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The Launch and Growth of the Reader's Digest Phenomenon on the Czech Media Market
Klozarová, Kristýna ; Köpplová, Barbara (advisor) ; Závozda, Jiří (referee)
The thesis "The Launch and Growth of the Reader's Digest Phenomenon on the Czech Media Market" recounts the history of the Reader's Digest Association (RDA) and its Czech affiliated company, Reader's Digest Výběr s.r.o. The first part of the thesis presents a chronological overview of the RDA's development from its founding to the present day. The second part describes and characterizes the RDA's first and best known product, Reader's Digest magazine. The magazine also engages in thematic analysis, which determines the specific themes of its content. The thesis describes the RDA's activities in the international sphere, focusing primarily on its Czech affiliate, namely on both its production and the marketing methods used by this Czech company.
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The use of direct marketing
Hejlová, Simona ; Kvasničková Stanislavská, Lucie (advisor) ; Margarisová, Klára (referee)
This Bachelor thesis deals with the use of Direct Marketing for a purpose of the obtaining new and retain existing customers from THIMM Packaging Company and from their biggest competitors in the market. The thesis is divided into two main parts. The first one, literature research, deals with the concept of direct marketing and its forms, advantages and disadvantages and with the importance of direct marketing in the B2B market. The second part, the thesis itself, focuses on characteristic of selected B2B Company and its used direct marketing tools. The thesis also discusses about analysis of direct marketing of competing companies. The analysis of competing companies is focused on main characteristics and direct marketing used by competitors. Based on the analysis and evaluation of current direct marketing of THIMM Packaging Company and also the direct marketing of competitors, there are suggested recommendations for THIMM Packaging Company in the area of direct marketing. The conclusion describes the process of own design of direct mailing campaign, carried out under the past packaging congress Obalko 2015. The evaluation of the direct mailing campaign follows up.
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Comparison of Newsletter Campaigns largest Czech e-shop
Horáková, Bára ; Kincl, Tomáš (advisor) ; Přibil, Jiří (referee)
The aim of this bachelor's thesis is to analyze and compare newsletters from Alza.cz and Mall.cz, which are one of the largest online retailers in the Czech market. Theoretical part of the thesis deals with the functions and the composing of the newsletter. Practical part analyzes newsletters of online stores, valorization of their work and the suggestions and recommendations for improvement.
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Evaluation of effectiveness of pilot project E.ON Energieonline communication channels
PUDIL, Jiří
The purpose of this study was to increase the understanding of the effectiveness of different forms of direct marketing ? namely direct mail, direct email and social networks advertising. According to the analysis results the direct mail was offered for the real launch of the product. This decision was confirmed by multi-criteria decision method, which also includes different weight of each criterion.
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Use of different tools of direct marketing
Vacek, Vladimír ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The thesis solves the matters of direct marketing and its communication channels. Direct marketing is characterized in the first part, the history is discribed and the database marketing is showed. Further different communication tools are analysed, advantages and disadvantages described. A functional loyalty programme for fashion chain is created at the end of the thesis. Suitable communication tools are carefully chosen and the estimated costs are calculated.
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Methods of internet advertising
Sahalau, Ilya ; Koudelka, Jan (advisor) ; Hadrava, Tomáš (referee)
Tato práce popisuje metody reklamy používané na internetu v současné době, včetně jejích kladných a záporných stránek. Zároveň popisuje pokus o nalezení modelu efektivní internetové reklamy pro podniky zabývající se poskytováním služeb a propagující se pomocí internetu.
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Marketing orientation of charity fundraising
Macháčková, Hana ; Koudelka, Jan (advisor) ; Bursíková, Marcela (referee)
Diplomová práce pojednává o fundraisingu neziskových organizací. Zaměřuje se především na stránku komunikace a strategie fundraisingu. V teoretické části seznamuje čtenáře se základními pojmy použivánými ve fundraisingu, dále popisuje metody a nástroje fundraisingu. Praktická část se věnuje zhodnocení a srovnání australské charitativní organizace Anglicare Sydney a české charitativní organizaci ? Arcidiecézní charita Praha. V dipl. práci jsou popsány a zhodnoceny silné a slabé stránky kampaní a některých komunikačních materiálů. Autorka využívá vlastních zkušeností z odborné pracovní stáže v Anglicare Sydney a získáných poznatků z návštěv pracovníků Arcidiecézní charity Praha.
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