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Marketing communication in performing arts
Hájková, Eliška ; Kladný, Tomáš (advisor) ; Váša, Ondřej (referee)
The diploma thesis focuses on marketing communications in performing arts. In particular, it concentrates on poster advertising of the Divadlo na Vinohradech. Marketing in art is specific because it must adapt to the artistic goals. Thus, the role of marketing is not to conform to demands of the market but to attract audience to the current offer. The product is firstly made and only then placed on the market. It is possible to base the marketing communication channels on the product itself. In connection with the above mentioned, I tried to reveal what elements - either those which are explicitly shown or the hidden ones - are used on posters for theatre performances. Moreover, I tried to find out whether the posters included traits which are specific for the field of culture and arts. As a tool the semiotic analysis was chosen to examine individual pictures and texts as well as their mutual relationships. Keywords Semiotics, marketing, marketing of culture, communication, verbal and visual communication, picture and text.
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Comparative study of marketing communication Městské divadlo Zlín and Slovácké divadlo in 2016 - 2017
Šimčáková, Tereza ; Halada, Jan (advisor) ; Schneiderová, Soňa (referee)
Bachelor thesis deals with comparison of marketing communication of the Městské divadlo Zlín and Slovácké divadlo. The theoretical part defines the concepts of marketing, culture and theatre marketing. The marketing mix is then used and all its tools to approach the marketing of the theatre. The practical part contains the history of theaters and the communication activities of individual theatres are further approached. This is a detailed description of marketing tools such as product, price, distribution and promotion. The promotion is further extended to include chapters on advertising, personal selling, sales promotion, public relations and direct marketing. Based on the obtained data, the comparison of both cultural institutions is performed. The work is complemented by interviews with competent persons who are in charge of communicating in theaters. In addition, a questionnaire inquiry on the marketing activities of the institutions of the viewers. The results of the research are used for specific designs of solutions for Městské divadlo Zlín and Slovácké divadlo. The Bachelor thesis serves as a basis for both theatres, which want to attract the existing but also potential viewers.
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Marketing communication in performing arts
Hájková, Eliška ; Kladný, Tomáš (advisor) ; Váša, Ondřej (referee)
The diploma thesis focuses on marketing communications in performing arts. In particular, it concentrates on poster advertising of the Divadlo na Vinohradech. Marketing in art is specific because it must adapt to the artistic goals. Thus, the role of marketing is not to conform to demands of the market but to attract audience to the current offer. The product is firstly made and only then placed on the market. It is possible to base the marketing communication channels on the product itself. In connection with the above mentioned, I tried to reveal what elements - either those which are explicitly shown or the hidden ones - are used on posters for theatre performances. Moreover, I tried to find out whether the posters included traits which are specific for the field of culture and arts. As a tool the semiotic analysis was chosen to examine individual pictures and texts as well as their mutual relationships. Keywords Semiotics, marketing, marketing of culture, communication, verbal and visual communication, picture and text.
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Marketing Communication of the National Museum in Prague in the year 2010
Červínová, Adéla ; Dolanský, Pavel (advisor) ; Halada, Jan (referee)
This Diploma Thesis "Marketing Communication of the National Museum in Prague in the Year 2010" deals with communication activities of the National Museum in Prague during the whole year 2010. It focuses on a wide range of communication channels and means typical for marketing communication by which the museum presents itself to the wide public. The thesis is based on the premise that this cultural institution of international importance applies art marketing methods not only to increase the awareness of its existence but also maintain its goodwill, gain new customers and popularize the sphere of cultural heritage of the Czech Republic. Attention is paid to the impact of the Museum's communication to its image in the media, current positioning and its influence on communication strategy. The description of communication strategy results from current communication mix consisting of advertising, direct marketing, promotion and public relations activities. Significant attention is devoted to one of the main activities of the Museum - exhibitional activity. On the example of the successful exhibition - "Story of the Planet Earth" there is researched the communication related to the exhibition including all accompanying programs and materials. In relation with the creation of added value - this...
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