The thesis focuses on the analyse of the marketing communication in the micro region Veselsko. The aim of the diploma paper was to find what the methods of the marketing communication have been used in the concrete micro region in the tourism.

Privacidade é um termo de grande amplitude. Uma característica comum às definições é a ênfase dada ao direito individual de revelar-se seletivamente ao mundo. Originalmente, a utilização do termo privacidade relacionava-se a direitos como o corporal e o direito territorial. Com a revolução da informática e, posteriormente, com o surgimento da Internet e o fácil acesso a dados pessoais por parte das empresas e governos, uma nova questão surge: a discussão sobre o direito à privacidade informacional. Por sua vez, as empresas do século XXI e a nova comunicação de Marketing passam por grandes transformações associadas ao desenvolvimento de bancos de dados de consumidores e de novas mídias. O e-mail e as redes sociais tornaram-se formas novas de se comunicar com o consumidor, individualmente. Associadas à informação sobre cada uma das pessoas, essas ferramentas permitem que a comunicação seja mais assertiva e, potencialmente, mais relevante para o consumidor. Isso porque uma de suas características fundamentais é a menor dispersão da mensagem, quando comparadas com mídias como a televisão. Entretanto, quanto mais a comunicação de Marketing procura o alvo, mais tênue fica a linha que separa a relevância da sensação de invasão de privacidade. O presente trabalho buscou compreender como o consumidor, alvo da comunicação, entende o processo de decisão entre defesa da sua privacidade e acesso a serviços personalizados, ou seja, como se dá esse trade off . Há carência de trabalhos nessa área, e a contribuição das pesquisas de Allan Westin (2003), realizadas na área do Direito Público, serviu como arcabouço teórico para o desenvolvimento de um questionário estruturado e para os tipos de análises que foram realizadas. Foram coletados dados de 1.791 internautas, que responderam ao questionário. Esses dados foram analisados com o auxílio de técnicas estatísticas univariadas e multivariadas, como análise de regressão e análise de cluster. O resultado da pesquisa engloba a análise dos dados primários e a revisão da literatura. Uma das conclusões é que o comportamento dos consumidores não é uniforme em relação ao tema. Confirmando as descobertas de Westin, foram identificados grupos de consumidores que valorizam mais a privacidade, e outros que valorizam mais os benefícios da personalização. Outra descoberta sugere que essa escolha não é um processo completamente consciente, e ele se dá, algumas vezes, de forma involuntária e até contraditória. Ao focar os benefícios, o consumidor parece esquecer a privacidade. Ao focar a privacidade, ele parece querer colocar limites à personalização. / Privacy is a broad-spectrum word. A common feature among the different definitions of the term is the emphasis placed on the right of the individual to reveal his or her self to the world in a selective way. Originally, the use of the word privacy was related to rights such as bodily rights and territorial rights. With the computer revolution and, later, the advent of the Internet and easy access to personal data by companies and government agencies, a new issue arose: the debate about the right to informational privacy. On the other hand, the companies of the 21th century and the new marketing communication have undergone great changes connected to the development of consumer databases and new medias. E-mail and the social networks have become new ways to establish communication with the consumer on an individual basis. Associated to information about each individual, such tools can make communication more assertive and, potentially, more relevant for the consumer. The reason is that one of its fundamental traits is the small degree of message dispersion, in comparison with medias such as television. However, the more Marketing communication seeks its target, the thinner is the line that separates relevance from the feeling of privacy invasion. The purpose of the present study is to verify how the consumer, the target of communication, understands the decision-making process involving the protection of his/her privacy versus the access to customized services, in other words, how such trade-off takes place. There are insufficient studies in this area; the research conducted by Allan Westin (2003) in the field of Public Law was the theoretical framework for the preparation of a structured survey and for the type of analysis carried out in this project. Data from 1,791 Internet-users was collected based on their answers to the survey. Such data was analyzed using uni- and multi-varied statistical techniques, such as regression analysis and cluster analysis. The result of the said survey comprises the analysis of primary data and a review of the corresponding literature. One of the conclusions is that the consumers behavior is not uniform in relation to this topic. In confirmation of Westin´s findings, there are groups of consumers who value their privacy more and others who prefer the benefits of customization. Another finding suggests that such choice is not completely conscious, and sometimes happens in an involuntary and even contradictory form. When the focus is on benefits, the consumer seems to forget his/her privacy. When the focus is on privacy, the consumer apparently wants to set some limits to customization.

