Dissertationen zum Thema „On-line marketing communication“

The master’s thesis focuses on the online marketing communication of the fashion brand Sledgehammer. The thesis acquaints with the current structure of the communication mix and online marketing communication and, based on performed analyses and its own research, suggests appropriate suggestions to improve the communication of Sledgehammer with the public.

The master’s thesis is focused on the on-line marketing communication of the brand Pěkný domov shop. The thesis acquaints with the current structure of the communication mix and the online marketing communication and based on the performed analyses and own research, suggests the appropriate suggestions to improve the on-line communication of Pěkný domov shop with the public.

The diploma thesis focuses on the on-line marketing communication of the Pedro brand belonging to the portfolio of The Candy Plus Sweet Factory, s. r. o. The theoretical chapter contains definitions of important terms which provide the basis for further chapters. In the analytical part, there are performed analyses of the marketing mix and communication mix are performed, as well as analyses of the microenvironment and macroenvironment within the Slovak Republic. It also includes marketing research, which consists of a qualitative and quantitative part. The last chapter of this thesis deals with online marketing communication, through which the brand would expand its own e shop to the Slovak B2C market.

The thesis is devoted to describing the current on-line marketing opportunities and their application for the newly emerging hotel. The goal was to describe current technologies and suggest how to use them in hotels Moods.

The main objective of this thesis is to propose an on-line marketing strategy of start-up project e2shop.cz. The thesis itself consist of three parts. The first part presents theoretical framework of commercial communication with focus on on-line communication. The second part describes the basic principles of e2shop.cz project and its functionality. The last parts consists of the strategy itself that is based on thorough analysis of external factors, market and competition using PESTEL, SWOT and TOWS schemes. The strategy contains of target group, objectives and tools definistion. Implementation plan and budget are included as well.

The master's thesis deals with inherited metabolic disorder phenylketonuria from a marketing point of view. The theoretical basis of this thesis points out to differences between the marketing mix in the pharmaceutical industry and other industries. Analysis of marketing mix of Nutricia company in relation to patients with phenylketonuria is based on these facts. Secondary and primary data are used in this master's thesis. There were several research methods used to get the information, such comparison and telephone interviews. The work provides insights and recommendations in relation to the potential competitive advantages of the Nutricia company, which can help to maintain its position as market leader in the future. Attention is mostly paid to project such Home Deliveery and on-line communication.

Diploma thesis 'On-line marketing - Principle of an auction changes the world of advertising' is about internet as a medium, on-line commercial communications, search engines and performance marketing. This thesis is divided into three parts. First part is about internet as a medium and actual situation on the Czech internet market. Second part describes a marketing communication mix on the internet, forms of online advertisement and pros and cons of online advertising. Third part deals with an advertisement within the frame of search engines. This part is also about PPC systems and SEM (Search Engine Marketing). Contribution of this thesis lies in info how to use the internet for propagation.

Diploma thesis studies the topic of on-line communication as a part of communication mix and marketing mix. It's closely connected with rapid technological development. It's therefore necessary to monitor trends, which are also part of the thesis. Based on the theoretical backgound, analysis of Czech internet and advertising environment and research of Czech firm's approach to on-line communication, author deals with the importance of on-line forms in comparison to other parts of communication mix. The outputs of the above are applied in the analysis of FMCG producer's on-line communication mix and competitive activities also. These findings are further formulated in recommendations for more effective on-line communication of analysed company and also serves to determine the new strategy.

The diploma thesis deals with the assessment of the effectiveness of on-line communication with the application for DOX Centre for Contemporary Art in Prague. It focuses on clarifying the theoretical framework of principles of social networks, mapping new trends and approaches in on-line communication and marketing. Part of the work is given to the identification of the percentage of the visitors of DOX who only search for information about exhibitions and other related program via the Internet. The emphasis is on research of the share of real customer of DOX to fan base on the Facebook social network. To make on-line communication more effective the priorities are set for various on-line channels with the tool for monitoring of mentions on the internet related to DOX. According to the fact that Facebook is an important interactive channel for DOX, there is created detailed analysis of the publications of contributions and the resulting recommendations for implementation. In conclusion, DOX expresses the contribution of the diploma thesis.

