La presente tesi utilizza la metodologia neuroscientifica per studiare la comunicazione dal punto di vista della embodied cognition, la quale vede la comunicazione come la condivisione dell’informazione tra organismi biologici. Lo scopo della tesi è quello di aggiungere conoscenza in aree della comunicazione in cui l’applicazione delle neuroscienze è carente, usando una metodologia integrata che prevede la coregistrazione EEG-Biofeedback. All’interno della tematica della comunicazione mediata, il primo studio compara le pubblicità commerciale e prosociale, poiché l’applicazione delle neuroscienze a quest’ultima risulta carente. Lo scopo è quello di investigare l’esperienza relativa a questi due tipi di comunicazione, all’interno di differenti categorie semantiche di prodotto, confrontando misure implicite ed esplicite. Un secondo studio vuole illustrare il coinvolgimento di cues comunicative sensoriali durante l’esperienza del consumatore, esplorando diverse condizioni di stimolazione sensoriale entro un negozio per studiarne, a livello cerebrale, la loro interazione. Se la comunicazione possiede diversi livelli di consapevolezza, è possibile studiarla anche all’interno di condizioni patologiche. Un terzo studio, quindi, vuole trovare risposte ad alcuni interrogativi circa le componenti inconsce della comunicazione. In particolare, lo studio vuole valutare i processi sensoriali e cognitivi residui relativi al tatto in pazienti in stato vegetativo. / The present thesis fits the neuroscientific method to the embodied communication perspective, which defines communication as an information sharing between biological bodies. The aim of this thesis is to increase knowledge into different research areas related to communication, in which the application of neurosciences is already lacking, using a multimethod approach that employs EEG-Biofeedback co-registration. Within the topic of mediated communication, the first study compares commercial and social-issue advertising, given the lack of studies that investigate the latter with a neuroscientific approach. The aim is to investigate the experience of watching these two types of advertising, through different product categories, comparing overt and covert measures. A second study has the aim to illustrate the involvement of sensory communication cues during consumer experience, exploring different conditions of sensory stimulation inside a store, in order to understand the interaction between senses in the consumer’s brain. If communication can be seen as a continuum with multiple degrees of awareness, it can be also studied in clinical and pathological conditions. A third study, thus, tries to find answers to open questions about unconscious components of communication. In particular, the study assesses residual sensory and cognitive processes related to touch in vegetative state patients.

The diploma thesis was processed at the Hotel Pod Zámkem at Velké Meziříčí. It analyzes and evaluates its marketing communication and examines imperfections in this field. It contains proposals for improving the company promotion, which include new methods of the company marketing communication and their application in practice, leading to a growth of the hotel and the restaurant.

This master‘s thesis deals with the communication of company DORINT, Ltd. to their surroundings and its evaluation. Attention is devoted to analyzing the current situation of the company, mainly influences acting upon him. The solution of the whole work is to design a complete communication strategy focused primarily on promoting the regional brand.

The diploma thesis concerns with the specifics of fashion industry and marketing of fashion brands, with a closer focus and attention on a Spanish clothing brand Zara.The purpose of this work is to offer the reader an overview of marketing methods and tools used by fashion brands to reach, get and keep customers and to specify the actual forms of marketing communication used by the renowned Zara. The goal of the thesis is to find out the awareness of these marketing tools among Czech customers, what they think of the brand itself and then provide suggestions to improve its existing image. The first part gives an overview of available theory on fashion industry and marketing, and it describes and characterises the marketing communication of Zara. The second part is based on own marketing research with the purpose of defining the activity of the brand in Czech environment and unveiling the marketing goals of Zara in the Czech Republic. The aim is to find out the impact of the brand on Czech consumers and whether its idea of own positioning corresponds with the outcome of the consumer reasearch.

The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.

The diploma thesis concerns a creation of communication strategy for multimedia festival named Lumirova triska 2009. The work includes a summary of basic marketing approaches towards the communication strategy creation, description of its application, former communication analysis and an overview of the current state on the market of festivals involving advertising creation, as well as proposals for communication improvement, managing model of the event and an effectivity assessment from the economical point of view.