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On-line marketing communication
Vrátná, Michaela ; Vyroubalová, Tereza (referee) ; Schüller, David (advisor)
The bachelor thesis focuses on the on-line marketing communication of the Stopskate start-up. The theoretical part introduces and explains the basic concepts associated with on-line marketing communication, which are then used in the analytical part, which evaluates the current situation of the company. Based on the performed analyses and questionnaire survey, own proposals for improving the on-line marketing communication of the Stopskate start-up are then presented.
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From function to the device - communication mix of the advertising compaign Generali (semiotic analysis)
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
This thesis deals with the advertising campaign of Generali, which was never putted into practise. The campaign was created for insurance group Generali as an essay in school subject called 3MG321 Marketing Communications, that was teached in spring semester 2011 at the University of Economics in Prague. Campaigns authors are Jan Klusoň, Filip Mikschik, Hedvika Pajerová and Petra Pištěková. The new communication strategy proposed communication mix including TV, radio, internet, outdoor, indoor, print and direct mail. The practical part of this thesis examines the form of this campaign in that media and interprets them from a semiotic perspective. The analysis emphasis on the colours red and white and also on the character of a lion. These colours and the symbol are used by the Generali insurance company since its inception and are part of its logo also. The practical part is based on theoretical grounds, which include the interpretation of the character of the lion from biological, mythological, heraldic and dreamlike aspects. The theoretical part also describes the history of Generali logo, a lion character and use of colours in it, as well as a description of the occurrence of a lion character in the Czech media landscape demonstrated on the example of the Český lev. Without this demonstration...
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The language humour and its use in advertising illustrated on the example of bank istitutions
Kwasková, Dominika ; Schneiderová, Soňa (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis deals with a language humour and its usage in advertising. The theoretical part first defines humour, distinguishes two basic types, i.e. language and content-based humour, and summarizes the theoretical knowledge of the influence of humour on key indicators of advertising effectiveness. Then it concentrates on Czech language and its elements that allow advertisers to create and modify commercial messages so that the advertising achieves desired goals. Specific elements of language humour are then presented on the examples of Czech advertisements, which forms a prelude to the research itself. The practical part of the work is a research of the usage of language humour in advertising carried out by the form of descriptive analysis. Commercials in the banking sector were chosen as a research sample. For the purposes of the research, ten categories of language comic elements were created, into which the individual elements were divided and examined. Research shows that the spectrum of language comic elements is wide, however, most of the commercials fall into the category of wordplay based on the double meaning of words. In most of the presented commercials, language comic elements have a rather secondary role, when they complete the dialogues of the characters and support the...
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Marketing Communication of Comercional Banks
ŠAVELOVÁ, Patrícia
The aim of the bachelor thesis was to analyze the current state of marketing communication of selected commercial banks operating in the Czech Republic. Subsequently, an analysis of trends in marketing communication is carried out through research among selected banks, which evaluates and compares their use. Based on these findings, recommendations for these entities were developed.
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The Level of Risk Posed by Online Marketing Communication of the Engine Tables Brand
Pokorný, Marek ; Plachký, Leoš (referee) ; Chlebovský, Vít (advisor)
Target of master's theasis is find, analyze and identify all risks of online marketing communication Engine Tables. The theoretical part describes theoretical basics of marketing, basic concepts of marketing and methods of work. In the analytics part are basic information about company, marketing problems, PEST analysis, market analysis and competition. I will analyze all risk, that may happen at online marketing enviroment. In the last part are all results, their efficiency, financial demands and contribution of individual solutions.
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Analysis of a selected Opel communication campaign
Cigániková, Zuzana ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The diploma thesis deals with the communication strategy of the automotive company Opel. The aim of the thesis is to evaluate the success of the communication campaign, Opel 24 hours. The paper is logically divided into theoretical and practical part, each of which consists of two chapters. The first chapter deals with the presentation of marketing and commercial communication, focusing on advertising, its planning and measurement of effectiveness. The second chapter is dedicated to present Opel company and its position on the Czech market through a competitive analysis of the Czech automotive industry. The third chapter introduces Opel's communication strategy and the different types of advertising campaigns. The last, fourth chapter, analyzes Opel's biggest tactical campaign Opel 24 hours. In the conclusion of the thesis the campaign's success is evaluated and future steps are recommended.
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E-commerce Strategy and Online Marketing of Ellex Company
Dolanská, Barbora ; Král, Petr (advisor) ; Zlatić, Marija (referee)
Internet as a strong and fast evolving medium provides a wide range of opportunities for businessmen to conduct online marketing activities or sell their products or services. As the interaction among sellers and purchasers is indirect in online world, it is necessary to be able to evaluate the effectiveness and success of online business activities. In case of any problems or shortages, it is crucial to be able to implement the required changes and inprovements. Widely used program for website analysis is called Google Analytics. It is important to understand the particular information provided by Google Analytics and use them properly to benefit the website performance.
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Mythologies in Samsung galaxy note advertising campaogn
Kecerová, Martina ; Šoltys, Otakar (advisor) ; Orban, Karol (referee)
This diploma thesis discusses modern myths that appear in the selected audiovisual commercials. The commercials are part of the advertising campaign for a Galaxy Note 3 device produced by Samsung Company. The campaign was launched in the fall of 2013 and continued through the spring 2014. As Samsung is also one of the official partners of the Winter Olympic Games in Sochi, some of the analyzed content is dedicated to the relationship between the two. Semiotics and marketing communication provide a broad theoretical framework for the later semiotic analysis. The chapter on semiotics discusses the modern perspective on the sign theory, offering Ferdinand de Saussure's and Charles Sanders Peirce's points of view. The main focus of the thesis is, however, on the process of the so-called secondary signification and modern myths creation introduced by Roland Barthes in his Mythologies. The marketing communication chapter then introduces several theoretical starting points in the field, various marketing models, and the communication mix with the focus on advertising, its components and potential psychological effects. In the final part, selected commercials are introduced along with the plot description and a semiotic analysis of the environment, characters, individual elements, images, colors and the...
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