Diploma thesis deals with the problematics of promotion in the hotel industry. After defining theoretical knowledge, it is demonstrated on specific practical example, the internationally known hotel in Prague. The practical part includes an analysis of the actual promotion of the selected hotel, where the emphasis is put primarily on communication on social networks. Subsequently, this promotion is compared to competing hotel. At the end, on the basis of the conclusions, there are presented recommendations and proposals for the marketing campaign of the hotel.

This thesis is focused on analyzing the current situation of Liquid Design s.r.o. engaged in information technology and proposal new marketing strategies. In the first part there are chapters depicting the theoretical background needed to create an appropriate marketing strategy. The second part is devoted to analysis of the current state of Liquid Design s.r.o., namely its marketing strategy. The third and final part of this thesis includes a proposal for a new marketing strategy that aims to reach new customers and retain the existing ones.

This diploma thesis examines the current communication strategy in a company which is doing an on-line business. It lists recommendations, how this strategy should be changed. It shows communication strategy, communication mix, Internet marketing and on-line business in the theoretical part. In the practical part is a description of communication strategy on a specific company CuteShop s.r.o. Survey was carried out in the practical part to examine the customers opinions about the used communications strategy. At the end of this diploma thesis are all the recommendations, how should the company make the communication strategy better to attract more costumers.

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Sob o prisma da comunicação mercadológica, esse trabalho se propõe investigar o novo perfil de consumidor que, conectado a uma ampla rede de pessoas, influencia e até comanda diversas mudanças na forma de produzir e vender bens e serviços. A comunicação passa a ser mais horizontal do que vertical, pois os consumidores manifestam-se nas mídias sociais on-line e interagem com seus pares, e muitas empresas demonstram dificuldades em perceber o início desse crescente poder de manifestação do consumidor. O propósito desta pesquisa é investigar até que ponto os consumidores estão conseguindo ser ouvidos pelas empresas por meio das mídias sociais on-line. A metodologia aplicada foi o Estudo de Casos Múltiplos de empresas do setor de telefonia celular. Construiu-se um instrumento de pesquisa e, por meio de análise de conteúdo dos comentários coletados durante três meses nas páginas da TIM e da CLARO no Facebook, os resultados apontam uma dificuldade muita grande das empresas do setor de telefonia em ouvir os consumidores.

O presente estudo tem como objetivos contribuir para um melhor entendimento de como as empresas lidam com a diversidade de decisões de comunicação de marketing offline e online e de métricas de avaliação destes investimentos e propor um modelo de adoção de métricas para a avaliação dos resultados de ações de comunicação offline e online. Para isso foi realizado um estudo exploratório dividido em duas etapas. A primeira parte foi constituída de revisão de literatura sobre as ferramentas de comunicação de marketing offline e online, métricas e métricas das ações de comunicação offline e online. A segunda etapa foi uma pesquisa empírica exploratória baseada em entrevistas em profundidade com profissionais de comunicação de marketing representantes do Banco do Brasil, Banco Votorantim, Bradesco, Citibank, Itaú, HSBC e Santander. O procedimento analítico adotado foi análise de conteúdo. Foram analisadas as ações de comunicação offline e online mais significativas para a amostra e as métricas adotadas para sua avaliação. Concluiu-se haver uma diversidade de caminhos para a avaliação das ações de comunicação, desde a adoção de métricas únicas como avaliação das marcas e índices de satisfação ou de relacionamento com clientes, até casos de empresas que perseguem métricas de ROI para cada ação offline e online isolada. Foi proposto um modelo de adoção de métricas de avaliação dos resultados das ações de comunicação offline e online apontadas pela amostra como as mais importantes. Neste modelo, estas ações e suas respectivas métricas foram organizadas segundo três públicos-alvo: a grande massa, segmentos específicos e indivíduos.
The present study aims to contribute to a better understanding of how companies deal with the diversity of offline and online marketing communication decisions, a large range of metrics to evaluate these investments and also propose a model of offline and online communication metrics. In order to achieve that aim an exploratory study organized in two phases was conducted. The first phase encompassed a review of the literature related to offline and online communication tools, metrics and metrics of evaluation of offline and online communication tools. It was followed by an exploratory empirical research based on in-depth interviews with marketing communication professionals representing Banco do Brasil, Banco Votorantim, Itaú, Bradesco, Citibank, HSBC and Santander. The analytical procedure implemented was content analysis, which allowed analyzing the most significant offline and online communication tools mentioned by the sample and the metrics used to their evaluation. It was concluded that there is a variety of ways to evaluate communication tools, from the adoption of unique metrics such as brand evaluation, customer satisfaction indexes and customer relationship, to situations on which it is applied ROI metric for each offline and online communication tool. It was proposed a model regarding metrics for evaluating offline and online communication tools considered most important by the professional interviewed. In this model, the communication tools and their metrics were organized according to three audiences: the great mass, specific segments and individuals.

