National Repository of Grey Literature 155 records found  previous11 - 20nextend  jump to record: Search took 0.00 seconds. 
Case "Kramný" of Perception of the guilt of alleged perpetrators based on diverse media coverage
Kazda, Tomáš ; Končelík, Jakub (advisor) ; Vranka, Marek (referee)
The case of Petr Kramný, who allegedly killed his wife and daughter in Egypt, has been printed in the memory of the Czech nation since 2013. Both because of its tragic and ambiguous circumstances and, above all, because of the media coverage of the case, which is the subject of this thesis. The "Kramný" case serves as a template of an actual "media trial", which examines the effect of tabloid and public media coverage via an online questionnaire. Respondents, randomly assigned to one of two groups, learn about the case of Matúš L., who allegedly killed his girlfriend. However, in reality, they read articles about the "Kramný" case - one group from the private platform blesk.cz, the other from the public media ct24.cz. The restrained and distant attitude of ČT contrasts with the sensationalist narratives longing for drama presented by Blesk. The results of the quantitative analysis confirm the hypothesis that tabloid coverage leads not only to a higher degree of guilt attributed to the accused but also to a more negative evaluation of his character traits. The accused's behavior is perceived as more suspicious by tabloid respondents, while these respondents also possess greater confidence in the strength and quantity of evidence. Although these findings do not necessarily imply any threat to the...
Case study of the center of moderrn and contemporary art Kunsthalle Praha
Melíšek, Matyáš ; Černá, Eliška (advisor) ; Vranka, Marek (referee)
The bachelor thesis focuses on a case study of the Center of Contemporary and Modern Art Kunsthalle Prague by analyzing the marketing mix and interpreting the data obtained through a questionnaire survey. The theoretical part of the thesis presents a brief history of the institution and analyses the 4P tools based on the theory defined by marketing theorist Edmund J. McCarthy. The analysis also defined the institution's competitors and added a subsection on online marketing. The practical part deals with the evaluation of data collected through a questionnaire survey in order to answer predefined hypotheses concerning the attendance of both Kunsthalle Prague and other cultural institutions. The survey was conducted among current and incoming university students and recent graduates. Using a combination of quantitative and qualitative research, data was collected that could be statistically interpreted to find causal relationships between them. The aim of this bachelor thesis is to present the history and communication mix of the aforementioned modern and contemporary art center, but above all to define the relationship between this institution and university students. Whether this institution represents an attractive place for them to visit and why.
Marketing analysis of an exhibition "HOW CAN I HELP YOU?" by Krištof Kintera at the DOX temporary art centre
Kojšová, Alexandra ; Ortová, Nina (advisor) ; Vranka, Marek (referee)
This bachelor thesis focuses on the marketing analysis of the exhibition "HOW CAN I HELP YOU?" by Krištof Kintera at the DOX Contemporary Art Center with a focus on students. The thesis focuses on students as they are one of the main target groups. The aim of the thesis is to find out what influences students when choosing an exhibition, furthermore what information channels are used when choosing an exhibition and also what role the attractiveness of the artist plays for the student. The whole thesis is divided into 2 parts - theoretical and practical. The theoretical part covers the evolution of the art museum, theory of art marketing, DOX Contemporary Art Centre, Krištof Kintera and the exhibition itself. The practical part contains research, which is divided into three parts - semi-structured interviews, analysis of communication activities and questionnaire survey. The final discussion includes an evaluation of the results and proposed recommendations.
A business plan proposal for a confectionery
Bradićová, Kristina ; Koudelková, Petra (advisor) ; Vranka, Marek (referee)
Title A business plan proposal for a confectionery Abstract The bachelor thesis focuses on the creation of a business plan for the establishment of a luxury confectionery Carpe Culinam in the centre of Prague. The thesis is divided into theoretical and practical parts. The theoretical part is devoted to the definition of basic concepts related to entrepreneurship and business plan, legal forms of the enterprise and specifics of marketing in gastronomy, and explains the theories of marketing mix extended Ps, SWOT and PEST analysis. The practical part applies the theoretical knowledge to a specific business plan. It includes a detailed description of the business, an industry analysis, production, marketing, organisational and financial plans, a timeline and a risk assessment. Each of these sections is detailed to provide the most comprehensive view of the planned business. The financial plan details the initial investment and the projected profit and loss account, providing a clear overview of the financial aspects of the business. In the conclusion of the paper, the business plan is presented as a tool that could serve as a basis for the establishment and operation of a luxury pastry shop, Carpe Culinam. Keywords business plan, starting a business, limited liability company, confectionery, marketing plan
The influence of the social network TikTok on the body image of adolescents in the Czech Republic
Chrastilová, Aneta ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
In today's digital era, social media is becoming increasingly influential. The popularity of the social network TikTok is increasing, especially among adolescents, and is thus affecting various areas of their lives. One of these areas is body image, the perception of one's own body. Adolescents in particular attach great importance to appearance. The topic of this bachelor thesis is the influence of the social network TikTok on the body image of adolescents in the Czech Republic. The theoretical part of the thesis describes the social network TikTok, provides insight into the issue of body image and the ideal of beauty, and also presents existing research on the influence of media on body image. The practical part of the thesis is carried out in the form of qualitative research, specifically through semi-structured interviews. The respondents are both male and female, aged 17-22, who are TikTok users. The aim of the research is to find out how adolescents in the Czech Republic perceive the influence of TikTok on body image. The research seeks to capture their personal experiences, perspectives, and attitudes to better understand this issue. It also focuses on the subjective perception of body image among teenage TikTok users, the content they consume on TikTok, and the ideal of beauty they believe...
