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Marketing Communication of Dejvice theatre from 2010 to 2020
Procházka, Jiří ; Ježková, Tereza (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor's thesis is focusing on development of the marketing communication of Dejvické divadlo between 2010 and 2020 and factors influencing audience motivation to visit this theatre. Specificaly it is focused on six media titles - the recording of production of Teremin, movies Díra u Hanušovic and Kvarteto and series Čtvrtá hvězda, Dabing Street and Zkáza Dejvického divadla. Theoretical part describes historical context of existence and functioning of Dejvické divadlo and defines marketing methods used in art marketing and theatre marketing based on the literature. Practical part analyses marketing tools and methods used by Dejvické divadlo during examined period and presents results of quantitative research focused on image perception of Dejvické divadlo and possible influence of mentioned media projects, which members of art ensemble of Dejvické divadlo participated on.
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Current Trends in Arts Marketing: Example of National Theatre
Jeřábková, Kateřina ; Klimeš, David (advisor) ; Ježková, Tereza (referee)
This thesis reviews current theory and practice of audience development. It examines the effectiveness of audience development and ways of embedding it into marketing theory. The analytical part of this thesis presents how three theatre institutions employ audience development - the National Theatre, Na Zábradlí Theatre, and A Studio Rubín - as viewed by their respective marketing experts. It further analyses audiences' responses to special events, the most common format of audience development. It discusses the specifics of arts marketing, with a special focus on theatre marketing, and aim to define differences in marketing strategies between institutions of different status, financial structure, and size. In addition to discussing current and previous trends in audience development in the Czech Republic and abroad, it provides an overview of the theoretical debate on the topic. The thesis then presents field research into audience engagement activities from the perspective of their creators, but also examine how they are received by audiences, including how they affect theatres' public image and customer behaviour.
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Art in Žižkov: analysis of marketing communication of selected Žižkov galleries
Průša, Vojtěch ; Ježková, Tereza (advisor) ; Klimeš, David (referee)
The bachelor thesis Art in Žižkov: analysis of marketing communication of selected Žižkov galleries focuses on description and evaluation of marketing activities in the art field. The theoretical part consists of a comprehensive description of art marketing with its use in the market of fine arts, including the history of this subject, the context of art in the commercial sphere and the introduction of art marketing tools and techniques used for achieving business goals. The practical part focuses on the description of the history and current functioning of selected Žižkov galleries. This part includes an analysis of specific marketing tools and processes that have made these galleries successful in the context of the Czech environment. The conclusion includes suggestions for possible improvement of marketing of these institutions and presents latest trends in art galleries market.
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Arts marketing and Communication of Prague City Gallery
Dusilová, Zuzana ; Ježková, Tereza (advisor) ; Halada, Jan (referee)
The bachelor thesis Art Marketing and Communication of Prague City Gallery is focused on the development in the field of art marketing and possibilities of its use mainly within the institution of gallery or art museum. It refers to the reciprocity of arts and marketing practice and defines the inter-connection in the field of art(s) marketing. The thesis uses marketing, media and cultural studies theories. It provides an insight into the historical evolution and improvement of the field of art marketing and reflects upon the tendencies of academic research and literature. The second part deals with a case study, which describes and evaluates communication activities of Prague City Gallery in the years of 2016 and 2017. The specific environment, in which the gallery operates, is defined and the subject is described as a cultural institution and cultural product situated within it, enriched by its new visual style and identity.
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Museum Marketing and Cultural Heritage Marketing: Jewish Museum in Prague in the 21st century
Mašková, Martina ; Halada, Jan (advisor) ; Čeňková, Jana (referee)
Bachelor thesis "Museum Marketing and Cultural Heritage Marketing: the Jewish Museum in Prague in the 21st century" deals with marketing activities and art marketing activities of the Jewish museum in Prague in the 21st century. The aim of the thesis is firstly evaluating the current art marketing communication of the museum using reference books and secondly giving a recommendation. The thesis guides through the history of the Jewish museum in Prague from the beginning in 1906 to the First and Second World War and communism to privatization. In the next chapter, marketing and commercial activities are introduced among 2001 and 2016. The third chapter's main topic is the art marketing concept along with its main principles and functions. The theory is contrasted with the practice. Afterwards, the recommendations are offered. The research showed that only Robert Guttmann's Galery (opened in 2001) and the Maisel synagogue (reconstructed 2014-2015) offer everything a good museum of the 21st century should offer. That means information boards, IT devices, enough seat places, suitable lighting and the right high of display cases. Due to the Conception of new expositions, all the buildings should be reconstructed in the future. Anyway, the main findings expose that the employees are often fired for trivial and no...
