The thesis consists of theoretical and practical part. In the theoretical part important terms like marketing mix, marketing communications, target group and marketing goals are explained. There are also described the individual marketing tools of the marketing mix, which are divided into ATL and BTL marketing tools. The whole thesis is focused on BTL marketing activities like sales promotion, direct marketing and new media. The practical part includes the case study about BTL activities of the company Coca-Cola HBC Česká republika. There is a detailed description of the currently released communication campaign of the new flawoured water Bonaqua. The objektive of the thesis is to point out that BTL activities are more effective when trying to influence the customer and to demonstrate the increasing significance of BTL marketing activities.

This diploma thesis called Marketing Communication in a chosen company aims to analyse used marketing communication tools in the selected company and propose changes and recommendations based on the acquired knowledge and results. According to them, the company's target groups of marketing communication will be set and the overall plan of activities for the year 2020 will be compiled in the practical part.

隨著國人保險知識水準的提昇、消費習慣的改變，過去壽險業務人員採緣故銷售的方式已日漸受到部份有自我主張、講求便利性、不喜歡受人打擾的顧客所排斥。而傳統行銷方式所造成的人事成本居高不下，也使得許多新壽險公司的初期財務負擔沈重。因此本文提出此種行銷方式—直效行銷（Direct Marketing），並針對直效行銷領域中之直接回應行銷（Direct Response Marketing）—非透過業務員、代理人或是經紀人等任何中間人介入的銷售模式，就壽險業的特性進行探討與研究。 由於國內保險直接回應行銷仍處於萌芽階段，為了能發掘出初步的見解，並提供進一步研究的空間，本研究採取探索性研究（Exploratory Research），希望藉由文獻的探討與保險人實際經驗的分析，達到以下的目的： 1.了解企業組織和行銷組合對於保險直接回應行銷的影響。 2.了解直接回應行銷於保險運用上的特殊性。3.了解直接回應行銷於台灣壽險市場運用的可行性及其所應扮演的角色。 本研究發現，在公司組織方面，具有多個分公司的保險人在保險直接回應行銷上可以發揮規模經濟的效果，而組織內部堅定的支持與承諾將足以影響直接回應行銷的成敗，且直接回應行銷在保險行銷中應居於輔助的地位，尚無法完全取代現有的業務員系統。在保險直接回應行銷的特質方面，保險直接回應行銷產生的利潤主要來自於忠誠保戶的比例以及其產生的終身價值，而保戶透過此方式購買保險的原因，乃出於其所能提供的便利性與良好的服務，並非價格，同時產品設計若能與業務員銷售之產品有所區別，將有助於降低銷售管道的衝突。 在台灣壽險市場運用的可行性評估方面，由於媒體的普及與國內法規的嚴格規範，將有助於保險直接回應行銷的發展。直接回應行銷能夠提供壽險公司另一個新的銷售管道，提高公司的整體競爭力，對於中小型的壽險公司而言，若能設計獨特的保險產品並開發新的直接回應行銷媒體，將能在競爭激烈的壽險市場中取得優勢。但在直接回應行銷日漸發展，公司欲擴大其經營規模時，則需積極發展業務員系統才能有效地彌補直接回應行銷之不足，為公司帶來最大的利潤。 第一章 緒論 第一節 研究背景與研究動機 第二節 研究範圍與研究目的 第三節 觀念架構與研究方法 第四節 相關文獻探討 第五節 全文安排 第二章 保險直接回應行銷之介紹與應用 第一節 保險直接回應行銷的定義與優勢 第二節 保險直接回應行銷的歷史與興起背景 第三節 保險直接回應行銷的媒體 第四節 保險直接回應行銷活動的規畫與實施 第五節 國外保險直接回應行銷概況 第六節 國外保險直接回應行銷媒體之運用與個案 第三章 個案描述與分析 第一節 A人壽保險公司 第二節 B人壽保險公司 第三節 C人壽保險公司 第四節 D人壽保險公司 第五節 E人壽保險公司 第六節 個案分析 第四章 保險直接回應行銷特質之剖析與探討 第一節 保險直接回應行銷與組織特質的關係 第二節 保險直接回應行銷與行銷組合的關係 第三節 保險直接回應行銷對台灣壽險業的影響 第五章 結論與建議 第一節 研究結論 第二節 研究建議 參考文獻 / Because of the development of Taiwan*s insurance market and the change of customers* purchasing habits, the sale of life insurance by agents, effected mostly by human relationship, has been becoming redundant for customers who have their own way of thinking, enjoy convenience, and dislike disturbances. The high initial expenses of traditional marketing channels are also becoming a heavy burden for life insurers, especially for new entrants. This is the motivation of the thesis which discusses other possible marketing strategies: Direct Response Marketing, one specific branch of Direct Marketing, which focuses on the sale process through intermediaries other than agents and brokers. The thesis then follows by the discussion and research into the characteristics of the life insurance industry. Since the domestic insurance direct response marketing development is in its initiate stage, the thesis adopted the method of Exploratory Research to explore and supply room for further conceptual research. By essay discussions and analysis of practical insurance operational experiences, we hope to achieve the following objectives: 1. To acknowledge how enterprise organizations and marketing combinations affect insurance direct response marketing. 2. To specifically identify how direct response marketing applies to insurance operations. 3. To discuss the feasibility and the roles of insurance direct response marketing in the Taiwan life insurance market. With respect to enterprise organizations, insurers that have more branches will have economies of scale on insurance direct response marketing. The success of direct response marketing will also rely on the organizational support and the acceptance by internal executives. Direct response marketing should only play an assistant role in insurance marketing and can not completely replace the current agency system in the near future. In the aspect of insurance direct response marketing, the profit produced by insurance direct response marketing mainly comes from the proportion of loyal policyholders and their whole-life-values. The reason that customers purchase insurance products through this direct method is mainly due to the convenience and good service it can supply, not price. Meanwhile, it is important to distinguish products between direct response marketing and agent sales to help avoid conflicts of the two channels. In assessing the feasibility of the Taiwan life insurance market, we find that the popularity of the communication media together with the tight regulatory restrictions help the development of direct response marketing. Direct response marketing provides life insurers a new sales channel to enhance their integrated competitiveness. For small to medium sized insurers, designing an unique insurance product and developing new direct response media, will achieve benefits and advantages in this fierce competitive insurance market. However, while direct response marketing is becoming stronger and insurers need to expand their operational scale, insurers will still need to improve the current agency system to compensate for the weaknesses of direct response marketing and to maximize profits.

