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Marketing Communication
Sedlák, Radoslav ; Kaňovská, Lucie (referee) ; Schüller, David (advisor)
The diploma thesis deals with the marketing communication of the e-commerce selling food and needs for dogs. The thesis is based on the theoretical knowledge on which the analysis is based. Data from the analysis is then processed and interpreted in order to make communication with the target group more efficient and increase the return on investments inserted into individual communication channels.
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Marketing Communication
Sedlák, Radoslav ; Kaňovská, Lucie (referee) ; Schüller, David (advisor)
The diploma thesis deals with the marketing communication of the e-commerce selling food and needs for dogs. The thesis is based on the theoretical knowledge on which the analysis is based. Data from the analysis is then processed and interpreted in order to make communication with the target group more efficient and increase the return on investments inserted into individual communication channels.
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The concept of an average consumer in Czech and European law
Oriešková, Stanislava ; Patěk, Daniel (advisor) ; Horáček, Tomáš (referee)
Resumé The concept on an average consumer in Czech and European law The aim of this thesis is to describe actual trends in conceptualization of average customer, both in Czech and European law. The work focuses on examination of differences in demands placed on average customer depending on the area the customer is currently located at. The first chapter deals with definition of average customer. According to the fact Czech law is influenced by European law, firstly, the definitions in European legislation and case law are mentioned and subsequently also the definitions provided by Czech law. The, it is referred to the definitions in specialized literature. The essential point of second chapter is the protection of average customer. It explores the level of the protection provided by European law and it accents on importance of limits in such a protection. It is also underlined that the level of protection depends on determination of target average customer and it is increased if the target group is the group of particularly vulnerable customers. In third chapter, it is analyzed how the average customer is conceptualized when considering if the action was affected by unfair competition or not. It deals with misleading advertising, comparative advertising and misleading identification of goods and services....
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Media marketing strategy analysis of Prima Cool
Geregayová, Salome ; Dolanský, Pavel (advisor) ; Jirák, Jan (referee)
Aim of this thesis is to map how they can live on their own media carrier marketing strategy and media promotions. Through case study - Prima Cool TV - I dissert on the monitoring of its anchorage in the media environment through their own television channel, but also the cooperating contact channels created by the proprietor of the station. The thesis presents couple of theoretical insights from marketing and media strategy, particularly in the application for the media. It analyzes in detail the concept of strategy and position in the marketing, various forms of strategy - thinking and management. It elaborates forms of strategic management, monitors media strategy, as a form of marketing and the usefulness of the media (media providers) in their own media in particular. To obtain an objective view on the subject work brings several known methods. Expert theories are confronted with (by) the Prima Cool TV case study. In this tracked subject the thesis analyzes the usefulness of its own media space for marketing and media strategies. The analysis subject is the TV audience, program structure, communication with recipients and fostering awareness of the TV station in the Czech media market. Above all it confronts theoretical knowledge to specific steps of FTV Prima, in the frame of examined issue....
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