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Online marketing of a chosen company
Šnajdr, Radek ; Zamazalová, Marcela (advisor) ; Jaroš, Jiří (referee)
The main goal of this thesis was evaluate the impact of indiviudal tools of communication mix on the results of the online campaign of the chosen brand. This campaign lasted for almost three months. The core of the campaign was consumer competition. The main goal of this campaign was sale increase and brand awareness. In the first part, I dealt with the tools of the communication mix from the point of view of the use in marketing and measuring their performance. In the second part, I analyzed the way brand worked with individual tools of commuciation mix and then I evaluated the tools according to established criteria such as impresion, interaction, web traffic and conversions. I used analytical tools to evaluate the success of each of the communication mix tools. After evaluating the communication mix tools, I suggested recommendations for further brand communication on the Internet. The biggest impact on the results of the campaign had Facebook, which clearly dominated among all of the tools from the point of view of all the criteria.
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Postmodernism and marketing. Community marketing
Josková, Markéta ; Kladný, Tomáš (advisor) ; Poštulka, Filip (referee)
This thesis focuses on the definition of the term postmodern marketing in the area of marketing literature. The postmodern marketing aims adaptation of innovative marketing strategies to specific changes in society and consumer behavior. In this context, there are introduced concepts as tribality, hyperreality, fragmentation or increased activity during the perception of consumers etc., in order to demonstrate described changes. Because the postmodern marketing is closely linked to the symbolism and meanings of consumption, this thesis includes the application of specific semiotics approaches and brand development with an emphasis on the fact that the brand itself is made up of sum of aspects, such as the logo or products, but its value is also constructed by meanings with which consumers associate the brand. The next part is devoted to community marketing and communication via social networking sites such as progressive approach that is able to connect the issues of the previous chapters (reaction to changes in society and consumers' requirements and space for the construction of the symbolic value of the brand). The summary of these individual components is described in the conclusion, in the case study analysis from ILP in order to examine whether it is possible to build a successful marketing...
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