| dc.contributor.advisor |
Göttlichová, Marcela
|
|
| dc.contributor.author |
Maňáková, Silvie
|
|
| dc.date.accessioned |
2010-07-14T21:26:46Z |
|
| dc.date.available |
2010-07-14T21:26:46Z |
|
| dc.date.issued |
2007-05-10 |
|
| dc.identifier |
Elektronický archiv Knihovny UTB |
cs |
| dc.identifier.uri |
http://hdl.handle.net/10563/3148
|
|
| dc.description.abstract |
Tato bakalářská práce charakterizuje marketingové komunikace se zaměřením na sponzoring. Definuje subjekt sponzoringu, formy, oblasti, úrovně a jeho užití. Rozvádí sponzoring jako komunikaci značky a také sponzoring jako strategii podniku. Objasňuje firemní filantropii a dobrovolnictví. Ukazuje, jakým způsobem se dělá sponzoringová kampaň. Prakticky znázorňuje a klasifikuje sponzorské aktivity u firmy Imperial Tobacco ČR, s.r.o, která se sponzoringem zabývala v oblasti sportovní, a to sponzorství Formule 1. |
cs |
| dc.format |
74 s., 15 s. příloh |
cs |
| dc.format.extent |
4710691 bytes |
cs |
| dc.format.mimetype |
application/pdf |
cs |
| dc.language.iso |
cs |
|
| dc.publisher |
Univerzita Tomáše Bati ve Zlíně |
|
| dc.rights |
Bez omezení |
|
| dc.subject |
Marketing
|
cs |
| dc.subject |
marketingové komunikace
|
cs |
| dc.subject |
public relations
|
cs |
| dc.subject |
sponzoring
|
cs |
| dc.subject |
filantropie
|
cs |
| dc.subject |
dobrovolnictví
|
cs |
| dc.subject |
sponzorský příspěvek
|
cs |
| dc.subject |
dar
|
cs |
| dc.subject |
firemní filantropie
|
cs |
| dc.subject |
reciproce
|
cs |
| dc.subject |
sdílený marketing
|
cs |
| dc.subject |
firemní nadace
|
cs |
| dc.subject |
matchingový fond
|
cs |
| dc.subject |
firemní dárcovství
|
cs |
| dc.subject |
Marketing
|
en |
| dc.subject |
marketing communication
|
en |
| dc.subject |
public relations
|
en |
| dc.subject |
sponsoring
|
en |
| dc.subject |
philanthrophy
|
en |
| dc.subject |
voluntariness
|
en |
| dc.subject |
sponsor contribution
|
en |
| dc.subject |
charitable donation
|
en |
| dc.subject |
corporate philanthropy
|
en |
| dc.subject |
reciprocity
|
en |
| dc.subject |
cause related marketing
|
en |
| dc.subject |
corporate foundation
|
en |
| dc.subject |
Matching fund
|
en |
| dc.subject |
Corporate Giving
|
en |
| dc.title |
Sponzoring jako nástroj marketingových komunikací |
cs |
| dc.title.alternative |
Sponsoring like implement of marketing communication |
en |
| dc.type |
bakalářská práce |
cs |
| dc.contributor.referee |
Jurášková, Olga |
|
| dc.date.accepted |
2007-06-05 |
|
| dc.description.abstract-translated |
This bachelor work characterizes marketing communications with the focus on sponsorship. It defines the subject of sponsorship, its forms, fields, levels, and its use. It conveys sponsorship as a communication of trade mark and also as a company strategy. It clarifies philanthrophy and voluntariness of a firm. This work shows how a sponsorship campaign is done. It illustrates and classifies sponsorship activities of company Imperial Tobacco CR, s.r.o. which was dealing with sponsorship in a sport area, particularly they were sponsoring Formula One. |
en |
| dc.description.department |
Ústav marketingových komunikací |
cs |
| dc.description.result |
obhájeno |
cs |
| dc.parent.uri |
http://hdl.handle.net/10563/126
|
cs |
| dc.parent.uri |
http://hdl.handle.net/10563/220
|
cs |
| dc.thesis.degree-discipline |
Marketingové komunikace |
cs |
| dc.thesis.degree-discipline |
Marketing Communications |
en |
| dc.thesis.degree-grantor |
Univerzita Tomáše Bati ve Zlíně. Fakulta multimediálních komunikací |
cs |
| dc.thesis.degree-grantor |
Tomas Bata University in Zlín. Faculty of Multimedia Communications |
en |
| dc.thesis.degree-name |
Bc. |
cs |
| dc.thesis.degree-program |
Mediální a komunikační studia |
cs |
| dc.thesis.degree-program |
Media and Communication Studies |
en |
| dc.identifier.stag |
4818
|
|
| dc.date.assigned |
2007-01-15 |
|
| utb.result.grade |
A |
|
