The diploma thesis deals with the proposal of marketing communication mix of Restaurant U Panských. The first part contains theoretical knowledge from the literature, the second part is focused on the analysis of the business environment, the marketing and communication mix. The third part of this diploma thesis includes a proposal of marketing communication mix and risk analysis related to the introduction of new communication mix.

The content of this diploma thesis is to elaborate a complete communication mix of PLASTICBOX CZ, Ltd. The study is divided into a theoretical and a practical part. The first part analyzes in detail the theoretical basis of individual marketing tools, which are tested in the second part.

The goal of the thesis is to propose measures to improve the communication mix based on the analysis of current state of the communication mix of the company. The Thesis is dividend into theoretical, analytical and proposition part. The teoretical part is to introduce the teoretici background needed for analyzing analytical and proposal part. . Second part contains the introduction of the company and the analysis of current situation. In the proposition partdelas with a proposal of measures to improve the current state of the communication mix of the company.

Master`s thesis concerns the design of a communication strategy for agricultural products company Monsanto Ltd. This work describes the general and field specific context of the company and the company itself, then uses this analysis as the basis for the design of an effective communication strategy.

This theses deals with marketing issues of children playroom BALU. The thesis is divided into three main parts. The first part focuses on the theoretical interpretation and definition of important concepts of marketing, the second part introduces basic information about amusement park and analyses the current marketing situation. The last part of the thesis, according to the market research, will lead to changes in existing communication mix of amusement park and to propose new one, which will ensure greater awareness about the company and increase sales of services offered.

Background: Online platforms have nowadays been more developed and used by the population. For this reason, companies use to share more information through them. Moreover, the interest in sustainability also increases by people. Therefore, companies are trying to communicate sustainability through different techniques and actions.   Problem: we have noticed that companies create different content depending on which social media are they communicating. For this reason, we found interesting to look for how companies communicate sustainably.   Purpose: the purpose of this thesis is to answer the question about how companies communicate sustainability through social media. Moreover, the thesis aims to contribute to the existing knowledge.   Method: To answer this question the researchers conducted a multiple case study of three companies that communicate sustainability through the different 4 online platforms studied (Website, Facebook, Instagram, and Twitter).   Results: the main result find by conducting the research is in how companies place the product in order to communicate sustainability, as some of them place it as a protagonist and some others do not.

Theoretically, advertising has been regarded as a marketing communication; that is, advertising is subsumed under marketing. However, this thesis deconstructs the existing theories and argues that advertising historically was not a marketing tool due to practical conflicts within the British advertising industry. Field work was conducted by means of interviews in addition to document research of publications by practitioners. After the Second World War, marketing people in Britain adopted the modern marketing concepts from the US where marketing and advertising people used the same principles and practice of advertising. The thesis traces back to fundamental concepts in social sciences such as economics, sociology and psychology that marketing and advertising people applied to their disciplines. Then, relevant historical backgrounds including the history of advertising agencies, market research and account planning are explored. They indicate that advertising was not part of marketing communications but rather located between marketing and communications. The application of various social sciences and the historical backgrounds govern British agency people's practice of advertising research during the 1960s and 1970s. They used research to explain advertising effectiveness in terms of both communication and sales. However, they found some disagreements between their concepts and that of marketing people in their client companies. They felt more frustrated when clients and research companies used scientific principles and practice in measuring advertising effectiveness. The 1960s and 1970s events led to the origin of the IPA (Institute of Practitioners in Advertising) Awards in 1980. The IPA Awards were in fact the consequence of the past as they tried to maintain their stance of developing advertising effectiveness theories as opposed to those of clients and research companies for two decades. However, as the Awards grew and became one of the most recognised award schemes in the industry, they were used by agency people as a tool to increase their agencies' reputation rather than a demonstration of advertising effectiveness.

Aim of this thesis is the innovation of marketing and communication strategy of Datura, s.r.o. In the theoretical part of the work the main market analysis were described. This part continued with the description of marketing and communication mix. In the analytical part of the work the main market analysis were performed, including the analysis of marketing and communication mix of the company. At the end of the work the information were synthesized and evaluated. On the basis of these synthesized information the final innovation of marketing and communication strategy was suggested.

Thesis (Ph. D.)--University of Western Australia, 2007.

