National Repository of Grey Literature 770 records found  1 - 10nextend  jump to record: Search took 0.01 seconds. 
The impact of digital music distribution on the structure of songs and the way they are published
Škopek, Matěj ; Ježková, Tereza (advisor) ; Halada, Jan (referee)
The topic of this thesis is musical compositions and the potential impact of the modern method of their distribution on their structural characteristics, overall form, and method of their release. The work compares two periods, from the years 2005-2010 and 2015-2020, i.e., before and after the rise in popularity of music streaming services such as Spotify. The author's goal is to find a correlation between the changes of parameters selected by him and the development of the music industry and music distribution. In the work, the author first presents the concept of distribution in this broader, general sense of the word and its role as part of the marketing mix. It follows the role of distribution in the context of the music industry and a more detailed description and overall shape of the music market in each of the defined time periods. For each researched year, 10 songs were chosen that ranked at the top of the American music chart Billboard Hot 100. Therefore, the author's research includes 120 recordings. The monitored parameters are the length of the song, its tempo, the location of the first chorus, the total number of choruses, and whether the song was released as a separate single. The author presents five hypotheses that are based on the authors' publications in the field of music. As...
Propagace vinařské turistiky v Jihomoravském kraji
Novotná, Simona
This bachelor thesis focuses on the promotion of wine tourism in the South Moravian Region with a focus on printed promotional materials. In the current era, the online environment is used every day, so this thesis focuses on the printed form to see if it does not lose its relevance. The aim of this thesis is to define the relevance of printed promotional materials for wine tourism. A qualitative method using semistructured interviews was chosen for the research. The analytical part includes content analysis and then analysis of the interview responses. The discussion discusses the research questions that help define the stated objective. Based on the analysis of the responses and research questions, it was found that printed promotional materials in wine tourism are still relevant. As the online form is starting to come to the fore, all those producing printed materials should start to adapt to this form of materials as well.Based on the results, several proposals were presented.
Právní aspekty propagace zboží a služeb na internetu
Pernecká, Otilie
Pernecká, O. Legal aspects of promoting goods and services on the internet. Bache-lor thesis. Brno: Mendel university, 2022 This bachelor thesis is focused on legal aspects of promoting goods and ser-vices on the internet. In the first two chapters are described methods of internet promotion such as PPC, word-of-mouth marketing, e-mail marketing, influencer marketing and largely described social media and their legal aspects in context of advertisement, influencer marketing and consumer law. In the last chapter the previously gathered knowledge of internet marketing and law is applied in online marketing promotion cases for two companies, whereof the first specializes on the tobacco market and the second on the non-alcoholic beverage market.
Návrh komunikační kampaně na polyfunkční komplex RiOS
Fridrichová, Dita
Fridrichová, D. Proposal of a communication campaign for the mixed-use complex Rios. Bachelor thesis. Brno: Mendel University in Brno, 2023. The bachelor thesis focuses on the proposal of a communication campaign for senior apartments, which will be located in the mixed-use complex Rios. The com-plex is set to be built in the center of Brno in 2025. Based on the analysis of the in-ternal environment, PESTE analysis, and SWOT analysis, suitable promotional to-ols will be evaluated. A questionnaire survey will be used to define the segment that the communication is targeting. The output will be a proposal for communica-tion and advertising messages, cost calculation of implementation, and a campaign timeline.
Marketingová strategie vybrané kapely
Lubal, Jan
Lubal, J. Marketing strategy of the selected band. Bachelor thesis. Brno: Mendel Uni- versity, 2023. Marketing strategy plays an essential role, not only in the field of ordinary busi- ness, but also in the field of the music industry, where it is thanks to a quality mar- keting strategy that new musical figures are created, who will establish themselves with their work, not only in their city or country, but also thanks to social media and the rapid spread of information all over the world. This bachelor's thesis deals with the first steps in this journey, where the metal band Coincidence from Brno stands as a pattern. With the help of the available literature, the basic specifics, tools and trends are defined in the theoretical part. In practical work, emphasis is placed on consumer behavior, especially in the field of digital music distribution, and on the overall development of the music market in recent years. All this will result in the suggestion of a marketing strategy for this band, after the application of which the number of listeners will increase, which will lead to the monetization of the band's activity.
Návrh edičného kalendára pre spoločnosť Xella CZ
Milo, Andrej
The aim of this bachelor thesis is to create an editorial calendar for Xella CZ for the second half of 2023. In the literary survey, the thesis deals with the overall characteristics of content marketing, its application, the reasons for its development, and its importance in the marketing communication of companies. Research is based both on secondary and primary data. The resulting editorial calendar was preceded by an evaluation of the current state of content marketing in the analyzed company and an analysis of its competition. Primary data obtained through in-depth interviews with company management representatives and sec-ondary data obtained from internal company sources were used in the analysis of the company. Defined recommendations are also supported by in-depth interviews with the target group of customers, which were conducted in March 2023. Based on qualitative research and individual analyses, recommendations and proposals are presented in the thesis, which are applied to the final version of the editorial calendar for Xella CZ.
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...
Covert advertising on social media
Sýkorová, Kristýna ; Hejlová, Denisa (advisor) ; Houdek, Petr (referee)
The aim of this bachelor thesis is to present hidden advertising on social media, its possibilities of dissemination across platforms and its definition in czech legal framework. The first part of the bachelor thesis will consist of the introduction of advertising overall (but mainly digital advertising) and the different types of advertising presented on social media shared through influencers' channels. Advertising, especially the covert form, will be defined in terms of national and European Union law. Influencing will be further presented on the basis of its nature and content, but also on the basis of the obligations of influencers that arise in the dissemination of sponsored content. In the second part, I am going to analyse the awareness of hidden advertising from the perspective of social network users. It will examine their theoretical knowledge of advertising and collaborations, as well as their ability to recognize such advertising in practice. Finally, I will reflect on the current legislation and compare it with the results of the analysis and present the possibilities of regulating this area in terms of its importance, relevance and need.
The impact of advertisement and promotion of alternative tobacco and nicotine products on tobacco users: online survey
Jirásková, Alžběta ; Kulhánek, Adam (advisor) ; Zachová, Kateřina (referee)
Background: In the last few years, a large number of nicotine products have appeared on the Czech market, which are intended, among other things, to serve as alternatives to conventional cigarettes. These alternatives are often visually very distinctive and attractive. They are often perceived by users as less harmful and suitable for substitution for conventional cigarettes. At the same time, these products are not subject to legislation as strict as conventional cigarettes or packaged tobacco. Currently, approximately one quarter of the Czech population are at least occasional smokers, and a significant proportion are either currently using alternative nicotine products or are considering changing their use. Aims: The main objective of this work was to determine how active tobacco users perceive new alternatives on the market, specifically in terms of health harms, marketing presentation and appearance. In particular, another objective is to map preferences in the choice of use form and to compare the above mentioned alternatives with conventional cigarettes. Methods: The data was obtained through quantitative research. It was carried out using an online questionnaire survey in the Survio platform interface and distributed in the social networking environment. Respondents were collected through...
Proposal to improve the marketing mix of the company
Borovcová, Aneta ; Chlebovský, Vít (referee) ; Havíř, David (advisor)
The bachelor thesis deals with a proposal for improving the marketing mix of a company that sells gardening equipment, tools and other products needed for garden maintenance. The thesis is divided into three main parts. In the first, theoretical part, the basic concepts of marketing, marketing mix and marketing environment are explained. The second, analytical part, contains an evaluation of the current state of the company by means of individual analyses. The last part presents suggestions and recommendations for improving the marketing mix.

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