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The potential of Guerilla marketing
HAVLÍKOVÁ, Monika
Thesis deals with the research of the potential of guerilla marketing and his popularity. The thesis examines trends and popularity of marketing. The purpose of this thesis is to devise a guerilla marketing campaign for a selected company, based on quantitative research (questionnaire survey among marketing professionals) and qualitative (guided interview and focus group with employees of the organization). Literary research deals with the theoretical basis of guerilla marketing, where the pioneer is especially Jay Conrad Levinson. There are also talks about trends in the digital marketing, about emotions in marketing, about crisis communication with the media and about Czech legislation in the field of advertising. The results of the thesis showed that guerilla marketing is popular among marketing specialists, but it is not very used. But the potential shows. Among the employees of the selected company, the potential of guerilla marketing was also shown. Interest was also expressed by the company executive who would accept a thoughtful and interesting campaign. At the end of the thesis was designed guerilla campaign for selected company, in the form of ambient media and viral video.
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Specifics of marketing communication of Greenpeace ČR organization
Šilhavý, Petr ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
The bachelor thesis Specifics of marketing communication of Greenpeace ČR organization presents the Czech affiliate of global non-governmental environmental organization Greenpeace. This thesis looks at the organization from the marketing point of view perspective. Its objective is to identify specific marketing activities of Greenpeace ČR between years 2010 - 2012 on the basis of situational analysis of representative campaigns. Greenpeace does not accept funds from corporations and state institutions and therefore it is dependent on contributions from volunteers. The Czech affiliate is financially autonomous thanks to its accent on fundraising and communication. Greenpeace ČR uses inexpensive marketing and PR tools, as it follows from summary of analyzed campaigns. Due to its limited budget, Greenpeace is forced to use such campaigns which are most addressed to target groups. The main strategies are guerilla marketing and subvertising, PR and lobbing, research in cooperation with experts, online tools and publishing of promotional materials.
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Advertisements against advertising. Subvertising in the Czech Republic and abroad
Dolečková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The Bachelor's thesis "Advertisements against Advertising. Subvertising in the Czech Republic and Abroad." deals with the phenomenon of subvertising, which originated from the needs of artists to react to the content and number of advertising messages surrounding us on a daily basis. The thesis sets the phenomenon into cultural-historical context and describes the development of art criticism. It also includes new marketing movements that stem from subvertising. Principally, the thesis focuses on the relationship of art and marketing, whose margins are currently being exceeded. Based on the theoretical findings, the practical part of the thesis analyses selected artists and introduces important manifestations of subvertising. For the description of the artistic interventions, it uses the method of a case study and comparative analysis. At its beginning, the thesis presents four world groups which unify artists and which brought forth subvertising. The next part deals with the context of foreign artistic production and introduces six subvertisers, including several lesser-known figures. The second half of the thesis contains case studies analysing the artistic production in the Czech Republic, and comparative analyses which compare the Czech production with the attacks of foreign artists. The...
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Communicational mix of the festival Pelhřimov - the City of Records
Němcová, Lenka ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Communicational mix of the festival Pelhřimov - the City of Records Objectives: The objective of this Bachelor thesis is to describe communicational activities, the way of promotion and individual communicational instruments of the festival Pelhřimov - the City of Records which were applied in 2011; afterwards to evaluate the quality of the communicational mix which is based on the interview and the document analysis; and then to suggest more effective methods of propagation using chosed communicational instruments. Methods: The methods that were used for describing the marketing communication, which was used during the 21st year of the festival Pelhřimov - the City of Records, are a document analysis and a descriptive case study. Another used method, which helped to find out internal information about the festival and its propagation, was one of the methods of interviewing, namely a semi-structured interview. Results: A proposal of four instruments of communicational mix, their orientation, the way of their realization and timing has been made. These instruments will be presented to the management of the Good Day Agency. The management will consider whether the proposal is suitable for propagational strategy of the following years of the festival or not. Key words: marketing, marketing...
