Diploma thesis analyzes communication strategies used by public administration's organizations in the Czech Republic and abroad. The aim of the thesis is to evaluate existing communication strategies implemented in the Czech Republic. Partial aim is to recommend methods to improve present condition. Theoretical part results from dynamic marketing concept, describes communication strategy as one of the key instruments of regional marketing mix, defines principles of effective communication and provides methods antecedent to creation of communication strategy. Separate chapter is dedicated to communication with target groups who may encourage future growth of the city. Practical part introduces project Communicating city, its influence on one of the participating towns and particular examples of communication strategies from abroad.

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Thesis (Ph. D.)--University of Texas at Austin, 2005. / Supervisor: John D. Leckenby. Vita. Includes bibliographical references.

Thesis (M.Com.(Marketing Management))-University of Pretoria, 2006. / Abstract in English. Includes bibliographical references. Available on the Internet via the World Wide Web.

Marketing communication has been a widely researched area throughout recent years, due to the emergence of the internet. The different marketing communication channels used by customer loyalty programs in order to reach members efficiently, must be adapted to fit the consumer’s demand in order to deliver the message of the marketing actions. The marketing communication matrix claims that marketing communication can be divided into two perspectives, where one-way marketing communication is the communication actions that creates a monologue from a firm, and two-way marketing communication is the communicative action that creates a dialogue between companies and their loyal members. In order to test this, the communication channels for one-way communication have been identified as direct emails, text messages and catalogue send outs. The drivers of two-way communication have been further identified as tangible rewards, interpersonal communication and social media interaction. Thereby, the purpose of this study has been to test the effects of one-way marketing communication and two-way marketing communication on attitudinal loyalty and behavioral loyalty, among members of a loyalty program within the beauty industry. In addition, the effects of relationship quality have also been tested on brand loyalty. The findings have been applied foranalysis on the big cosmetics chain SEPHORA on their operations in Scandinavia. Therefore, the population has been found within Sweden and Denmark.Prior research has found that standardized, non-personalized marketing communication, which is often conducted via emails, led to brand loyalty. However, previous studies have also found that many of these emails remain unopened in the receiver’s inbox, and the content of the marketing action does not fulfill its marketing purpose. In addition, other existing literature claim that dialogical communication between firms and their customers increase customer satisfaction. A gap in the existing knowledge has therefore been found, as there are no studies conducted that focus on the effects of dialogical marketing communication on brand loyalty. In order to fulfill the purpose of this study, a quantitative research method has been utilized. Therefore, a web-based survey has been sent to active Facebook users, that had joined different beauty communities on this social media platform.Theregression analyses showed that the drivers of one-way marketing communication that had positive effects on attitudinal loyalty were direct emails and text messages. Further, the drivers of two-way marketing communication that had positive effects on attitudinal loyalty were interpersonal communication and social media interaction. Direct emails was the only driver of one-way communication that had a positive effect on behavioral loyalty, and other positive effects found was the drivers of two-way marketing communication, identified as interpersonal communication and social media interaction, on behavioral loyalty. The only driver of relationship quality that was found to have a positive effect on the two loyalty behaviors was relationship commitment. The conclusion of the study is that marketing communication in general has positive effects on both attitudinal loyalty and behavioral loyalty. However, as some drivers of marketing communication did not have any effect on brand loyalty, it is evident that firms must adapt their communication channels to fit their customer segments and to emerging technology. Practical recommendations were also presented for SEPHORA Scandinavia, which proposed that networks and communities should be the future targets in order to find the profitable customers.

