The thesis deals with the analysis of the marketing communication and advertising campaign of the running event Nike Run Prague, which took place in Prague 3 September 2011. It also deals with semiotic and narrative means and with the research of the effectiveness of the campaign. Nike Run Prague is a 10 km long run throughout Prague and it was organized by Nike for the very first time. The running event was amply publicized and within its advertising campaign adopted the marketing strategy targeted on the youthfulness, amusement and brand image, utilizing the various communication channels. Nike Run Prague relies on originality, interactivity, contact with registered runners and on promoting by unusual kinds of advertising and media contents. These types of advertising and used media messages, visual, verbal and nonverbal means are analyzed in this thesis. For each type of advertising is placed an emphasis on narrative and semiotic analysis. Further quantitative research was carried out that examined the effectiveness of the means utilized in the advertising campaign Nike Run Prague. The research target group is formed by individuals aged 18 to 24 years in which the campaign was targeted. After subsequent analysis of obtained data they were explicated and finally the effectiveness of the used...

Water brand Bonaqua belongs among well established brands on the Czech beverage market. In July 2007 was launched campaign "možná ti ulehčí cestu", which was primarily designed to provide much better market performance. Although this campaign was very successful, today, after three years, it is obvious that a basic goal of this campaign was not fulfilled. This thesis deals with detailed characterization of the whole campaign and with following testing and effects evaluation by using of series in-depth interviews and one focus group. Due to large amount of the gathered data about campaign I was able to identify strong and weak elements of this campaign. If it was possible I designed improvement of the weak elements. These designs were tested again to verify their potential effects.

Target of master's theasis is find, analyze and identify all risks of online marketing communication Engine Tables. The theoretical part describes theoretical basics of marketing, basic concepts of marketing and methods of work. In the analytics part are basic information about company, marketing problems, PEST analysis, market analysis and competition. I will analyze all risk, that may happen at online marketing enviroment. In the last part are all results, their efficiency, financial demands and contribution of individual solutions.

The diploma thesis deals with preparing of an advertising campaign for a new launched trademark into the market. Based on theoretical ground and current firm and competitors’ analysis, the marketing mix and communication mix were created to use it as a starting point for this advertising campaign suggestion.

This master‘s thesis deals with the communication of company DORINT, Ltd. to their surroundings and its evaluation. Attention is devoted to analyzing the current situation of the company, mainly influences acting upon him. The solution of the whole work is to design a complete communication strategy focused primarily on promoting the regional brand.

I september 2019 valde Arbetsförmedlingen att samarbeta med framgångsrika personer i reklamkampanjen Gör plats. Kampanjen bestod av fem bilder där frågan ställdes om de framgångsrika personerna hade nått lika stor framgång om de haft en funktionsnedsättning. En av bilderna föreställde Therese Lindgren och Natalie Eriksson vilken var en bild som fick stor kritik. Studien syftar till att göra en medieanalys av kampanjen för att undersöka hur kritiken kring kampanjen såg ut samt hanterades av Arbetsförmedlingen. Därtill undersöker även studien hur de båda medverkande beskrev sin uppfattning av kampanjen i sociala medier. Studien visar att de teman som kritiken främst handlar om kan delas in i fyra kategorier: att tillräcklig information inte getts, fotograferingen, modellerna på bilderna samt kampanjbildens text. Arbetsförmedlingen hanterade kritiken på flera sätt däribland genom att svara på frågor som ställdes. Det värsta med bilden är enligt Natalie Eriksson texten som hon inte var medveten om skulle vara med. Therese Lindgren ansåg till en början att kampanjen lyfte en viktig fråga och försvarar den men väljer efter ytterligare kritik att be om ursäkt. / In September 2019, the Swedish Public Employment Service chose to cooperate with successful people in the advertising campaign Gör plats (eng. Make room). The campaign consisted of five pictures questioning if these successful people would have become equally successful if they had had a disability. One of the pictures presented Therese Lindgren and Natalie Eriksson, which was a picture that received the largest criticism. The study aims to conduct a media analysis of the campaign to examine what the criticism of the campaign looked like and how the Swedish Public Employment Service handled the criticism. In addition to this, the study also examines how the participants described their perception of the campaign in social media. Case study is used as a method in the study where material has been collected via triangulation and has been analyzed through a qualitative content analysis. The collected material has been analyzed in relation to the theories: media and convergence, influencer, influencer marketing, social responsibility, and context. The study shows that the themes which the criticism is mainly about can be divided into four categories: that sufficient information has not been given, the photography session, the models of the pictures, and the text of the campaign picture. The Swedish Public Employment Service handled the criticism in several ways, amongst this by answering the questions that were asked. Another way in which the criticism was handled was by apologizing to the participants. Natalie Eriksson’s perception of the campaign describes that models with CP are vulnerable, and she felt that the photographer did everything to aggravate her CP during the photography session. According to Natalie Eriksson, the worst part of the picture is the text, which she was not aware would be included. At first, Therese Lindgren thought that the campaign raised an important issue, and she defended the campaign. After further criticism, she chose to educate herself in multiple questions and she is sorry that the pictures have caused harm. The intentions where good but the result was the opposite and according to Therese Lindgren, the campaign should never have been made.

