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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
141

Protektivní faktory ovlivňující užití produktů nosní hygieny. / Protective Factors Influencing the Use of Nasal Hygiene Products.

KROUPOVÁ, Veronika January 2011 (has links)
This diploma thesis is a loose continuation of the bachelor thesis titled Impact of the Advertising Campaign on the Sales of Products of Pharmaceutical Companies and its Impact on the Consumer. The theoretical part was appropriately expanded to include new findings mentioned in modern literature in order to identify all protective factors that may affect the use or purchase of nasal hygiene products. Attention is paid to the associated processes such as marketing, marketing communications and consumer behavior of the customer. In connection with the subsequent analysis health issues are also mentioned. In the practical part, the success rate of individual advertising campaigns in the years 2007 - 2010 on Nasivin and Sterimar in connection with sales that occur subsequent to influenza, non- influenza diseases and allergic diseases morbidity in the population of the Czech Republic is evaluated. Buying habits of a customer ? a possible Nasivin consumer, what medication he/she uses to treat rhinitis, and what brands of nasal decongestants he/she knows are analyzed. In connection with the product Nasivin and Sterimar, the relationship of a customer and a pharmacist, with regard to the product brand and practices in recommendations, is analyzed. The data were obtained from several sources. The company Merck Serono provided me with information on advertising campaigns and sales results in 2007 - 2010. The market research agency Median provided the data for the target customer analysis. The third data source was the agency STEM / MARK, from which I received background data on consumers' buying habits and practices of pharmacists when recommending products. The fourth source of data was the State Institute of Public Health with information relating to respiratory and allergic diseases. By the carried out analysis a close correlation between the sale of products and the occurrence of respiratory diseases, but not allergic diseases, was proved. The company knows well how to target customers and their needs and it respects the products seasonality. It should focus primarily on acquiring new customers and stop the existing customers´ move to competition. In the discussion and the conclusion the issues of health, the Czech health care system and the prevention of civilization-related diseases are mentioned.
142

Corporate Sustainability/CSR Communications and Value Creation : A Marketing Approach / Företagets Hållbarhetskommunikation/CSR och Värdeskapande : En Marknadsföringsansats

Mohamed, Bibri January 2008 (has links)
The purpose of this study is to explore the current practices in corporate sustainability/CSR communications and how this trend contributes to corporate value creation. More specifically, this study looks at this subject from the angle of how companies can use corporate sustainability/CSR communications in marketing activities to attain corporate marketing objectives. To achieve the aim of this study, an examination of the current practices in corporate sustainability /CSR communications was performed through a pertinent empirical and theoretical literature review as well as a quantitative and qualitative empirical method using a survey questionnaire. The author attempted, in the same way, to illustrate how corporate sustainability/CSR communications can strengthen corporate reputation and directly enhance financial performance. For theory, two bodies of literature (corporate communications and corporate sustainability) were selected for review in terms of the degree of synergy and integration between them and their implications for this thesis. The key findings from literature review and empirical study showed that the practices of corporate social responsibility communications occurs through CSR, Triple Bottom Line (PPP) or corporate sustainability reporting, stakeholder dialogue on sustainability issues and social and environmental communication programs. Also, the auditing and assurance of CSR reporting is carried out through different measures including internal (i.e. human resources management, CSR and/or PR department) and external (i.e. business partner, consulting or risk management firm) or both measures. It was also found that sustainability has been a part of corporate culture and strategy development for a number of organizations pursuing the sustainability path for decades. Moreover, public relations activity is ranked the most effective in communicating sustainability at corporate level and has the potential to reach a wide spectrum of stakeholder audiences. However, a level of skepticism was noticed among stakeholders towards corporate sustainability/CSR communications. Nonetheless, knowing how stakeholders perceive corporate image and what they expect in return for their support is fundamental in designing effective corporate and marketing communications strategies. Stakeholders’ relations management is the bottom line for success and sustainability of the business and lies at the core of CSR practice and its reporting. Further, the growth of corporate sustainability/CSR communications has reflected the keen interest from all stakeholders; hence, it has become a topic of major importance and also, as it was found, a key factor that experts and planners in the field should capitalize on and watch in competitive marketplaces. Furthermore, having a pro-social and environmental agenda means having a sound corporate and marketing communications strategies that can build a company’s reputational standing and create sustainable competitive advantages. The trend towards injecting sustainability into corporate decisions making and strategy development has come about through what organizations have achieved in terms of value creation pertaining to reputation and financial performance enhancement. The author’s review of the literature makes an advance on extant reviews of the literature by highlighting the importance of corporate sustainability/CSR communications in marketing with respect to corporate value maximization. Overall, this thesis endeavours to present contributions, avenues and departure of journeying for further empirical research and development. / +46704352135
143