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Proposal of the recommendations for the use of guerrilla marketing
Kulčák, Bruno ; Kaňovská, Lucie (referee) ; Havíř, David (advisor)
This bachelor thesis works with the topic of guerrilla marketing as one of the non-traditional forms of marketing and its use in marketing campaigns. At the same time, the psychological side of the matter is looked at and the fact that psychology is closely related to marketing. In the theoretical part, literature and concepts from the field of marketing and psychology are introduced. The analytical part is divided into 2 parts, where each part discusses different approaches to guerrilla marketing campaigns. Subsequently, in the design part, the parameters of each campaign are compared and from the findings, an output and recommendations are proposed. Finally, a proposal is made on how to create such a guerrilla marketing campaign using the findings of this thesis.
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Návrh reklamní kampaně se zaměřením na guerilla marketing pro vybranou společnost
Šťastný, Tomáš
Šťastný, T. Suggestion of marketing campaign focused on guerrilla marketing for a chosen company. Bachelor thesis. Brno: Mendel University, 2018. The bachelor thesis deals with the suggestion of marketing campaign focused on guerrilla marketing for MONETA Leasing, s.r.o. Suggested form of the campaign is based on the analysis of primary and secondary data. Main aims of the campaign are to gain new clients and to spread the brand of the company. Last part of the suggestion includes detailed calculation of all the costs.
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Marketing Communications of Business Firm Archmanic s.r.o.
Bartáková, Kateřina ; Medlín, Dušan (referee) ; Mráček, Pavel (advisor)
The target of this thesis is to design appropriate communication tools and channels from Marketing Communications area mainly for Business companies which engage in architectonic and project field. Recourses of this thesis will be theoretical findings from area of contemporary trends in Marketing Communication. These are applied in an analysis of present day state of the company. They are an initial point for particular design of Marketing Communication of the given company herewith.
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Ambush marketing on the example of 2015 Ice Hockey World Championship
Lakomá, Milena ; Vranka, Marek (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis focuses on topic of ambush marketing using an example of 2015 Ice Hockey World Championship that took place in Prague and Ostrava. In the thesis the overal theory of ambush marketing was summarized including several real examples from the world of championships and olympic games. I also introduced the topic of sponsorship to clearly set the differences between these two types of communication. Thesis also focuses on the legal and ethical limits this marketing method has. Even though using ambush marketing is a growing trend the general public tend to not know about it. According to the research done within this thesis people rarely know the term however they are good at recognizing it. In general people look at ambush marketing rather negatively and believe it is not ethical.
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The use of online marketing in the Chinese market environment
Kotalová, Petra ; Olšanová, Květa (advisor) ; Glockner, Martin (referee)
The diploma thesis deals with the use of online marketing as a marketing strategy on the Chinese online consumer market. The aim is to find out what role online marketing plays in the life of Chinese consumers, how it influences the consumer's decision-making process and whether the Chinese market offers prerequisites for the development of online marketing. It is an analysis of the specifics of online marketing in the Chinese market environment together with the characteristics of Chinese digital consumers. Thanks to this analysis, it is possible to identify the opportunities that this relationship may bring to merchants on the Chinese B2C market. The analysis also offers the comparison of the behaviour of Chinese digital consumers and the Czech online consumer community, which enables Czech businesses to understand the specifics of the Chinese online market and eventually be able to adapt their strategy for this market. A questionnaire examining the specifics of the Czech online consumer community is a part of this thesis.
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Advertisements against advertising. Subvertising in the Czech Republic and abroad
Dolečková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The Bachelor's thesis "Advertisements against Advertising. Subvertising in the Czech Republic and Abroad." deals with the phenomenon of subvertising, which originated from the needs of artists to react to the content and number of advertising messages surrounding us on a daily basis. The thesis sets the phenomenon into cultural-historical context and describes the development of art criticism. It also includes new marketing movements that stem from subvertising. Principally, the thesis focuses on the relationship of art and marketing, whose margins are currently being exceeded. Based on the theoretical findings, the practical part of the thesis analyses selected artists and introduces important manifestations of subvertising. For the description of the artistic interventions, it uses the method of a case study and comparative analysis. At its beginning, the thesis presents four world groups which unify artists and which brought forth subvertising. The next part deals with the context of foreign artistic production and introduces six subvertisers, including several lesser-known figures. The second half of the thesis contains case studies analysing the artistic production in the Czech Republic, and comparative analyses which compare the Czech production with the attacks of foreign artists. The...
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