The aim of my thesis is to analyze the possibility of using a leaflet as an effective tool of marketing communications as well as to demonstrate the possible problems associated with its preparation and production on a practical example. The thesis consists of two main parts. In the first part of this work theoretical approaches to communication and representation of a leaflet campaign are discussed. Main attention is paid to direct marketing, as area in which a leaflet as a communication tool belongs. In the second part the theoretical hypotheses, together with an own survey are analyzed and applied on the example of Ahold company and its competitors. This part also examines in detail the production process of the leaflet and proposes possible solutions. In conclusion, the findings of the two parts are described and new possible approaches are recommended.

The master's thesis deals with the issues of marketing strategy and communications with subsequent applications to an alternative care center for pets, named the Optima Vetcare. The theoretical part includes description of marketing concepts, which include a marketing strategy, a marketing mix, a communication mix, trends in marketing and a marketing research. The practical part is specifically focused on the specifics of the marketing Optima Vetcare and maps its marketing efforts since the year 2014, when it was founded. The questionnaire survey is realized at the end of the thesis and then recommendations are proposed for the improvement of Optima Vetcare's marketing communications. The aim of this thesis is to present an alternative care center for pets Optima Vetcare and analyze its marketing. Another goal is to provide possible proposals and recommendations for marketing communication improvement.

The objective of this thesis is to examine the existing forms of marketing communications of company Unit Portables and their future improvement on the Czech market. The thesis describes different forms of marketing communications. It defines types of marketing research, SWOT analysis and focuses on the current marketing trends and the marketing mix. The practical section in the thesis focuses on the analyses on the Czech market. The factors in the analysis compare price level in the Czech Republic and in Sweden. Aims and objectives of the company Unit Portables are characterized in the next section. The last part of the thesis is devoted to the analysis of the survey conducted.

The thesis is by full extension aimed at the marketing communication of the Czech Phil-harmonic, the leading Czech orchestra. The goal is to analyse and to evaluate the marketing communication development in the orchestra, especially from the beginning of the 21st century to nowadays. The first part of the thesis introduces the marketing communication as a component of the marketing mix. Following, there is a depiction of the Czech phil-harmonic from the historic point of view and the orchestra's social activities and attitudes. I evaluate the used marketing communication in relation to historical context. The main part narrates the latest development issues of this institution. The marketing communication is analysed and it is compared to the communication used by leading European orchestras. The consequences upon this part are verified by the last part - the questionnaire survey. The transcription of this questionnaire used in the survey and the examples of the Orchestra's propagation materials are in the appendix, including the extract of corporate identity by variable implementation.

This diploma thesis deals with the issue of marketing communication of Škoda Fabia third-generation cars. It is focused on previously unused, yet a very convincing sales argument, that enables a complex quantification of expenditure related to the car ownership. The tool is known as TCO (Total Cost of Ownership) and it has been mostly used by large corporate fleets so far. One of the aims of the thesis is to analyse competitiveness of the Fabia model from the viewpoint of the TCO indicator. This analysis is implemented by means of a specialized tool CarCostExpert by EurotaxGlass´s. A concept of communication strategy based on TCO will be suggested according to its comparison with competitors and interviewing sales network. An estimation of financial potential of the suggested solution as well as analysis of related threats and opportunities are constituent parts of this concept.

Online fashion retailers use a wide array of colour names to describe the colours of their products; ranging from simple colour names such as the primary colours to more ambiguous colour names such as cloud and blush. Although many online retailers devote resources to the selection of colour names, no such research exists on the impact this has on online fashion consumers’ behaviours.The impact of colour naming on online fashion consumers is important as fashion and colour have a symbiotic relationship therefore the representation of colour within an online fashion retail setting is crucial. The need for colour naming within online fashion retailing is further intensified by the difficulties of accurately representing colour online and therefore the role of written product information, such as colour naming becomes important. To that end, this research aims to examine the impact of colour naming on online fashion consumers’ behaviours. Cognitive responses are considered to investigate the role of colour naming in providing information. Emotional responses are investigated to determine whether colour naming influences consumers in the same way colours are known to influence consumer behaviour. Finally, cognitive and emotional responses to colour naming are investigated to determine the impact on purchase outcomes within the online fashion retail environment. Qualitative and quantitative research approaches are used to derive empirical data. Through interviews and online questionnaires it establishes evidence to support the importance of colour naming within the online retail environment. Two online questionnaires were administered to determine the impact of colour naming on emotional responses and preferences for the colour naming categories within the online fashion retail environment by using the colour name appeal construct developed for this research. In-depth interviews were carried out to determine the impact of colour naming on cognitive responses and purchase intentions.The findings present a statistical significance for the causal relationship between colour naming and emotional responses. They reveal more complex colour names such as common descriptive, unexpected descriptive and ambiguous colour names are more likely to elicit emotions compared to common colour names. The findings also reveal the same colour naming categories are also more appealing within the context of online fashion retailing.A laddering technique was applied to the interviews. The results reveal that colour naming impacts on purchase intentions via a number of intervening variables; colour information, product information, product perception, information processing technique, aiding the shopping experience, understanding the product, emotional response, personal values, and post-purchase satisfaction. Again the complex colour names are found to have a wider reaching impact. Common and unexpected descriptive colour names did not always provide useful colour information to the consumers.This research presents empirical evidence regarding the impact of colour naming on online fashion consumers, thus shedding light on appropriate colour naming strategies for online fashion retailers.