Reklamní kampaň náborové akce Týden hokeje na Facebooku / Advertising campaign of the event Týden hokeje on Facebook

Veselá, Anna January 2017 (has links)
Title: Advertising campaign of the event Týden hokeje on Facebook Purpose: The main objective of this thesis is to prepare, implement and analyze the results of the Facebook advertising campaign for the event Týden hokeje, which is a part of the four-year project of the Czech Ice Hockey Association called Pojď hrát hokej. Methods: Methods in this thesis relate to two areas: advertising on social network called Facebook and qualitative research. Due to the specifics of Facebook advertisements this thesis also provides instructions for creating an advertising campaign on this network using the tools of Power Editor software. Efficiency metrics provided by Power Editor were used to evaluate the campaign on the grounds of given research queries, whereas Microsoft Excel was used to process the data of the metrics. In order to summarize all channels of marketing communication of the project and to incorporate the Facebook campaign into their enumeration, a qualitative research in the form of an informal interview with the project manager was carried out. Results: As a result, this thesis brings a stepping stone for creating Facebook advertising campaigns connected with further promotion of the event Týden hokeje. A manual for creating other campaigns is included, together with the feedback and detailed...
144

Maďarsko - značka země, destinace a její vliv na vnímání mezi českými obyvateli / Hungary - a brand of the country, destination and its impact on the perception among Czech residents

Blahútová, Dominika January 2017 (has links)
The objective of the diploma thesis was to evaluate the current position of perception of the Hungary among residents of the Czech Republic in relation to its brand and its means of communication and bring some recommendations to support the promotion of the country in relation to tourism. The results will be available and provided to the selected interested organizations. To meet the specified objectives, it was necessary to analyze primary and secondary data. To obtain the primary data was made a quantitative research using questionnaires and additional qualitative research in the form of individual interviews. The result was that Czech citizens perceive this country positively, but they don´t perceive all of the communicated values that promote the attractiveness of the tourist destination. Recommendations were related to the construction of more effective promotional campaigns and the promotion of marketing communication tools to support the positive development of tourism.
145

Marketingové komunikace v tabákovém průmyslu / Marketing communications in the tobacco industry

Kahánková, Tereza January 2010 (has links)
The diploma thesis in its theoretical part treats of marketing communications within the marketing process with focus to below-the-line communication activities that are crucial to the communication in the tobacco industry. The second part already characterizes the specifics of the market and the regulation in the tobacco industry. The third part describes in detail the target group of adult smokers and the application of the marketing communications in the marketing of tobacco products, both in the B2B and B2C area. The last part outlines the opportunities and threats based on the current situation on the market and its estimated development and defines what are the key focus areas and both strategic and tactical steps could ensure a potential growth and brand building.
146

Komunikační strategie Galerie Vaňkovka Brno / Communication Strategy of Galerie Vaňkovka Brno

Junek, David January 2014 (has links)
The subject of the thesis is to develop a communication strategy for the company Galerie Vaňkovka Brno. The starting point of this work is theoretical knowledge of marketing, which are applied in the analytical description of the company. The findings of the current state of the company is subsequently developed a set of recommendations that will enable achieving effective communication with customers.
147

