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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Classification analysis of emotional appeals on sample Czech television commercials
 Káčerková, Radka ; Novák, Michal (advisor) ; Jordan, Michal (referee)
Abstract: The work deals with the possibilities of using emotional appeals in advertising. The main goal was classification and definition of emotions and emotional appeals with regard to marketing. The work focused on emotional appeals in Czech TV adverts and found out the way how emotional appeals are used in these adverts. Research question used in this work concerned the problem of which emmotional appeals are in adverts the most. Research sample consisting of 150 TV adverts was divided into several homogeneous groups according to industry. Research method applied to the sample was content analysis. All findings showed that emotional appeals are essential part of TV adverts but as the secondary factors additional to the whole advertising message. Key words: Emotions, marketing, advertising, advertising appeals, emotional appeals
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The Analysis of Managing Brand Image in Engineering
 Káčerková, Radka ; Polanecká, Šárka (advisor) ; Harantová, Monika (referee)
This work deals with brand and managing its image. The main aim is find out how Czech firms from engineering create the image of its brand; mainly if they have got at least some awareness about this managing. For our survey four hypotheses have been defined to find the aim. The survey has been done thanks to a questionnaire where we could analyse the results and look for the mutual relations. The main hypothesis has been confirmed; the firms have not got the awareness about image managing. This survey has been useful for the firms which we have sent the results back. These firms could inform about the findings and inspire by arranged solving and recommendations.
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