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Crypto.com Marketing Case Study Wiithin Major Sport Events
Kamiš, Kilián ; Ortová, Nina (advisor) ; Koblovský, Petr (referee)
The bachelor thesis examines marketing and communication outcomes of the cryptocurrency exchange Crypto.com at major sporting events between the years 2021 and 2022. Since the issue of cryptocurrencies and blockchain is not generally known at present, the theoretical part of the thesis is devoted to this topic. In the initial three chapters, I present, according to the market capitalization parameter, the main cryptocurrencies that Crypto.com has in its portfolio. Part of the excursion into the world of virtual currencies is also an insight into the nature of the blockchain and its potential use in marketing. The practical part is represented by a content study that analyzes media and sponsorship partnerships between Crypto.com and brands in the field of professional sports. Individual fragments are analyzed primarily in connection with Morning Consult's research, which examined the relationship of sports fans with cryptocurrencies and blockchain. In the second part of the research, the advertising outputs of the 2022 Super Bowl cryptocurrency exchange competitors and their impact on the current competitive market position are described. The thesis concludes with suggestions and findings that arise from the stated research questions.
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Use of LumiTRIX projection systems in OOH advertising
Nováček, Jiří ; Chylíková, Hana (advisor) ; Brus, Lukáš (referee)
The aim of this thesis is to explore the possibilities of using the LumiTRIX projection systems in outdoor (OOH) advertising. The first chapter is devoted to the position of outdoor advertising in advertising and marketing in general and to the history, formats and current trends of OOH advertising. The second chapter is dedicated to video mapping and LumiTRIX projection systems. The research can be found then in the third chapter. The possibilities of using LumiTRIX projection systems are explored here by means of individual in-depth interviews with representatives of Czech OOH advertising companies. The research proves that LumiTRIX projection systems can be very well used in outdoor advertising. The research also shows that the LumiTRIX Typhoon projector can be effectively used as a replacement for a "dynamic backlight" technology.
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OOH advertising in Czech republic
Vlčková, Andrea ; Průša, Přemysl (advisor) ; Trnka, Lukáš (referee)
The aim of my diploma thesis was to present a comprehensive view of OOH advertising in Czech republic, assess the current situation and outline the direction in which this form of advertising has great potential for further development and which way could this form of advertising lead, especially if we consider innovative technologies within the in-store advertising. The theoretical and methodological part defines OOH advertising within the marketing mix and marketing communication, mentiones its history, advantages and disadvantages, divides OOH formats according to location and use. I focused on the principles of creation OOH advertising, legislation that regulates this form of advertising, I have devoted the measurement of indoor and outdoor advertising, and described the process of planning OOH advertisement. Then I descrived the current situation in the Czech market, new trends OOH communication,which I followed in the practical part. The practical part is based on the theoretical part. It includes information about the company UGO! Media, its materials and products that can be used for in-store advertising. I also mention implemented campaigns and research that was related to the efficiency of the basic material UGO! Media and eventually devote my one research, which relates to the use of products offered by UGO! in a concrete point of sale. The conclusion sums up all the important parameters learned from the research, provides recommendation for further use UGO! product sales in a given location and general evaluation of potential in the use of new technologies in-store advertising.
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