The role of new media in a modern marketing communication

Bc. Anne-Charlotte Andrieux

Bachelor's thesis

Abstract:

This thesis takes a closer look at new media as a marketing communication tool. Examining the impact of the internet and its development directly upon the evolution and development of modern marketing communications. The evolution and history of both medias, and marketing will be discussed. Different marketing tools and techniques will be defined. This thesis will attempt to explain in which way new media’s, and social medias in particular are an efficient communication tools nowadays. Will regarded which types of advertisement are possible since the development of new media. I will be regarding how art institutions carry their communication campaign over social media, regarding which platforms are used, which gives us a sense of the dominant social media platform used for communication today. I will take closer look into the method used by three different galleries established in Prague. The National Gallery in Prague, a state institution, and two other private galleries, Futura and DOX two dominant galleries on the contemporary art scene with different approaches.

Abstract:

This thesis takes a closer look at new media as a marketing communication tool. Examining the impact of the internet and its development directly upon the evolution and development of modern marketing communications. The evolution and history of both medias, and marketing will be discussed. Different marketing tools and techniques will be defined. This thesis will attempt to explain in which way new media’s, and social medias in particular are an efficient communication tools nowadays. Will regarded which types of advertisement are possible since the development of new media. I will be regarding how art institutions carry their communication campaign over social media, regarding which platforms are used, which gives us a sense of the dominant social media platform used for communication today. I will take closer look into the method used by three different galleries established in Prague. The National Gallery in Prague, a state institution, and two other private galleries, Futura and DOX two dominant galleries on the contemporary art scene with different approaches.

Keywords

Marketing, communication, media, new media’s, advertisement, public relation, tools, channels, social media, internet, web2.0, blog, social networks, gallery, art, content, creators, artist, community, consumer.

Language used: English

Date on which the thesis was submitted / produced: 16. 4. 2018

Thesis defence

• Date of defence: 5. 6. 2018
• Supervisor: Ing. Jiří Šnajdar
• Reader: doc. Giuseppe Maiello, Ph.D.

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication