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The potential of Guerilla marketing
HAVLÍKOVÁ, Monika
Thesis deals with the research of the potential of guerilla marketing and his popularity. The thesis examines trends and popularity of marketing. The purpose of this thesis is to devise a guerilla marketing campaign for a selected company, based on quantitative research (questionnaire survey among marketing professionals) and qualitative (guided interview and focus group with employees of the organization). Literary research deals with the theoretical basis of guerilla marketing, where the pioneer is especially Jay Conrad Levinson. There are also talks about trends in the digital marketing, about emotions in marketing, about crisis communication with the media and about Czech legislation in the field of advertising. The results of the thesis showed that guerilla marketing is popular among marketing specialists, but it is not very used. But the potential shows. Among the employees of the selected company, the potential of guerilla marketing was also shown. Interest was also expressed by the company executive who would accept a thoughtful and interesting campaign. At the end of the thesis was designed guerilla campaign for selected company, in the form of ambient media and viral video.
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Marketing of brands - Ice Hockey World Championship 2015
Šedová, Michaela ; Halada, Jan (advisor) ; Klimeš, David (referee)
The bachelor thesis named Marketing of brands - Ice Hockey World Championship 2015 is focused on the description of communication and marketing activities of brands which were connected as official sponsors and official partners with the Ice Hockey World Championship 2015 held in the Czech Republic. The thesis consists of a theoretical and a practical part. The theoretical one concentrates on description of sport marketing and sponsoring, it also describes marketing activities of brands used by companies in their campaigns. The practical part is focused on the Ice Hockey World Championship 2015. The structure of the sponsorship related to the championship is explained, the categorization of the sponsors (main official sponsor, official sponsor and official partner) is described and all the official sponsors and partners of the championship are listed along with an outline of the rules they had to follow and the advantages and the rights they had. The description of the communication and marketing activities of selected official sponsors and partners of the championship follows. In this part of the thesis, the theoretical knowledge described at the beginning is applied in practice. The thesis also focuses on the problem of ambush marketing connected with the championship. The thesis is concluded by...
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Sponzoring a ambush marketing ve sportu
Plotzerová, Adriana
Plotzerová, A. Sponsorship and ambush marketing in sport. Brno, 2017. Master thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor Ing. Stanislav Mokrý, PhD. This diploma thesis deals with sponsorship and ambush marketing in sport. Its goal is to define the nature, character and use of sponsorship and ambush marketing in sport. This work deals with consumer behavior and examines how sponsoring affects consumers in various places and on various occasions, and how sponsoring in general is perceived by the consumer. Quantitative research, eye-tracking and in-depth interviews have been used in the practical part of this thesis. Based on the results of the conducted research, recommendations for practical applications were made.
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Ambush marketing on the example of 2015 Ice Hockey World Championship
Lakomá, Milena ; Vranka, Marek (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis focuses on topic of ambush marketing using an example of 2015 Ice Hockey World Championship that took place in Prague and Ostrava. In the thesis the overal theory of ambush marketing was summarized including several real examples from the world of championships and olympic games. I also introduced the topic of sponsorship to clearly set the differences between these two types of communication. Thesis also focuses on the legal and ethical limits this marketing method has. Even though using ambush marketing is a growing trend the general public tend to not know about it. According to the research done within this thesis people rarely know the term however they are good at recognizing it. In general people look at ambush marketing rather negatively and believe it is not ethical.
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Marketing of brands - Ice Hockey World Championship 2015
Šedová, Michaela ; Halada, Jan (advisor) ; Klimeš, David (referee)
The bachelor thesis named Marketing of brands - Ice Hockey World Championship 2015 is focused on the description of communication and marketing activities of brands which were connected as official sponsors and official partners with the Ice Hockey World Championship 2015 held in the Czech Republic. The thesis consists of a theoretical and a practical part. The theoretical one concentrates on description of sport marketing and sponsoring, it also describes marketing activities of brands used by companies in their campaigns. The practical part is focused on the Ice Hockey World Championship 2015. The structure of the sponsorship related to the championship is explained, the categorization of the sponsors (main official sponsor, official sponsor and official partner) is described and all the official sponsors and partners of the championship are listed along with an outline of the rules they had to follow and the advantages and the rights they had. The description of the communication and marketing activities of selected official sponsors and partners of the championship follows. In this part of the thesis, the theoretical knowledge described at the beginning is applied in practice. The thesis also focuses on the problem of ambush marketing connected with the championship. The thesis is concluded by...
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New forms of marketing communications and their usage in company communication mix
Popelka, Ondřej ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This bachelor thesis examines new forms of marketing communications and their usa on concrete existing subject, which is in my case Golf club Bitozeves. The aim of the theoretical part is to present new forms of marketing communication along with their means of spreading. The practical part is based on applying these forms on current subject by creating concrete model campaigns and afterwards comparison of their key attributes such as costs of realization, time required for their realisation or by number of potential customers brought by these methods.
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Guerilla marketing and its use in commercial communications
Koišová, Stanislava ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The topic of my thesis is "Guerilla marketing and its use in commercial communications." The main objective of my thesis is to define new forms of marketing communication and to assess their possible application in the segment of small and medium-sized businesses, with particular emphasis on guerilla marketing. The thesis has three basic parts. The first two chapters present a theoretical view on marketing, commercial communications and new trends in the field, as well as on Guerilla marketing, through its definition, the definition of its main characteristics and basic types. The third chapter is formed by introducing two specific marketing campaigns using tools typical for Guerilla Marketing and was concluded with the analysis of the questionnaire.
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Guerilla marketing in the banking sector
Bláhová, Petra ; Zamazalová, Marcela (advisor) ; Pešek, Ondřej (referee)
The aim of this bachelor's thesis was to consider the appropriateness and effectiveness of guerilla marketing (abbreviated GM) communication in the banking sector by asking the target group of young people. Two groups of people participated in the questionnaire, Czechs and Germans. The theoretical part contains the fundamentals of marketing communication, including communication trends in the banking sector of the Czech Republic, the description of GM and GM techniques. The results of the survey show that GM communication causes viral spread and interest in the target group. The demand for more information regarding banking products, after developing the interest of GM communication, is significantly higher among the German respondents than among the Czech respondents.
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Structure and application of guerilla marketing in practise
Ertelt, Marek ; Černá, Jitka (advisor) ; Tošnar, Petr (referee)
Dissertation "Structure and application of guerilla marketing in practise" is concerned with detailed analysis of different types of guerilla marketing. It finds recommendation for an application of each type in dependence on the type of company. It uses a lot of real examples for this purpose. This dissertation also offers modern rules for creating efficient and succesfull guerilla campain. It is also concerned with the guerilla marketing legislation.
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