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The issue of marketing communications of body image focused on fitness
Součková, Eliška ; Skokanová, Dagmar (advisor) ; Pešek, Ondřej (referee)
The bachelor's thesis deals with the issue of body image, the development of beauty of the human body through the historical and the national aspects and describes female and male points of view. The mystery of the beautiful human body is closely linked with the cosmetic, sports and lifestyle industry in general that is all around us. The individual companies are struggling for customers by the formation of an ideal marketing communication, in the bachelor's thesis attention is focused on defining marketing communication, and its forms or tools generating a communication mix. The theoretical part concentrates on the world of fitness and human access to it, based on a survey questionnaire. Marketing forms and tools are revealed and described on a selected company, the world-known fitness centre, World Class, that has operated in the Czech Republic for eight years. The revelations and the descriptions of the communication mix are summarized by the SWOT analyses, and the suggestions and the proposals for the future of the World Class company.
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Use of web 2.0 in marketing
Vorel, Tomáš ; Pešek, Ondřej (advisor) ; Vojtěchovská, Martina (referee)
This bachelor's thesis deals with the development of the internet into the present state, newly formed communication platforms and the possibilities for marketers. The aim of this paper is to define the internet trends and describe the shift of customers' thinking. The thesis adverts to the hidden potential of internet users, the groundswell, and outlines possible style of approaching them. Firstly, the author describes the internet development and its specific features and character just to later show various tools usable for marketing. Further it deals with the shift of customer thinking and strategies required to be applied for a successful approach of public. All mentioned is demonstrated on a Dell case study. Dell has used the modern internet tools extensively over last 5 years and the author shows the results and impact on company. To conclude, Dell style of dealing with customers is confronted with the opposed Apple approach.
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Marketing importance of body image
Klingerová, Lenka ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The Bachelor Thesis concentrates on the marketing significance of body image from the consumer point of view of an individual. It defines the meaning of body image as well as its evolution throughout time. It also refers to the factors significant to self-cognition of individuals and with that closely connected display of shopping habits. It defines the basic conceptions of customer behavior, marketing communication and the theoretic elements needed to acomplish the survey located in the second part of my thesis. The goal is to uncover the perception and future impact of body image on the consumer and underpin the main and possible new trends of behavior in this area. One of the outcomes of the survey is the establishment of the fact that people prefer a healthy and vital body in comparison to one artificially created.
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The perception of social campaigns among Czech consumers
Bláhová, Zuzana ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
This bachelor thesis deals with the social marketing and how the social campaigns are perceived among Czech consumers. In the theoretical part are introduced the basic principles of social marketing, its specific features, historical development, themes of campaign and social advertising. This part also contains examples of three Czech social campaigns, which are used in the research in the practical part. This part aims to determine the awareness and perception of social marketing, and the impact of the campaigns on behavior among Czech university students. To fulfill this goal, I used the analysis of the primary data obtained from the Internet questionnaire that identifies whether the social campaigns have influence on behavior of the population of the Czech Republic.
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Role of the Presentation in the marketing
Zotov, Roman ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
There is a problem that people do not know too much about how to present their product/company/service etc. My goal was to show that almost anybody could educate himself/herself with the aim of improving knowledges of his or her own. I used the information from different reliable sources and used the original records of Apple Keynotes presentations. This thesis shows us the technics that uses CEO of Apple Inc. Steve Jobs in his presentations. All of the goals of the thesis were achieved and this thesis could really help people to learn something more about the presentation.
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The Importance of Body Image in Marketing
Ježová, Veronika ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The thesis addresses issues of body image in a marketing context. The aim of the thesis is to affect elements of the body image of persons shown in the printed local and foreign media, determine the extent to which people look identical and how it differs. Part of the objective is to affect the factors leading consumers to solve their dissatisfaction of how they look like by looking for the help of plastic surgery. The work is divided into theoretical and analytical part, the theoretical part gives the reader the opportunity to become familiar with the issue of body image and provide him better orientation in the analytical section. The analytical part is focused on the content analysis of the Czech and U.S. version of Cosmopolitan magazine, but also includes an analysis of secondary data, namely database Market Media Lifestyle and also the results of research "Perceptions of Aesthetic Plastic Surgery."
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Planned Obsolescence
Nejedlá, Jana ; Pešek, Ondřej (advisor) ; Štědroň, Bohumír (referee)
Planned obsolescence is the term used to describe incentives of companies to make durable goods faster obsolete. The aim of the study is to make a big picture and real situation about planned obsolescence practising and consumer disposal behaviour. First part addresses the theoretical background and provides comprehensive overview through different aspects of the good's durability issue and planned obsolescence characteristics and influences. Second part in further reference to the information provided in theoretical part examines the situation of specific durable products - laptops. From survey's results on consumer attitudes towards durability of laptops and real case study on Apple Inc. and its reliance to planned obsolescence, recommendations to the more sustainable consumption of consumer electronics are presented.
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Target market: Children as consumer
Balážová, Barbora ; Pešek, Ondřej (advisor) ; Vávra, Oldřich (referee)
This thesis deals with the effect of advertising on children and their degree of personal autonomy, which is an attempt to evaluate the topic from the perspective of parents. The aim is to analyze how parents perceive the impact of advertising on their children and what is the purchasing power of children not only in terms of its own funds, but also the impact of children on family purchasing decisions. Primary data were collected by an electronic survey, when for a period of one week was obtained 96 questionnaires. Based on the results of own survey it is possible to say that children are susceptible target group for which the advertising is engaging and they remember its story. Children are able to distinguish different brands and can thus significantly influence the purchasing decisions of the family, because in most cases, parents want to satisfy the wishes of their children. Children usually receive pocket money only occasionally and if they want to buy something, the parents want to have an overview about it. The power of children as consumers therefore lies primarily in the possibility to participate in the purchase decision.
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Using online tools in marketing communication
Kapusta, Tomáš ; Pešek, Ondřej (advisor) ; Hanzlík, Jan (referee)
Diploma thesis deals with dynamically developing medium -- Internet and focuses on its marketing usage. At first the thesis describes development of the Internet worldwide, in Czech republic and analyzes czech Internet users. Then follows description advantages and disadvantages of the Internet as a marketing tool and media analyses. The thesis also describes various kinds of Internet marketing tools as viral marketing, buzz marketing, social networks and others. In section buzz marketing is focus on insight into real work in media communication agency . The gained information are used as a theoretical background in practical part where is carried out secondary and primary research regarding impact and characteristics of viral videos. The final outcome is summary of key findings and set of recommendations for designing successful viral video based on previous analyses.
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Unethical Means of Collecting Information about Consumers
Fischerová, Kristýna ; Pešek, Ondřej (advisor) ; Trepešová, Jana (referee)
This thesis focuses on defining some unethical practices used in marketing. Direct marketing based on property and creation of databases including information about consumers, is one of the issues, which evoke speculations about ethical standards. These speculations are mainly about the creation of databases, their data sources and practices, among others telemarketing. Unsolicited commercial communications and spam as the phenomenons of modern society are also considered unethical. It is necessary to distinguish the above mentioned from authorised business communication and also define the terms of opt-in and opt-out mode. Transferring the personal data between companies is often used in practice, profiting from carelessness or ignorance of consumers. This thesis also describes a basic overview of the legal framework.
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