Thesis (MPhil)--University of Stellenbosch, 2003. / ENGLISH ABSTRACT: The purpose of the study was to investigate the controlled transfer of meaning that could be facilitated by the application of knowledge of sense-making theory. An object of communication, an advertisement, was consciously constructed on the basis of sense-making principles. An application of knowledge of sense making was then employed to assess the reception of the advertisement by a selected sample of respondents. The decision to select advertising as the choice of medium for the study stemmed from the increasing levels of criticism directed at this form of communication as a result of its frequent failure to deliver intended benefits for its sponsors. The intended benefits relate to the transfer of meaning that would prompt recipients of advertising messages to take an action that would be of value to the advertiser. More specific criticisms have centred on the failure of a growing number of advertising messages to deliver meaningful benefits as a result of their lack of relevance for the intended recipients of these communications. A call for a shift in mind-set away from traditional linear models currently employed to facilitate the design of advertising messages has prompted a growing recognition of the need to employ a more empathetic approach that would facilitate a positive interaction between an advertiser and a target audience. The emergence of what has been termed experiential marketing communications has advocated a view that advertising communications can promote stronger allegiances between organisations and their customers by the inclusion of meaningful sensory associations for recipients. This view, together with the insights revealed by those working in the field of sense making, suggested that the incorporation of sense-making theory could well accommodate the paradigm shift that has been called for in the design of advertising communications. The views and insights outlined above prompted the development of an advertisement that sought to incorporate sense-making theory into its construction. The requirement to allow for the transfer of intended meaning in the advertisement was facilitated by incorporating frames and cues, the design of which sought to assist in the resolution of equivocality and enable respondents to bridge cognitive gaps. The investigation took the form of an exploratory case study. The advertisement, constructed on the basis of sense-making theory, represented the control element of the study. In-depth interviews were conducted amongst grade 12 learners selected on the basis of their matching the target audience for which the advertisement had been designed. The semi-structured nature of the interviews followed a format that allowed for a comparison to be made between the intended input of meaning and the decoding of responses relating to the advertisement. Results indicated that there was a transfer of intended meanings incorporated into the advertisement as indicated in the decoded responses of respondents. These positive findings tend to indicate that a conscious application of sense-making theory to the construction of advertising messages could enhance their effectiveness. / AFRIKAANSE OPSOMMING: Die doel van hierdie studie was om die beheerde oordrag van betekenis, gefassiliteer deur die bepassing van kennis van die “sense-making” teorie, te ondersoek. ‘n Voorwerp van kommunikasie, ‘n advertensie, is doelbewus geskep op grond van die beginsels van die “sense-making” teorie. ‘n Toepassing van kennis van dié teorie is aangewend om die impak van die advertensie op ‘n steekproef van reagente te assesseer. Weens die voortdurende mislukking van die advertensie medium om beplande voordele aan die borge te lewer, styg vlakke van kritiek gerig tot hierdie medium. Juis hierdie statistiek het die besluit om die advertensie medium as voorwerp van studie te gebruik, laat ontwikkel. Die beplande voordele vir die borge hou direk verband met die oordrag van die betekenis wat die ontvanger van die advertensie boodskap sal aanpar om op te tree, en sodoende tot voordeel van die adverteerder sal strek. Kritiek is spesifiek gerig op die mislukking van al hoe meer advertensies wat nie betekenisvolle voordele lewer nie as gevolg van die irrelevansie van die vorm van kommunikasie vir die ontvanger. Die herkenning van die groeiende behoefde het ‘n beroep gemaak om ‘n paradigma skuif te maak, weg van die huidige, tradisionele, linêre model wat die ontwerp van advertensie boodskappe fassiliteer. Hierdie behoefte is om ‘n meer empatiese benadering in te stel, wat ‘n positiewe interaksie tussen die adverteerder en teiken gehoor sal fassiliteer. Die ontstaan van die sogenaamde “experietial marketing communications” het voorgestel dat die advertensie medium sterker getrouheid tussen organisasies en hul klante kan adverteer. Hierdie oogpunt, saam met die insig van dié gene wat in die veld van “sense making” werk, stel voor dat die inkorporasie van die “sense-making” teorie, wel die paradigma skuif, beroep op die ontwerp van die advertensie, kan akkommodeer. Dit het die ontwikkeling van ‘n advertensie met die “sense-making” teorie in sy konstruksie geïnkorporeer, aangewaldeer. Die vereiste om die oordrag van die beplande betekenis van ‘n advertensie te bewerkstellig, is gefassiliteer deur sketse en aanwysings te inkorporeer. Hierdie sketse en aanwysings is ontwerp om die voorkoming/oplossing van dubbelsinnigheid te ondersteun en om reagente te help om kognitiewe gapings te oorbrug. Die ondersoek het die vorm van ‘n ontdekkings gevallestudie aangeneem. Die advertensie, gebaseer op die “sense-making” teorie, het die kontrole element van die studie verteenwoordig. Onderhoude is indiepte gevoer met graad 12 leerders wat gekeur is op grond van die feit dat hulle in die teikengroep van die ontwerpte advertensie val. Die semigestruktureerde aard van die onderhoude het toegelaat dat die voorafbeplande blootstelling aan die betekenis vergelyk word met die dekodering van die terugvoering in verband met die advertensie. Resultate het gewys dat daar wel ‘n oordrag van die beplande, geïnkorporeerde betekenis in die advertensie plaas gevind het, wat bewys is in as ‘n dekodeerde reaksie van die reagent. Hierdie positiewe bevindings neig om te bewys dat ‘n bewuste aanwending van die “sensemaking” teorie tot die konstruksie van die advertensie wese die effektiewiteit van boodskappe verbeter.