|
|
Theatre institutions as brands and their equity
Tulka, Martin ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
The objective of this theses is to help find a way of building and measuring brand equity in a specific environment of theatre institutions. Chosen objectives are achieved by confronting the theoretical bases of building brand equity and the practice performed by theatre institutions, which was identified through semi-structured interviews with the marketing managers of 5 selected institutions. The result is a series of general recommendations for individual brand equity subcategories: loyalty, awareness, perceived quality and brand associations. Theatre institutions should apply strategic brand thinking, use appropriate branding tools regarding their financial and time possibilities, target audiences, and artistic leadership. They should focus on identifying the core audience, developing and promoting audience loyalty, managing the interaction of audience and employees as brand representatives, establishing a positioning and use it in communication, extending a brand to other communication channels, on the quality of the services, achieve harmony between audience associations and the brand concept. These recommendations may be adapted by theatre institutions and used to build brand values more effectively.
|
|
|
Present day-communication and language practise in the field of marketing from the prespective of marketing specialists
Kalousová, Kristýna ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
The aim of the bachelor thesis is to outline an overview of language and language specifics which are used mainly by experts in the branch of marketing communication and PR as the part of a professional discourse. It describes the relationship between these language users and their lexicon. The aim of the thesis is not only to depict current trends of a unique slang and explain its function in the real communication of marketing communication and PR but also characterise a rational and emotional relationship of experts in marketing communication and PR. Nowadays, it is common to examine the language of advertisement but not the language of marketing communication and its practical usage and the reflection of the active language users, which is the merit of this bachelor thesis.
|
|
|
The current trends of outdoor advertisment extraordinary forms, focused on Prague
Linhart, Tomáš ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
This thesis addresses the complexity of outdoor advertisement in the Czech Republic. In the theoretical section, characteristics of outdoor communication, advantages and disadvantages, forms, the market and associations are presented. The empirical section analyses the current trends of outdoor advertisement extraordinary forms based on the field research findings and the concluding chapter puts both the theory and findings into the context of the environment in Prague. In this final part, the advertisement smog and accordance with surroundings and legislation are examined. The default assumption is that the outdoor advertisement is ubiquitous and is influencing every single individual. The impact varies, but essential is that the outdoor advertisement is impossible to drop or shut down; it is only possible to ignore it in order to avoid it. This might cause the Czech indifference to the advertisement oversaturation, which is often criticised by artists and experts. The aim of the thesis is to analyse and collect the current trends of outdoor extraordinary adaptations with respect to form and content. The theory is followed by the empirical section analysing the data obtained by field research in Prague. Several popular trends were discovered: multidimensional additional structures, special 3D design,...
|
|
|
Green Marketing in the Digital Age
Halamková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
The goal of the Green Marketing in the Digital Age Bachelor's thesis is to contribute to the Czech discourse on green marketing with contemporary findings, explore the relations among the classical marketing theory, the green movement and new opportunities of the digital age as well as to analyse the current situation in the area of green marketing on the Czech market. The theoretical part recapitulates the historical evolution of green marketing, describes the current situation, and suggests prospective future progress in the area. Furthermore, it focuses on the main challenges in the communication of environmental themes and sets them in the context of the digital age, new media and its advantages that may hold the key to solving said challenges. Finally, it provides two sets of good practice principles for responsible and website communication. The practical part draws up on the theoretical one with the use of selected principles from each set as the assessment criteria for analysing the style and quality of green communication on corporate website across industries. The results of the analysis provide a compact overview in the form of numeric scores and an additional commentary for each industry. The practical part concludes with the final evaluation of results and a set of suggestions for further...
