Thesis (M.S.)--West Virginia University, 2006. / Title from document title page. Document formatted into pages; contains iii, 39 p. : ill. Includes abstract. Includes bibliographical references (p. 35-39).

Charles University in Prague Dissertation Work Faculty of Physical Education and Sport Bibliographical Identification: Author`s first name and surname: Sašo Belovski Title of the doctoral thesis: Comparison of Benefits and Drawbacks of Sport Sponsorship as Opposed to Traditional Advertising Department: Department of Sport Management Supervisor: doc. Ing. Eva Čáslavová, CSc. The year of presentation: 2017 Abstract The objective of this work is to answer if marketing decision makers prefer and tend to use advertising or sport sponsorship, and which are the crucial factors that can persuade them to be inclined towards the first or the second promotional tool. The main research relies on qualitative method of 'phenomenological study', with the goal to understand how individuals (managers) perceive certain experience in every day processes that makes logic in real life i.e. which is the meaning and how their experiences are structured in regards to the given phenomenon (the two promotional tools)? This knowledge was captured through personal interviews with relevant decision makers of eight renowned brands. They received a semi structured questionnaire with open questions that motivated them to share their opinion and feelings. The results of the interviews were interpreted in a narrative form. A matrix table...

Charles University in Prague Dissertation Work Faculty of Physical Education and Sport Bibliographical Identification: Author`s first name and surname: Sašo Belovski Title of the doctoral thesis: Comparison of Benefits and Drawbacks of Sport Sponsorship as Opposed to Traditional Advertising Department: Department of Sport Management Supervisor: doc. Ing. Eva Čáslavová, CSc. The year of presentation: 2017 Abstract The objective of this work is to answer if marketing decision makers prefer and tend to use advertising or sport sponsorship, and which are the crucial factors that can persuade them to be inclined towards the first or the second promotional tool. The main research relies on qualitative method of 'phenomenological study', with the goal to understand how individuals (managers) perceive certain experience in every day processes that makes logic in real life i.e. which is the meaning and how their experiences are structured in regards to the given phenomenon (the two promotional tools)? This knowledge was captured through personal interviews with relevant decision makers of eight renowned brands. They received a semi structured questionnaire with open questions that motivated them to share their opinion and feelings. The results of the interviews were interpreted in a narrative form. A matrix table...

This thesis deals with marketing strategy of Motortec, Ltd. The company is an authorized dealer of vehicle brands Fiat, Alfa Romeo, Lancia and Jeep and provides authorized servise for vehicles of all brands. In the company there is no person responsible for marketing. The purpose of the thesis is to design a marketing strategy of the company.

The aim of the dissertation on the theme "Analysis of the marketing communication of VF Czech company" is the evaluation of communication activities of the company VF Czech which is the distributor of Lee and Wrangler brands clothes in Czech Republic. Part of the dissertation is also description of particular marketing campaigns and theirs impact on retail sales and finding possible corrective measures. I evaluate the communication mix of VF Czech on the basis of comparison with its largest competitor, the Levi Strauss Prague company.

Through the collaboration between internet and conventional media, Power Keyword has become a new fashion in advertising industry last year, which appears at newspaper ads, magazine ads, TV commercials, or even outdoors. Among all mediums, TV has the strongest impact on consumers. More than 40 TV commercials inserted power keyword. Therefore, this research focuses on exploring how marketing specialists should bring the best advertising effectiveness out of power keyword. The purpose of this study is to verify the advertising impact of power keyword through keyword type and advertising type. A 2(Sales promotional advertising and non- sales promotional advertising) x 2(Power keyword Ads with large space and small space) x2(Power keyword Ads with audio and no audio) x2(Power keyword Ads with Yahoo! logo and no Yahoo! logo) between ¡Vsubject factorial design is employed in the research. Advertising communication effectiveness, on the other hand, is measured based on recall effects and search intention. An online quasi-experiment is conducted and data gathered randomly from 436 participants on their perceptions towards power keyword advertisements. Moreover, product involvement is brought into the experiment as moderating variable. The findings of the research indicate that: (1) Promotional advertising has significant influence on advertising communication effectiveness. Promotional advertising results in higher recall effects and search intention than non-promotional advertising. (2) Ads space and position has significant influence on advertising communication effectiveness. Large space of search bar results in higher recall effects and search intention than that with small one. (3) Search intention of promotional advertising does vary based on audio type of search bar on the ads. (4) Recall effect of promotional advertising does vary based on space and position of search bar on the ads. (5) Consumers with different ages, gender, and education result differently in their search intentions.

This thesis gains an insight into advertising and integrated marketing communications with an exploration of the relationships between advertisers and consumers at the meso level of interface between the two groups. As an initial investigation into advertising and integrated marketing communications and its relationships to consumers’ behaviour, the inquiry develops by exploring an alternative lineage of interpretive consumer research. The two areas of focus emerging from the literature review are the concepts of manufacturing consent (Herman and Chomsky, 2002) as the macro advertiser/sender level of behaviour and the concept of motivational behaviour research (Tadajewski, 2006) as the micro consumer/receiver level of behaviour. The study utilises a mixed methods research design to explore the interface between advertisers and consumers. From the analysis of the commonalites and variances within the data, a mapping of behaviour between the two groups presented a new and unexpected set of interactions. Interactions that reflect the Foundation Premises within the work of Vargo and Lush (2008) by developing an emergent conceptual model.

The purpose of this diploma thesis is to propose solutions which will lead to improvement of the communication mix as well as to an increase in the number of atendees of the dance festival. The theoretical part introduces the fundamental terms, related to the communication mix, and the latest trends as well. The analytical part consists of the processed analyses and the questionnaire enquiry. On the basis of information obtained in the theoretical part, individual solution proposals are derived from the analyses and the questionnaire enquiry.

The master thesis deals with creation of communication mix of the company Mlékárna Polná spol. s r. o. The theoretical part defines basic knowledge from marketing area and it further informs of marketing communication. The analytical part contains a detailed analysis of the current state of company. It includes a marketing research and interpretation of its results. Gained information from performed analyses will be the basis for creation of a new communication mix.

The diploma thesis deals with marketing communication and its optimization in a company which runs a business in internet providing. The first part of the thesis includes theoretical basis which serves as a general knowledge for processing of other parts. The second part of the thesis is analythical. In this part, the company is introduced and analyses of the marketing communication and current situation of the company are also carried out. According to these findings, recommendations for improvement of the marketing communication of the company are made.