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The Analysis of the Communication Activities of The 3. Light Festival SIGNAL in 2015
Loušová, Barbora ; Klimeš, David (advisor) ; Shavit, Anna (referee)
The bachelor thesis "The Analysis of Communication Activities of the 3rd Light Festival SIGNAL in 2015" is aiming to present the options of organisations holding cultural events from the point of their communication activities on the example of the particular festival of lights. Firstly, the thesis situates the art festivals into a particular theoretical basis and evaluates their role in the culture and the society. Secondly it evaluates cultural organisations and art festivals from the art marketing perspective. Theoretical part also consists of application of the marketing communication in festival of lights environment. Practical part of the thesis uses this theoretical basis in order to compare it with the use of the marketing communication on the example of Light Festival SIGNAL. The objectives, the methodology and the research questions are determined. Then there is described the history and the character of the 3rd year of this event. Next chapter is dedicated to the marketing strategy of this year of the event, namely it describes its objectives, its target group and the possible competition and also the SWOT analysis is created. In the next part of the thesis the communication activities of the festival are described, particularly the marketing and communication mix and the partners of the...
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Marketing communication of the alternative content in cinematic distribution
Dvořáková, Kateřina ; Halada, Jan (advisor) ; Orban, Karol (referee)
The bachelor thesis "Marketing communication of the alternative content in cinematic distributions" describes the phenomenon of alternative content - live cinematic streamings of opera, ballet, theatre shows, exhibitions tours, sports games and other events. Over a few years, these screenings became a regular part of Czech cinema's programme. The theoretical part of the thesis describes the concept of art marketing, its specifics and development. The next part of the thesis characterizes the history of the alternative content and the circumstances that enabled its introduction to the market. This part also outlines the specific kinds of alternative content screenings. The practical part of the thesis shortly introduces the Aerofilms company, the main distributor of the alternative content at the Czech market and it analyses the marketing communication of several alternative content screenings. Afterwards, the specifics, which are connected with the marketing communication of the alternative content are determined.
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Gamification of presentation of the cultural heritage
Hrzinová, Jana ; Papík, Richard (advisor) ; Šisler, Vít (referee)
The aim of this work is to present gamification and its uses in the context of museology and art marketing and its benefits for the presentation of cultural heritage. The first part explores general theory of gamification, it's basic elements, types of players, psychological aspects and motivation. It mentions also social impact and main criticism. Second part apply the concepts presented in the first part directly to the field of presentation of cultural heritage in museums and galleries. It focus on linking the traditional institution with it's virtual version in the context of convergence culture and participation with wider audience. Gamification design framework shows how museums and galleries can use gamification for practical use in exhibitions, digitized collections and promotion. At the third part it presents practical project with concept of gamification of history for the Faculty of Arts at Charles University.
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The Analysis of Marketing Communication of the 27th film festival Finále Plzeň
Kořanová, Adéla ; Bezouška, Martin (advisor) ; Halada, Jan (referee)
The thesis primarily focuses on the analysis of marketing communication of the 27th film festival Finále Plzeň. The theoretical part of this thesis is based upon the major art marketing literature, and on the relevant film marketing publications available. The second part presents the festival, its history, structure and the position among the other film festivals in the Czech Republic. It also deals with statistics of the 27th year of the festival, including the programme, partnerships and attendance. The practical part is focused on the analysis of specific marketing tools and communication activities of the festival in 2014. This section also describes the specific commercial spot and visuals implemented in the campaign. The aim of this thesis is to evaluate effectiveness of marketing communication of the Finále Plzeň considering all the limitations and possibilities of the festival. According to the evaluation this section also deals with a recommendation of the communications activities that would contribute to improving promotion of this cultural event.
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