This master’s thesis deals with the e-shop marketing communication. The first part is focused on the theoretical knowledge from this area. The content of the next section is a detailed analysis of the marketing communication mix and the most used tools in internet advertising. In the last section, there are included suggestions to improve the e-shop marketing communication, especially by optimizing those internet advertising campaigns that are already used.

The main objective of the diploma thesis is to evaluate the Internet activities of mountain resorts in the Giant Mountains and then submit recommendations aimed at improving the marketing on-line communication within these resorts, which can increase the awareness and interest of the public to visit the mountain resorts in the Giant Mountains. Due to the on-line questionnaire survey is then possible to determine the current interest and attendance of each mountain resort based on respondents' answers. Individual goals of the diploma thesis are mainly detailed characteristics of marketing including its on-line form, current forms of marketing communication mix etc.

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The area of public health because of its specific characteristics, presents major communication challenges. Communication strategies based on social networks have been widely used due to numerous benefits they present, as low-cost production and publication, flexibility and reach, among others. Social networks, blogs, chats, forums and other electronic relationship tools reach 86% of Brazilian population with access to the internet (more than 83 million people). Therefore, they are an important alternative to contemporary communication strategies, including those directed to encouraging organ donation. Even with more than three million donors registered in the Brazilian Registration of Volunteer Bone Marrow Donors (REDOME), the probability of finding a compatible donor outside the family is one in a hundred thousand. So, the gap between the need and the number of donors continues to increase. In this context, the general objective of this thesis is to analyze wether there is a relationship between the use of social networks (Facebook and Twitter), as a tool for marketing and communication, and the intention to register as bone marrow donors and how it occurs. To this end, the Organ Donation Model (MORGAN, MILLER, ARASARATNAM, 2002) was adapted and empirically tested. Thus, it was performed a descriptive and quantitative research. A survey, divulged by Facebook and Twitter, has been applied to a snow ball sample of users of these networks. The collected data were analyzed by Structural Equation Modeling method. Twitter was dropped because it returned only 4 answered questionnaires. It was found that the use of Facebook, as a tool for marketing communication, indirectly interferes with peoples intention to register as bone marrow donors (information exposure by Facebook explains 13% of knowledge variation and; knowledge, attitude and social norms explains 29,4% of intention variation). The results pointed to the empirical adequacy of the adapted model (AGFI=0,943; CFI=0,985; TLI=0,980; RMSEA=0,035; PNFI=0,704). Other relationships between the factors studied were proposed and tested. The main contribution of this thesis was MDO’s adaptation and empirical test. This contribution shall be considered relevant because it is the first model of willingness to donate bone marrow in the country and also the first to use communication through Facebook. As a suggestion for future studies, we propose the use of qualitative approaches in order to elucidate aspects that cannot be mesured through quantitative techniques. We also suggest the analysis of aspects that were not covered in the tested model, such as: religious issues, fear of death, fear of surgery, among others.
A área da saúde pública, pelas suas especificidades, apresenta grandes desafios em termos de comunicação. As estratégias de comunicação baseadas nas redes sociais têm sido amplamente utilizadas pelos inúmeros benefícios que apresentam, como relativo baixo custo de produção e veiculação, flexibilidade e abrangência, entre outros. As redes sociais, blogs, bate-papos, fóruns e outras ferramentas eletrônicas de relacionamento alcançam 86% da população com acesso à internet (mais de 83 milhões de brasileiros) e, por isso, apresentam-se como alternativa importante para as estratégias de comunicação contemporâneas, inclusive aquelas direcionadas ao incentivo à doação de órgãos. Mesmo com mais de três milhões de doadores cadastrados no Registro Brasileiro de Doadores Voluntários de Medula Óssea, a probabilidade de encontrar um doador compatível fora da família é de uma em cem mil e a lacuna entre a necessidade e o número de doações continua a aumentar. Tendo tal contexto em vista, o objetivo geral desta tese foi analisar se há e como ocorre a relação entre o uso das redes sociais (Facebook e Twitter) como ferramenta de comunicação de marketing e a intenção das pessoas de se cadastrarem como doadoras de medula óssea. Para tanto, o Modelo de Doação de Órgãos - MDO (MORGAN, MILLER, ARASARATNAM, 2002) foi adaptado e testado empiricamente. Assim, foi realizada uma pesquisa descritiva e quantitativa. Uma survey, veiculada pelo Facebook e Twitter, foi aplicada a uma amostra autogerada de usuários destas redes. Os dados coletados foram analisados pelo método da Modelagem de Equações Estruturais. Quanto aos resultados, o Twitter foi excluído da pesquisa por ter retornado apenas 4 questionários respondidos. Verificou-se que o uso do Facebook como ferramenta de comunicação de marketing interfere indiretamente na intenção das pessoas para se cadastrarem como doadoras de medula óssea (a exposição à informação pelo Facebook explica 13% da variação do conhecimento e; conhecimento, atitudes e normas sociais explicam 29,4% da variação desta intenção). Constatou-se a adequação empírica do modelo adaptado (AGFI=0,943; CFI=0,985; TLI=0,980; RMSEA=0,035; PNFI=0,704) e foram propostas e testadas outras relações entre os fatores estudados. A principal contribuição desta tese foi a adaptação do MDO e seu teste empírico. Considera-se esta contribuição relevante por se tratar do primeiro modelo de disposição de doar medula do país e também o primeiro a utilizar a comunicação por meio do Facebook. Como sugestão para estudos futuros propõe-se o uso de abordagens qualitativas para elucidar aspectos que não podem ser apreendidos nas técnicas quanti. Sugere-se, ainda, a análise de aspectos que não foram contemplados no modelo testado, como: questões religiosas, medo da morte, medo do procedimento cirúrgico, entre outros.

