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Change in the clientele of Lázně Priessnitz during the First Republic
Hlaváčková, Tereza ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
This bachelor thesis investigates the effect of promotion on the clientele change of the Priessnitz Spa in Jeseník. The thesis takes into account the origins of the spa and its history and focuses specifically on the First Republic period. It analyses the brand and promotional activities used by the spa. The introductory section presents the theoretical concepts that are the foundations to the practical application discussed in the latter part of the thesis. Based on these foundations, an analysis of the communication and promotional materials published and used during the First Republic period is presented. Subsequently, the theoretical segment introduces the historical context, providing an overview of the events of 1914 to approximately 1919, including the economic, social and political dynamic in newly formed Czechoslovakia. This is followed by an overview of the history of the spa industry and a list of competing spa establishments in Czechoslovakia, more specifically in the border region of Silesia. The promotional materials used are presented. The thesis then focuses on Priessnitz Spa itself, analysing the brand, communication and promotional activities and clientele. On the basis of providing a temporal context and a content analysis of historical materials, it is examined how the spa's...
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The Analysis of the Communication Activities of The 3. Light Festival SIGNAL in 2015
Loušová, Barbora ; Klimeš, David (advisor) ; Shavit, Anna (referee)
The bachelor thesis "The Analysis of Communication Activities of the 3rd Light Festival SIGNAL in 2015" is aiming to present the options of organisations holding cultural events from the point of their communication activities on the example of the particular festival of lights. Firstly, the thesis situates the art festivals into a particular theoretical basis and evaluates their role in the culture and the society. Secondly it evaluates cultural organisations and art festivals from the art marketing perspective. Theoretical part also consists of application of the marketing communication in festival of lights environment. Practical part of the thesis uses this theoretical basis in order to compare it with the use of the marketing communication on the example of Light Festival SIGNAL. The objectives, the methodology and the research questions are determined. Then there is described the history and the character of the 3rd year of this event. Next chapter is dedicated to the marketing strategy of this year of the event, namely it describes its objectives, its target group and the possible competition and also the SWOT analysis is created. In the next part of the thesis the communication activities of the festival are described, particularly the marketing and communication mix and the partners of the...
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Analysis of Marketing and PR activities of Lidl Czech Republic in years 2017-2017
Škaldová, Markéta ; Schneiderová, Soňa (advisor) ; Koudelková, Petra (referee)
Title Analysis of Marketing and PR activities of Lidl Czech Republic in years 2017-2018 Annotation The aim of the bachelor thesis "Analysis of marketing and PR activities of Lidl Czech republic in years 2017-2018" is to describe selected communication activities of the company, that is specific in its philosophy based on major sale of private labels and also the concept of different thematic weeks, which contains besides products from food sector even products from non-food sector. The company has entered the Czech market as a discount store with agressive price policy and was percieved this way by customers, however then it changed its business model and has introduced a new concept through which it aims to offer quality products at the best prices. This new conception is presented mainly by the modernization of its stores, but also by other activites with aim to get better image and to target a new segment of customers. The purpose of this thesis is to describe and analyse these activities and channels, which the activities are carried out through, in form of marketing mix and Kotler's 4Ps. Another intention is to find out through primary quantitative research whether customers of Lidl still percieve the company as a cheap merchant, or as a succesful brand, which offers quality products. In addition, the...
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Museum Marketing: Communication Activities of the Victoria and Albert Museum in London in the Academic Year 2011/2012
Freitagová, Martina ; Dolanský, Pavel (advisor) ; Shavit, Anna (referee)
After an extensive museum boom in the 1980s and 1990s marked by the construction of numerous new museums, there is now a growing debate about selling museum items and even a complete closure of some institutions. Also the function attributed to art in the museum context has changed the purpose of these institutions in society. Museums turned into socializing platforms and their collections became subjects of universal conversations. Their role has been fully reoriented towards serving the public. The chronic lack of finances together with the changing nature and purpose of museums have raised the need to be more economical and underscored the importance of a professional marketing communication based above all on an understanding of the public. My paper analyses the marketing activities of Victoria and Albert Museum in London, which has been one of the first to consider the public as a key factor in shaping the museum's role. The analysis of communication activities derives from the examination of the place and museum building, the finances and the study of the target audience. I have focused on the development and usage of the museum's brand, print and outdoor advertising as well as below-the-line activities with a special attention to the online communication. The aim of my bachelor thesis...
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Comparison of marketing communications of radio stations Radio Wave and Evropa 2
Šulák, Marek ; Klabíková Rábová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
The bachelor's thesis "Comparison of marketing communication of Radio Wave and Europe 2" describes, analyzes and compares the marketing tools and activities of Radio Wave and Evropa 2. The work uses three research methods, namely primary descriptive analysis and subsequent comparative analysis supplemented by a method of questioning. Descriptive analysis and comparative analysis deals with the communication mix of stations. The qualitative questionnaire deals with the listeners' awareness of the marketing communication of individual stations. The aim of the thesis is to find out, how the marketing communication of radio stations differs, both of which are intended for young listeners, but have a diametrically different character.
