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Poláčková, Eliška ; Halada, Jan (advisor) ; Ježek, Jiří (referee)
This work primarily deals with situation of non-profit sphere in Czech republic. Concretely, I focus on communication activities of the Rakovina věc veřejná foundation in year 2010. In the first part I addres the historical and present situation in non-profit sphere in Czech republic. I accent especially non-profit organisations, which are dealing with cancer diseases,which represents the Rakovina věc veřejná foundation as well. The third part is about the importance of public relations. Next part is about event marketing, which is being widely used and plays very important role by gaining the financial assets. I assess two main events, which the foundation Rakovina věc veřejná presented in year 2010. The fifth part deals with internet communication, which is presented through web pages of the Rakovina věc veřejná foundation and its profile on social network Facebook. Also grows the popularity of celebrity marketing, which is analysed in chapter six. Chapter seven handles with the importance of sponzoring for the Rakovina věc veřejná foundation. Last chapter is focused on competition between the Rakovina věc veřejná foundation and organisation Liga proti rakovině Praha. Through SWOT analysis I recommend certain changes in the communication of the Rakovina věc veřejná foundation.
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Celebrity Marketing of Nike, Adidas and Puma in 2014-2017
Koubayová, Nathalie ; Maxa, Martin (advisor) ; Rosenfeldová, Jana (referee)
My bachelor thesis describes the concept of celebrity marketing, which is a tactic featuring well-known personalities to offer an endorsement of a product. I will look into the concept of celebrity marketing and describe what are the criteria that a brand should follow when selecting a suitable celebrity. Moreover, I will outline reasons that lead to growing representation of sportswear companies in the fashion industry. Given the scope of my bachelor thesis, I decided to focus on the female market only, which has been growing much faster than the male market in recent years. To conclude the theoretical part of the bachelor's thesis, I will present several reasons that motivate sportswear companies to further focus on the segment of women's fashion. In the descriptive part, I will introduce Nike, Puma and Adidas brands. I will briefly present the history and current position in the market of each brand. Then I will explain each brand's marketing strategy to target women and name global celebrities that Nike, Puma and Adidas did collaborate with from 2014 to 2017. I will only focus on women celebrities who do not do sport for a living. To sum up the descriptive part, I will present the outcomes of each of the collaboration. In the practical part, I will carry out an online quantitative...
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Celebrity marketing as a tool of marketing communication - Comparison of attitude of the brands Lancome and Estée Lauder
Damková, Jitka ; Koudelková, Petra (advisor) ; Hrabánková, Markéta (referee)
Diploma Thesis Celebrity Marketing as a Tool for Marketing Communication: A Comparison of the Attitudes of the Brands Lancôme and Estée Lauder addresses the phenomenon of celebrity marketing and also how these brands work with celebrities in their advertising campaigns. The thesis is opened by a theoretical chapter that deals with the concept of celebrity, history of celebrity and celebrity marketing as well. It deals with the theories of choice of celebrities, as well as the advantages and disadvantages of using famous faces in the campaigns. In the descriptive part, there are descripted selected brands, their history, identity and ways of their working with the celebrities. The analytical part of the thesis examines how are celebrities used by both brands. For the analysis, the printed magazine (Elle, Marianne and Marie Claire) and the advertisements inside were selected. The main focus is on determining whether the celebrities are really used by the brands and how. It is believed that the brands use celebrities, but each brand works differently with them. The work primarily uses the methods of quantitative content analysis, but part of the research is also qualitative. The main goal of the thesis is to find out to what extent celebrities are used in the marketing campaigns of both brands and...
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Celebrity Marketing of Nike, Adidas and Puma in 2014-2017
Koubayová, Nathalie ; Maxa, Martin (advisor) ; Rosenfeldová, Jana (referee)
My bachelor thesis describes the concept of celebrity marketing, which is a tactic featuring well-known personalities to offer an endorsement of a product. I will look into the concept of celebrity marketing and describe what are the criteria that a brand should follow when selecting a suitable celebrity. Moreover, I will outline reasons that lead to growing representation of sportswear companies in the fashion industry. Given the scope of my bachelor thesis, I decided to focus on the female market only, which has been growing much faster than the male market in recent years. To conclude the theoretical part of the bachelor's thesis, I will present several reasons that motivate sportswear companies to further focus on the segment of women's fashion. In the descriptive part, I will introduce Nike, Puma and Adidas brands. I will briefly present the history and current position in the market of each brand. Then I will explain each brand's marketing strategy to target women and name global celebrities that Nike, Puma and Adidas did collaborate with from 2014 to 2017. I will only focus on women celebrities who do not do sport for a living. To sum up the descriptive part, I will present the outcomes of each of the collaboration. In the practical part, I will carry out an online quantitative...
