Analýza PR kampaně

Informace o vysokoškolské kvalifikační práci

Název práce:
Analýza PR kampaně
Autor práce:
Wiesnerová, Jana
Typ práce:
Diplomová práce / info:eu-repo/semantics/masterThesis
Vedoucí práce:
Zamazalová, Marcela
Osoba oponující práci:
Koudelka, Jan
Jazyk práce:
Czech
Abstrakt:
This master thesis is focused on measurement and evaluation of specific PR activities. Its main goal is to evaluate the effectiveness of PR activities related to Sektival 2017 campaign, based primarily on results of the AVE method and econometric model analysis. It is necessary to find answers to specified research questions to meet the partial objectives. Are there any significant differences between sparkling wine consumers? Is there diversity between these consumers in terms of consumption and product brand preferences? What is the consumer’s attitude towards drinking sparkling wine in restaurants? Are there any reasons for not drinking the product outside of home? Is there a difference in effectiveness between traditional and modern channels used in PR?This thesis uses qualitative research of secondary data from MML-TGI research by MEDIAN, s.r.o. to define specific criteria for selecting focus group participants. The findings from the focus groups are then used for an alternative event proposition as well as for deeper understanding of customer’s insight. Another important topic is revealing possible barriers of ordering a glass of sparkling wine in restaurant environment. Research suggests, that the consumers are primarily concerned about being served expired or overpriced wine. Inconvenient volume is also an issue. The main outcome of the application part is a list of recommendations for future years of Sektival campaign based on results of the econometric model.
Klíčová slova:
communication; Public relations; econometrics; measurement of PR activities; MML-TGI; focus group

Informace o studiu

Studijní program a Studijní obor:
Ekonomika a management/Management
Typ studijního programu:
Magisterský navazující studijní program
Jméno přidělované hodnosti:
Ing.
Instituce přidělující hodnost:
University of Economics, Prague
Název fakulty:
Faculty of Business Administration
Název katedry:
Department of Marketing
Instituce archivující a zpřístupňující VŠKP:
University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce:
26. 10. 2017
Datum podání práce:
15. 5. 2018
Datum obhajoby:
2018

Soubory ke stažení

Hlavní práce:
Oponentura:

Údaje ze systému InSIS

Identifikátor:
Odkaz identifikátoru je funkční pouze u obhájených prací.