practical" portion of this essay will provide concreteness via a characterization of Cleopatra musical, s. r. o. and the Theatre Broadway as well as a review of the developments in the types of communication strategies used for this musical from 2001 until 2014. This thesis will conclude with a general evaluation of the communication including all tools of the promotional mix. This will be followed by recommendations for more efficient...
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Marketing communication of the alternative content in cinematic distribution
Dvořáková, Kateřina ; Halada, Jan (advisor) ; Orban, Karol (referee)
The bachelor thesis "Marketing communication of the alternative content in cinematic distributions" describes the phenomenon of alternative content - live cinematic streamings of opera, ballet, theatre shows, exhibitions tours, sports games and other events. Over a few years, these screenings became a regular part of Czech cinema's programme. The theoretical part of the thesis describes the concept of art marketing, its specifics and development. The next part of the thesis characterizes the history of the alternative content and the circumstances that enabled its introduction to the market. This part also outlines the specific kinds of alternative content screenings. The practical part of the thesis shortly introduces the Aerofilms company, the main distributor of the alternative content at the Czech market and it analyses the marketing communication of several alternative content screenings. Afterwards, the specifics, which are connected with the marketing communication of the alternative content are determined.
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The Analysis of Communication Activities of the 65th Berlinare in 2015
Klčová, Alena Daniela ; Orban, Karol (advisor) ; Pilati, Miroslava (referee)
Bachelor thesis "The Analysis of Communication Activities of the 65th Berlinale in 2015" deals with the communication activitie's choices in cultural sphere concretely on the example of the film festival Berlinale. Thanks to the analysis of communication activities of Berlinale 2015 a reader is shown the substance of communication and marketing mix and why these activities are so important for the communication with the general public. Theoretical part of the thesis describes Berlinale's history and characteristics, which is the key core for both the present and the future communication. It describes the influence of the festival on cultural sphere trends. Moreover, it focuses on the meaning of art marketing and film marketing for film festivals and on which principles these branches stand and how or why are these substential for film festivals. Next part of my bachelor thesis is dedicated to marketing mix and the sole comunnication activities of the 65th Berlinale not only in theory, but also practically. Bachelor thesis contains the SWOT analysis of the film festival and it also marginally focuses on the impact that Berlinale has on Berlin's tourism, which is nonetheless sometimes disregarded and overlooked despite it's relevance. In the conclusion the thesis contains the evaluation of...
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