Analýza prodejních kanálů a návrh na jejich rozvoj ve společnosti ABB s. r. o / Sales Channel Analysis and a Proposal for Their Development at ABB s. r. o

Kilinger, Jan January 2015 (has links)
The diploma thesis is focused on analysis of sales channels in the ABB company with is focused on high voltage division, which is situated in Brno in the street Videňská. In the first part of this thesis are set major and minor targets with theoretic methods to achieve them. Second part is practis and there are processed theoretic knowledges which are needed to understand issues and set own improvement. In the end there are reviewed outputs and shown proposals for development sales chanels and better customer communication.
148

Hur representeras etniska minoriteter under skyddsutrustning? : En komparativ semiotisk innehållsanalys av Under Armours reklamfilmer ur ett postkolonialt perspektiv / How are ethnic minorities represented under armour? : A comparative semiotic content analysis of Under Armour's commercials from a postcolonial perspective

Sörling, Oskar, Zolic, Hasib January 2021 (has links)
Med bakgrund i Black Lives Matter-demonstrationerna problematiserar den här studien två reklamfilmer från sport- och klädföretaget Under Armours (UA:s) kampanj The only way is through med syfte att studera hur normer och värderingar främjas utifrån jämlikhet och mångfald i UA:s reklamfilmer. Detta studeras genom att undersöka hur vita personer, färgade personer (POC) och personer med olika etnisk bakgrund representeras i UA:s reklamfilmer och vad det finns för likheter och skillnader mellan dessa representationer. Det teoretiska ramverket utgår ifrån Stuart Halls representationsteori och postkoloniala teorier om orienten. Med fokus på narrativet i reklamfilmerna analyseras denotationer, konnotationer och myter genom en semiotisk metod. Med hjälp av det semiotiska analysverktyget analyseras representationer av POC och personer med olika etnisk bakgrund utifrån ett postkolonialt perspektiv. Resultatet visade att det finns skillnader mellan de etniska representationerna och slutsatser dras om att främjandet av normer och värderingar utifrån jämlikhet och mångfald skiljer sig åt mellan reklamfilmerna. / Based on the Black Lives Matter demonstrations, this study problematizes two commercials from the sports and clothing company Under Armors (UA) campaign The only way is through with the goal of studying how norms and values ​​are promoted based on equality and diversity in UA's advertising. This is studied by examining how white people, people of color (POC) and people with different ethnic backgrounds are represented in UA's advertising and what similarities and differences there are between these representations. The theoretical framework is based on Stuart Hall's theory of representation and postcolonial theories of the Orient. With a focus on the narratives in the advertisement; denotations, connotations and myths are analyzed through a semiotic method. Using a semiotic analytical tool, representations of POC and people with different ethnic backgrounds are analyzed from a postcolonial perspective. The results showed that there are differences between the ethnic representations and conclusions are drawn that the promotion of norms and values ​​based on equality and diversity differs between the commercials.
149

Маркетинговые коммуникации в интернет среде как технологии влияния на предпочтения целевой аудитории при выборе компании сферы концертных услуг : магистерская диссертация / Marketing communications in the Internet environment as technologies of influence on preferences of a target audience at a choice of the company of sphere of concert services

