Master Thesis in her theoretical part contains a brief indication of the development of marketing, completed by factors which influenced the current marketing the most. Subsequently, the work offers a comprehensive overview of modern trends, together with the positives, but barriers as well. The practical part is devoted to an analysis of one of the trends, guerilla marketing. This analysis is based on a comparison of three Czech guerilla campaigns in order to evaluate their effectiveness, in order to find out why guerilla campaign in the Czech Republic are not used very often, as in other countries and consumers attitude to these non-traditional campaigns. The analysis consists of qualitative research in the form of focus group, in the form of a quantitative questionnaire and supplemented by interviews with professionals. In conclusion there is a summary of results based on different methods.

Dissertation "Structure and application of guerilla marketing in practise" is concerned with detailed analysis of different types of guerilla marketing. It finds recommendation for an application of each type in dependence on the type of company. It uses a lot of real examples for this purpose. This dissertation also offers modern rules for creating efficient and succesfull guerilla campain. It is also concerned with the guerilla marketing legislation.

The diploma thesis deals with the social guerrilla marketing and its aim is to analyze the social guerrilla campaigns and to evaluate the suitability of the guerilla marketing for the social issues. The theoretical part describes marketing communications, new trends in communication, including guerrilla marketing, and also social marketing and social guerrilla marketing. The practical part includes the market research of guerrilla campaigns. The chosen campaigns are introduced and afterwards analyzed. Lastly, the suitability of this form of communication for the social issues is evaluated and the recommendations for future are suggested.

Title: Public attitudes towards the use of marketing and communication by global non-profit organizations Background: The importance of the non-profit sector and the commercialization in it is increasing. The organizations have to deal with more competition in the fundraising market on the one hand, and they are on the other hand confronted with people who are blocking the recognition of conventional marketing expressions. Guerrilla marketing is seen as a possibility to penetrate the jungle of marketing and create word of mouth about the organization and its activities. Purpose: This thesis evaluates the public attitudes towards the increasing use of marketing and communication by global non-profit organizations and investigates for which objectives the use of guerrilla tactics in the marketing and communication mix would be accepted. Limitations: Though the data for this thesis was collected through questionnaires in Sweden, Germany and The Netherlands, there are no country dependent differences investigated. Theory: Classification of NPOs; aims of NPOs; basic model of communication; dynamic model of expectations; relationship between expectation, satisfaction and donations; marketing mix; guerrilla marketing; viral marketing; live buzz marketing; promotional mix; word of mouth. Method: Survey with more than 100 participants; interview with the fundraising responsible of Greenpeace Germany Findings and Conclusions: The public accepts the use of marketing and communication and the therefore necessary expenditures for the purpose to spread the message and gain donators. Openness and honesty in the NPOs’ behaviour are considered more important than the use of less money for marketing and communication. Guerrilla marketing is not suitable for all aims of a NPO, but is accepted in order to spread the message and increase the media coverage.

<p>Title: Public attitudes towards the use of marketing and communication by global non-profit organizations</p><p>Background: The importance of the non-profit sector and the commercialization in it is increasing. The organizations have to deal with more competition in the fundraising market on the one hand, and they are on the other hand confronted with people who are blocking the recognition of conventional marketing expressions. Guerrilla marketing is seen as a possibility to penetrate the jungle of marketing and create word of mouth about the organization and its activities.</p><p>Purpose: This thesis evaluates the public attitudes towards the increasing use of marketing and communication by global non-profit organizations and investigates for which objectives the use of guerrilla tactics in the marketing and communication mix would be accepted.</p><p>Limitations: Though the data for this thesis was collected through questionnaires in Sweden, Germany and The Netherlands, there are no country dependent differences investigated.</p><p>Theory: Classification of NPOs; aims of NPOs; basic model of communication; dynamic model of expectations; relationship between expectation, satisfaction and donations; marketing mix; guerrilla marketing; viral marketing; live buzz marketing; promotional mix; word of mouth.</p><p>Method: Survey with more than 100 participants; interview with the fundraising responsible of Greenpeace Germany</p><p>Findings and Conclusions: The public accepts the use of marketing and communication and the therefore necessary expenditures for the purpose to spread the message and gain donators. Openness and honesty in the NPOs’ behaviour are considered more important than the use of less money for marketing and communication. Guerrilla marketing is not suitable for all aims of a NPO, but is accepted in order to spread the message and increase the media coverage.</p>