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Communication of selected companies in online and offline environment (illustrated on enterprises České dráhy, RegioJet and Leo Express)
Stará, Anika ; Schneiderová, Soňa (advisor) ; Jirků, Jan (referee)
This diploma thesis which is titled Communication of selected companies in online and offline environment (illustrated on enterprises České dráhy, RegioJet and Leo Express) aims to map the communication activities of the mentioned carriers on online and offline media platforms in the Czech environment. In the theoretical part is defined the basic terminology of analyzed issues, above all from the area of communication, media, marketing and partially also from the perspective of linguistics. The practical part besides the methodology includes a presentation of the analyzed companies, České dráhy, RegioJet and Leo Express, and also a descriptive analysis of their presentation or more precisely communication activities on various media types and platforms - for each of the mentioned companies separately. Furthermore, in the practical part there is a comparison of analyzed companies, based on the results of descriptive analysis and there is also a description of an additional quantitative analysis - a questionnaire survey, which was answered by a total of 808 respondents of all ages from all over the country - so in this case from the customer's point of view. At the end of the practical part, the results are summarized and evaluated, and besides, there are also from them following recommendations -...
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Analysis of Marketing and PR activities of Lidl Czech Republic in years 2017-2017
Škaldová, Markéta ; Schneiderová, Soňa (advisor) ; Koudelková, Petra (referee)
Title Analysis of Marketing and PR activities of Lidl Czech Republic in years 2017-2018 Annotation The aim of the bachelor thesis "Analysis of marketing and PR activities of Lidl Czech republic in years 2017-2018" is to describe selected communication activities of the company, that is specific in its philosophy based on major sale of private labels and also the concept of different thematic weeks, which contains besides products from food sector even products from non-food sector. The company has entered the Czech market as a discount store with agressive price policy and was percieved this way by customers, however then it changed its business model and has introduced a new concept through which it aims to offer quality products at the best prices. This new conception is presented mainly by the modernization of its stores, but also by other activites with aim to get better image and to target a new segment of customers. The purpose of this thesis is to describe and analyse these activities and channels, which the activities are carried out through, in form of marketing mix and Kotler's 4Ps. Another intention is to find out through primary quantitative research whether customers of Lidl still percieve the company as a cheap merchant, or as a succesful brand, which offers quality products. In addition, the...
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Communication strategy of a debut film in the context of the Czech film public relations
Drvotová, Vladana ; Orban, Karol (advisor) ; Halada, Jan (referee)
The purpose of the bachelor diploma thesis entitled "Communication strategy of a debut film in the context of the Czech film public relations" is to examine the possibilities of Czech films' communication activities with an emphasis on public relations and a specific communication of debut films. The thesis is focused on the case of the Greedy Tiffany film (2015), describing its communication strategy. The theoretical part of the thesis defines basic terms from the specific area of marketing in culture, specifically of cinematography. The basic terms of film marketing and public relations are described, as well as their application throughout the filmmaking process and the development of a new film. Moreover, the tools of film public relations are examined in a greater detail with information of the actual situation in the Czech film market and knowledge of Czech film PR professionals included. The practical part of the thesis consists of SWOT analysis of the Greedy Tiffany film and a description of its communication strategy. Finally, the thesis assesses the film's communication activities and summarizes information and knowledge gained throughout the research in academic literature.
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The Analysis of the Communication Activities of The 3. Light Festival SIGNAL in 2015
Loušová, Barbora ; Klimeš, David (advisor) ; Shavit, Anna (referee)
The bachelor thesis "The Analysis of Communication Activities of the 3rd Light Festival SIGNAL in 2015" is aiming to present the options of organisations holding cultural events from the point of their communication activities on the example of the particular festival of lights. Firstly, the thesis situates the art festivals into a particular theoretical basis and evaluates their role in the culture and the society. Secondly it evaluates cultural organisations and art festivals from the art marketing perspective. Theoretical part also consists of application of the marketing communication in festival of lights environment. Practical part of the thesis uses this theoretical basis in order to compare it with the use of the marketing communication on the example of Light Festival SIGNAL. The objectives, the methodology and the research questions are determined. Then there is described the history and the character of the 3rd year of this event. Next chapter is dedicated to the marketing strategy of this year of the event, namely it describes its objectives, its target group and the possible competition and also the SWOT analysis is created. In the next part of the thesis the communication activities of the festival are described, particularly the marketing and communication mix and the partners of the...
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The Analysis of Communication Activities of the 65th Berlinare in 2015
Klčová, Alena Daniela ; Orban, Karol (advisor) ; Pilati, Miroslava (referee)
Bachelor thesis "The Analysis of Communication Activities of the 65th Berlinale in 2015" deals with the communication activitie's choices in cultural sphere concretely on the example of the film festival Berlinale. Thanks to the analysis of communication activities of Berlinale 2015 a reader is shown the substance of communication and marketing mix and why these activities are so important for the communication with the general public. Theoretical part of the thesis describes Berlinale's history and characteristics, which is the key core for both the present and the future communication. It describes the influence of the festival on cultural sphere trends. Moreover, it focuses on the meaning of art marketing and film marketing for film festivals and on which principles these branches stand and how or why are these substential for film festivals. Next part of my bachelor thesis is dedicated to marketing mix and the sole comunnication activities of the 65th Berlinale not only in theory, but also practically. Bachelor thesis contains the SWOT analysis of the film festival and it also marginally focuses on the impact that Berlinale has on Berlin's tourism, which is nonetheless sometimes disregarded and overlooked despite it's relevance. In the conclusion the thesis contains the evaluation of...
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