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The campaign "Everything I can" and its commutication strategy
Kručayová, Alena ; Halada, Jan (advisor) ; Dolanský, Pavel (referee)
The subject of this bachelor thesis is "Campaign "Everything I can" its communication strategy" is an analysis of a campaign aimed at a propagation of a vaccine called Silgard that reduces the risk of getting cervical cancer. It was realized in the Czech Republic by a company called Merck Sharp & Dohme IDEA, Inc (MSD). In the first chapter, this thesis presents the company Merck & Co, Inc., the producer of the aforementioned vaccine and its subsidiary MSD. There is an introduction the causes of the disease and possibilities of prevention. In the second chapter, the thesis aims to describe the campaign's objectives, its target groups and its competitors in the form of a company called GlaxoSmithKline, producer of a vaccine Cervarix. The third chapter analyses the parts of the marketing mix from two points of view - commercial and non-commercial. Despite the fact, that campaigns of pharmaceutical companies have above all the commercial character, we can not neglect their edifying character. The fourth chapter describes the communication tools chosen for this campaign. The end of the thesis is devoted to the analysis and the valuation of these tools and to the valuation of campaign itself. The work also includes conclusions of my own survey.
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Methodical tools for teachers in area of media education
Kručayová, Alena ; Wolák, Radim (advisor) ; Šťastná, Lucie (referee)
The focus of this diploma thesis is the question of media education in Czech Republic. The work tries to set a theoretical frame for media education and media literacy. It describes different approaches to the realization to the media education and states the history and development in Czech Republic as well as worldwide. Possibilities of tutor education in this field are also mentioned. Furthermore, the work analyses the state of the art in this field in Slovakia in comparison with Czech Republic. The main objective of this work is to assess the themes used in several chosen printed methodical materials in the field of media education and reasons for favoring specific thematic ranges. Presence of different media in these thematic ranges is evaluated from the viewpoint of their usefulness in teaching and practice of the methodical-didactic approach. Based on the discovered facts the work summarizes the overall situation of media education in Czech Republic.
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The campaign "Everything I can" and its commutication strategy
Kručayová, Alena ; Dolanský, Pavel (referee) ; Halada, Jan (advisor)
The subject of this bachelor thesis is "Campaign "Everything I can" its communication strategy" is an analysis of a campaign aimed at a propagation of a vaccine called Silgard that reduces the risk of getting cervical cancer. It was realized in the Czech Republic by a company called Merck Sharp & Dohme IDEA, Inc (MSD). In the first chapter, this thesis presents the company Merck & Co, Inc., the producer of the aforementioned vaccine and its subsidiary MSD. There is an introduction the causes of the disease and possibilities of prevention. In the second chapter, the thesis aims to describe the campaign's objectives, its target groups and its competitors in the form of a company called GlaxoSmithKline, producer of a vaccine Cervarix. The third chapter analyses the parts of the marketing mix from two points of view - commercial and non-commercial. Despite the fact, that campaigns of pharmaceutical companies have above all the commercial character, we can not neglect their edifying character. The fourth chapter describes the communication tools chosen for this campaign. The end of the thesis is devoted to the analysis and the valuation of these tools and to the valuation of campaign itself. The work also includes conclusions of my own survey.
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