This diploma thesis deals with the marketing communications for esthetic and slimming clinic Petra Clinic. The first part of the thesis is focused on the theoretical knowledge of marketing services, marketing communications and communication mix area. Competition and communications and media mix area is examined in the practical part. Finally, I proposed for the clinic a four-month communications campaign. The aim of my thesis is to find out how the Petra clinic communicates and what communication and media mix area is specific for the clinic. Based on this information the individual recommandations how to encourage esthetic and slimming clinic in its marketing are proposed.

This work deals with marketing communications of the selected brand in the QSR (Quick Services Restaurant) segment. The aim is to formulate appropriate recommendations that would increase the effectiveness of advertising. Recommendations will be based on the results of the analysis of communication activities focused on brand advertising, its effects on consumers' perception and evaluation. The theoretical part is devoted to the theory of marketing communications, effective communication, advertising, as such, and modern trends. The practical part begins with the introduction to the brand and its target group. Further, the model of marketing communications for selected brand with a focus on advertising is described and confronted with theoretical knowledge about creating effective advertising. Identified problem areas are subjected to a questionnaire survey. Based on the findings are formulated conclusions and recommendations for change in brand advertising.

The theoretical part of the thesis is dedicated to a review and an assessment of a communication mix and a marketing communication. There are described the particular components of the marketing mix, the attributes of the services marketing and the tools used for the marketing research. The practical part of the thesis is focused on analysis of a current state of the communication of TŠ Hes and its rival companies. The aim of the work is to reveal the weak spots of the marketing communication and subsequently to provide a solution through a realization of particular marketing actions. The main effort is dedicated to improve the ability to attract new clients. The conclusion provides an evaluation of the marketing interventions and additional suggestions for an improvement of the marketing communication of the TŠ Hes.

The aim of this thesis entitled "The application of product placement in music videos and its perception by target groups" to contribute to the understanding of the product placement in the music industry and to analyze the attitude of the target group to it. The theoretical part includes the various forms of marketing communication and definition of product placement. The brief history of this tool and its advantages and disadvantages are also described, including its legal definition and ethical aspects. There is also the classification of forms of product placement, where more attention is paid to the importance of product placement in music videos. Another part of the theory is an analysis of the effectiveness of product placement with a focus on the factors affecting its effectiveness. The practical part is based on the analysis of music videos and interviews in focus group. Conclusion should bring confirm or refute the hypothesis, that there is a likelihood of changes in audience perceptions and attitude towards the brand after seeing a video, which contains product placement. Also, the aim is to determine whether this discovery may even affect consumer behavior.

In this dissertation the field of promotion marketing was examined by studying the impact of sale promotions on brand royalty. More specifically, for products with different levels of involvement, the study assessed how effective different nonmonetary and monetary promotions are at retaining brand loyalty. Two research questions were posed: (a) Will the effect of nonmonetary and monetary promotions on brand loyalty vary according to the extent of hedonism or utilitarian benefits for low and high involvement products? (b) Will the preference for nonmonetary or monetary promotions on brand loyalty have a greater or lesser effect for low and high involvement products? It was theorized that the effect of nonmonetary and monetary promotions on brand loyalty would vary according to the extent of hedonism or utilitarian benefits for low and high involvement products (H1a and H2a). The second set of hypotheses (H2a and H2b) posited that preference for nonmonetary promotions would have a greater on brand loyalty for both high and low involvement products. A questionnaire consisting of 36 questions provided the data that was collected from 114 subjects. Two product categories were chosen for the study: deodorant (high involvement) and laundry detergent (low involvement). For each product category, regression was used to explore the relationship between the indirect variables and the dependent variable -- brand loyalty. The results did not show support for any of the hypotheses; yet, they offer valuable information on sales promotions. Five important findings are discussed: 1. Monetary promotions are perceived to provide more utilitarian benefits. 2. Nonmonetary promotions seem to provide more utilitarian benefits than hedonic benefits. 3. "Preference for Gifts," a nonmonetary promotion, could affect negatively brand loyalty. 4. "Buy 2 get 20% off," a monetary promotion, could have a positive impact on brand loyalty. 5. Involvement has a positive relationship with brand loyalty.

