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Communication activities of Divadlo pod Palmovkou in the years 2012-2014
Losová, Anna ; Orban, Karol (advisor) ; Halada, Jan (referee)
This bachelor thesis Communication Activities of Divadlo pod Palmovkou between 2012 and 2014 analyses the marketing communication of the mentioned institution in the given period. The importance of theatre marketing and the function of theater as a medium of communication are also discussed. In the theoretical part, the basic terms used in cultural marketing are provided. This is followed by a detailed analysis of the various communication tools and methods used by Divadlo pod Palmovkou. The thesis describes Divadlo pod Palmovkou in the context of its moved history including two floods that hit the theater. In the given period, the management of Divadlo pod Palmovkou was changed after a very long time, resulting in a gradual change to its face. In the conclusion, the marketing communication of the theatre is critically evaluated and recommendations are suggested to overcome some of the shortcomings in this area.
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Analysis of the marketing communication Autumn Book Fair in Havlíčkův Brod from 1991 to the present
Karbanová, Petra ; Halada, Jan (advisor) ; Orban, Karol (referee)
The bachelor's thesis "Analysis of the development marketing communication Autumn Book Fair in Havlíčkův Brod from 1991 to the present" deal with the second biggest book fair in the Czech Republic. The aim of the thesis is to chart the development of step by step building the fair as a platform, where authors, publishers, but also artists, readers and children meet every year. On the one hand the thesis is focused on analysis of the history development of marketing communication; on the other hand there was made a survey, which reflects the current situation of the fair. Based on the results of the survey was proposed the recommendations to reform communication of the fair and simultaneously new ways of communications with public.
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The Analysis of Image of Land Rover Brand in the United Kingdom in the years 2011-2014
Mühlheim, Pavel ; Obluk, Ondřej (advisor) ; Orban, Karol (referee)
This bachelor thesis analyses the image of Land Rover brand in domestic UK market between 2011 and 2014. This work builds on theoretical knowledge of Strategic Marketing and Brand Management, especially on the theory of building a brand identity and the theory of brand perception usually referred as brand image. Based on these theoretical findings, this thesis analysis Land Rover marketing strategy in the domestic marketplace; focusing on the organisation's brand management. The communications activities of Land Rover are further examined and described in detail. Based on the analysis of Land Rover marketing strategy and the organisation's individual communications activities the brand identity is presupposed. Using the secondary research in order to project the brand identity a hypothesis of brand image is suggested accordingly. The hypothesis is verified by the application of primary research; using the Semantic-Differential Scale. Powered by TCPDF (www.tcpdf.org)
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Celebrating the Hussite Triennium as an example of church public communication
Kubrová, Alžběta ; Orban, Karol (advisor) ; Pilati, Miroslava (referee)
This work is concerned with church communication in the Czech Republic, focusing on the Czechoslovak Hussite Church. Using case study, it looks at it as the church is organization with its own corporate communication and examines a concrete campaign ‚the Hus Fest 2015' from the marketing perspective. The aim of the text is to find the specifics of church communication of the Czechoslovak Hussite Church and to come up with new recomendations. These are summed up at the end in ten key points. The text proceeds from a very general part about communication to differences in public sector communication trought church communication to end with the specifics of The C. H. church communication. The writing was formed during the process of developing the campaign of Hus Fest. Besides the author's experience, it draws particulary from the schemes of Cornellisen's Corporate Communiaction and Kotler's Marketing in the Public Sector.
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Communication strategies of musicals played in the Divadlo Broadway stressed on the example of the musical Kleopatra
Lichtenbergová, Anna-Marie ; Orban, Karol (advisor) ; Báča, Ladislav (referee)
1 Abstract This bachelor thesis entitled Communication strategies of musicals played in Theatre Brodaway showed in the example of the musical Cleopatra discusses the characteristics of communication strategies employed by private musical theatres in the Czech Republic. This discourse focuses primarily on the musical Cleopatra, which has become an integral member of the theatrical canon of the Czech Republic. It is produced by Cleopatra musical, s. r. o. and it is played at the Theatre Broadway in Prague. Furthermore, the thesis is divided into two parts - theoretical and practical. On the one hand, a brief primer on the theoretical aspects theatre will help familiarize the reader with not only the technical definitions of terms such as "theatre" or "musical" but also on the theoretical backing of communication strategies and promotional mix. On the other hand, the "practical" portion of this essay will provide concreteness via a characterization of Cleopatra musical, s. r. o. and the Theatre Broadway as well as a review of the developments in the types of communication strategies used for this musical from 2001 until 2014. This thesis will conclude with a general evaluation of the communication including all tools of the promotional mix. This will be followed by recommendations for more efficient...
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Communication activities of music festival Colours of Ostrava between 20018-13
Böhmová, Eliška ; Klimeš, David (advisor) ; Orban, Karol (referee)
The bachelor thesis "Communication activities of the Colours of Ostrava Music Festival 2008-13" analyses the marketing strategy, the marketing mix and the communication mix of the particular music festival in the given timeframe. The aim of the theoretical part is to capture the theoretical concepts mentioned above from the point of view of the specific segment of music festivals. There is also a brief analysis of the dramaturgical changes that took place during the given period. Furthermore, specific communication trends are described and examples of how Colours of Ostrava uses them are given. Finally, all communication activities are evaluated and the author adds some personal recommendations.
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Analysis of a selecter period of Polaroid company and usage of instant photography as a marketing toll
Krchová, Petra ; Halada, Jan (advisor) ; Orban, Karol (referee)
This thesis discusses marketing communication of Polaroid company and also defines and describes the usage of instant photography as a marketing tool. Polaroid company, one of the most iconic brands thanks to its founder, Edwin Land, is popular for their unique instant cameras and an instant photography, which is still popular today. First part of this thesis describes the origin and history of the company. It describes first intentions and talks about reasons that stood before the idea of establishing the company. It also focuces on history of the company and introduces all the important cameras during its evolution. The second part of this thesis defines company as a brand and describes its marketing communication in a wider range and focuses closely on the visual communication of two periods of the company's history. Period from 1960 to 1990 was the most succesful period of Polaroid company. The other period, from 2007 to 2017, was much more different though. Polaroid company started working as a licensing company and it changed the face of an instant photography and also changed the ways of using it. This thesis describes and analysies those periods, puts them in contrast and compares them. It also discusses practical usage of instant photography in marketing communication and shows that usage...
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