Idag lever vi i ett samhälle där smartphones blivit allmänt förekommande. Som en följd av ökade nätverkshastigheter har möjligheterna att enkelt få tillgång till information aldrig varit bättre. Den ökade användning av smartphones har också skapat möjligheter till en rad olika applikationer såsom platsbaserade applikationer som använder sig av pushtjänster.  I vår studie har vi undersökt frågan “Hur kan platsbaserade pushtjänster som ett verktyg för direktmarknadsföring designas för att möta smartphoneanvändares behov?”. Genom en litteraturstudie har vi sammanställt och identifierat designteman från tidigare HCI- och interaktionsdesign forskning. Vår litteraturstudie resulterade i de fem designteman, Användarkontroll, Flexibilitet, Visibilitet, Personlig integritet och Felhantering. Dessa teman har vi sedan utvärderat genom att skapa en prototyp som vi testar mot användare.  Resultatet av studien är en uppsättning designriktlinjer inom fyra designteman för hur platsbaserade pushtjänster ska designas för att möta smartphoneanvändares behov. / We live in a world were smartphones are becoming increasingly ubiquitous. As a result of increased network speeds the possibilities to easily access information have never been greater. The increase in smartphone use has also created an increase in opportunities to create a range of applications such as location based applications that make use of push services. In our study, we have researched “How location-based push services as a tool for direct marketing can be designed to meet smartphone users’ needs? “. Through a literary review, we have compiled and identified design themes from previous HCI and interaction design research. The review resulted in the five design themes, User control, Flexibility, Visibility, Privacy and Error Handling. We assessed the themes by creating a prototype that we tested with users. The result of the study is a set of design guidelines within four design themes for how location-based push services should be designed to meet smartphone users’ needs.

Diploma thesis is focused on marketing communication of IKEA Czech Republic, Ltd., particularly on a subdivision in Brno. The theoretical part consists of theory of market-ing mix with focus on propagation and marketing-mix tools. Furthermore, the analysis of communication mix of IKEA Brno and the most significant competitor is conducted. Based on the findings from the analytical part, the suggestions for propagation im-provement are constructed.

