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Communication campaign proposal for a medical device
Komárek, Vojtěch ; Zavadilová, Tereza (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this thesis is to design a communication campaign to increase the traffic of the acp-terapie.cz website for the company Arthrex. The thesis finds out the necessary information to design the campaign by means of a semi-structured interview. The thesis answers the research question how the company should increase the traffic to the acp-terapie.cz website. In order to increase traffic to acp-terapie.cz, a company should follow several key steps. First, it is necessary to identify the target group, which consists of men and women aged 40-60 with active lifestyles and middle to upper income. The goal of the campaign is to attract 500 new patients per year, which requires increasing traffic to the site to 60,000 to 112,000 visits per year. To reach this group, the company should use a combination of PPC advertising, social media, PR and waiting room advertising to increase awareness and attract visitors to the site. The media mix and budget should be flexibly adjusted based on the first few months of the campaign and data collected from conversions and diagnostics. Evaluation of the campaign's effectiveness should be ongoing using data analysis and physician feedbacks.
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Proposal of Communication Campaign for the Famous Czech Ice-hockey Club
Bureš, Michal ; Šturma, Pavel (referee) ; Mráček, Pavel (advisor)
This master thesis analyzes the sport marketing practices of a successful ice-hockey club in the Czech Republic. After the theoretical definition of the terms, the thesis discusses the surrounding environment of the selected club and evaluates existing marketing activities. That creates a foundation for the following in-person interviews with visitors of the selected match and mainly for a quantitative survey researching fans' opinions on the marketing communications of the club. The output of the thesis is a proposed club’s communication campaign for the upcoming season.
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Návrh komunikační kampaně na polyfunkční komplex RiOS
Fridrichová, Dita
Fridrichová, D. Proposal of a communication campaign for the mixed-use complex Rios. Bachelor thesis. Brno: Mendel University in Brno, 2023. The bachelor thesis focuses on the proposal of a communication campaign for senior apartments, which will be located in the mixed-use complex Rios. The com-plex is set to be built in the center of Brno in 2025. Based on the analysis of the in-ternal environment, PESTE analysis, and SWOT analysis, suitable promotional to-ols will be evaluated. A questionnaire survey will be used to define the segment that the communication is targeting. The output will be a proposal for communica-tion and advertising messages, cost calculation of implementation, and a campaign timeline.
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The role of communication strategy in nonprofit sector
Hlavatá, Aneta ; Vránová, Miriam (advisor) ; Legnerová, Kateřina (referee)
New civil society organizations are those that are most often commercialized. Salamon (2005) discusses commercialization when organizations are motivated to offer services and products exclusively for profit. He presents commercialization as the penetration of market principles, culture and thinking into the non-profit sector. This phenomenon at NGOs serves the purpose of gaining financial independence and legitimization. On the other hand, the Center for Public Opinion Research (2019) published a report in which it was found that NGOs find themselves at the bottom places in a survey of credibility in selected institutions. The diploma thesis aimed to determine how NGOs should successfully communicate their activity to stakeholders to strengthen external credibility and gain financial independence and corporate culture. The research included techniques such as questionnaire survey, non- intrusive techniques and semi-structured interviews. The results have shown that the role of communication strategy is significant in the selected NGO. The NGO develops and evaluates the strategy annually and includes its entire organizational team. The results also drew attention to elements of commercialization in the organization. The processes in the selected NGO are to build a good name in society, which could...