Семенов, М. М., Semenov, M. M. January 2018 (has links)
В данной работе представлено исследование восприятия рекламных обращений осуществляется на основе методов наблюдения и оценки экономической и коммуникативной эффективности, с целью выявления инструментов маркетинговых интернет-коммуникаций, влияющих на предпочтения целевой аудитории при выборе компании, оказывающей концертные услуги. Обоснован алгоритм использования традиционных методов и приемов маркетинга, применяемых для продвижения товаров или услуг в интернет-среде. Предложена авторская концепция оформления рекламы, разработанная на основе формирования маркетинговых средств выразительности, влияющих на предпочтения интернет аудитории в возрасте 18-30 лет, при выборе компаний, оказывающих концертные услуги. Усовершенствован алгоритм формирования инструментов маркетинговых интернет-коммуникаций, с применением бережливых технологий, для влияния на предпочтения целевой аудитории, на основе существующего алгоритма, используемого конкурентами. В данной работе была сделана попытка объединить владение практическими знаниями в области оценки маркетинговых коммуникаций в интернет среде и использованием научного подхода к исследованию темы эффективности оценки маркетинговых коммуникаций в интернет среде, как инструмента влияния на предпочтения целевой аудитории при выборе компании, оказывающей концертные услуги. / In this paper we present a study of the perception of advertising appeals on the basis of methods for monitoring and evaluating economic and communicative efficiency, with the aim of identifying tools for marketing Internet communications that affect the preferences of the target audience when choosing a company that provides concert services. The algorithm of using traditional methods and methods of marketing, used to promote goods or services in the Internet environment, is grounded. The author's concept of advertising design, developed on the basis of the formation of marketing means of expressiveness, affecting the preferences of the Internet audience at the age of 18-30 years, when choosing companies that provide concert services is offered. The algorithm for the formation of tools for marketing Internet communications, using lean technologies, to influence the preferences of the target audience, based on the existing algorithm used by competitors, has been improved. In this paper, an attempt was made to combine practical knowledge in the field of evaluating marketing communications in the Internet environment and using a scientific approach to research on the effectiveness of evaluating marketing communications in the Internet environment as an instrument for influencing the preferences of the target audience when choosing a company that provides concert services.
150

Сравнительный анализ продвижения международных европейских и российских выставок B2B рынка с помощью инструментов интернет-маркетинга : магистерская диссертация / Comparative analysis of the promotion of international European and Russian B2B exhibitions using internet marketing tools

Ефимова, А. В., Efimova, A. V. January 2021 (has links)
В связи с экономическим спадом в мировой экономике и сложившейся ситуацией увеличивается сегмент Интернет-торговли. В настоящее время Интернет стал основным информационным и коммуникационным ресурсом, который также дает возможность совершать покупки. Именно поэтому организаторы выставок должны уделять особое внимание данному типу маркетинга. Существуют разные инструменты интернет-маркетинга, а в данной работе мы остановились на более подробном изучении инструментов контент-маркетинга (корпоративные сайты и аккаунты выставок в социальных сетях). Целью исследования является сравнительный анализ опыта продвижения международных европейских и российских В2В выставок в интернет-среде и оценка эффективности данных инструментов продвижения. Основываясь на результатах сравнительного анализа продвижения международных европейских и российских В2В выставок, мы составили рекомендации по использованию сайтов и аккаунтов международных B2B выставок, проходящих в выставочном центре ЭКСПО, как инструментов интернет-продвижения. Данные рекомендации могут быть адаптированы и к другим международным российским выставкам, которые используют сайты и аккаунты как инструменты интернет-продвижения, и ставят перед собой цель при выходе на европейский рынок привлечь большое число зарубежных посетителей и участников. / The Internet trade segment is increasing due to the economic downturn in world economy and current situation. Currently, the Internet has become the main information and communication resource, which allows customers to make purchases. That is why exhibition organizers should pay attention to this type of marketing. There are various Internet marketing tools, and in this article, we have focused on more detailed study of content marketing tools (websites and exhibition accounts in social networks). The purpose of the study is to compare the experience of promoting international European and Russian B2B exhibitions in the Internet environment and to evaluate the effectiveness of these promotion tools. Based on the results of the comparative analysis of the promotion of international European and Russian B2B exhibitions, we made recommendations for using the websites and accounts of international B2B exhibitions held at the EXPO exhibition center as tools for Internet promotion. These recommendations can be adapted to other international Russian exhibitions that use sites and accounts as tools for Internet promotion, and aim to attract a large number of foreign visitors and participants when entering the European market.

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