O presente trabalho tem como objetivo contribuir para o aprimoramento do referencial teórico do campo da comunicação mercadológica no que se refere à mensuração e avaliação dos resultados de comunicação, especialmente o ponto de vista das agências de comunicação mercadológica. O estudo se propôs a investigar as possíveis mudanças na relação de trabalho entre as empresas e as agências de comunicação, numa situação onde a mensuração e a avaliação dos resultados estejam cada vez mais presentes. O procedimento metodológico utilizado pode ser dividido em duas etapas. Na primeira parte foi realizada uma revisão da literatura, por meio de pesquisa bibliográfica, dos principais assuntos abordados no trabalho: comunicação mercadológica, agências de comunicação, mensuração e avaliação de resultados na comunicação mercadológica. Na segunda parte foi realizada uma pesquisa empírica, de natureza exploratória e caráter qualitativo, por meio de uma pesquisa de entrevistas individuais em profundidade com 11 diretores de planejamento de comunicação das maiores agências de comunicação full service do Brasil. O procedimento analítico foi baseado na análise de conteúdo. Os resultados demonstram que a maioria das agências de comunicação pesquisadas ainda realiza uma mensuração e avaliação dos resultados baseada em saídas de impacto de mídia, para grande parte das ferramentas de comunicação mercadológica, e que as pesquisas de tracking de marca, realizadas por grandes clientes, são muito utilizadas para avaliar as campanhas de comunicação. Numa situação em que a mensuração e avaliação dos resultados esteja implementada, a relação entre as agências e as empresas pode sofrer mudanças como: um tratamento mais técnico e objetivo, maior importância do planejamento de comunicação, campanhas ainda mais centradas na resolução do problema do cliente, acompanhamento constante dos efeitos da comunicação a partir do início da programação e mudança na forma de remuneração das agências de comunicação, ganhando apelo o success fee - incentivo baseado no desempenho da campanha de comunicação. / This paper aims to contribute to the improvement of the theoretical framework of the marketing communication field related to the measurement and evaluation of communication results, especially to the point of view of advertising agencies. The study intended to investigate possible changes in the working relationship between companies and communication agencies, in a situation where the measurement and evaluation of results are increasingly present. The approach used can be divided into two steps. The first part was carried out from a literature review, based on bibliographic research, the main issues presented were: marketing communication, advertising agency and the measurement and evaluation of results in marketing communications. In the second part, an empirical survey was conducted, of exploratory and qualitative nature, through a survey of individual in-depth interviews with 11 communication planning directors of the largest full service communication agencies in Brazil. The analytical procedure was based on content analysis. The results show that most of the advertising agencies surveyed still perform measurement and evaluation of results based on media impact of outputs, for most marketing communication tools, and that brand tracking, held by major customers, are widely used to assess communication campaigns. In a situation where the measurement and evaluation of results is implemented, the relationship between the agencies and companies may suffer changes such as: more technical and objective treatment, communication planning becoming more important, more focused campaigns in solving customer\'s problem, constant monitoring of communication effect from the beginning of the communication programming and change in the way of advertising agency compensation, gaining appeal the success fee - incentive based on the performance of the communication campaign.

This thesis outlines the fundamental theory of setting up a marketing communication strategy in a B2B start-up environment. The objective is to design a communication strategy for a start-up company from scratch, providing a detailed outline of the steps required and considerations to be included, based on the literature from the theoretical part. This thesis serves as a practical guide for the creation of a successful communication strategy in a B2B start-up - a topic which has not been covered sufficiently by academic literature to date. In order to design the promotional strategy, existing literature has been used to set up the theoretical groundwork, industry benchmarking and primary research has been conducted, and secondary research has been performed. As a result, recommendations have been formed, which will be implemented in practice. The implications of this thesis' output will therefore be that the suggestions can be evaluated in retrospect.

This diploma thesis deals with pop up phenomenon. The pop up stands for projects that are intentionally created for short period of time which try to liven up the urban space and to animate a cultural and social activities. The pop up projects are nowadays also perceived as an effective mean of marketing communication. The aim of the thesis is to map projects occurring in the Czech Republic area to analyze management specifics of such projects and to define based on the used methods their benefits.

The aim of this thesis is to describe thoroughly the way Czech museums of art are using the principles of marketing communications nowadays. Theoretical part of the thesis presents brief history of modern museums worldwide as well as in the Czech Republic (with special stress on the network of regional galleries being founded in the second half of the 20th century. It also presents bases of museum marketing and the elements of integrated marketing concept applied on galleries. Terms of branding and fundraising are mentioned as well. The research part of the thesis contains the results of questionnaire survey among 10 representatives of Czech regional galleries. Each of the included museums of art is introduced with emphasis on their ways of using marketing communications principles. Their visual identities are also described and media monitoring analysis is added to all of them. We can say that the principles of marketing communications are anchored among Czech galleries; however they struggle with the lack of finance needed to concentrate more on such activities.

Definition of marketing specifics in public transportation service utilities. Analysis of marketing communication instruments of the České dráhy, a.s. company, in the railways stations rooms. Proposal of possible improvements for effective communication.

The thesis analyzes marketing communication of Contours fitness by using theoretical background. The aim of the thesis is theoretical description and analysis of communication tools. Based on situational analysis the thesis evaluates the effectivness of communication mix and suggest measures to its optimalization. The outcome of the thesis is theoretical description of communication mix of the company, newly established communication objectives and analysis of communication tools with emphasis on communication effectivness.

This thesis deals with the importance of social networks for marketing communications musical bands in the Czech republic. Firstly it deals with basic theoretical knowledge in the field of marketing communications, new media and social networks. Then describe the selected music band - Animé, Holden Caulfield, The Pooh and Republic of Two. Followed by analysis of the individual profiles on social networks selected music bands. Based on interviews do a comparison of views on the use of social networks for marketing communication among musicians and I will also look at the issue of fans through a questionnaire survey. In conclusion I will describe the own proposal how the musical band can promote.

This diploma thesis deals with the proposals of the communication plan for the wedding season 2021. The theoretical part explains the basic concepts related to the field of marketing communication, the analytical part introduces the characteristics of my business and activities in the field of communication with customers. Based on the results of the analytical part of the work, a draft communication plan for the upcoming wedding season is compiled.

This thesis helps to understand the problems of marketing communication in business-to-business market. The main intention is to show the theoretical background on the example of real company called XY, s. r. o. The author tried to get familiar with the current company marketing communications and applied the theoretical knowledge, especially in the proposals to improve this communication.

The diploma thesis deals with marketing activities, specifically with communication mix of the travel agency INVIA.CZ. The goal of the thesis is to improve the company marketing communications with its customers by proposals that affect the elements of communication mix. The thesis is divided into 3 parts – theoretical, which contains important information from the field, analytical, which evaluates the current state of the company and its surroundings and proposals part, which includes suggestions to meet the set goal of thesis.