|
|
|
Semiotic analysis of TV communication of Air Bank brand in 2017
Janouch, Filip ; Schneiderová, Soňa (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis, based on semiotic analysis, analyses audivisual commercials. It consists of two parts, a theoretical and a practical one. The theoretical part desribes semiotics as science, examines its history, development and modern phase. In this part, the sign is determined as the original element of the whole semiotics as a science. Further, advertising is described as a communication act and audiovisuals elements of advertising are also described. Concurrently, the knowledge obtained while studying semiotics is extended. This extension means that there is room for description for several other related phenomena, such as denotation, connotation and myth. Roland Barthes Mythologies is being used in this part, too. The practical part contains two following sections. The first one deals with semiotics analysis itself. The analysis was made on selected TV commercials ads of the Air Bank brand and was based on Roland Barthes Mythologies. Barthes approach was chosen because it does not limit us only to only one method and lets us research all elements of advertising, for example story, scene, image and sound. The second part is a personal inteview with the author of these commercials, Mr. Tomáš Belko, creative director of Ogilvy & Mather, s.r.o advertising agency. The aim of this section is to...
|
|
| |
|
|
The development of advertising in the daily newspaper Mladá fronta DNES between the years 2012-2016
Samšuková, Jana ; Klabíková Rábová, Tereza (advisor) ; Soukeník, Štěpán (referee)
The diploma thesis The development of advertising in the daily newspaper Mladá fronta DNES between the years 2012-2016 analyzes the development and possible changes of advertising in the Czech daily broadsheet Mladá fronta DNES of the publishing house Mafra, a.s. between the years 2012-2016. In particular, this thesis aims to describe the trends in the concentration of advertisements, the ratio of original content and advertising, the interconnection of advertising with the graphic or thematic side of the editorial content of the journal, or the development of advertising formats and topics. These findings are attained by quantitative content analysis, namely so-called emergent coding. In the addressed theoretical Framework, the aspects of the economic functioning of the media are addressed as well as the theory of advertising, the phenomenon of advertising in the press or its legislative anchoring. The author also devotes several pages to the phenomenon of media commercialization, as well as its appearance in the Czech media environment. Part of the work is also devoted to the presentation of the daily broadsheet Mladá fronta DNES, its history and its current position on the Czech media market. In the second half of the thesis the methodology of research is presented, as well as both its design...
|
|
| |
|
|
Trends in marketing targeted at children
Růžičková, Julie ; Klabíková Rábová, Tereza (advisor) ; Zezulková, Markéta (referee)
The bachelor thesis deals with current trends in the field of marketing communication targeted at children. The topic of advertising targeted at children comes up with a variety of questions about regulation and ethics and current trends in communication make it even more complicated. The research of reference literature is a basis of the theoretical part of the work, which describes some aspects of targeting at children in more details. On one hand it is different perception of advertising content in connection with the age of children, on the other hand it is regulation of advertising itself and ethical dimension of the whole problem. Besides, also tools and communication channels targeting at children and the newest trends in this field are described. Since the advertising targeted at children is closely related to parents, the second part of the work is devoted to their perception of marketing communication with children via questionnaires. The result of the thesis is not only introduction of current trends in communication with children, but also tendencies in perception of the communication by parents, who considers the advertising targeted at children as a highly unethical and calls for more regulation. Beyond regulation could be a good solution of overgrown advertising targeted at children...
|
|
|
The Influence of Copywriting on E-mail Newsletters Effectiveness
Malecha, Matěj ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
This bachelor's thesis describes the influence of copywriting on email newsletter effectiveness. The theoretical part is dedicated to circumscribing the role of copywriter, specifying the value of copywriter's work and summarising available linguistic means for producing commercial texts. Given the interdisciplinary character of the topic, the thesis is mainly based on literature covering topics such as theory of communication, creativity research, linguistics, rhetoric, e-mail marketing and professional literature for copywriters and marketers. At the beginning, copywriting is set into the context of theory of communication followed by a brief description of the creative process and linguistic means strengthening persuasive effect, such as stylization, arguments and rhetorical figures. Specific recommendations adapted from professional literature are supplemented with the available findings of the scientific studies that tested them. In the last section of the theoretical part, the developmental process of commercial communication is described in seven steps. The practical part examines the hypothesis that the texts written by a copywriter are more successful in satisfying given goals than those written by an amateur. The case study at the end includes an interpretation of the results of two split...
|
guest ::
