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Product placement
Klinková, Jana ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The bachelor thesis deals with the product placement and its application in television production. The aim is to assess application of product placement in area European Union and United States of America on particular TV programmes and to enter the question which companies most frequently use product placement in TV production. The theoretical part of the thesis is focused on defining and determination of particular instruments of communication mix. In the practical part is compared legislation of EU and USA, ethical views on promotion and product placement and particular TV programmes across television spectrum. In conclusion, on the basis of evaluated data, is summarized, how strict is the legislative restrictions of both areas, how looks like the ethical view of marketing organizations and what type of companies most frequently use product placement.
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The research of effectiveness of advertising in JOY magazine
Murcková, Lucia ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
Main aim of this bachelor's thesis is to estimate and to assess the effectiveness of advertising in JOY magazine. In my study I am trying to determine press in comparison with other medias and to advocate its importance as an advertisement carrier. The task of thesis is also to point out which values press advertisement can offer and what its minuses are. Furthermore, I want to establish conditions under which the effectiveness of press advertising is increased and support them by data coming from research. As a technique of research I used interrogation. Thesis is divided into theoretical and practical part.
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Brand positioning Carla
Kotíková, Vanda ; Postler, Milan (advisor) ; Šmíd, Josef (referee)
This diploma thesis called "Brand positioning Carla" is focused on the analysis of the position of the brand Carla on the Czech market. My recommendations are based on this analysis. The theoretical part describes current marketing and marketing trends, the components of the marketing mix and SWOT analysis. The second chapter describes the brand's development, history, trends and brand elements. The third part of the theoretical part is focused on marketing promotional and communication activities. Last chapter describes brand positioning. The practical part of my thesis is mainly based on internal information which was provided directly by the Carla company, also other techniques as interviews with company management and a questionnaire were used. The first part is focused on company presentation and history of the Carla company. Then I evaluated its market position and analyzed strengths, weaknesses, opportunities and threats of the so-called SWOT analysis. Also an analysis of competition and description of the company's distribution channels is included. The next chapter describes the segments which are products targeted. In conclusion, I described the promotional activities of Carla and suggested promotional activities for the company's new product.
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