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Nanoinfluencer marketing
Panýr, David ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
The thesis deals with nanoinfluencer marketing. The theoretical part of the thesis explains the basic concepts such as word of mouth, influencer marketing and credibility of recommendations. The main content of the analytical part is the elaboration of case studies from campaigns using paid or unpaid influencers. The objectives of each campaign, its course, specifics and results are presented and then evaluated. These campaigns were conducted on the social media platforms Facebook and Instagram. The analysis of nanoinfluencer marketing is supported by two interviews, one with a representative of an agency specializing in word of mouth and the other with a marketing expert of a brand with which an influencer communication campaign was conducted. The thesis offers a comparison between the two types of influencers, i.e. paid and unpaid nano. Their effectiveness and appropriateness of use is compared. At the same time, market segments using nanoinfluencers are defined and their suitability and success in these collaborations is assessed.
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Recommendations as everyday practice of each of us
Matoušová, Barbora ; Osuský, Michal (advisor) ; Gorčíková, Magdaléna (referee)
This thesis deals with recommendation as the omnipresent phenomenon, especially its mechanism of functioning. Recommendation is a common part of communication of each of us. It contains a conversation on any topic with friends or acquaintances that have certain experience with given topic and on the ground of this experience they intentionally provide negative or positive reference for the product, service or event discussed. It is not rare that the essence of recommendation is used for marketing and commercial purposes as for example various advertisements, websites or specific mobile applications. Recommendation is a specific form of social communication and we can look at it from more points of view. It is usual to divide communication situation using traditional models to participants, content, form, intentions and effects. These general findings are in this thesis connected with particular parts of life as entertainment, services, basic things and products of daily consumption, extra products and social relationships. As emerged from the analysis of the interviews, key concept of recommendation mechanism is trust. It plays an important role in all parts of recommendation structure. Finally, the results from the analysis are compared with findings from expert literature and previous researches.
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Marketing communication in selected swimming schools in Prague
Mikulášková, Eliška ; Čáslavová, Eva (advisor) ; Štědroň, Bohumír (referee)
Title: Marketing communication in selected swimming schools in Prague region Objectives: The goal of this thesis is to evaluace the marketing communication in five selected swimming school in Prague and propose new and more effective marketing communication for different types of customers. Methods: I have used qualitative and quantitative marketing research methods. From the qualitative I used the technique of in-depth interview with the owners of swimming schools and structured observation. From the quantitative I chose the technique of electronic questionaires. The primary date of swimming schools helped me to achieve the finale results. Results: Based on the results, I found that the most effective and most used communication tools are websites. Most potential customers search information on swimming schools on websites. Another very important tool is personal recommendation, that has a great impact on potential customers. On the contrary, social networks, posters, leaflets or TV advertisement has no effect. Keywords: marketing communication, customers, swimming schools, marketing research, marketing tools, websites, social networks, word of mouth
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The influence of free marketing communication tools on potential customers' behavior in field of swimming in small business
Dostálová, Sabina ; Honsová, Šárka (advisor) ; Šíma, Jan (referee)
This bachelor thesis deals with the influence of free marketing communication tools on potential customers` behavior in 3FIT Swim School. The most effective communication tools were presented using frequency based on the internal statistics containing the data of all potential customers interested in swim lessons and new customers who have ordered a swim lesson. Title: The influence of free marketing communication tools on potential customers` behavior in the swimming field of start up companies Objectives: The goal of this thesis is to evaluate the influence of free communication tools on customer`s behavior. We aim to analyze the number of requests expressing the potential customer`s interest in private swim lessons in 3FIT Swim School during the reporting period, always stressing out the free communication tools. Methods: The longitudinal retrospective study was set as a method. It deals with an empirical research in which the selected objective is being evaluated during a certain reporting period. The primary data of 3FIT Swim School were used for this thesis. Results: Based on the results of the study we consider each of the selected communication tools as a source of new customers. The highest number of requests was received directly on the pool deck, where business cards were given to the...
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Recommendations as everyday practice of each of us
Matoušová, Barbora ; Osuský, Michal (advisor) ; Gorčíková, Magdaléna (referee)
This thesis deals with recommendation as the omnipresent phenomenon, especially its mechanism of functioning. Recommendation is a common part of communication of each of us. It contains a conversation on any topic with friends or acquaintances that have certain experience with given topic and on the ground of this experience they intentionally provide negative or positive reference for the product, service or event discussed. It is not rare that the essence of recommendation is used for marketing and commercial purposes as for example various advertisements, websites or specific mobile applications. Recommendation is a specific form of social communication and we can look at it from more points of view. It is usual to divide communication situation using traditional models to participants, content, form, intentions and effects. These general findings are in this thesis connected with particular parts of life as entertainment, services, basic things and products of daily consumption, extra products and social relationships. As emerged from the analysis of the interviews, key concept of recommendation mechanism is trust. It plays an important role in all parts of recommendation structure. Finally, the results from the analysis are compared with findings from expert literature and previous researches.
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Image of the brand Kérastase Paris
Bláhová, Petra ; Koudelka, Jan (advisor) ; Novotná, Barbora (referee)
The aim of the diploma thesis is to determine a perception of the brand Kérastase Paris by consumers in Czech republic and Slovakia and compare it with the identity of the brand. I want to expose consumer habbits in the field of hair care and find out opinion about marketing communication of the brand Kérastase, that is supposed to correspondent with the brand strategy. I also want to expose main characteristics of loyal customer of the brand and propose some marketing recommendation for the brand Kérastase Paris.
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Viral marketing
Tesařová, Lenka ; Horová, Olga (advisor) ; Endtová, Simona (referee)
Bachelor's Thesis deals with effective promotional tools called viral marketing. The main contribution of the thesis is the definition and history of viral marketing, making analysis of process of viral marketing, progresses definition and rules for creating a viral campaign. And also aspects are necessary for a successful viral spread. There are analysis of the characteristics of social media which are dividing according to the orientation and marketing tactics. Thesis is especially about social networking called Facebook, about definition of the term, the history and statistics of users. Thesis includes the use of Facebook for marketing purposes with practical examples. The main goal of this Thesis is analysis of the project created on Facebook, and confirm or refute hypotheses about the viral spread of the project. Finally there are any shortcomings analyzed viral campaigns and evaluated information from the analysis of data.
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Effectiveness of communication campaign on a new beer called Pardál
Vágnerová, Andrea ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The bachelor thesis deals with the presentation of the brewery Budweiser Budvar, n. c. the promotional activities connected to the brewery and the presentation of its communication campaign dedicated to a new beer called Pardál. It comes up with the complete roundup about the idea of developing this beer, its promotion and success connected to the entry to the market. The main aim is to find out if the campaign was successful from the view of participation in the marketing contests in the Czech Republic, abroad as well. And according to the results of my field research, which is focused mainly on the awareness of consumers connected to the beer Pardál. On the basis of gained information I will try to propose some ideas of further steps within the promotional activities. The theoretical part of my work describes marketing communications, commercial communications and its forms, communication mix and of course the steps of preparing a communication campaign.
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Buzz marketing and its use in practice
Khodl, Vojtěch ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The main objective of this thesis is to present buzz marketing as a modern marketing approach, to identify its potential and possilble problems with its implementation. It also examines the popularity and the spread of use of buzz marketing in the Czech Republic. The thesis is divided into theoretical and practical part. In the first section I focus on the general introduction of the topic of modern marketing campaigns and explanation of some important terms. The second part deals with the current situation of buzz marketing in the Czech Republic as well as its potential for next growth and development.
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