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Interior design of stores and its impact on consumer behavior and psychology
Tomíček, Milan ; Koblovský, Petr (advisor) ; Vranka, Marek (referee)
This bachelor thesis named "Store Interiors and their Influence on Customers" deals with the influence of in-store marketing, consumer behaviour, interior design and world events on brick-and-mortar retail. The first part defines in-store marketing communication and introduces the basic concepts, tools and functions of in-store marketing. Next, the paper examines retail decline and consumer behavior. The last theoretical section discusses shopping atmosphere and shopping environment, which plays a major role in the POP marketing discipline. The practical part is devoted to quantitative research, which tries to find out which elements of interior design influence customers the most, what is their attitude towards brick-and-mortar stores after the pandemic and how big a role is played by sensory communication. In the last section, a SWOT analysis summarizes the strengths and weaknesses of brick-and-mortar stores combined with the opportunities and threats that the stores face. The aim of the paper is to gain new insights regarding in-store marketing, interior design and consumer behaviour.
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Comparative analysis of differences between western and eastern news outlets reporting on the Russian invasion of Ukraine
Neumann, Jakub ; Koblovský, Petr (advisor) ; Shavit, Anna (referee)
This bachelor thesis focuses on the analysis of the rhetoric of the Izvestia media in response to the Russian invasion of Ukraine. Based on a careful examination and critical analysis of the articles examined, this bachelor's thesis compares and contrasts the ways in which Western and Eastern media outlets have dealt with this conflict, especially in light of their news interests and propaganda. It then goes on to map which narratives the Izvestia media use and which are most common in their articles. The results show the frequent use of false or misleading claims by the news outlet Izvestia. They also show the different portrayal of reality between Western and Eastern media in specific analyzed articles.
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Marketing analysis of advertising advertised on pornographic websites
Trpkoš, Jan ; Koblovský, Petr (advisor) ; Houdek, Petr (referee)
This bachelor thesis deals with the analysis of marketing communication on pornographic websites. The thesis is divided into two parts - theoretical and research. The theoretical part explains the concept of pornography, outlines its issues and the requisites of advertising advertised on pornographic sites. In the practical part, a quantitative method of data collection is first carried out and then the individual specifications of advertising on pornographic sites are examined using a qualitative interview method. The data obtained show that the ads follow the classical structure of advertising communication, but due to the environment in which they occur they are absolutely different in quality and content.
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Financial literacy of horse owners
Palatová, Klára ; Koblovský, Petr (advisor) ; Vranka, Marek (referee)
This paper examines the case of financial literacy of horse owners. The theoretical part outlines the causes of financial illiteracy and its implications at the national level. The thesis summarizes the different approaches to addressing financial illiteracy in terms of the scientific studies and the implementation of these recommendations in the Czech Republic. The thesis briefly describes the current level of financial literacy at the national level to understand the context in which the case under study is situated. Within the exploratory research case study, the opinions of stakeholders in equestrian sport and horse breeding are obtained by a qualitative approach and then the socio-demographic data and information as well as the financial knowledge and financial behaviour of the horse owners themselves are collected by a quantitative method. According to the data obtained, the group of horse owners shows low financial knowledge and poor financial behaviour. In addition to the low level of financial literacy of the group of horse owners surveyed, problems related to poor general knowledge concerning horse breeding are also identified. On the basis of these findings, the thesis identifies subjects for which this work should serve as a basis for directing others to better formulate rules for...
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Effectiveness and impact of advertisments using framing
Hofmanová, Aneta ; Vranka, Marek (advisor) ; Koblovský, Petr (referee)
This bachelor thesis focuses on effectiveness and impact of advertisements using framing. The first chapter of the theoretical part is devoted to the concept of framing and its effect from the perspective of psychology and sociology. Thereafter, is the framing effect explained in terms of prospect theory and other types of framing are described. Followed by regulatory focus theory and regulatory fit. The last chapters of the theoretical section discuss framing in advertising, persuasion in advertising, and various cognitive biases related to the framing effect are also described. The practical part continues with the quantitative research that is primarily exploring the effectiveness of the advertisements that are using framing. Furthermore, the experiment is trying to find a relation between the regulatory focus of the participants and the regulatory focus of the advertising message. In this case, the research findings are supporting the hypotheses and verifying the higher persuasiveness of advertisements using negative goal framing.
