Komunikační strategie filmu značky Marvel uváděného do českých kin
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Date
2022-11-01
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Abstract
Tématem diplomové práce je návrh komunikační strategie filmu značky Marvel uváděného do českých kin. V teoretické části diplomová práce definuje termíny jako filmový marketing, marketingová komunikace, komunikační mix a jeho nástroje, které vedle reklamy, public relation, podpory prodeje, společně s guerilla, influencer a event marketingem, zahrnuje nejdůležitější prvky komunikace filmu - trailer a plakát. Tato část se zabývá také problematikou určování marketingového rozpočtu filmu. V praktické části je představena filmová značka Marvel, a na konkrétních příkladech filmu je sestaven návrh komunikační strategie, jejíž plán a zacílení určuje vymezení publika filmu Marvel, dále positioning a situační analýza. Závěrečná část poukazuje na absenci možnosti měření přímé konverze u filmové komunikační kampaně, proto je její efektivnost zhodnocena obchodní optikou dle vyhodnocování tržeb filmu a doplněna hlediskem míry zájmu o film zejména v online prostředí.
The topic of the thesis is the proposal of a communication strategy for a Marvel film to be released in Czech cinemas. In the theoretical part, the thesis defines the terms such as film marketing, marketing communication, communication mix and its tools, which, in addition to advertising, public relations, a sales promotion, along with guerrilla, influencer, and event marketing, includes the essential elements of film communication - trailer and poster. This section also consists of an introduction to the issue of determining a film's marketing budget. In the practical part, the Marvel movie brand is introduced, and a draft communication strategy is constructed using specific examples of the movie, whose plan and targeting are determined by the definition of the audience of the Marvel movie, as well as from positioning and situational analysis. The final part points out the absence of the possibility of measuring direct conversion in the film communication campaign. Therefore, its effectiveness is evaluated through a commercial lens according to the evaluation of sales and complemented by the aspect of the level of interest in the film, especially in the online environment.
The topic of the thesis is the proposal of a communication strategy for a Marvel film to be released in Czech cinemas. In the theoretical part, the thesis defines the terms such as film marketing, marketing communication, communication mix and its tools, which, in addition to advertising, public relations, a sales promotion, along with guerrilla, influencer, and event marketing, includes the essential elements of film communication - trailer and poster. This section also consists of an introduction to the issue of determining a film's marketing budget. In the practical part, the Marvel movie brand is introduced, and a draft communication strategy is constructed using specific examples of the movie, whose plan and targeting are determined by the definition of the audience of the Marvel movie, as well as from positioning and situational analysis. The final part points out the absence of the possibility of measuring direct conversion in the film communication campaign. Therefore, its effectiveness is evaluated through a commercial lens according to the evaluation of sales and complemented by the aspect of the level of interest in the film, especially in the online environment.
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Filmový marketing, guerilla marketing, influencer marketing, komunikační mix, komunikační strategie, Marvel, public relation, reklama, sociální sítě