Title: Comparison of marketing concepts of basketball clubs ČEZ Basketball Nymburk and BC Žalgiris Kaunas Objectives: The main objective of this work is to analyze current marketing concepts of basketball clubs ČEZ Basketball Nymburk and BC Žalgiris Kaunas as refers to the target group, promotion goals, specifics of sport advertising and eligibility of particular parts of marketing mix. Based on the comparison to make a concept of improvements and changes in existing marketing conceptions. Methods: The main method of this work is descriptive analysis; personal questioning and comparison are also used. SWOT analysis was made form gained data. Results: The thesis proved that marketing concept of two clubs at the same level in the country can differ a lot. Especially in term of history, tradition, popularity of sport, external environs and sport goals. The comparison showed that the marketing concept of BC Žalgiris Kaunas is more sophisticated and on higher level. Possibilities of change and improvements in marketing concepts of both clubs resulted from the analysis. Key words: marketing, marketing concept, marketing mix, sport advertising, basketball

In communicating with international markets, one of the key issues is culture. In particular, visual and communication convention are substantial cultural elements, which influence advertising effects. Prior literature suggests that visual and communication culture are different between Western and Asian countries. Past research has indicated that complex visual images, which rely on implicit pictorial images, can be better processed by consumers in collectivist cultures. These researchers further suggest that consumers of individualist cultures are more accustomed to simple visual images that carry direct pictorial images than to implict visual images. Also, prior communication literature posits that while consumers in collectivist cultures value implicit verbal messages, those in individualist cultures regard explicit messages as more effective. Given the literature, this study sought to understand how these cultural preferences influence consumers’ evaluation of the sport ad and brand, and their purchase intentions. The study employed a mixed method. In the experimental section, the study tested the effects of visual images, communication styles, and culture on attitudes and purchase intentions. The qualitative portion sought to explore consumers’ thoughts and feelings toward visual images and communication styles of sport print advertising. For Koreans, the experimental results showed that the complex visual image, high context verbal communication, and the presence of both characteristics induced favorable attitudes toward the ad and brand. These results were also supported by the Korean interview findings. However, the experimental results indicated that regardless of visual images and communication styles, Americans exhibited overall positive attitudes toward the ad and brand. These results were consistent with the American interview findings. Purchase intention was not influenced by visual image type or communication style for either ethnic group. The unexpected findings for American markets were discussed by external and internal influences embedded in America society. Given the findings and discussions, the study proposed two practical frameworks in persuading national and international sport markets: The implicit superiority and schism-bridge effect frameworks. / text

Title: Effectiveness of advertising in Czech hockey league stadiums for the sponsoring companies. Objectives: Expression and evaluation of efficiency of advertising in Czech hockey league stadiums. Methods: Quantitative research among the Czech hockey league stadiums and comparison of acquired data within defined regional units. Used research methods are the descriptive analysis, qualitative polling, content analysis, calculation of media indicators and the comparison method. Results: Effectiveness of advertising in Czech ice hockey league stadiums was mathematically expressed, including statistic and graphic analysis. Index of effectiveness of stadiums and advert types was compared. Due to the low number of stadiums involved in research, the most and less effective advertising type and place was determinate only as a theoretical conclusion. Keywords: effectiveness, advertising efficiency, sport advertising, sport sponsorship

From the 1880s, a new type of designed green space appeared in the industrial landscape in England and the USA - the factory pleasure garden or park. At the same time, industrialists began to enhance their office and factory buildings with landscaping and planting, and some opened allotment gardens for the children of factory workers. The making of gardens and parks around or near office and factory buildings, designed by professionals, was driven by belief in the value of gardens and parks to recruitment and retention of staff, to industrial welfare, and to advertising, corporate identity and public relations. The thesis will show how industrialists appropriated the historical, cultural and metaphorical meanings of gardens in a bid to redefine industry as progressive and responsible and to shift the image of factory labour from unhealthy and exploitative to healthy, caring, respectable and sociable. The thesis will argue that companies employed landscape professionals to contribute to a positive image of industry and industrial development in the suburban or rural landscape, and to harmonise industry and nature. It will show how the factory gardens and parks supported numerous and varied opportunities for outdoor recreation that in some districts would not have been so readily accessible to working people, particularly to women and young people. The thesis will show how companies exploited the social and cultural capital of gardens and recreation space through photography, illustration and film for promotional purposes. It will suggest that although the sporting and other outdoor recreational opportunities at factories were likely to be beneficial to many, the greater value to companies of factory pleasure gardens was in advertising and public relations. The thesis will build on existing research that highlights the valuable contribution of industry to sports and recreation provision in this period. It will also suggest that industry had more influence on gardens and gardening than is currently understood.