The first part of this thesis, Monitoring website progress after the implementation of a language mutation, focuses on the theoretical foundations of web analytics (history of web analytics, data collection methods, basic metrics) and Internet marketing (importance of Internet marketing and its distribution, Pay Per Click advertising). An analytical tool Google Analytics is also presented in this part. The analytical and application part contains a presentation of Segway-Point company and its website. On this website the progress (sessions, bounce rate, users flow, conversions, etc.) before and after the implementation of a language mutation was monitored and the ads settings using Google AdWords was set up accordingly. The result is the evaluation of hypotheses and a list of advices and recommendations for Segway-Point company.

The master thesis is focused on a proposal of communication mix for a fitness center located in the center of the Brno city. This thesis is divided into the theoretical, analytical and proposal part. The theoretical part describes the basic concepts of marketing, the analytical part contains selected analyzes from macro-environment and micro-environment, and their results are the basis for the proposal part of the thesis. The last part sets out proposals for a company's communication mix that will lead into increased competitiveness, raising awareness among potentional customers leading to a consequent increase in profit.

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...

The principal aim of this thesis is to assess the state of the mobile marketing as of the first quarter of 2011 and to discuss various scenarios of the future development. This thesis defines the terms "mobile marketing" and "mobile advertising" and identifies the main players in the industry. It explores the main categories of mobile advertising such as mobile messaging, in-content and mobile internet advertising. Later, it analyzes the latest trends in the industry and describes in detail the advancements in QR tagging, location based advertising and augmented reality.

Made available in DSpace on 2016-04-27T19:31:05Z (GMT). No. of bitstreams: 1 Gabriel Kenzo Rodrigues.pdf: 6222688 bytes, checksum: 38738b55505645e9c073b456f3a5b4e4 (MD5) Previous issue date: 2015-04-06 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This paper seeks to analyze the transition from a cure consumption model which embraced not only a scientific model viewed as obsolete, but also all kinds of popular cures to a new model recognized as scientific by official knowledge, which was closely linked not only to the latest discoveries in the pharmaceutical field, but to the new forms of production stemming from the Second Industrial Revolution, which in turn walked hand in hand with the international monopoly capitalism of the first half of the twentieth century. The approach adopted to understand the specificity of this period sought to link the development of this cure model to elements not limited to official documentation. Accordingly, this paper intends to analyze the trajectory of how this model of cure, which today is hegemonic, extended into different social instances and transcended its mere chemical or biological efficacy. The large amount of pharmaceutical advertising present in the daily media, came up as documentation capable of clarifying how this transition took place. It allowed us to gain insight into an aspect that is little explored in the history of science, namely: how a scientific model with hegemonic intentions operates to take root in the everyday life of society while using prosaic elements to establish communication with its audience. Using what already existed and, at the same time, instituting the new, the ads clearly show the subtleties of society of that time regarding the sick body, which did not show through on official documentation, such as medical treatises, medical reports, diagnoses, etc. The sick body in this case appears in its social dimension, showing what is lost in social terms as such: a worker who is unable to produce, the syphilitic who will only get married after his convalescence, a woman who fails to find a husband due to esthetic issues caused by poor health, etc. All these elements are skillfully used by the advertising agencies which, while seeking to maximize the profits of their commissioning laboratories, end up also creating a space where different worldview representations and cure models contend / O trabalho busca analisar o momento de transição de um modelo de consumo de cura que abrigava não apenas uma corrente científica considerada ultrapassada, como também todos os tipos de curas populares para um novo modelo reconhecido como científico pelos saberes oficiais, que estava intimamente atrelado não apenas às últimas descobertas no campo farmacêutico, como às novas modalidades de produção decorrentes da Segunda Revolução Industrial, que caminharam contíguas ao capitalismo monopolista internacional da primeira metade do século XX. Para compreender a especificidade deste momento, foi adotada uma postura que buscou relacionar o desenvolvimento deste modelo de cura com elementos que não se encontrassem apenas no âmbito circunscrito da documentação institucional. Assim, o trabalho pretende analisar o percurso de como o espaço da cura, que nos dias atuais é hegemônica, se alargou em diferentes instâncias sociais, para além da comprovação da sua eficácia químico-biológica. Os anúncios farmacêuticos, presentes em grande quantidade nos periódicos, surgiram então como uma documentação capaz de esclarecer como ocorreu esta transição. A partir deles, tornou-se possível adentrar em uma esfera pouco explorada na história da ciência, a saber, como o modelo científico que se pretende hegemônico opera para se firmar no cotidiano da sociedade, utilizando elementos prosaicos para estabelecer uma comunicação com os seus receptores. Utilizando o já existente e, ao mesmo tempo, instituindo o novo, os anúncios mostram claramente as sutilezas da sociedade da época referentes ao corpo doente que não apareceriam nos documentos oficiais, sejam estes tratados médicos, laudos, diagnósticos, etc. O corpo doente aparece então na sua dimensão social, evidenciando o que este perde em termos propriamente sociais: o trabalhador impossibilitado de produzir, o sifilítico que não poderá se casar até convalescer, a mulher que não conseguirá um marido por conta das questões estéticas advindas da falta de saúde etc. Todos estes são elementos habilmente utilizados pelas agências publicitárias, que ao buscar aumentar o lucro dos laboratórios contratantes acabam criando igualmente um espaço de disputa de representações de visões e modelos de cura