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Analysis of social media as a marketing tool for Prague companies focusing on the sale of clothing and footwear
Duong, David ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The aim of this thesis is to provide an analysis of use of social media as a marketing tool, and epsecially to find out, how an average Prague-based company focusing on the sale of clothes and footwear operates on social media. Furthemore, I evaluate online presence of these companies on social media and how they communicate with their customer base. This thesis reacts to a huge rise in popularity of social media and their use to build a brand. My target group are Prague-based companies focusing on the sale of clothes and footwear. I chose this field as I wanted to study a field that is very diversified. My findings can serve as information on the current competitive environment in the field and region in question as well as to help companies to catch up with their competition.
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Prague Musicals Celebrity Marketing
Kuzmová, Tereza ; Černá, Jitka (advisor) ; Meiserová, Markéta (referee)
This Diploma Thesis deals with the issue of Prague musicals celebrity marketing, which is a significant characteristics of the contemporary Prague musical scene. The theoretical part of this thesis introduces the basic theories of celebrity studies and the specifics of marketing mix of musicals, in which celebrities play a significant role. On the margine, the thesis is also focused on current overproduction of musicals and related problems in marketing activities of musical productions. The main part of this thesis is the own research, which was realized by analyzing the promotional materials of the greatest musical productions in Prague, as well as questionnaire survey among the visitors of musical shows. The aim of this research was to assess the contemporary celebrities of the Prague musicals and to assess the influence of celebrities on the decision to go to see some musical.
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Jaromír Jágr in advertisements in years 2010-2012
Kvěch, Jan ; Halada, Jan (advisor) ; Šesták, Zdeněk (referee)
This bachelor's thesis named "Jaromir Jágr in advertisements in years 2010-2012" covers the use of a popular person in advertising that is so-called celebrity marketing. This thesis explains the grounds of this industry and its efficiency in advertising; mainly in connection with ice-hockey player J.J.'s growing activities in such area. In this thesis I am going to explain the meaning of celebrity marketing as a single and relatively new industry, reflect its history, and present but most of all its efficiency and alternative use. All the findings from the first part of this paper will be applied on particular advertisements which JJ starred in. Such campaigns will be evaluated based on the following criteria: efficiency too the brand as well as for the player himself. Furthermore, I will be looking for difference in particular campaigns throughout the years not only from efficiency point of view but also the quality compared to other ads of the era. Finally, I will evaluate the current celebrity marketing in the CR and abroad and will try to predict possible development in the upcoming years.
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Poláčková, Eliška ; Halada, Jan (advisor) ; Ježek, Jiří (referee)
This work primarily deals with situation of non-profit sphere in Czech republic. Concretely, I focus on communication activities of the Rakovina věc veřejná foundation in year 2010. In the first part I addres the historical and present situation in non-profit sphere in Czech republic. I accent especially non-profit organisations, which are dealing with cancer diseases,which represents the Rakovina věc veřejná foundation as well. The third part is about the importance of public relations. Next part is about event marketing, which is being widely used and plays very important role by gaining the financial assets. I assess two main events, which the foundation Rakovina věc veřejná presented in year 2010. The fifth part deals with internet communication, which is presented through web pages of the Rakovina věc veřejná foundation and its profile on social network Facebook. Also grows the popularity of celebrity marketing, which is analysed in chapter six. Chapter seven handles with the importance of sponzoring for the Rakovina věc veřejná foundation. Last chapter is focused on competition between the Rakovina věc veřejná foundation and organisation Liga proti rakovině Praha. Through SWOT analysis I recommend certain changes in the communication of the Rakovina věc veřejná foundation.
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