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The approach of Czech and Slovaks advertisers to advertising on conspiracy and propagandistic websites
Hrivňák, Adam ; Máchová, Eva (advisor) ; Vranka, Marek (referee)
The aim of this thesis is to provide insight into problematics of buying programmatic advertising on conspiracy and propagandistic websites. Besides it presents the approach of Czech and Slovak advertisers to advertising on mentioned websites. In theoretical point of view thesis discusses the cause from 3 different perspectives. First the thesis provides technical approach as it shows how programmatic advertising works. Second aspect examines if presence of these websites is in contrary to mass media and journalism ethics. Third perspective then discusses brand safety on the Internet. At the end the thesis offers the results of our research which focuses on approach of Czech and Slovaks advertisers to advertising on conspiracy and propagandistic websites. Then we put the results of our research in contrast to theoretical perspectives.
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An Analysis of Candidate Branding in 2016 Presidential Campaingn in the USA
Marxtová, Kateřina ; Shavit, Anna (advisor) ; Vranka, Marek (referee)
American political campaigns, as well as the political marketing tools used in their course, are used as a benchmark for campaigns here in Europe. The reason for that is their complexity and their usage of various touch points when communicating with the electorate, while at the same time maintaining a unified message. In Autumn 2016, the presidential election will take place in the USA - these specific elections will then be a subject of this thesis. The aim of this thesis is to analyze presidential candidates and their communication during their final run for office from the perspective of candidate branding. The other phenomenon to be taken into account will be the celebrification of politicians. This paper should offer a detailed perspective on the brands of both of the candidates and their evolution throughout the campaign. The thesis will focus on the period from the end of the primaries to the day of the election on 8th November 2016.
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Marketing of digital distibution of gaming content: platform Steam between the years 2013 and 2015
Unzeitigová, Jana ; Klimeš, David (advisor) ; Vranka, Marek (referee)
This bachelor thesis deals with marketing of digital distribution of video gaming content. It covers concretely marketing of the greatest platform for digital distribution of gaming content called Steam. The thesis sets out to describe new trends in marketing of video game industry and explore through the case study Steam marketing activities between years 2013 and 2015. It poses the question: How does Steam communicate with its community and what effect does it have on the specific target group, like gamers are, to keep its dominant position on video game industry market. The theoretical part clarifies the key terms for the thesis like video game, gamer and communities and last but not least, video game industry. Thesis also describes monetization of video games and video game content, video game publishing and distribution. Furthermore it deals with marketing itself and with current marketing trends that could be used in video game marketing and in the marketing of digitally distributed gaming content. The practical part uses SWOT analysis and case study to understand why is Steam the most successful platform for digital distribution of gaming content and offers recommendations.
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The influence of marketing communication on the hipster phenomenon
Žertová, Kateřina ; Vranka, Marek (advisor) ; Zezulková, Markéta (referee)
This bachelor's thesis is dedicated to depicting the hipster culture and marketing's influence on its position in mass culture. Hipster is a specific alternative culture with roots dating back to the middle of the 20th century. The objective of this thesis is to describe to which extend mass culture and marketing influence hipsters and to foreshadow potential future development of this phenomenon. Thesis begins with an introduction to the problematics of hyperconsumerist society and its history to provide background for motives of consumption in hipster and mainstream culture. The hyperconsumerist culture is partly based on conspicuous consumption which is also noticeable in hipsters' behaviour. At the same time, hipsters stand in the opposition to the society's overconsumption. The thesis continues to identify the formation and evolution of hipster phenomenon ending with the characteristics of modern hipsters. In regards to the relationship between mass culture and hipsters, thesis shows that mainstream society approaches hipster culture rather in a negative manner due to the degree of misunderstanding it and other factors. On the contrary, both cultures share the strive for consumption which allows them to exchange cultural symbols through the medium of marketing. Based on the differences, this...
