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new marketing media
Linc, Zdeněk ; Pešek, Ondřej (advisor) ; Kukal, Radan (referee)
The work is dealing with new marketing media, which are categorised and valuated. Assess their effectiveness and impact into public and personal space. The work shows the use of new marketing media on specific examples. New marketing media use is illustrated by the example bookstore and wine shop.
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The importance of creativity in marketing communication
Lejčková, Radka ; Černá, Jitka (advisor) ; Pešek, Ondřej (referee)
The work deals with the relationship between creativity and marketing communication. In the theoretical part are described the traditional methods and new trends. I characterize which conditions for creative activities should comply with the creative individual. Next I describe the creative methods, which are currently used in developing communication strategies and originative techniques leading to some idea or the solution of an assignment. In the practical part I check the selected techniques. By using an interview I probe the real state of the implementation of creativity to marketing communication. Furthermore I try to find out what is important for the consumers; to what they pay attention and what could be their reaction to the advertising messages.
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Ecological marketing
Neznaj, Radek ; Procházka, Jan (advisor) ; Pešek, Ondřej (referee)
The work addresses issues of ecological marketing, specifically focuses on the marketing mix of organic products. The intention is to point out guidelines and outline options that may be the potential of products development in line with environmental objectives and the enterprise. The work is divided into three parts. The first part briefly shows the evolution of marketing and its current form, including current trends and events that led to the emergence of ecological marketing. This section defines the ecological marketing objectives. Second, the main part of this work shows the ecological marketing mix in the ordinary formulation: product, price, place and promotion. Attention is paid to all individual elements of the mix, their advantages, disadvantages and the key aspects in the use of ecological products and where possible, illustrated on practical examples. The last part consists of two case studies. The first one is focused on design and packaging at Hewlett-Packard, namely multimedia notebook HP Pavilion for Walmart. The second is focused on the Toyota and its Prius hybrid model in order to analyze key aspects of the success of this model on the market of hybrid cars. The conclusion summarizes the key aspects of ecological marketing and suggests possible development for the future.
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New trends in internet marketing communication -- social network Facebook
Eisenmann, Jan ; Pešek, Ondřej (advisor) ; Zimová, Štěpánka (referee)
Theme of my bachelor thesis is "New trends in internet marketing communication -- social network Facebook". Theoretical part is focused on describing those new trends -- like viral marketing, Web 2.0 and it's major tools (social media, RSS, wikis, social networks). And also I try to set the shift from old to new media into context of wider economical changes. Important source of information were books and works of Mark Earls about "herd" substance of human behavior as well as Seth Godin's PULL principle. On those two, I wanted to show important features of internet and how it is changing the communication between people and companies. In practical part I went through possible ways of marketing communication on platform of social network Facebook. Important role play banners, Facebook Beacon and in the future Engagement Ads. Their biggest strength is the ability to target commercial messages to audience very precisely. But there are also indirect forms of communication channels like Facebook Pages or Facebook Groups on Facebook. These are based on enthusiasm of fans of the brand and for companies they offer great source of insights and data for marketing research or even place for co-creation with their loyal customer core. Last, but according to many marketers very potential, forms of marketing on Facebook, are applications with incorporated brands. These applications are very fast growing business. Facebook seems to be very popular and engaging medium to address especially young audience, that doesn't pay so much attention to old means of communication.
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The positions of men and women to the advertising of beer
Bosáková, Júlia ; Zamazalová, Marcela (advisor) ; Pešek, Ondřej (referee)
The aim of this thesis work is to determine what position interested men and women of various ages and educational attainment to the advertising of beer. What advertising appeals and most responsive to the building negative. What position are interested to advertising for beer in terms that include the advertising of alcoholic products, and it plays a big role in the aspect of advertising purchase decisions. On the basis of marketing research companies and its own research, which was transferred method interviews I came to the desired result. It is divided into two larger entities, and thus the theoretical part, which briefly describes the marketing communications, advertising and the beer industry, and practical, which is devoted to research has already said.
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Promotion of sales with focus on consumer
Dibelka, Michal ; Zamazalová, Marcela (advisor) ; Pešek, Ondřej (referee)
The thesis is concentrated on sales promotion, particularly focused on consumer. The theoretical part includes the defined consumer segments and in more detailed way the tools of sales promotion to consumers are outlined. The practical part is dedicated to the questionnaires investigation, helping to find the answers to questions like if Czech consumers are affectable by promotion of sales or what forms of promotion seem to be the most interesting to customers and which are less attractive.
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Ethics in Marketing Communications
Pešek, Ondřej ; Černá, Jitka (advisor) ; Koudelka, Jan (referee)
The thesis focuses on new marketing communication techniques. Their appearance is triggered mainly by technological progress and consumers' immunity to existing methods. Despite business ethics being part of commercial activities of majority of companies and business activities, not seldom do these upcoming and non-standard methods cross the boundaries of law and ethics. This business ethics has institutionalized itself into ethics codes. The thesis provides insight into the issue of the system of legal regulations of advertising in the Czech Republic. The regulation of ethics is executed by "Rada pro reklamu" as so-called self-regulation. The bodies of "RPR", its activity and also the "Code" and its practical application are detailed. The regulation of ethics concerning Public Relations is also involved. Trends are illustrated by many examples from real life.
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