|
|
Loyalty programs and their impact on consumer
Rothmajerová, Jaroslava ; Ryšavá, Monika (advisor) ; Maláčová, Radka (referee)
The thesis is focused on loyalty programs. The aim of the thesis is to show how the loyalty program works by using a particular example and how it affects consumers. In the theoretical part, there is explained the position of loyalty programs in marketing. The thesis also deals with media, which use loyalty programs in marketing communication. In the practical part, the loyalty program of Nestlé is analysed, which is aimed at children as consumers. Awareness and satisfaction with loyalty program is analysed by questionnaire. In the work, there are also described the effects of loyalty programs on consumers, based on results from questionnaire and analysis of loyalty programs. In the conclusion, there is a summary of the whole work and evaluation of the gained results.
|
|
|
Multimedia communication
Vondra, Zdeněk ; Horný, Stanislav (advisor) ; Brixí, Radim (referee)
Multimedia communication arises as a theoretical issue according to the constant and fast progress in information and communication technology evolution. In relation to the process of digitalization, there are made a new instruments and possibilities of communication that integrate a lot of new and also standard approaches. Focus of the public and both the producers is directing mainly to the technologies and tools. Theoretical framework that predicts the impacts and advices effective using in society context retreated into the background of interest. It is going to start massive expansion of technological instruments without the general know-how of parameters of its using and without the importance in whole society contact. Literacy in this way is a key to effective information design which allows us to communicate the message we want to in the way we want to. This document deals with issue of analysis actual state and synthesis of the basics that are important for the development of theoretical base. Main goal of this base it to support effective production of multimedia content thru identifying elementary principles that affects the transfer of message by multimedia. In the process of multimedia communication is happening that the initiator is separated from the message and has no possibility to manipulate with it during the process. So it is very necessary to act consciously and qualified during the formulations and coding to media to avoid bad reinterpretations and so that message will be resistant to the disruptive effects.
|
|
|
Ethics on the Internet
Nechanický, Jakub ; Sigmund, Tomáš (advisor) ; Toman, Prokop (referee)
This thesis is focused on ethics on the Internet. The first part shows a brief glimpse into the history in this area and defines fundamental ethical positions. The second part deals with information ethics, describes ethical codes and standards and attends to valid Czech and European legislation that relates to the distributing information and data and influences ethics on the Internet. The third part is devoted to the practical level. There are solved problems of the Internet and threats, which occur there, further is laid stress on plagiarism, citation ethics and electronic correspondence. There are not omitted problems as enterprise on the Internet, where the European Union seeks to ensure safer and clearer world, social network, advertising and media. Last but not least the work includes problem of censorship on the Internet. There is also published survey, which was processed to this work.
|
|
|
Economic aspects of pop culture
Tuháčková, Eva ; Hucková, Barbara (advisor) ; Hanzlík, Jan (referee)
The work is focused on finding the difference between high and low culture as a primary distribution in comparison with cultural theorists, critics and social scientists dealing with this issue. The aim is to find out what makes each culture to its choice of recipients, which marketing ways and other factors affecting the recipients and instruments through which this happens. Reported conclusions should analyze the economic substance of pop culture, charting its future development because of society's economic decisions.
|
|
|
Budování věrnosti značce prostřednictvím digitálních médií v FMCG segmentu
Vondráčková, Petra ; Karlíček, Miroslav (advisor) ; Pěničková, Vlasta (referee)
Diploma thesis studies the topic of brand loyalty within the digital media and is specifically targeted on FMCG segment. Brand loyalty is defined as a commitment to re-buy a specific product or service in the future, no matter of any external influences. In case of FMCG, there are several influencers of brand loyalty that must be taken care of, e.g. core offering, demographics, elasticity level or share of wallet. The objective of this thesis is to define a digital strategy for a dairy product brand, which aims at increasing its brand loyalty. In order to achieve that, the author has reviewed academic literature on the topic of brand loyalty, as well as on digital media and their influence on loyalty. The digital strategy, defined in the final part of the thesis, is based on the author's research dealing with brand's online performance, analysis of competitive digital activities, analysis of related online content and analysis of Czech digital environment.