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Trends in marketing of computer games
Němečková, Petra ; Klimeš, David (advisor) ; Vranka, Marek (referee)
1 Abstract This bachelor thesis deals with marketing of computer games with a focus on promotion. The game market is currently over-saturated, and companies are looking for ways to design and communicate their product in order to differ from a huge amount of similar titles. At first, the work focuses on the marketing mix of digital games, describing the specifics of the product of this market, the way of financing and the distribution channels, and introducing the reader to the new area of digital distribution. It is also necessary to define consumers and fans in order to complete the mix. Then, the work focuses on promotion, which is examined in detail through the framework of the communication mix. For the needs of the work, the mix was extended in the field of online communication and community work. The thesis asks in which way the games are specific, and how their communication is different. The work shows trends in communication, and at the same time demonstrates trends in the practical part. This part consists of a case study on the Witcher III: the Wild Hunt. Theoretical knowledge is linked to practical use here. Theory is also tested by a questionnaire survey that identifies what communication activities were so significant that they captured the player's attention. The work summarizes marketing...
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The use of behavioral economics principles for state governance
Romaňák, Adam ; Báča, Ladislav (advisor) ; Vranka, Marek (referee)
Bakalářská práce "Využití principů behaviorální ekonomie v prostředí státní správy" popisuje teoretické poznatky z oboru behaviorální ekonomie, jehož cílem je zlepšit proces lidského rozhodování a jeho důsledky. Práce se skládá ze dvou částí. V první části se autor zabývá historickým vývojem a současností behaviorální ekonomie, definuje stěžejní vysvětluje potenciál využití v každodenní praxi státní správy upozorňuje na rizika a omezení těchto aplikací. druhé části jsou tyto teoretické poznatky sledovány případové studii mapující projekt ve spolupráci s Magistrátem hlavního města Prahy cílem dosáhnout lepší platební morálky provozovatelů dopravních vozidel v rámci přestupkových řízení Praktická část také obsahuje analýzu výsledků tohoto projektu, která v měřeném období neprokázala zásadní vliv implementovaných technik na platební chování provozovatelů
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Political marketing and Perosnal Branding in the Online Public Sphere: A case Study of Dominik Feri and Matěj Hollan
Dostálová, Veronika ; Soukeník, Štěpán (advisor) ; Vranka, Marek (referee)
The bachelor thesis is focused on Matěj Hollan's and Dominik Feri's personal branding on the social network Facebook. The thesis was divided into three main parts - theoretical, methodological and practical. In the theoretical framework, concepts necessary to understand the issue are introduced. The methodological part presents the research model with its advantages and disadvantages and finally, the practical part examines the communication of both subjects on the mentioned social network in October 2016. This thesis aims to discover if Facebook profiles of the two mentioned politicians show elements of personal branding. If this hypothesis is confirmed, the secondary aim of the thesis is to find out how their personal branding is reflected and what is the difference between them. The qualitative research methodology was selected for the research, specifically the descriptive analysis and the semi- structured interview.
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Aplication of behavioral psychology in marketing focusing price stimuli
Ptáčková, Marta ; Hofmannová, Jitka (advisor) ; Vranka, Marek (referee)
Price is a part of the marketing mix and plays an important role in decision making process of a consumer. The dissertation's main aim is to examine what lies behind shopping decisions. The text is divided in two parts. The first part summarizes findings of different authors on how the shopping decision is being made and how important emotions are to make a shopping decision. Since stories are not emotionally neutral, it also analyses the impact of storytelling on price people are willing to pay and if this price has an effect on perception of quality. The second part comprises the author's own research. Six in-depth interviews were conducted to put the previous findings into context and to gain a new perspective on the topic.
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Relationship between rationality and psychometric intelligence
Mojžíšková, Jana ; Stehlík, Luděk (advisor) ; Vranka, Marek (referee)
This paper briefly summarizes major theories dealing with rationality and it's relationship with psychometric intelligence. It address psychomteric dimension of this relationship with emphasis on presentation contemporary studies dealing with this subject. This paper includes the draft of test method detecting level of rationality. Besides the draft several test items it includes description of the verification process principal psychometric characteristict of the new test which are reliability and validity.
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