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This thesis aims to introduce and analyse the basic methods of arts marketing and marketing communications used by nonprofit organizations using the example of Prague Zoo. Selected method of this thesis is the observation and subsequent description of the main communication and marketing techniques used by Prague Zoo in the years 2010 - 2012. This thesis describes the main subject of the communication campaigns introduced during this period and also explores the following. Analysis of selected historical events that have influenced the current form and communication of the observed subject. Introduces basic terminology and examples of marketing, arts marketing, marketing research, corporate identity, image, logo, crisis management and others. Explores the longstanding dispute over the logo of the Zoo with artist Cihlář which led to complete corporate design change which has been introduced on the occassion of the celebration of 80 years of founding of Prague Zoo and crisis communications during the flood in 2002. Very briefly describes the fundamental historical moments, beginning with its founding. |
