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Psychological Aspects of Advertising
Velková, Romana ; Hiršová, Miloslava (advisor) ; Novák, Michal (referee)
The thesis deals with the topic of advertisement and advertising campaigns from the perspective of psychology. It firstly tries to explain the basic psychological concepts relating to advertisement. Then the thesis tries to describe the most common elements used in advertisement. These findings are applied in the practical part to a specific campaign with the purpose of creating hypotheses about impact of advertisement on customer. The aim of the practical part is using the results of the survey to assess validity of hypotheses.
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New forms of marketing communications and their usage in company communication mix
Popelka, Ondřej ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This bachelor thesis examines new forms of marketing communications and their usa on concrete existing subject, which is in my case Golf club Bitozeves. The aim of the theoretical part is to present new forms of marketing communication along with their means of spreading. The practical part is based on applying these forms on current subject by creating concrete model campaigns and afterwards comparison of their key attributes such as costs of realization, time required for their realisation or by number of potential customers brought by these methods.
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Sentiment Analysis in the Czech Environment Network Twitter
Koller, Michael ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
Opinions are key influencers of human behaviours. Therefore, this bachelor thesis focuses on sentiment analysis, also called opinion mining, which is the one of the most active research areas in natural language processing and its application in business intelligence is more and more significant. Theoretical part thus describes the sentiment analysis problem, its advantages and applications. The main purpose of this thesis is to describe and appraise available tools for sentiment analysis in Czech conditions with focus on Twitter.
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User Interface Design Web Applications
Vilémová, Eva ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This bachelor thesis deals with the problem of user interface design. The goal of this thesis is to introduce the concept of the user interface, its types and terms of user interface including defining basic needs of the user related to this interface. Furthermore, this thesis introduce to reader concept of Human Computer Interaction and presents the basic rules and procedures of creating the user interface. These rules and procedures are in practical part applied to the specific user interface design of web application for benchmarking comparison of particular regions tourism strategies. Final result of this bachelor thesis is specific tested user interface on which bases are submitted final recommendations for creating ideal user interface for this application.
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Guerilla marketing as a new marketing trend
Koktová, Silvie ; Skokanová, Dagmar (advisor) ; Novák, Michal (referee)
This diploma thesis examines one of the new trends of contemporary marketing, the so-called guerilla marketing. The theoretical part is devoted to the origin of guerilla marketing, its principles, advantages and disadvantages. Furthermore, I present different types of guerilla marketing and methods of their use. In the practical part, I discuss specific guerrilla campaigns and try to prove the nature of guerilla marketing where ideas can defeat the budget. The last part is devoted to questionnaire survey to determine the awareness of the Czech public about guerilla marketing and analyzed campaigns.
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Teamwork in a Multicultural Environment
Hunter, Ivana ; Hiršová, Miloslava (advisor) ; Novák, Michal (referee)
The aim, of this paper, is to analyze two international culturally diverse teams, identify positive and negative effects of cultural differences present in the teams and consequently propose measures to eliminate the negative effects and make a better use of the positive ones. In the first part the thesis deals with the theoretical framework of the topic and then proceeds to the application of the knowledge to practice. In the practical part an analysis of data obtained through a questionnaire survey is carried out. The analysis focuses on the cultural setting of the chosen teams, discrepancies between their settings and personal preferences of individual members and furthermore, on specific manifestations of cultural differences present in the teams. Subsequently, a set of measures is proposed, designed to tune the team environments so that the negative elements caused by cultural differences are eliminated while the positive elements are accentuated.
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Sentiment analysis
Pelíšek, Jiří ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
The presented bachelor thesis describes possibilities of the application of sentiment analysis and compares the effectiveness of several tools used in sentiment analyses. First is described the importance of sentiment analysis in marketing. Further on there the term sentiment analysis is fully defined. In the following section basic concepts are explained and various methods described. The last chapter compares several services providing tools for sentiment analysis.
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Analysis of the Influence of Advertising on Children
Sedláčková, Veronika ; Skokanová, Dagmar (advisor) ; Novák, Michal (referee)
Advertising is an integral part of our lives. We meet with advertising at every step. Adults can, for the most part, distinguish and understand advertising, but what about children? How advertising influences children? Are they ready for it? The aim of this thesisis to introduce the concept of advertising, advertising history in our country, legislation and also analysis of the impact of advertising on children.The first part of this analysis is given to parents and seeing how they perceive advertising, respectively its impact on children. The second part of the thesis represents the analysis of the impact of advertising on children, in a breakdown by the given ages.The work is aimed at children up to seven years, mainly on children attending a kindergarten. These children are divided by age into three categories, namely children under three years old, children under five years of age and children under seven years of age. The conclusion of the thesis summarizes the findings of my own analysis and presents possible recommendations.
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Website Optimization and Evaluation of its Results
Kroužek, Jiří ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This thesis deals with conversion rate optimization and evaluation of its results. Thesis introduces and compares conversion rate optimization options -- web analytics, heatmaps, user testing and A/B testing. The practical part consists conversion rate optimization of Faculty of Management website and quantification its results.
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