The master thesis focuses on the analysis of B2B marketing communications on Czech automotive market. The analysis is applied on the brands of Skoda, Volkswagen, Ford, Citroën and Mercedes-Benz. The thesis describes instruments and methods of business-to-business communications used by automotive companies and it compares the effectiveness of the communications of particular brands.

The effective integration of multiple communication techniques is becoming increasingly complex, with the ongoing development of new media. The development of Web 2.0 and the growth of social media provides marketers with additional, possibly even alternative, marketing communication channels. This research explores the integration of social media, specifically Facebook, and the marketing decision making considerations from the context of the integrated marketing communications (IMC) construct.The study surveyed three consumer facing businesses to understand how marketers make decisions, determine if social media leads to more effective marketing and to understand if and how effectiveness is measured. A qualitative multiple case study method was selected which included interviews, direct observation and document reviews.The findings provide insights into marketing decisions relative to the integration of social media. This is complimented by a view of how effectiveness of social media can be measured in the marketing communications sphere. The issue of ROI remains a challenge and only one case successfully deploys this metric. In conclusion, the increasing complex business and marketing environment does not have a simple solution; therefore the Complex Marketing Communications Deployment (CMCD) model is proposed as a framework for reviewing the entire marketing communication system and to integrate new media. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

Background: In the age of Millennials, when traditional advertising no longer holds the same power as before, an interesting trend has developed. Controversial politicians are on the rise and for-profit companies are starting to realize the opportunity to reach the hearts of Millennials with the use of political satire in advertising. Problem: Political satire in advertising has not yet been properly conceptualized and the related studies focus rather on its effectiveness in terms of virality. However, this controversial format of advertising needs to be studied in terms of consumer attitudes and several studies here provide mixed results depending on other considerations. Purpose: This thesis aims to explore attitudes of Millennials towards political satire in advertising used by for-profit companies together with related considerations and so to answer the question whether this format could be effective among the generation of Millennials. Method: The research takes exploratory qualitative design and combines two data streams. Data in the form of Facebook comments at the page Zomri where the satirical ads were posted were reinforced by data from three focus groups. Thematic analysis was then used to analyze them and compare them with the developed theoretical model. Given the controversial topic, ethical considerations were emphasized. Results: The findings confirm the need for a more complex perspective on political satire in advertising and validate the developed theoretical model. This format of advertising is capable to  induce positive attitudes towards the ads, but more considerations play the role in attitudes towards the brands owned by for-profit companies. These include credibility of the company, message-specific factors and consumer-specific factors.

<p dir="ltr">Studying ZARA provides valuable insights into the marketing communication strategies employed by a highly successful fashion brand. ZARA's innovative business model, which prioritizes speed, affordability, and fast fashion line turnaround, has disrupted the traditional fashion industry and created a new paradigm for fast fashion. The company's ability to rapidly create and distribute affordable, trendy clothing has made it one of the most popular fashion brands globally.</p><p dir="ltr">Analyzing ZARA's success in marketing and communicating with customers, as well as its ability to stay ahead of fashion trends, can inform and inspire other fashion brands seeking to improve their market position. I collect and analyze data from a variety of sources, including applying the marketing mix 4Ps and 4Cs and using ZARA's FB posts as a sample to understand its social media communication strategies. The study aims to identify how these key factors contribute to ZARA's success in marketing and customer communication.</p><p dir="ltr">ZARA's marketing communication strategies emphasize customer-centricity and responsiveness to changing fashion trends, and the effective use of social media marketing. By staying closely connected to its customers' needs and desires, ZARA can rapidly create new products and styles that resonate with its target market. Furthermore, the company's effective use of social media platforms, such as Facebook, has helped to create a strong brand identity and a loyal customer base.</p><p dir="ltr">Overall, the study of ZARA's marketing communication strategies provides useful insights into marketing performance and what works in the fast-paced world of fast fashion. By emphasizing customer-centricity, responsiveness to changing fashion trends, and the effective use of social media marketing, fashion brands can create strong brand identities and connect with customers in meaningful ways.</p>