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Podcasts production and consumption in the Czech Republic with a focus on marketing and business
Gregorová, Leona ; Soukeník, Štěpán (advisor) ; Groman, Martin (referee)
This diploma thesis is devoted to the phenomenon of podcasting and its definition within the new media. It introduces the term in the context of its history and its current situation on foreign markets, ie the cradle of its origin. It also defines it in detail in terms of its characteristic features, form, content, and in terms of its consumption and creation. It also defines it in the context of other media types such as radio, online video and audiobooks. Attention is also paid to the possibilities of its monetization. The phenomenon is anchored in the context of new media concepts such as produsage, participatory culture and long-tail. Last, but not least, several chapters are devoted to the development of the medium and its current state in the Czech Republic. A significant part of the thesis offers and insight into the patterns of media usage by Czech listeners, as well as an insight into the current podcasting scene through the eyes of podcast creators with a focus on marketing and business. Based on quantitative survey among the listeners, the characteristics of media usage, its socio-cultural aspects, motivations to listen, opinions on the diversity of Czech offerings and the perception of advertising in podcasts were further explored. Based on qualitative analysis, the types of podcasting...
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The Use of Selected Social Sites in Marketing of Prague Restaurants
Gregorová, Leona ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis deals with the phenomenon of social sites and their use in restaurant marketing. It focuses on the description of opportunities, which individual social sites Facebook, Twitter and Instagram offer for the restaurant promotion. The main part of this work is quantitative research amongst Prague restaurants. The goal of the analysis is to find out, how is the phenomenon spread amongst them, which sites they use and how effectively. There were used methods of description, comparison and quantitative content analysis in the work. Research found out that this phenomenon is spread only in the case of Facebook, which most of the restaurants can't manage effectively. Main contribution of this work is proposal part, where are described steps to effective communication on social sites.
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