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Campaign of Czech Television about broadcasting digitalization in years 2008-2010
Urban, Bohumil ; Šmíd, Milan (advisor) ; Lokšík, Martin (referee)
The goal of this bachelor thesis is analysis of marketing campaign to digitalization of TV broadcasting in the Czech Republic. The work is based on descriptive analysis of non-commercial (more specifically non-traditional) marketing campaign. The bachelor thesis looks into the reasons for the technological change- digitalization. Its ambition is to explain why and how are TV viewers informed. The work is focused on individual components of all republic campaign and it describes its process. More specifically it chooses Prague as an example of marketing activities. It evaluates graphical elaboration of logo and work with it as a tool of non-commercial communication. Last but not least the work focuses on budgeting and its effective use in terms of marketing campaign. The main sources are press releases reported by NKO (national coordination group) and books qouted at the back of the thesis.
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Marketing plan for selected gastronomic tours
Mokrišová, Kristýna ; Kalábová, Markéta (advisor) ; Petrů, Zdenka (referee)
The topic of this thesis is marketing of gastronomic travel agency. Gastronomic tourism is currently among the tourism trends. Based on the growing potential, in this paper will be presented fictitious gastronomic travel agency selling gastronomic tours. The main objective is to propose a marketing campaign of specific gastronomic tours. The marketing campaign will be set up to address, engage and make customers to purchase offered services. The campaign is therefore able to offer to potential customers exactly what they desire. The marketing approach is not the same to everyone, it reflects the consumer and media behavior of different target groups. Thanks to the proposed campaign the competitiveness of the company will be increased, profit will be gained, it means voluminous sales of offered tours and strong position in the market will be obtained.
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Marketing for E-business
Popolanský, Jiří ; Macura, Michal (referee) ; Koleňák, Jiří (advisor)
In my master’s thesis I will deal with theme marketing for e-business. In theoretic part I focus on finding useful instruments for marketing subvention. In practical part especially on analysis current situation in concrete company and own project of marketing campaign for the existent e-shop.
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New trends in direct marketing and application on a specific e-shop
Frank, Štěpán ; Pešek, Ondřej (advisor) ; Paulíček, Vít (referee)
This thesis deals with new trends from a content point of view of direct marketing and implementation to the specific e-shop. Its main part is dedicated to individual tools of direct marketing, because through those tools can company reach customers. The aim of this work is the use of trends and subsequent verification of their functionality and efficiency in terms of the possibilities of increasing profit or attendance. The theoretical part deals with the inclusion of direct marketing in the discipline of marketing communications and its depth description. Especially describes the individual tools and trends. In the practical part is presented proces of the campaign creation and evaluation. The process and assessment shows that the use of the trends affected the results. Based on these observations were made recommendations for the future to the owner.
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The influence of marketing campaigns on costumer
Latifová, Anna ; Horová, Olga (advisor) ; Dedourková, Marcela (referee)
This thesis will focus on duration and subsequent impact of marketing campaigns in the form of product sales or brand awareness. The goal will be to evaluate the effect of selected campaigns on customer behaviour, brand awareness and subsequently try to design own marketing communication for the visibility of a company by the detected methods companies use. The work is divided into two parts. First, theoretical part which deals with planning of a marketing communication and its selected tools, which companies often use and second, practical part, which is devoted to specific companies and their campaigns. There is also a research on campaigns awareness, their influence and costumer shopping behaviour and authors own suggestion of marketing communication for Gentleport.
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The Phenomenon of Youtubers and their Utilisation in Marketing
Tauchenová, Kateřina ; Khelerová, Vladimíra (advisor) ; Kůželová, Tereza (referee)
This master´s thesis is called The Phenomenon of Youtubers and their Utilisation in Marketing. It presents Youtubers as idols of today´s young people and introduces options of utilization of their power for marketing purposes. The first chapter introduces the reader to the general matters of online marketing and offers basic knowledge about this area. The second chapter is dedicated to social networks and their utilisation in marketing field. The third chapter introduces the topic YouTube. It explains the term Youtuber and presents the types of videos mostly published by them. The last chapter is dedicated to the concrete examples of marketing activities which were realised within the Czech market. The main part of this chapter is three case studies which analyse three concrete marketing campaigns realised in cooperation with Youtubers. The goal of this thesis is to offer an integrated overview of the phenomenon of Youtubers and the mechanism of their commercial cooperation with brands and also to evaluate the effectiveness of the campaigns involving Youtubers in comparison with campaigns which use the traditional online marketing tools.
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Utilization of Unica Campaign tool for direct marketing at ČSOB
Jenšík, Martin ; Šperková, Lucie (advisor) ; Maryška, Miloš (referee)
This bachelor thesis is focused on direct marketing communications at ČSOB company with using of the tool for direct marketing Unica Campaign by IBM company. This marketing tool has never been described in any academic thesis. The main objective of this thesis is to create an introduction to this area. The theoretical part introduces the readers to the basic terms associated with direct marketing, the ČSOB company, and its direct marketing communications. The theoretical part presents Unica Campaign tool. The practical part contents model example of marketing campaign and it shows how to do data preparation of marketing campaign with using of Unica Campaign.
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Marketing campaign of the chosen product
Dušánek, Tomáš ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This thesis focuses on a marketing campaign of the pharmaceutical company Abbott Laboratories, s. r. o. The goal of this paper is to evaluate the process of the marketing campaign for one of their products - Klacid. This thesis is devided into three parts. The opening theoretical part is focused on the theoretical level of marketing and includes the following terms: marketing, marketing campaign, marketing goals, characteristics of B2B marketing, marketing or communication mix and also SWOT analysis. The second part is devidend into two parts from which the first describes the farmaceutical industry in general and the second part is focused on Klacid itself and the company Abbott. The final part concers the particular marketing campaign, evaluates its steps, the process itself but it also shows a proposal concerning the direction that the marketing support of Klacid might take in the future.
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Management of Marketing Campaigns in an Environment of Social Networks and Evaluating their Effectiveness
Michálek, Tomáš ; Kincl, Tomáš (advisor) ; Přibil, Jiří (referee)
This thesis is an analysis of the efficiency of managing social media campaings of Faculty of Management in Jindrichuv Hradec, as well as a new proposal of its improvements. The first part of the thesis explains theoretical expressions on the topic above, including marketing communication, public relations, media planning and online marketing. The second chapter turn the theoretical knowledge into practice, contains of concrete activities of Faculty of Management in Jindrichuv Hradec in comparsion with its competitive faculties. Conclusion of the thesis consist of recommendations for managing the social media campaings and its further tracking of the efficiency.
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Dog in advertising and marketing
Němečková, Petra ; Khabirova, Maja (advisor) ; Vondra, Zdeněk (referee)
This bachelor thesis deals with dog in advertising and marketing. There are explained the main points across disciplines in the first theoretical part, such as marketing, advertising, psychology or the dog impact on humans. The practical part contains three advertisements with dog in them followed by marketing communication analysis of profit and non-profit organizations. Then there is a real marketing campaign, which I did for a non-profit organization -- shelter in Krásný Les near Frýdlant.
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