The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.

碩士
銘傳大學
傳播管理研究所碩士在職專班
95
Free on-line games became a new trend in recent on-line game market. At 2006, more than 80% new-launched on-line games were free in Taiwan. Actually free on-line game is not absolute free. The users need to pay extra money to experience advanced game features. The game company needs not only to attract potential customers to play the game, but also to allure players keep on playing it and paying money for advanced entertainment. This study used questionnaire techniques, statistical analyses and applied integrated marketing communication (IMC) theories to analyze free on-line game marketing characteristics. Academically we outlined the characteristics of emerging free on-line game, and in field application we pointed out which IMC skills are more effective, providing the company for further IMC strategy modification. The object of the study is a free online game *Crazy Arcade*, We schemed integrated marketing and personal involvement evaluation questionnaire first, then through deep interview with Germania professionals we reached a consensus to modify the questionnaire fitting company’s requirements. At second stage we sampled questionnees from company’s user database, sent email invitation, and followed up through their customer relationship system. Finally through analysis result, we found the correlations between free online game shopping and integrated marketing, and provide an evidence-based case for academic and commercial use. In this study we found: 1.Free on-line game attracted new population of players who did not play on-line game before, such as junior high school and elementary school students. 2.There are two different goals for a free on-line game company – one is to attract people to play the game, and the other is to allure players to pay money for the game, which was not emphasized in previous IMC theories.

碩士
國立中央大學
客家政治經濟與政策研究所在職碩士專班
96
The Sanyi Old Mountain Line Railway is situated in an area with a high concentration of Hakka peoples. The development of the railway is therefore closely linked with the life of the local Hakka peoples. The historical and cultural connotations of the railway contribute to both the cultural identity and the development of the tourist industry, endowing it with a charm which is cross-regional and beyond ethnic boundaries. The marketing and promotion of Hakka culture, therefore, can be conducted through strategic integration of the railway culture and the natural ecology and scenery, thereby winning recognition and support from people of different ethnic groups. Considering the above, we try to probe in this dissertation the problems encountered by government and private agencies when promoting the railway cultural industry of the Sanyi Old Mountain Line Railway, for which we have adopted integrated marketing communication theory and considered the three key phases including marketing communication instruments, resources of the local cultural industry and stakeholders. The purpose is to work out a development model for integrated marketing communication efforts in the future. The research focuses on the stakeholders,. Through documentary analysis, in-depth interviews and questionnaire surveys, we aim to work out a strategic plan for the integrated marketing communication of the railway cultural industry. From the important research, we understand that commercial activities surrounding the Sanyi Old Mountain Line center on railway culture, which, along with local Hakka culture, arts, landscape, and natural ecology, as well as peripheral commercial activities, develop into a closely-interrelated railway industry. Through the three key phases mentioned above, we can further develop a value-chain model for integrated marketing communication in accordance with the “Value-Chain Analysis Model” of Michael E. Poter. The model is built up on the basis of local Hakka culture, railway culture and the local ecological scenery, further supported by the three integrated phases of marketing/promotion instruments, local cultural resources and stakeholders, thereby creating outstanding marketing performance. The most important fact is that “culture” has been reckoned as the key value-adding element in the integration process.

