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New trends in marketing communication
Sedlák, Radko ; Říha, David (advisor) ; Křivonožka, Petr (referee)
The aim of this bachelor's thesis is to analyse and consequently evaluate new trends in marketing communication that help us target at the customer more precisely and find out how they are perceived by the group of young people with different interests and hobbies. The work focuses particularly on digital marketing, buzz marketing and guerrilla marketing and they are compared with the traditional methods of marketing communication. The term "traditional" represents media such as print, advertising on television and radio which are not very beneficial these days and they are slowly losing their power. The empirical part includes a quantitative research in the form of a questionnaire. The research group consists mainly of the students of the first and second grade of bachelor's degree programme also known as Millennials generation. In the summary of the thesis the results of the survey are presented.
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Analysis of Advertising Spots in the Frame of Super Bowl
Maršánová, Petra ; Novák, Michal (advisor) ; Bína, Vladislav (referee)
This bachelor's thesis discusses the world-famous media space for the finale of American football called Super Bowl. This space is used by global brands to promote their products while also competing to attract the largest audience. The audience responses are measured using a variety of media indicators that evaluate position of ads on the ladder of spectator popularity. The main attribute of all spots is creativity and originality. The aim of the practical part is the introduction of companies that have performed with their ad spots from 2006 to 2015. Thesis also analyses orientation of each commercial in given time period. In recent years, television ads are aimed mainly at cars and drinks. The theoretical part introduces the essence of modern marketing communication and communication tools. Afterwards it's focused towards advertising and promotion of the modern trends in the use of event marketing.
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Psychology of selling in wholesale and retail
Jesenská, Tatiana ; Bedrnová, Eva (advisor) ; Chládová, Martina (referee)
The aim of this work is to clarify the fundamental role and impact of psychology and buzzmarketing in practice. Also approach the most important tools needed to understand the proper utilization of all their advantages, such as procedures to become a successful professional seller, how to avoid failure and to be able to cope with problems, how to communicate with clients and how is this all influenced by the motivation itself. The work provides an overview of how psychology of selling is closely related to buzzmarketing. These theoretical findings are substantiated and analyzed on the basis of empirical research in wholesale and in depth research in a particular retail chain.
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Viral marketing on the Internet
Štverák, Martin ; Šalamon, Tomáš (advisor) ; Svatoš, Oleg (referee)
Thesis provides an overview of viral marketing. It describes the process by which you can be inspired to implement viral campaign. The thesis includes analysis of specific viral Web project. The aim of this thesis is to create a breakdown of the various components of viral marketing, to establish conditions that should be satisfied for the viral marketing to success, suggesting how to use viral marketing on social network Facebook and evaluate the various components of this service for the promotion possibilities, to analyze own viral projects and map out the key factors for their success. The main benefit of the thesis is to provide basic information about viral marketing, an overview of the use of Facebook services for viral marketing and viral analysis of running applications and their resulting knowledge.
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Factor of originality in advertising
Ešner, Rudolf ; Černá, Jitka (advisor) ; Pešek, Ondřej (referee)
The bachelor thesis deals with exploitation of original attitudes in advertising. The thesis solves answers, what role plays the factor of originality in advertising, when and why firms use that factor, how creators work with it, how consumers perceive the factor and what other elements it generally contains. The bachelor thesis qualifies relationship of advertising and originality, describes and probes practical situations, when originality in advertising can be used as a serious competitive advantage.
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