Marketing strategies of the non-profit organizations on social media and reactions of the users
Bílková, Kateřina ; Vranka, Marek (advisor) ; Háša, Marek (referee)
This diploma thesis focuses on the marketing strategies of non-profit organizations on social media in the context of the war in Ukraine, and examines how the user audience reacts to these strategies and what attitudes they hold towards them. The theoretical part therefore deals with the concept of non-profit organizations, which it defines, along with the various types of such organizations, as well as marketing, specifically social marketing and marketing of non-profit organizations as key points of the work, and then marketing strategies of non- profit organizations. The work also analyzes the image and reputation of non-profit organizations and what constitutes them. Aseparate subchapter also discusses the factors that may discourage non-profit organizations from using social media, and factors of success. The contextual part briefly discusses the outbreak of the armed conflict in Ukraine and selected well- known non-profit organizations in the Czech Republic. This is followed by the methodological part, which describes the chosen methods of qualitative and quantitative analysis. The analytical part of the work is dedicated, in the first part, to a qualitative survey, in order to map the basic trends and characteristics of people who have contributed to non-profit organizations, both in...
Public Relations Activities of The On-line Investment Platform: Case Study Portu
Vaníčková, Tereza ; Ortová, Nina (advisor) ; Vranka, Marek (referee)
The bachelor thesis entitled Public Relations Activities of The On-line Investment Platform: Case Study Portu aims to map and describe the PR activities of Portu in 2021. The theoretical part summarises literature research on the history, description, tools and techniques, and theoretical concepts of public relations. The analytical part focuses on applying the theoretical background to own research. Within the framework of the case study, this bachelor thesis examines and then evaluates the public relations activities of the on-line investment platform Portu in the analysed year 2021, which the founder of Portu, Radim Krejčí, himself called the year of the investment boom for Portu and the year when the company experienced unprecedented growth. The company's PR activities were analysed from publicly available sources, the company's social networks, its website, and through personal communication with the company's marketing manager, who is responsible for public relations at Portu. The research involved a qualitative case study method and a quantitative content analysis of media mentions and a questionnaire survey of the company's target audience. The methodological part of the thesis describes the methods used and their further implementation. The success rate of press releases in the media, the...
Personalized Marketing: A Consumer's Perspective on the Benefits and Invasions of Privacy
Demitrovičová, Lenka ; Vranka, Marek (advisor) ; Rosenfeldová, Jana (referee)
The aim of the bachelor's thesis was to find out the consumer's view of personalized advertising, with a focus on the perception of privacy invasion. The work is divided into a theoretical and a practical part. The theoretical part first describes online marketing and its forms. Subsequently, personalized marketing is defined, focusing on its usefulness, criticism and explanation of the personalization privacy paradox. The last part of the theoretical part is focused on online privacy, related issues and the importance of trust and transparency in this industry. In the practical part, the goal of the work was to find out what positives and negatives consumers perceive in personalized advertising, while semi-structured interviews were also focused on their view of privacy violations and specific forms of personalization.
Comparison of the effectivness of storytelling and hard-sell formats in digital performance campaigns in the META social networking enviroment on the example of the Czech brand Jíme zdravě
Kibrik, Igor ; Báča, Ladislav (advisor) ; Vranka, Marek (referee)
This thesis examines one segment of digital marketing and focuses on performance campaigns in the META social networking environment. These differ from other digital channels in their format, environment but also in their approach and communication to target audiences. Very important is their comprehensiveness, which is one of its main strengths and competitive advantages. In general, it can be divided into 2 levels - organic, unpaid communication and performance, paid communication. This thesis focuses on the performance part of META's digital social media marketing, which consists of many elements, starting with the typology of advertising by objective - Conversion, Brand, Reach, Application, etc., through the possibility of targeting individual audiences - By age, gender, activity on Facebook or Instagram, activity on the advertiser's page or similarity to other users of these networks, to the form of the ad itself, which has 2 basic parts - Graphic and Text. For capacity reasons, it is not possible to cover all the marketing possibilities offered by the META platform in one thesis, and therefore this thesis will focus on the examination of the type of performance ads in order to make a comparison between the storytelling format, where the ad aims to sell the product through the identification...

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