<p> The number of those seeking a kidney donation in the United States continues to increase while the number of donors is not growing at the same rate (U.S. Department of Health and Human Services USDHHS, 2010). The lack of donations is more prevalent in low health literate communities which suffer from misinformation and ultimately negative beliefs toward organ donation. Thus, it is important to understand how marketing efforts can effectively change individuals&rsquo; beliefs about organ donation. </p><p> Drawing on the Self-Determination Theory and Schema Theory, I proposed that the effectiveness of health education programs, which is to motivate individuals to be involved with organ donation, can be increased by creating interventions that engage individuals&rsquo; senses. I used the term sensory activation to capture the number of senses being activated (visual, auditory, and kinesthetic). I proposed that sensory activation is related to message recall and motivation. According to Schema Theory, sensory cues are batches of information that can be stored in memory, thus affecting recall. The more senses involved in an experience, the more nodes of information available for recall, and the higher the likelihood that recall will affect motivation structures. Thus, I hypothesized that the relationship between sensory activation and motivation is positive, and, yet, mediated by recall. </p><p> In addition, research findings in sensory marketing suggest that the relationship between sensory strength and recall should be stronger for individuals with low, rather than high, health literacy. Low health literate individuals lack the cognitive ability to understand and interpret the information provided, hence, sensorial information allows them to recall the message. For high health literate individuals, understanding the message is relatively easier, hence, the addition of sensorial cues may lead to disinterest. That is, high health literate individuals may disregard additional sensorial information due to redundancy. Therefore, I hypothesized that the relationship between sensory activation, recall, and beliefs will be stronger for low, rather than for high, literacy individuals. </p><p> Lastly, Schema Theory suggests that individuals tend to simplify multiple information cues and form abstract knowledge structures. Instead of storing (and recalling) multiple information cues independently, individuals convert multiple pieces of information into abstract concepts. This abstraction process increases over time because it is easier to remember concepts rather than multiple batches of detailed information. Thus, I hypothesized that, in the long term, recall of specific information will be higher for individuals with high, rather than low, health literacy. High health literacy individuals can incorporate specific information into existing knowledge structures. Low health literacy individuals lack knowledge structures to further develop. Accordingly, low health literacy individuals will create an abstract representation of the experience. That is, low health literacy individuals will not remember specific information, but will remember the event in broad terms (abstractly). Consequently, overtime, the motivation will be stronger for high, rather than for low, health literacy individuals. </p><p> I tested my hypotheses by conducting a 3 (Sensory Strength: sight, sight + hearing, sight + hearing + touch) &times; 2 (Literacy: low, high), between-subjects factorial design. Sensory activation was manipulated, while health literacy was measured. I conducted the study in three phases. Phase 1 included a questionnaire of health information, motivation, beliefs, learning styles, and psychological measures prior to the experiment. Phase 2 included the manipulation of sensory activation and a questionnaire including manipulation checks and dependent variables. Phase 3 included a follow-up questionnaire two weeks later. </p><p> This dissertation, although having non-significant findings, adds to marketing literature by involving information processing and testing the role of sensory cues in message recall and motivation. Also, this work sheds light on the interplay between individual differences and the cognitive processing of sensory cues. To practitioners, this study provides normative recommendations regarding the design health interventions. Specifically, it is suggested that interventions should activate several sensory cues in order to enable short-term recall among low health literate consumers. Similarly, trends in the data suggest that health educators increase health literacy, as health literacy is a predictor for long-term recall and behavior modification. Finally, this work informs advertising professionals on how to apply sensory marketing in health promotion.</p><p>

<p> Negative public school perception is a problem for all stakeholders. Negative public school perception leads to lack of support, which leads to lack of funding. Research shows that people outside of the school community are the most critical. Mass media, political leaders, and education reformist have perpetuated the problem. School leaders are not doing enough to combat the negative stereotype of the failing school. This exploratory mixed methods study on the impact of school websites on perception of public schools was an exploration of how websites design can affect perception and addresses one way that the negative perception can be changed. Three school websites were chosen based on their level of information communication technology (ICT) integration. The principals and webmasters of each school were interviewed and the data were coded and analyzed to create a survey instrument which was distributed to a purposive sample of 58 parents of school-aged children. The results of the analysis and comparison of the data collected from the principals, webmasters, and parents revealed that school websites have an effect on the perception that parents form about the school. The data also show that information or lack of information on the website was the number one reason for the ratings given to each statement on the parents&rsquo; survey. In addition, the signals sent through the website, whether intentional or not, had an effect on the parents&rsquo; perception.</p><p>

Target of dissertation is assess current condition of marketing communication particular municipality and compare with situaction of marketing communication diferent from municipality. Analysis including describing of two at a time municipality and theirs concrete orientation in a marketing communication. And suggest him improvement in this sphere.

<p>The phenomenon of blogs is growing rapidly and is expected to increase even in a more rapid pace (Technorati, 2006, November 6). As Wright (2006) discuss; blogs provides a new way of communicating with customers, as customers want to be talked with, not to. Companies have newly started to pay attention to this and as a result, the concept of blog marketing has been born. The little research that has been done on blog marketing has been done from a company perspective. However, no or little research has yet considered how consumers use blogs. In order to use blogs as a communication tool, it is of huge importance for companies to understand how consumers use blogs in their decision making. Hence the purpose is;</p><p>“To explore how and why consumers use blogs in their decision making process“</p><p>In order to answer this purpose we conducted nine interviews on young adults, as previous research suggests that this population use blogs the most (Tremayne, 2007). From the collected data a qualitative analyze was made in which the empirical findings was analyzed with support of the theoretical framework.</p><p>From the analysis we found that consumers use blogs throughout their decision making. Within the consumers’ decision making, collaborative blogs was mostly used as the consumers could get more input from a larger audience and because this type of blog tended to cover a specific topic of interest for the consumers. Consumers were found mainly writing in the blogs when they had knowledge to contribute with or when they needed information that they could not otherwise find in the blogs.</p><p>We also noticed that consumers turned to groups they belonged to, so called normative group, or they turned to groups that they did not belong to, so called comparative groups. These groups influenced the consumer by providing them with knowledge and by giving them positive and negative confirmation on their choice of purchase. However normative groups also persuaded the consumer to buy products in order to belong to the group.</p><p>Besides this, a pattern of characteristics of the individuals that the consumer blogged with were noticed. Consumers wanted user experiences and thus the vast majority of these individuals they turned to, seemed to be consumers themselves, with relevant product experiences. The consumers also seem to blog more with certain individuals, whose opinions were valued more. These individuals often shared the latest information on products.</p><p>Lastly we found that consumers seemed to be selective when reading blog posts. The blog posts needed to contain detailed- and up-to-date information. Moreover, consumers wanted blog post to be written by other consumers because they saw them as more credible then companies. The consumers also chose to read blog posts that show similarities be-tween the consumer and the blogger in terms of either usage pattern of product or preference for product choices.</p>