Marketing, Direct Marketing, Tele-Marketing, Consumer Behavior, Tele-sales, Developing countries, Customer attitude/behavior, Call center, Outbound calls, Proactive telemarketing, Sales promotion ,Survey, Telemarketing center , Telemarketing sales , Telephone marketers , Cold calls.

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The aim of this thesis is the evaluation of using financial resources for promotion of a company and to propose their appropriate changes. I have chosen company ČZ a.s. with production plant in Strakonice. This company is one of the biggest engineering companies in South Bohemia and even in the Czech Republic. Thesis is pointed to evaluation of the means of promotion. Top management of ČZ company give it to me all necessary informations to perform analysis.

Diploma thesis is focused on selected instruments of marketing communication in selected enterprise, their analysis and also an evaluation.

Network Direct Selling Organisations (NDSOs) exist in more than 50 countries and have more than 74 million members. The most recent statistical information reveals that the vast majority of members do not earn significant income. Criticism of these organisations revolves around the ethicality of consumption, the commercialisation of personal relationships, and the exploitation of unrealistic expectations. This study aims to explore how communication creates networks that sustain an industry of this kind despite the improbability of its existence. The study commences with a description of NDSOs from historical, operational, tactical, and strategic perspectives. Given the broader context created by the global presence of this industry, cybernetics has been selected as a meta-theoretical perspective for the study of communication. The more recent development of second-order cybernetics and social autopoiesis are introduced to communication theory as a field. Niklas Luhmann‟s new social theory of communication is assessed and applied in relation to existing communication theory. New conceptual models are developed to explore communication as the unity of the synthesis of information, utterance, understanding, and expectations as selections that occur both consciously and unconsciously, intentionally and unintentionally. These models indicate the multiplexity of individual and social operationally closed, yet informationally open systems, and they are used here to provide a systemic and coherent alternative to orthodox communication approaches to the study of organisations. The study adopts a constructivist epistemological stance and propounds throughout the necessity of further interdisciplinary collaboration. The study concludes that individuals are composite unities of self-creating systems, and they co-create social systems by self-creating and co-creating meaning. Meaning is described as the continuous virtualisation and actualisation of potentialities that in turn coordinate individual and social systems‟ actions. A communication process flow model is created to provide a theoretical explanation for the existence of NDSOs as self-creating systems. The study aims to show that communication has arguably become the most pervasive discipline as a result of the globally interactive era. It is shown that second-order cybernetics and social autopoiesis raise several further questions to be explored within communication theory as a field. / Communication, first-order cybernetics, second-order cybernetics, Complexity and complex systems, autopoiesis, self-reference, recursivity, operational closure, system boundaries, Network Direct Selling Organisations / Communication / D. Litt. et Phil. (Communication)

Integrated marketing communication (IMC) is a concept which has been explored in commercial contexts by numerous studies. Numerous scholars in the literature highlight the benefits of adopting an IMC approach which creates message consistency, amongst others. However, there is still limited literature on the adoption and use of IMC in the context of non-profit organisations involved in social marketing campaigns to support their behavioural change messages. Insight into the adoption and use of an IMC approach could be useful to non-profit organisations involved in social marketing as it could increase the success of behavioural change messages. This study aims to explore the use of IMC by one non-profit organisation within a social marketing context. By doing so the study proposes and refines IMC criteria for social marketing to support behavioural change messages and thus contributes to the existing body of knowledge on using IMC in social marketing. The study uses a single case study approach which includes using three data collection methods to collect data from the South Africa National Blood Service (SANBS) to evaluate its social marketing campaigns according to proposed IMC criteria for social marketing. Based on the findings revised IMC criteria which are more tailor-made for social marketing to support behavioural change messages are proposed. It became evident that non-profit organisations need to be sensitive to the complexities of communicating messages aimed at behavioural change. A proper understanding and application of more tailor-made IMC criteria for social marketing can thus benefit non-profit organisations to effectively communicate behavioural change messages through their social marketing campaigns / Communication Science / MA (Communication Science)

The goal of the thesis "Proposal of Communication Mix of the Selected Company" is to propose concrete measures to improve the communication mix based on the analysis of the current state of the company. The study is divided into theoretical, analytical, and the proposition part. The theoretical part serves as the basis for analytical and proposition parts. It discusses tools of marketing communication mix in the context of the entire marketing. The practical part analyzes the selected company and its communication mix. The proposition part is based on the analysis and it further describes a plan to improve the current state of marketing communication tools.