Made available in DSpace on 2016-04-26T18:15:12Z (GMT). No. of bitstreams: 1 Simone Ribeiro de Oliveira Bambini.pdf: 881601 bytes, checksum: e8289890d994387a2778c548d311fb2c (MD5) Previous issue date: 2015-06-30 / The corporate culture tends to ignore that the human body exchanges information with the environment where it is inserted and, consequently, it becomes a bodymedia (KATZ & GREINER) between the communication process and its surroundings. At the same time, the conduct regarding to the employees has been reconfigured due to the fact that the body was discovered as a powerful advertising agent. The body has gained a major representation within the business speech, and the companies have held the employees body beyond the geographic limits. As a result, the delimitations between leisure and labor have become a blur. The target project focus on the body role in the organizational communication, and as part of this understanding the body is considered as a container in which the information is supposed to be deposited and retransmitted. According to this point of view, the organizational culture deals with the employees body as a transmission mechanism of the public image which is desired to be disseminated. The aim of the project is to investigate how the internal communication becomes part of the biopolitics that heads us nowadays. As a result, the internal communication gains external visibility when the employees bodies are used as a relevant agent that maintains a close relation with the values that guide the consumer world (LIPOVETSKY & SERROY, 2011). The methodology includes a bibliography review and an exploratory research by means of interviews with doctors directly linked to the companies Unilever, Johnson & Johnson and Editora Abril and also with doctors who are not linked to those companies. It also has some theoretical reference based on the works by Giorgio Agamben (2002, 2004, 2007, 2009); Esposito (2007, 2009, 2010), the Bodymedia Theory (KATZ & GREINER, 2001, 2003, 2005, 2007, 2009, 2010, 2011, 2013), Damásio (1998, 2000, 2004); Pinker (2004) the understanding of happiness according to Freire Filho (2011) and Richard Sennett (2006, 2011) / As organizações empresariais tendem a ignorar que o corpo humano, porque troca informações com os ambientes nos quais vive, torna-se corpomídia (KATZ & GREINER) dos processos de comunicação com o seu entorno. Ao mesmo tempo, porque descobriram o corpo como um poderoso agente publicitário, vêm reconfigurando suas condutas com relação a seus funcionários. O corpo ganhou maior representatividade no discurso empresarial e as empresas se apossaram dos corpos dos seus funcionários fora dos seus limites geográficos, materializando que as delimitações entre trabalho e lazer se borraram. Este projeto faz do papel do corpo na comunicação da cultura empresarial o seu objeto e parte da hipótese de que por entender o corpo como um recipiente no qual as informações são depositadas para serem retransmitidas, a cultura empresarial lida com o corpo de seus funcionários como um mecanismo de transmissão da imagem pública que deseja propagar. O objetivo é investigar como a comunicação interna se torna parte da biopolítica que hoje nos governa, ganhando visibilidade externa ao fazer do corpo de seus funcionários um agente relevante nessa operação, que mantém estreita relação com os valores que pautam o mundo do consumo (LIPOVETSKY & SERROY, 2011). A metodologia reúne revisão bibliográfica e uma pesquisa exploratória com médicos diretamente vinculados às empresas Unilever, Johnson & Johnson e Editora Abril e médicos a elas não vinculados, realizada através de entrevistas, tendo como principais referências teóricas as obras de Giorgio Agamben (2002, 2004, 2007, 2009); Esposito (2007, 2009, 2010), a Teoria Corpomídia (KATZ & GREINER, 2001, 2003, 2005, 2007, 2009, 2010, 2011, 2013), Damásio (1998, 2000, 2004); Pinker (2004) o entendimento de felicidade de Freire Filho (2011) e Richard Sennett (2006, 2011)

The theme of the diploma thesis is the Inbound Marketing in the Internet environment. The dissertation is divided into three parts -- theoretical, practical and final. Inbound Marketing characteristic is outlined in the theoretical part along with detailed analysis of its components. The practical part includes the brief description of the computer and console games market in the Czech Republic; analysis of the online shop with computer and console games operated by GameLeader, s.r.o.; and the improvement suggestions for the current online presentation of considered company is presented. Finally, the online Inbound Marketing strategy solution is introduced to be implemented by GameLeader, s.r.o. company.

Internet trading had became common part of life to many people. Link to that walks also publicity that step by step moves from classical media to on-line formats. Aim of this thesis is chart possibilities of marketing and publicity on the internet and apply these pieces of knowledge practically on already running e-shop.

Primary goal of diploma is communication plan processing of selected secondary school. Part of the plan is also analysis of the present state and project of advertising plan both from marketing and creative strategy point of view including timing and budget.

The aim of this master’s thesis is the suggestion of marketing strategy for Kilion Company. The first part of the thesis is description of theoretical resources. The second part is focused on analysis of the current situation of the company and the marketing environment. Based on these analysis and theoretical findings, I worked out a marketing strategy which contains a couple of proposals and measures to eliminate or correct the deficiencies.