The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term. In the research undertaken amongst 250 senior marketing, brand and product managers of South African brand-owned companies, the relationship between above-the-line advertising and below-the-line promotions in the marketing of South African products and services was investigated across six different economic sectors. It was evident from the findings that most brand-owned companies currently integrate above-the-line advertising and below-the-line promotion activities. The study shows that most brand-owned companies in South Africa combine press, radio and television (above-the-line) with consumer promotions (below-the-line). The most frequently used above-the-line advertising medium is television, which is also seen as the most important mode to support long-term brand building amongst consumers. In turn, print is regarded as the most important above-the-line mode to support trade franchise building. Most frequently used below-the-line modes include direct marketing and public relations. Direct mail and cooperative advertising are seen as the most important below-the-line consumer and trade franchise building modes respectively. Although marketing communication expenditure is positively skewed towards above-the-line adverstising, most recent trends show a gradual increase in the use of below-the-line promotions. To prevent a brand's sales/profits from decreasing over the long-term due to too high below-the-line promotional expenditure, the study encourages a sound balance between above-the-line advertising and below-the-line promotions. Although the ideal ratio of above-the-line advertising to below-the-line promotions is related to the nature of the product and service being marketed, the extent of competitive activity in the market and the frequency of purchase, amongst many other salient factors, the study regards a 60/40 ratio as the most ideal for building long-term brands. On the other hand, a ratio of 35/65 is regarded as the critical point at which company sales/profits may deteriorate because of too high below-the-line promotional spending. In conclusion it can be said that the marketing communication industry of South Africa has entered a period of integrated marketing communication practices which requires sound marketing communication budget strategies conducive to the long-term survival of South African products and services.
Business Management
D. Com. (Marketing Communication)

The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term. In the research undertaken amongst 250 senior marketing, brand and product managers of South African brand-owned companies, the relationship between above-the-line advertising and below-the-line promotions in the marketing of South African products and services was investigated across six different economic sectors. It was evident from the findings that most brand-owned companies currently integrate above-the-line advertising and below-the-line promotion activities. The study shows that most brand-owned companies in South Africa combine press, radio and television (above-the-line) with consumer promotions (below-the-line). The most frequently used above-the-line advertising medium is television, which is also seen as the most important mode to support long-term brand building amongst consumers. In turn, print is regarded as the most important above-the-line mode to support trade franchise building. Most frequently used below-the-line modes include direct marketing and public relations. Direct mail and cooperative advertising are seen as the most important below-the-line consumer and trade franchise building modes respectively. Although marketing communication expenditure is positively skewed towards above-the-line adverstising, most recent trends show a gradual increase in the use of below-the-line promotions. To prevent a brand's sales/profits from decreasing over the long-term due to too high below-the-line promotional expenditure, the study encourages a sound balance between above-the-line advertising and below-the-line promotions. Although the ideal ratio of above-the-line advertising to below-the-line promotions is related to the nature of the product and service being marketed, the extent of competitive activity in the market and the frequency of purchase, amongst many other salient factors, the study regards a 60/40 ratio as the most ideal for building long-term brands. On the other hand, a ratio of 35/65 is regarded as the critical point at which company sales/profits may deteriorate because of too high below-the-line promotional spending. In conclusion it can be said that the marketing communication industry of South Africa has entered a period of integrated marketing communication practices which requires sound marketing communication budget strategies conducive to the long-term survival of South African products and services.
Business Management
D. Com. (Marketing Communication)