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Sponsorship of art / Sponsorships and Art Banking of UniCredit Bank
Stemberg, Audrey ; Tyslová, Irena (advisor) ; Wojciková, Marie (referee)
This thesis deals with sponsorship of art especially focused on sponsoring and Art Banking at UniCredit Bank. The work contains sponsorship description, types and explanations of basic concepts, it describes the practice of sponsorships at UniCredit Bank Czech Republic and a description of a service at UniCredit Bank called Art Banking. The aim of the work is an empirical research to determine how respondents have preferences for which cultural institutions and cultural events, and make an evaluation based on results of the research to design an optimal target group of sponsorship. The used methodology to achieve the objective includes the definition of terms, the description of cultural sponsorship in UniCredit, compiling a questionnaire, circulation of questionnaires to statistically adequate samples of the population, processing and analyzing results and preparation of the final proposal.
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Sponsorship, gifts and advertising - acounting and tax point of view
FICOVÁ, Andrea
This bachelor thesis is focused on accounting and tax point of view of sponzorship, gifts and advertising. In the theoretical part first of all I define the terms of sponzorship, gifts and advertising. Then I analyse the accounting of these costs. The last point of the theoretical part are the tax points of view of these costs. There I focused in particular on gifts from the point of view of donator and I describe in details the circumstances in which a physical or a juridic person can reduce the basis of taxation of legal gifts. In the practical part I describe how the sponsorship, gifts and advertising are accounted in Jednota, s. d. České Budějovice and I also describe who does Jednota, s. d. České Budějovice sponsors and which forms of advertising it uses. In the last point of the practical part I target the impact of gifts on the basis of taxation.
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Sponsorship of the energy company RWE, focused on support of Czech cinematography
Kollerová, Kristýna ; Postler, Milan (advisor) ; Jančová, Sylva (referee)
Bachelor's thesis entitled "Sponsorship of the energy company RWE, focused on support of Czech cinematography" deals in its introductory theoretical part with sponsorship in general . This part is based on the main available literature dealing with the sponsorship. After brief presentation of the energy group RWE, with a focus on the Czech Republic, follows the core of the thesis - sponsorhip of the RWE. The thesis offers an overview of the major sponsorship projects and it focuses on the project RWE - Energy of Czech Film. The main objective of the thesis is to describe the project in a broader context, analyze it and submit potential recommendations for the future.
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Sport's sponsorship as the marketing tool of the firm's communication mix
Kiss, Petr ; Král, Pavel (advisor) ; Lomská, Zuzana (referee)
The main subject of my diploma work is the analysis of the sport's sponzorship effectivity as one of the implement of the firm's communication mixt. This is made for the firm DEKTRADE inc., which is the main sponsor of the cycling team. For better illustration of the sponzorship's function in sports the work is firstly focusing on sports as a marketing branch, then defines sponzorship from the economic and law points of view, maps out its development, shows the possibilities in using it in the field of sports, determines its position in the communication mix of the firm and introduces the possibility for measuring the effectiveness of the capital investments putting in sport's sponzorship. There are also methods of the sponzorship's efficiency assessments in the dissertation. Concretely the survey of the sponzorship's response, general knowledge of the mark and media monitoring. At the conclusion of this work is the reccomendation for improving of the existing situation.
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Comparison of sponsorship activities of Radio Impuls and RockZone 105,9
Kelblová, Kateřina ; Postler, Milan (advisor) ; Štíhelová, Kristýna (referee)
This thesis examines how sponsorship is used by media and especially by radios. A definition of sponsorsip is given and most important kinds of this commercial communication tool are desribed. The thesis also covers the impact of sponsorsip on bookeeping of a firm, methods of measuring the efficiency of sponsorship and its specifics in the field of media. Sponsorship activities of the biggest Czech private radio are compared with those of a local private radio. The most significant differences are analysed.
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Sponsorship of Czech Private and Public Universities
Daňková, Kateřina ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The purpose of the diploma thesis was to provide the reader with the insight into sponsorship of Czech universities, explain the definition of sponsorship from different point of views and make a suggestion for improvement in the area of the academic sponsorship. I described sponsorship as a part of marketing communication and on showed its utilization on the specific example of the University of Economics and Ceska Sporitelna.
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McDonald's Olympic Hopefuls sponsorship project supporting young athletes
Adamec, Richard ; Postler, Milan (advisor) ; Dlouhý, Jakub (referee)
This thesis is devoted to the McDonald's Olympic Hopefuls sponsorship project. The first two parts include theoretical essentials for elaboration and the terms concerning marketing. Explanation of terms related to marketing communication and commercial communications is also included in this section. The third part is focused on sponsorship, its types and evaluation of sponsorship projects. The application part describes the history of the McDonald's Olympic Hopefuls project. Evaluation of the project and future recommendations are also presented here.
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The Analysis of Marketing Communication of Sports Club
Nováková, Kateřina ; Procházka, Jan (advisor) ; Štědroň, Bohumír (referee)
This thesis deals with analysis of marketing communication of basketball club TJ Sokol Hradec Králové. The objectives of the thesis are to find out the current state and to analyse particular components of communication with potential spectators and sponsors. Necessary information was found out thanks to observations and communication with management of the club. The benefits of this thesis are identification and valuation of the current state of the marketing communication. At the moment the club doesn't have any analysis concerned with this issue. The bonus of this thesis is setting of medium-term marketing objectives and adumbration of marketing strategies to attain them. This thesis is divided into four parts. The first one describes in detail components of marketing mix and components of marketing communication. The second part is aimed at components of marketing and marketing communication applied to an area of sport. The third part deals with the particular analysis of the current state of the marketing communication used by the club. Finally, there are proposed marketing objectives and strategies to improve the marketing communication in the fourth part.
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Globalization effect on connection of sponsorship activities and sales support in transnational corporations in EU
Bayerová, Ema ; Mikeš, Jiří (advisor) ; Dufek, Tomáš (referee)
Diploma thesis analyses connection of sponsorship and sales support in transnational corporations. It defines how these corporations direct their sponsorship strategies, if globally or locally. In the first chapter, it describes connection of sponsorship and commercial communications from the law, tax and mostly marketing point of view. In the second chapter, it describes possible forms of sales support in sponsorship projects. The third chapter analyses the impact of the globalization on sponsorship and sales support and describes integrated marketing communication. Telefónica S.A. and McDonald's Corporation are described as practical examples of the connection of sponsorship and sales support in transnational corporations.
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