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Creative Processes in Advertising Agencies
Řebíček, Jan ; Vondra, Zdeněk (advisor) ; Troják, Adam (referee)
Author in this design-thinking based thesis examines the role and procedure of creative teams participating in the production of one of the main parts of marketing communication - the creative concept. The key output of this thesis is the assessment of optimal creative process hypothesis based on connecting both the procedural and creative view of marketing communication. In order to assess the hypothesis, qualitative research based on modelling processes and use of design techniques was conducted. The placement of creative process into advertising agency environment is based on multimedia communication dissertation. Double Diamond Process, a part of Human Centered Design methodics, was complemented by Gamestorming method to illustrate the creative process. The form of optimal creative process hypothesis is verified by dialogues with Creative Directors of various advertising agencies. As mentioned, the primary contribution of this thesis is the assessment of optimal creative process. Achieving this contribution would not be possible without connecting procedural view of marketing communication with the creative point of view and without identifying the crucial requirements which have to be met to allow the whole process to be successful. First, the thesis describes marketing communication by using the communication model, which enables clear definition of the creative team goal. That is to encode producer need into a message that will change the behaviour of their target audience. Then, the thesis follows the contract advancement through advertising agency to establish the creative team role and to assess the optimal creative process hypothesis. The hypothesis is adjusted according to findings from dialogues with creative directors near the conclusion of the thesis.
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Multimedia communication
Vondra, Zdeněk ; Horný, Stanislav (advisor) ; Skrbek, Jan (referee) ; Jurášková, Olga (referee)
Multimedia is a form of communication and sharing knowledge using synergic effect of parallel connected communication channels. Its main use is in producing communications products and services and in design of user interfaces. Main objective of this dissertation is to develop and create a model of multimedia communication for better understanding of the meaning and the purpose of using multimedia forms in communication process. The model will describe a system of elements and parameters of multimedia communication within the internal and external context. Another objective of this dissertation is to develop multimedia communication methodology that will be used for the design, development and evaluations of concepts of multimedia communication. The methodology will be created by applying the model of multimedia communication into the procedure structure. In theoretical way this dissertation is based on analysis of different definitions and approaches to the multimedia communications topic. This is followed by an analysis of communication theories, concepts of media, multimedia, delivery channels, and communication functions. The theoretical part is followed by the outcomes of the research in practice of four different fields of multimedia use. The knowledge gained is analyzed in the following parts in purpose of creating the model of multimedia communication and the methodology which is derived from the model. The methodology is further validated through case studies and the recommendations for further development are formulated. The model and the methodology of multimedia communication created in this dissertation present complex view on multimedia communication topic that is considered as a useful tool for meeting a specific communication purpose. Dissertation provides mechanics for use and study of multimedia communication and also defines the opportunities for further development of the methodology.
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Options and use of multimedia communications in the corporate practice
Veselý, Petr ; Krsek, Libor (advisor) ; Horný, Stanislav (referee)
This work puts a number of objectives, describe the potential uses, examples of software and hardware solutions and highlight the trends and innovations in the field of multimedia communications. The reader will be given to the problems of multimedia communication and multimedia, including a description of the components of multimedia. In the next chapter we will find the description of the means of multimedia communication, where a brief description of the possibilities of products and their facilities and most of the chapters focuses on virtual reality. Another part is devoted to the use of multimedia communication in a company, especially how it should be used effectively. The final part deals with modern technologies and trends in the area of control, imaging and miniaturization. The work is written in a way that the reader does not require previous knowledge of advanced technologies which are described, except of a general overview of information technologies.
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