The desire of every marketer is to develop and maintain strong customer relationships. One way this can be accomplished is through effective advertising. Marketers have recently begun to brand flash mobs as a way to effectuate strong brand relationships. Even so, it is unclear whether or not the branding of flash mobs supports or frustrates this pursuit. Therefore, the goal of this thesis is to help marketers understand the potential impact that branded flash mobs may have on consumer behaviour and brand relationships. Since these interactions are complex we need to observe the convoluted whole from untangled vantage points. Marketing scholars and researchers must then attempt to understand the latent opportunities and unsuspecting dangers when branding a flash mob. Toward answering this end, four distinct research studies were used to examine the phenomenon from four different perspectives. The aim of the first paper is twofold. First, it deductively seeks to understand how to categorize branded flash mobs within the marketing literature through an historical and cultural analysis of the phenomenon. Exploratory in nature, this study then employs a mixed methods approach to understand how marketers are currently using flash mobs, and more importantly, if branded flash mobs are an effective tool of communication and persuasion. In the second paper, a field experiment was conducted to assess the impact of a branded flash mob on consumers’ emotions, consumer experience and connectedness in a public market. Qualitative interviews were used to capture the data. Shifting perspectives, the third paper seeks to understand why some branded flash mobs fail to ‘go viral’. Using of a number of focus groups, participants were asked to watch several branded flash mob videos and discuss their willingness to share them online (e.g., email, Facebook, or Twitter). Toward a better understanding of the impact of branded flash mobs on brand equity, the final paper evaluates viewers’ attitude toward the ad. Using netnographic techniques (Kozinets, 2002) 2,882 YouTube comments from three virally successful branded flash mobs ads were examined to understand how branded flash mobs affect brand equity. Responses grouped into one of four archetypical attitudes, each of which has a distinct impact on brand equity. Motivated by the potential for widespread exposure at a relatively low cost, marketers continue to produce branded flash mobs. Sometimes they are fresh and creative, while at others they are out of tune with the spirit of the phenomenon. This thesis uncovers the impact of these efforts on consumer behaviour and brand equity, and concludes with a guide for managers to consider when planning their next branded flash mob. An acknowledgement of the limitations and an outline for directions of future research are also presented. / <p>QC 20140521</p>

The diploma thesis introduces Guerilla marketing as an unconventional method of commercial communication. The basics of traditional marketing are described in the first part of the work. Afterwards, the types of Guerilla marketing are presented whereas their advantages and possibilities are identified using practical examples. The consumers attitude toward the unconventional commercial communication is analyzed with the help of executed survey.

The Master Thesis deals with the marketing communication planning process of a product GoGirl. The aim of this thesis is to find the way of the optimal combination of communication tools and its utilization which not only will respect the conditions of the Czech market but also due to which appointed communication goals will be fulfilled. Furthermore, the thesis takes into account the issue of limited financial resources not only of small entrepreneurs but, thanks to the growing pressure for the cost reduction, also of big corporations. Due to this fact, the thesis examines how to create an efficient communication strategy both with the usage of unconventional marketing methods but also with the maximum respect of all marketing approaches.

The aim of this thesis is to analyze three Czech guerilla campaigns (Vodafone -- "Gone with fake reindeer", Postovni spořitelna -- "There is already closed, the bank at your post office is open", www.skoly.cz -- "I had to learn better"), which subsequently will evaluate and compare the individual results. Based on the results I show what consumers attitude to this type of marketing communication. In conclusion I create a guerilla campaign, for opening of a new tanning salon.

京都大学 / 0048 / 新制・課程博士 / 博士(工学) / 甲第22048号 / 工博第4629号 / 新制||工||1722(附属図書館) / 京都大学大学院工学研究科社会基盤工学専攻 / (主査)教授 中北 英一, 准教授 山口 弘誠, 准教授 田中 賢治 / 学位規則第4条第1項該当 / Doctor of Philosophy (Engineering) / Kyoto University / DFAM