EDM son las siglas de Electronic Dance Music, es el género madre de la música electrónica moderna. Actualmente, el género Pop, Rock y Latín utilizan el EDM como género complementario y esto se ha visualizado en la publicidad. Desde los inicios de la publicidad, la música ha estado presente como un complemento de mensajes publicitarios con el fin de generar conexión con los consumidores. En esta investigación cualitativa nace con el objetivo de conocer como el EDM (Electronic Dance Music), mediante campañas publicitarias, genera determinadas motivaciones hacia un servicio. Con el objetivo general, nacieron cuatro objetivos específicos: Identificar el uso de música en las campañas publicitarias, identificar la percepción del EDM en las campañas publicitarias, analizar las motivaciones generadas con el EDM y su relación con las marcas de servicio; y diagnosticar al EDM como herramienta publicitaria. Se entrevistaron a 8 expertos de la publicidad para dialogar en base a su experiencia, conocimientos y dialogar de los casos de investigación: Plaza Vea-Campeonas todos los días y Saga Falabella-Colección #MossimoUnlimited. / EDM stands for Electronic Dance Music, it is the mother genre of modern electronic music. Currently, the Pop, Rock and Latin genre use EDM as a complementary genre and this has been seen in advertising. From the beginning advertising, music has been present as a complement to advertising messages to generate connection with consumers. In this qualitative research, it was born with the aim of knowing how EDM (Electronic Dance Music), through advertising campaigns, generates certain motivations towards a service. With the general objective, four specific objectives were born: Identify the use of music in advertising campaigns, identify the perception of EDM in advertising campaigns, analyze the motivations generated with EDM and its relationship with service brands; and diagnose EDM as an advertising tool. 8 advertising experts will be interviewed to dialogue based on their experience, knowledge and dialogue of the research cases: Plaza Vea-Campeonas every day and Falabella Saga-Collection #MossimoUnlimited. / Trabajo de investigación

After 2010, several low-cost banks were founded in the Czech Republic. Thanks to their strategy and customer approach, these banks considerably differed from traditional banks established on the Czech market in the 1990s. Especially in large cities, the new banks quickly gained popularity and started stealing clients from the traditional banks, which have thus seen a severe loss of clients. This diploma thesis compares one new and one traditional bank - Air Bank and ČSOB. It explores the differences in their marketing communication and surveys clients to see what makes people leave ČSOB and join Air Bank. Based on the data collected, the thesis gives a set of recommendations for both banks to improve their situation in the future.

В современных условиях все большее количество организаций уделяют пристальное внимание различным аспектам и методам проведения рекламных кампаний, которые позволяют им привлекать новых клиентов, увеличивать продажи и, как следствие, прочно удерживать рыночные позиции в условиях высокой конкуренции. Работа нацелена на изучение аудитории организации с целью повышения эффективности использования имеющихся ресурсов. Изучение происходит при помощи кластерного анализа данных, готовые результаты используются при настройке аудитории таргетированной рекламы. / In modern conditions, an increasing number of organizations pay close attention to various aspects and methods of conducting advertising campaigns that allow them to attract new customers, increase sales and, as a result, firmly maintain market positions in a highly competitive environment. The work is aimed at studying the audience of the organization in order to improve the efficiency of using available resources. The study is carried out using cluster data analysis, and the ready-made results are used to set up the audience for targeted advertising.

This diploma thesis "Development of model of goals, instruments and performance indicators for digital advertising campaigns for universities" deals with the issue of marketing commu-nication and is specifically focused on advertisement of higher education in the Czech repub-lic. Theoretical part examines goals of marketing communication, instruments of digital adverti-sing campaings and their performance indicators. In practical part, this knowledge is further modified to suit the specific segment of higher education and there is created a model of goals, instruments and performance indicators. This model is then used as a base for analysis of the digital campaign Buď dobrej!, which had been made for the University of economics in Prague, specifically for the Faculty of informa-tics and statistics. Using the results from the previous analysis, we made practical recommendations, which further expand the model created in the practical part.