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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Phenomenon of first name in marketing campaign
 Lukáš, Ondřej ; Černá, Jitka (advisor) ; Barczay, Lukáš (referee)
Personalization gains importance in marketing campaigns and is an interesting trend for companies and their marketing campaigns. The goal of the bachelor thesis Phenomenon of first name in marketing campaign is the analysis of communication campaigns based on the first names. The theoretical and methodological part is devoted to the topic of targeted marketing and personalization using the first name and methodology of the quantitative research of the campaign We Are City, Who Are You?. The practical part is devoted to the marketing campaign analysis We are City, who are you? and its comparison with Coca-Cola, Nutella and Starbucks approach to using first names.
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