National Repository of Grey Literature 202 records found  previous11 - 20nextend  jump to record: Search took 0.00 seconds. 
The potential of Smell-O-Vision technology in olfactory marketing
Polejová, Eliška ; Klabíková Rábová, Tereza (advisor) ; Houdek, Petr (referee)
The bachelor thesis entitled The Potential of Smell-O-Vision Technology in olfactory marketing focuses on the use of a digital aroma device in olfactory marketing. The thesis is divided into several parts. The theoretical part covers olfactory marketing and its use. It describes its function and briefly its history. The second chapter introduces the Smell-O-Vision product and its development. The next chapter follows it with the technology available today. This section concludes with a legislative interpretation and possible risks of the device. The practical part of the thesis deals with the influence of scents on purchase motivation. Data is collected through a questionnaire survey combined with a field experiment that simulates the Smell-O-Vision device and tries to answer whether this device affects buying behavior. However, the experiment does not support this hypothesis and therefore the design of the experiment, its variables, and the proposal for future investigation are discussed below. The last chapter explores the practical application of the Smell-O-Vision device. It discusses the olfactory campaigns that have already taken place and their further potential extension to the public and private sectors.
Nanoinfluencer marketing
Panýr, David ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
The thesis deals with nanoinfluencer marketing. The theoretical part of the thesis explains the basic concepts such as word of mouth, influencer marketing and credibility of recommendations. The main content of the analytical part is the elaboration of case studies from campaigns using paid or unpaid influencers. The objectives of each campaign, its course, specifics and results are presented and then evaluated. These campaigns were conducted on the social media platforms Facebook and Instagram. The analysis of nanoinfluencer marketing is supported by two interviews, one with a representative of an agency specializing in word of mouth and the other with a marketing expert of a brand with which an influencer communication campaign was conducted. The thesis offers a comparison between the two types of influencers, i.e. paid and unpaid nano. Their effectiveness and appropriateness of use is compared. At the same time, market segments using nanoinfluencers are defined and their suitability and success in these collaborations is assessed.
Comparison of the communication of the Czech government's anti-pandemic measures in the Czech Television and the daily Blesk
Dušková, Lucie ; Klabíková Rábová, Tereza (advisor) ; Miessler, Jan (referee)
This thesis analyses the communication of two major Czech media during the health crisis - the covid-19 pandemic. The thesis focuses on the first wave of the pandemic and through a comparative analysis examines the content of the public television broadcaster- Czech Television and the tabloid Blesk. The aim of the thesis is to find out how these two different media outlets presented key messages concerning anti-pandemic measures, and especially how they framed the messages. The theoretical part draws on the literature on media communication and briefly defines related concepts such as media function, construction of reality in the media, agenda setting and framing, then describes the differences between tabloid and news coverage and introduces the media studied. The thematic focus of the research follows the communication of the media in an unprecedented situation; therefore, the thesis further focuses on the role of the media in times of crisis, focusing on the extraordinary situation of the covid- 19 pandemic. The thesis then describes the research methodology in which I will present the methods used and the aim of the research. The methodology is followed by the analytical part, which is based on a content analysis of media messages related to anti-pandemic measures. The thesis then tries to...
Perception of stereotypes in advertisement by children of age 4 - 6 and 11 - 13
Kovačovičová, Dominika ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis is devoted to the perception of gender stereotypes in advertising among children in two age groups, 4 to 6 years old and 11 to 13 years old. Children are considered more vulnerable to the effects of advertising compared to adults. This applies to the influence on purchasing behaviour, as well as to the acquisition of displayed content, for example in the case of stereotypes. The goal of the research was to find out if and how children in these two age groups perceive gender stereotypes in advertising and to compare these groups with each other. The research used interviews and selected activities aimed at different types of advertisements to understand the decision-making process based on them, to investigate how children replicate stereotypes in their own work and to understand what is significant for children in advertisements. The thesis also includes possible approaches and issues of a research with children and, last but not least, the ethics of this type of research. Based on the research, it was found that children in the younger group replicate gender stereotypes significantly more in advertising and in general, and they also use gender to defend their decisions and choices. In the older group, on the other hand, gender stereotypes were less noticeable, and children in...
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.