<p>With the increased use of social media as a marketing tool, marketing strategies and the way brands communicate with customers is changing. Due to its low cost and characteristic short length of messages, Twitter is an especially beneficial marketing tool. Twitter is free and consists of making posts that are easy to compose and easy to consume, which makes it an ideal way for companies, such as startups, to reach customers without having to use many resources. However, companies should be strategic in their use of Twitter and no data exists on the best practices for startup companies as they develop Twitter marketing plans. This study sought to address this issue and explored different methods for engaging followers and which of these methods were the most effective for technology-oriented startups to use. A content analysis revealed that engagement tools, such as media, hashtags, URLs, and mentions serve their intended purpose for tech startups and were related to engagement. However, using conversational, two-way communication, as suggested by marketing companies and literature, proved to not be positively related to engagement rates. One-way, promotional language that is typically advised against was more related to higher engagement. Thus, startup tech companies should continue to prioritize engaging followers with engagement tools but should focus on non-conversational topics, such as their products, events, news, and updates.</p>

The purpose of this exploratory study is to examine the development and promotion of local brands in Kuwait, to understand the cultural practices used to create their branding, and how they compete with global brands within the competitive marketplace. Specifically, the study looks into the brands of Kuwait and the need to be self-reliant and self-sufficient to generate incomes within the country and achieve national competency. The Western brands influence the local brands and sometimes squashing them by transitioning from global to local brands. The Covid-19 has also sparked the need for supporting local brands and the national economy, as evident in the way countries are gradually transitioning their business practices. Therefore, the author provides an understanding of how locals use the cultural identity theory for their owned brands and shift the perception of consumers to try, use, and support local brands. Furthermore, the author analyzes the digital marketing strategies applied by local and global brands in achieving effective communications by promoting their brand image to Kuwait and the Gulf Cooperation Council (GCC) region.

Master thesis concerns analysis of actual state of the company NEXX s.r.o. in the field of communication and its impact on company and customers. The theoretical part is focused on the latest knowledge on the issues, current trends and explanation of basic concepts. The practical part presents evaluation of the actual state of the company and proposes a new communication strategy.

Predmetem diplomove prace je zpresneni komunikacni strategie nejvetsi evropske studentske organizace—Erasmus Student Network AISBL. Prace definuje status quo organizace a po jeho analyze navrhuje zpusob, jakym lze diky tvorbe obsahove strategie z pohledu ciloveho uzivatele (tvorbou person) zvysit zasah a zlepsit cileni obsahu pro jednotlive komunikacni kanaly.

<p>  </p> <p>The objective of the two essays is to understand how to enhance the targeted promotional programs. The first essay focuses on the importance of considering non-compliance to evaluate the target marketing and draw meaningful business implications. The second essay investigates the crucial impact of communication timing to improve the efficiency of promotional programs.</p> <p>The first essay, “Addressing Customer Non-compliance in Causal Studies”: Although numerous studies have examined how to reveal the causal relationship between targeting and customer’s conversion, focusing on the selection bias induced by targeting, the non-compliance issue remains sparse in the marketing literature. To fill this gap, I investigate the importance of addressing non-compliance in target program evaluation. Specifically, I propose a method to infer the causality, given the high proportion of non-compliers. I use propensity score matching and instrument variable method and show about 59% of the target message effects are nullified by non-compliance. Nevertheless, our findings suggest that firms carefully investigate whether compliance induces enough conversion to offset the marketing expense when deploying a multi-channel strategy because the level of customer awareness moderates the effect of the marketing message.</p> <p>The second essay “When Do You Talk to Your Customers? An Empirical Study of the Impacts of Communication Timing in the Prescription Delivery Service Market”: I investigate how to improve the marketing communication of the prescription delivery service that has been rapidly emerging, especially focusing on communication timing. I identify the causal relationship between the communication timing and targeting effect while controlling the potential endogeneity with the instrument method. Interestingly, my findings show contacting patients at the early prescription cycle is far more effective than at the end, despite no need for the refill, but well-awareness of the service can moderate the impact of communication timing. I also show that timing is vital for targeting effectiveness and a firm’s profitability by optimizing call allocation. Specifically, optimal timing targeting generates at least 4.3 times more conversion, inducing 6.6 times more net profits. </p>