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Business Plan of a Selected Privately Owned Cultural Monument
Vodičková, Tereza ; Moravcová, Hana (advisor) ; Koblovský, Petr (referee)
The bachelor thesis presents a comprehensive business plan for the cultural monument Sýpka Lemberk with emphasis on the specific characteristics of a non-profit entity owned by a limited liability company and the goal of finding stable sources of financing for its operation. The plan has the potential to serve as a useful guide for the management of other cultural sites with similar challenges, both in the region and beyond. The theoretical part of the thesis focuses on the definition of marketing, business plan and marketing analysis specifically applied to cultural heritage sites. It also examines the cultural policy of the Czech Republic and the possibilities of financing and supporting monuments. The practical part of the thesis presents a developed business plan with the aim of ensuring stable financing for the operation of the monument in 2024 and a business model tightly linked to the marketing plan. The insights in the marketing mix are based on a thorough environmental analysis and quantitative questionnaire research conducted on a geographically stratified sample of the population. This provided valuable data on visitor preferences and opinions, which provides the basis for improving the visibility and attractiveness of the cultural monument Sýpka Lemberk.
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Marketing communication of the DFL and Bundesliga
Kaminski, David ; Halada, Jan (advisor) ; Koblovský, Petr (referee)
This bachelor thesis examines the sports marketing strategies used by the German Bundesliga and its governing body, the Deutsche Fußball Liga (DFL), with an emphasis on communication channels and comparative analysis with key European rivals. The first part of the thesis discusses the theoretical foundations of sports marketing, the marketing mix in sport and target groups, followed by the historical context of the Bundesliga and the establishment of the DFL. Subsequently, the DFL's communication strategy for the 2021/22 season is examined, focusing on channels such as social media, website, media communication and the DFL Magazin. A comparison is made between the marketing strategies of the English Premier League, Spanish La Liga, Italian Serie A and French Ligue 1 to identify the unique strengths of the DFL and potential areas for improvement.
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The current development of AI tools in the Czech Republic and their possible use, limits and predictions in the strategic fight in the imformation War
Štěpánová, Barbora ; Klabíková Rábová, Tereza (advisor) ; Koblovský, Petr (referee)
This work will discuss the current state of AI technologies in connection with disinformation and information warfare, their possible development, limits and concerns. Theoretical part will start with established concepts, works mapping the current state, but also predictions for the future and formulating possible limits. To understand the current state,various relevant case studies will be presented. In the practical part, Focus Group research will be conducted, which will discuss the conclusions and topics arising from the theoretical part and analysis. A discussion of the results and a conclusion will follow.
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The influence of artificial intelligence on the perception of quality and trustworthiness of content in digital communication
Richter, Martin ; Slavíček, Daniel (advisor) ; Koblovský, Petr (referee)
This master's thesis focuses on the impact of artificial intelligence (AI) on digital communication, content perception, and potential negative consequences associated with generated content. The thesis also presents opportunities that generative artificial intelligence brings in the context of multimedia content creation. At the same time, it addresses factors and biases that influence the perception of such generated content. The thesis also analyzes the awareness and abilities of primary and secondary school students in the field of generative AI. The results show that students have an awareness of the capabilities of generative AI but struggle to recognize generated content, which points to potential risks associated with manipulation and disinformation.
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Public Relations in Czech Startup Environment: Case Study of the Company Twisto
Zíka, Tadeáš ; Ortová, Nina (advisor) ; Koblovský, Petr (referee)
This bachelor thesis deals with the issue of public relations in startups. The aim of the thesis is to identify the specifics of public relations for startups, especially in comparison with public relations for traditional corporations. This thesis begins to fill a gap in this topic, which has not yet been dealt with by almost anyone, not only in the Czech Republic. The thesis can be divided into two parts. In the first, theoretical one, the author searches for the basic defining features of startups, describes their functioning and briefly presents the historical development of this business segment in the Czech Republic. At the same time, he briefly introduces the field of public relations, especially their definition and possible divisions. At the end of the theoretical part, the author presents foreign literature on the topic of public relations in startups. While in the Czech Republic there is no literature on this topic at all, there is not much of it abroad either. The second part of the thesis, the practical part, focuses on a case study of Twisto, one of the first successful Czech startups. The case study first presents background information about the company, followed by a quantitative analysis of its media mentions, and most space is devoted to an in-depth interview with Jan Husták, PR...
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