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Comparation of marketing communication of two tourist destinations towards czech customer
Kočer, Ondřej ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The bachelor's thesis "Comparation of marketing communication of two tourist destinations towards czech customer" deals with tourism and its popularity among Czech travelers and focuses specifically on the region of Italy and Switzerland. At the same time, it focuses on the marketing communication of these destinations aimed at potential Czech customers and analyzes its content and the communication channels through which it is disseminated. It explains the concepts related to the topic, presents many graphs and tables related to European tourism in the last decade and compares the tourism itself in both destinations. The practical part of the work consists of quantitative research in the form of an online questionnaire survey, subsequent analysis of the results and proposed recommendations. This part of the work serves to verify or refute the researched hypotheses, which deal, among other things, with knowledge of marketing communication of individual destinations, its importance and relation to their attractiveness to Czech customers. The result of the work is a comprehensive view of the researched topic, a comparison of communication activities of both destinations and an analysis of respondents' answers.
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CSR marketing and responsiblility of Czech population in the use of disposable plastic packaging
Heidenreichová, Tamara ; Rosenfeldová, Jana (advisor) ; Koudelková, Petra (referee)
This bachelor thesis deals with the responsibility of the Czech population in the use of disposable plastic packaging and corporate social responsibility. The overproduction of plastic packaging and its impact on the environment has been an increasingly debated issue in recent years. The aim of this work is to contribute to the set of knowledge about consumer behaviour in the management of disposable plastic packaging and to identify consumer attitudes in relation to the sustainable behaviour of companies. In the theoretical part, the work is mainly devoted to the introduction of the problem of plastic waste and governmental and non- governmental initiatives that try to prevent it. Subsequently, it deals with CSR marketing and related greenwashing. The perspectives that influence the decision-making process of consumers in connection with pro-environmental behaviour are presented here. The work also mentions the factors influencing the decision - making process of consumers, which are demonstrated on the already conducted research concerning consumer behaviour in the management of disposable plastic packaging. In the empirical part, the work is devoted to the study of the pro-environmental behaviour of the Z and Y generation groups and the factors that influence it. In addition to a comparative...
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Tools of Persuasion in Advertising in Women's Magazines
Böhmová, Eliška ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This master thesis examines which tools of persuasion are used in advertising in Czech women's magazines. The analysis was conducted on the titles of Svět ženy and Elle in the second half of 2018. The theoretical part of this work is first focused on the media landscape in the Czech Republic in the field of women's magazines and explains the basic relevant terms. Then, the difference between rational and emotional argumentation in advertising is presented and looks into the factor of involvement in the purchasing decision process. At the end of the theoretical part of the thesis, there are described concrete specific fallacies that appear in advertising communication. The practical part of this thesis examines these phenomena in advertisements in the above-mentioned titles. The specific methods used in the research are content and semantic analysis. The outputs of quantitative research are presented by means of graphs and tables, in qualitative research, there are text blocks used. The thesis confirmed the hypothesis that emotional rather than rational arguments often appear in the advertisements. It was not possible to confirm nor refuse the hypotheses concerning the advertisers. Next, nearly 15 fallacies were identified on a sample of 5 advertisements across other media titles.
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