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Efficienty of communication campaign by PumaONE tour
Komárková, Monika ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Effecienty of communication campaign by PumaOne tour Objectives: The object of my bachelor thesis is to suggest recommendation for development of PumaFuture tour 2018 communication campaign, that will be evalueted by effeciency of communication campaign for PumaOne tour 2017. Methods: Multiple methods of qualitative analysis were used in the research section of the thesis. The communication campaign was analyzed using a case study, direct observation, and document analysis. The data collection process was facilitated by a mid-structured interview with an employee of the marketing department of Puma Czech Republic. Results: The object of my bachelor thesis is to suggest recommendation for development of PumaFuture tour 2018 communication campaign, that will be evalueted by effeciency of communication campaign for PumaOne tour 2017. Key words: marketing communication, communication campaign, effecienty, qualitative research, Puma
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Proposal of Communication Campaign for the Famous Czech Ice-hockey Club
Bureš, Michal ; Šturma, Pavel (referee) ; Mráček, Pavel (advisor)
This master thesis analyzes the sport marketing practices of a successful ice-hockey club in the Czech Republic. After the theoretical definition of the terms, the thesis discusses the surrounding environment of the selected club and evaluates existing marketing activities. That creates a foundation for the following in-person interviews with visitors of the selected match and mainly for a quantitative survey researching fans' opinions on the marketing communications of the club. The output of the thesis is a proposed club’s communication campaign for the upcoming season.
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Efficienty of communication campaign by PumaONE tour
Komárková, Monika ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: Effecienty of communication campaign by PumaOne tour Objectives: The object of my bachelor thesis is to suggest recommendation for development of PumaFuture tour 2018 communication campaign, that will be evalueted by effeciency of communication campaign for PumaOne tour 2017. Methods: Multiple methods of qualitative analysis were used in the research section of the thesis. The communication campaign was analyzed using a case study, direct observation, and document analysis. The data collection process was facilitated by a mid-structured interview with an employee of the marketing department of Puma Czech Republic. Results: The object of my bachelor thesis is to suggest recommendation for development of PumaFuture tour 2018 communication campaign, that will be evalueted by effeciency of communication campaign for PumaOne tour 2017. Key words: marketing communication, communication campaign, effecienty, qualitative research, Puma
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Proposal of communication strategy for Euro Frigo Praha
Feldová, Kristýna ; Král, Petr (advisor)
Diploma thesis named Proposal of communication strategy for Euro Frigo Praha aims at proposing communication campaign that perfectly responds needs and financial possibilities of chosen company. Euro Frigo Praha is a company that imports fish and seafood to Czech market. The management of company has not developed almost any marketing activities since the company was found many years ago. This thesis aims at proving that also small Czech company with very limited budget can implement effective communication campaign when choosing suitable marketing message and communication mix.
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Application of Project Management in the e-shop communication campaign
Bártíková, Ivana ; Borovička, Adam (advisor) ; Melechovský, Jan (referee)
Project management methods can be used in many areas of human activity. In this diploma thesis they are applied to the creation of an e-shop communication campaign. The theoretical part describes the basic concepts of project management and presents the stages of the life cycle of the project. The main part of the theoretical part is the project planning phase with a focus on time analysis, analysis of resources, costs and risks. The described methods and analyzes are applied in the practical part to a real project - the communication campaign of the newly created e-shop Motovidlo.cz, which offers various printed products. The final part of the thesis deals with the success of the project, the fulfillment of the goals and recommendations for the project team.
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Campaign of Czech Television about broadcasting digitalization in years 2008-2010
Urban, Bohumil ; Šmíd, Milan (advisor) ; Lokšík, Martin (referee)
The goal of this bachelor thesis is analysis of marketing campaign to digitalization of TV broadcasting in the Czech Republic. The work is based on descriptive analysis of non-commercial (more specifically non-traditional) marketing campaign. The bachelor thesis looks into the reasons for the technological change- digitalization. Its ambition is to explain why and how are TV viewers informed. The work is focused on individual components of all republic campaign and it describes its process. More specifically it chooses Prague as an example of marketing activities. It evaluates graphical elaboration of logo and work with it as a tool of non-commercial communication. Last but not least the work focuses on budgeting and its effective use in terms of marketing campaign. The main sources are press releases reported by NKO (national coordination group) and books qouted at the back of the thesis.
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