Diploma thesis entitled "Application of Qualitative and Quantitative Research Methods into Marketing Strategy of Print Medias" discusses employment of output research data accumulated on eye-tracking, in-depth interviewing and CAWI method of research. These research outcomes are further analyzed and implemented in the development process of the EURO Business Weekly strategy in the Czech publishing market. The final evaluation is based on a mutual comparison of results which were recorded by the EURO Business Weekly in the years 2005 and 2006.

In attached degree project I show suggestions which are relating with extending and more effective busienss activities, changes and extending of storage area, extending of communication activities, extending of selling of its own brand products, more effective trade routes of dealers, etc. Above suggestions should lead and existing company to the higher prosperity level and its stabilization at present competitive conditions relating with existing economic crisis.

This study assesses the loyalty behaviour of consumers in fast-food restaurants in Saudi Arabia by studying the antecedents and the consequences of loyalty behaviour. The sample consisted of 231 Saudis and non-Saudis living in Saudi Arabia. They were approached using the “snowball” technique. Participants were all over the age of eighteen, and they were customers of Al-Baik restaurants. Data was collected through a face-to-face questionnaire, and analyzed using SPSS software. Specifically, Cronbach’s Alpha test, Pearson correlation coefficient, Spearman correlation coefficient, and multiple regression analysis were used. Results show that significant relationships exist between the antecedents and the consequences of loyalty behaviour. It is also indicated that participants’ personalities and values were significantly related to the loyalty behaviour of consumers in Saudi Arabia. The major limitation of this study is that it was conducted in only one city, Jeddah. Therefore, additional research should be carried out in other cities with larger samples. The research results offer compelling evidence that Saudi loyalty behaviour differs from Western behaviour. Therefore, it suggests that international fast-food operators in Saudi Arabia should take local factors into account when formulating marketing strategies, such as the role of women and youth in Saudi society. This thesis makes a novel contribution to the literature, as it is the first to model the antecedents and the consequences of loyalty behaviour of consumers in a single study. It is also the first to study contributed to the literature to examine the relation between the Six Dimensional Achievement Motivation Scale (Jackson, Ahmed, and Heapy, 1976), Rokeach Value System (1973), and loyalty behaviour of consumers.

In the framework of public auctions the auction-companies work, which on the one hand face the problem of realizing the public auction from the point of view of marketing, on the other hand, at the same time, they try to be visible in the relationship the auctioneer and the auction proposer. It is a closed cycle whose task is to strengthen the marketing potential and, at the same time to increase the financial profit of the firm. The aim of this diplom thesis is focused on the advertising acivities of a smalll auction company, which at present is not very effective. This auction company has been lately rather successful and has proved its vitality, on the contrary, its profits in the form af the auctioneer´s rewards have started to stagnate. One of the reasons may be its lack of financial means which might have been released for the purpose of advertising. That is why, the aim of this diploma thesis is to avaluate the present advertising activities of an auction company. The positive and negative working of a concrete auctioneer in the public auctions market is going to be specified by help of single cases. The aim is also the identifying of the elementary mistakes giving evidences of bad advertising activities of the company. In the conclusion some recommendations concerning advertising activities are defined; their task is to enable small auction companies to make themselves more visible in the public auctions market.

With the aid of a "case study" research design, this thesis analyses the typology of informational services, whose prudent application can influence relations of institutions existing within the drama industry with the broader public. The theoretical part sheds light on the problematic definition of "information services", which is placed in the context of online marketing, and introduces ways, in which this term possesses an added value in the form of affecting the applied processes of public relations within particular institutions. Secondly, it includes basic methodological perspectives on quantitative research, the rules of performing case study research as the selected research design, and last but not least, it describes utilised methods of data collection. The last and most key part of the thesis is based on resulting application of the typology of information services, discussed in the previous parts, and concerns itself with the aforementioned question of their influence on public relation processes of individual institutions. These include the information portal divadlo.cz, which serves caters for the domestic sphere of theatre, and an official web presentation of the Divadlo na Zabradli theatre. The analysis is of inductive nature and is not directed by a previously determined...

The unprecedented turbulence and uncertainty experienced in global economic and financial markets because of the 'credit crunch' has had a damaging impact on consumer confidence. Trust and credibility have been eroded as many customers feel let down by the banks suggesting the need for banks to rebuild constructive dialogue and long-term, meaningful relationships with their customers again. Though financial service, in this case, is considered a utilitarian service, based on the fact that money is needed to support people‘s daily activities, the present state of financial service has suggested the need for banks to appeal to consumers‘ emotions with the aim of improving their reputation. Also, the competition within the industry also could suggest the need to adopt an emotionally appealing advertisement strategy as emotions are known to play an influential role in building robust brand preference. This study builds on the communication theory, meaning transfer theory and consumer involvement theory, to understand the messages the banks are sending out and to elicit consumers‘ emotional reaction. One thousand, two hundred and seventy-four UK bank advertisements in nine national newspapers were content-analysed to identify the emotional appeals presented by the banks. The perception of these appeals and their associated meanings were sought through semi-structured interviews with 33 participants in London and Luton. The results of the analysis indicated that UK Banks are utilising emotional appeal in their advertisements to reach out to the consumers to convince them to upgrade their account, to open an additional account or switch their account. The most predominantly used appeals were relief and relaxation followed by excitement and happiness or satisfaction with the bank, and finally, security and adventure. However, variations were found in different financial products that employed emotional appeals. It was found that high-involvement products such as mortgages and loans used fewer emotional appeals. Both bank groups - high street banks, including the big four (Barclays, HSBC, Lloyds and RBS) and non-high street banks, such as the new entrants, supermarket brands, and online banks were using emotional appeals. However, it is acknowledged that the communication strategies between these banks could be different as the non-high street banks are more likely to repeat and publish the same messages across many newspapers, instead of publishing different emotionally appealing advertisements. Though consumers acknowledged these emotional appeals in the advertisements, they were more concerned about their relationship with the banks as they don‘t rely on advertisements to make a financial decision. Rather, recommendations from families, friends and associates and also branch location are more important when deciding on which bank to choose. The lack of congruency between financial services and emotional appeals in advertisements is also observed as customers are more likely to be persuaded by rational appeals however this study has not completely ruled out emotional appeals in bank advertisements as the use of both types of appeals is recommended. The study provides important theoretical and managerial contributions to understanding how the consumers understand meaning-embedded advertisements produced by the banks. Managers will be able to consider the implications of advertisements in enhancing their brand equity and building relationships with customers in anticipation that, by word of the mouth and established relationship, their bank‘s reputation will be enhanced. Limitations of the study and opportunities for future research are identified.