The perception of inclusion in the beauty sector marketing
Szewieczková, Anna ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
This thesis is devoted to the perception of inclusion in advertisements of the cosmetic industry by Czech consumers. The thesis aims to describe how consumers react to the inclusion in advertisements and how they accept the individual factors of DEI. In the theoretical part, the thesis is devoted to the perception of beauty over time, trends of the cosmetic industry itself or theoretical concepts of inclusion, diversity and inclusive marketing. The social topics that appear in public discourse in connection with the topic of inclusion are also presented. At the end of the theoretical part, practical examples of inclusive marketing are presented and its legislative modifications or recommendations for use are described, as well as the results of already conducted research dealing with inclusion in advertising and its perception. Last but not least, the diversity and specifics of the Czech market are also outlined. The research part of the thesis is based on the qualitative method of focus groups. Four focus groups with a total of 22 respondents were divided according to the place of residence and degree of education of the respondents. The research results indicate that inclusion in advertising is perceived predominantly positively by respondents, although there are differences between perceptions...
Types of brand personification on the Czech market
Nierostková, Klára ; Klabíková Rábová, Tereza (advisor) ; Konrádová, Marcela (referee)
This bachelor thesis deals with types of brand personification on the Czech market. The aim of the thesis is to describe different models of personification and their division based on the AMOP structure. The thesis serves to summarize the basic information on this topic and compare it with the actual advertisements that we could or still can see on the Czech market. This summary has been created in order to bring together the various theories contained in the literature, as this topic, despite its great application in practice, is not given much attention and a substantive summary of this information is basically non-existent. The knowledge contained in the theoretical part is reflected in the practical part, as some of the questions for the unstructured interviews with practitioners were designed so that the respondents respond to the content of the theoretical part with their knowledge and opinions that they have developed over years of practice and use of brand personification. The responses of the practitioners are compared to see the agreements and disagreements in their views.
Online discussion under news articles from the perspective of its constributors and the redaction
Nováková, Miroslava ; Klabíková Rábová, Tereza (advisor) ; Miessler, Jan (referee)
Since the beginning of the new millenium, the internet and its contents have developed and grown at a swift speed. Contemporary internet and its image are largely shaped by users themselves. By using a also porducing the content they help to shape it and are becoming produsers. The most well-known and widely used online space where users can post and share their own content is social networks. Another highly spread exampe of user-generated content is online discussions. Online discussions are entirely user-generated and at the same time have a huge impact on them. If we combine these two platforms, we get a space where almost anyone can comment on anything and indirectly influence a huge mass of people, and from here whole societies. It is precisely because of the huge reach of social networks and the discussions on them, that the question of how to control or regulate them arises. This thesis deals with discussions under articles published by the profiles of the news websites Novinky.cz and ČT24 on the social network Facebook. Discussions are view from two perspectives, namely from the point of view of the editors and from the point of view of the contributors. Based on research interviews with social media administrators of the selcted media, the thesis desribes what approach to control and...
Preferred gender pronouns from the journalistic ethics point of view on the example of Czech news sites
Netíková, Magdaléna ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis observes the way Czech news sites inform about people with preferred gender pronouns other than he/him or she/her. Its goal is to investigate the possibilities of a gender-neutral language in Czech and in what ways they can be applied in journalistic practice. Implementing qualitative interviews with editors of Czech news sites, I aimed to find out what their experiences are with editing texts that report on, for example, transgender or non-binary person. Among other things, I was interested in whether the respondent's wish to use their preferred pronouns would be respected by the journalist, whether there is a discussion between the author and the editor regarding the appropriate language, and who has the last word in the newsroom regarding this topic. Based on the interviews, the factors affecting journalists' approach to reporting on transgender and non-binary people were presented, and it was stated that the topic of different gender identities can in its current form be considered an ethical problem, as well as a linguistic problem.
Analysis of Internal Communication and Corporate Culture of the Agency Insighters s.r.o.
Machová, Valérie ; Poucha, Tomáš (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor's thesis focuses on internal communication and corporate culture of the communication agency Insighters. The main aim of the thesis is to examine the perception of mission, vision, and values by the employees of this company. Thesis deals with the influence of the length of employment in the agency on the mentioned phenomena. In the theoretical part, the concepts of agency, communication, and culture are first described. This is done to help the reader better understand the background of later defined concepts of internal communication and corporate culture. These concepts are theoretically defined in this thesis and introduce the reader how they should be properly set and understood in a corporate environment. In the practical part, the communication agency Insighters is first introduced, followed by an analysis of its internal communication and corporate culture. The reader is thus familiarized with formal and informal channels used by the agency, as well as its mission, vision, and values. This is followed by defining the methodology of the work, where qualitative research, semi- structured interviews, and the 5W1H method are characterized. This part includes the research itself, which is in the form of interviews with employees regarding their perception of the mission, vision,...

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