Social media has become a natural part of our everyday lives and the use of social media isincreasing every year in Sweden. In six years, the proportion of daily use of social media hasmore than doubled. Those who use social media mostly in Sweden are women. The use ofsocial media creates a huge potential for companies to come closer to their customers, andtoday people are increasingly discussing about how social media usage can help companieswith their marketing. Marketing on social media is based on interaction and participationwhere companies can create a dialogue with their customers. Social media today is not onlypure advertising channels, today there are communication channels that can primarily be usedto build trust and strengthen relationships between companies and customers. Social mediahas led to new ways for companies to market themselves and strengthen their relationshipswith existing customers. The question we asked ourselves was how these new ways ofmarketing themselves really affect the relationship between potential female customers andcompanies that market themselves on social media?To find result, a qualitative study was made that included interviews in two different focusgroups with women belonging to two different generations. The focus groups in this studydiscussed topics related to social media and the data collection that takes place in conjunctionwith targeted marketing. Among other things, it appeared that social media is a great tool forcompanies that want to reach the right audience, and this was something that was appreciatedby users. After the completion of the study we also found that there is some sense ofdiscomfort among social media users, that the use of social media collects personalinformation in the context of targeted marketing. It also appeared that users nowadays avoidclicking on targeted marketing and instead choose to access the site instead of clicking on thead. / Sociala medier har blivit en naturlig del av vår vardag och användningen av sociala medierökar i Sverige varje år. På sex år har andelen som dagligen använder sociala medier mer änfördubblats. De som använder sociala medier mest i Sverige är kvinnor. Användningen avsociala medier skapar en enorm potential för företagen att komma närmare sina kunder. Idagpratas det allt mer om hur användandet av sociala medier kan hjälpa företag med sinmarknadsföring. Marknadsföring på sociala medier bygger på interaktion och deltagande därföretag kan skapa en dialog med sina kunder. Sociala medier idag är därför inte enbartrenodlade reklamkanaler utan är kommunikationskanaler som framförallt kan användas för attbygga förtroende och stärka relationer mellan företag och kunder. Sociala medier har alltsålett till nya sätt för företag att marknadsföra sig och stärka sina relationer med redan befintligakunder. Frågan vi ställde oss var hur dessa nya sätt att marknadsföra sig egentligen påverkarrelationen mellan potentiella kvinnliga kunder och företag som marknadsför sig på socialamedier?För att ta reda på detta gjordes en kvalitativ studie som innefattade intervjuer i två olikafokusgrupper med kvinnor som tillhör två olika generationer. I fokusgruppen diskuteradesfrågor som berör sociala medier och den datainsamling som sker i samband med riktadmarknadsföring. Det framgick bland annat att sociala medier är ett bra verktyg för företagsom vill nå ut med reklam till rätt målgrupp och det var något som uppskattas av användarna.Efter utförandet kunde det även konstateras att det finns en viss känsla av obehag hosanvändare av sociala medier att det samlas in personlig information i samband med riktadmarknadsföring. Det framgick också att användare numera undviker att klicka på den riktademarknadsföringen och istället väljer att gå in på hemsidan istället för att klicka på annonsen.Nyckelord: Relationsmarknadsföring,

Corporate expenses for IT support of marketing are surging every year, and therefore the processes of marketing support, which contain all the technical aspects of marketing campaign execution and measurement, are attracting more attention than before. The diploma thesis introduces a basic overview of direct marketing and marketing support operations in corporations and presents a reference model to help optimize the marketing support processes. The thesis contains a research of theoretical fundamentals of process modelling and reference model building, a basic overview of corporate direct marketing, an analysis of direct marketing processes and the most relevant processes of marketing support. The reference model, which is based on the outputs from both theoretical parts, includes a detailed description of marketing support processes and outlines the process boundaries in the form of SLA. The model is then tested on two case studies, which emphasize the practical opportunities as well as the major benefits of using the model.

The Master's thesis deals with the commercial communications and their contemporary trends with emphasis on the sport branch. Theoretical part focuses on particular forms of commercial communications and then the running phenomena in Czech Republic is described. Practical part characterizes the marketing communications of the running circuit RunCzech, the analysis of supplied services, competition and target groups. The main benefit of the Master's thesis for the practical use is the evaluation of the communication activities and the recommendations and the ideas for the prospective marketing plans.

In my dissertation, I try to clarify the personalization of content based on the input data. Thesis deals with relatively new area of direct marketing in personalised documents delivered to end-beneficiaries through various channels, which features a classic print and e-mail. It also highlighted the importance of evaluating and analyzing the data recipient and based on feedback to modify future communications. The aim is to describe the development of application software for managing customer communication and demonstrate its effect.

This diploma thesis deals with the commercial communications market in Vietnam and describes its specifics. The guideline to comparison is the Czech market of commercial communications. The first chapter deals with the theoretical basis. Six forms of commercial communications (Advertising, Direct Marketing, Sales Promotion, Public Relations, Sponsoring and Online Communication) are included in a wider framework of marketing communications. The second chapter introduces Vietnam to the reader; the emphasis is laid on the economic situation of the country, history and culture. The third chapter provides information for understanding Vietnamese consumers in terms of cultural dimensions and consumer trends. The example of consumer segmentation based on age is also mentioned there. The fourth chapter characterizes the commercial communications market in Vietnam. The advertising chain and its functioning is described. Attention is paid to the legal regulation of the commercial communications market. The specifics at the local market are defined for each form. Valuable information for this part is provided by experts in commercial communications in Vietnam. The last chapter utilizes knowledge of the issue on the example of analyzing television campaign of an international brand in Vietnam.

No description available.