|
|
|
Marketing and the media in the new economy
Di, Alina ; Štědroň, Bohumír (advisor) ; Skokanova, Dagmar (referee)
For the last couple of decades marketing and the media have been successfully cooperating together hand in hand improving business management around the world and setting new goals for companies to reach. Innovations in both areas have challenged current world of business and developed new approaches to theories of profitable companies. One of the main goals of coordination of media and marketing is to get familiar and closer to people and influence their decision making process. This paper is analyzing impact of media marketing on costumers' behavior in the new economy, exploring original and most popular advertising campaigns among consumers and measuring dependence on advertisement and promotion focusing on "old" and "new" media.
|
|
|
The importance of public relations in banking
Kracík, Lukáš ; Schlossberger, Otakar (advisor)
This bachelor's thesis deals with public relations in banking. In the theoretical part it defines the term of public relations, shows historical development of PR and discusses the surroundings of a company that it affects. Furthermore, it defines communication channels and tools, looks for the same and different features of public relations and advertising, shows PR workers either in in-house departments or in external agencies. Finally, it describes current media scene. The practical part offers comparison of two major Czech banks in terms of attitude to public relations and shows theoretical elements mentioned in the first part in real practice. Furthermore, it explores the specifics of public relations in the financial area, specifically in the banking sector. In the conclusion of this bachelor's thesis there are graphs with the amount of outputs in the Czech media for selected period of time and these are used to compare banks in terms of media coverage.
|
|
|
The Power Elite in the Process of Globalization
Svobodová, Hana ; Prorok, Vladimír (advisor) ; Lehmannová, Zuzana (referee) ; Pecka, Emanuel (referee) ; Ransdorf, Miloslav (referee)
The topic elites, respectively political elites comes alive with the authors and their texts of different levels and it is examined philosophers, political scientists, sociologists. The concept of the elite, but also inflects common language of everyday life. We hear f. e. "elitists, verchuska, barons, peacocks etc. So, terms of showing the pejorative tinge. This so-called ordinary perception is often influenced by the actual operation of the representatives of this group, class, and of reflection to what occurs in practice, seen and perceived by the people in everyday life, in mutual contact or indirectly (own experience), but also media, reading and absorption of available evidence and their own conclusions about them. It is therefore a reflection of some subjective effects as a result of the power brokers and their recipients, who are but one way or another subject objectively shaping the conditions in which they operate. The topic elites, respectively the role of powerful groups and individuals, even if their social significance "fettered" the nature and evolution of human society is experiencing in its so-called turning moments (alternating power, the crisis of society, an important political, but also cultural changes, etc.) its "boom." It should not remain only in succumbing to a kind of fashion, historically conditioned atmosphere, even the media-mediated, but it should be a responsibly organized social discussion on the very foundations of the functioning of today's power elite, in which special importance is the concept of the liberal governance. This is not just about the more familiar "powerful" or look through "gossip" in a keyhole finder for this or that politician, celebrity or her family, but also the need to seriously begin to deal with issues of power, its functioning in terms of content and form, impact on other areas of the social life, and the need to reflect on just how far today's elite meet them as well as the importance progressive award or the progressive part of society that one way or another manages, organizes, and generally affects the lives of most companies. Today, even many emphasized the global meaning and context.
|
|
|
Political Marketing in the Czech Republic 2010. Campaigns for Chamber of Deputies election.
Stručovská, Hana ; Štědroň, Bohumír (advisor) ; Šanda, Jakub (referee)
The Master Thesis Political Marketing in the Czech Republic 2010. Campaigns for Chamber of Deputies election aims to reveal the political marketing of the most important Czech political parties foregoing the Chamber of Deputies election. The thesis is focused on marketing campaigns of parties and their most marked moments, which had an impact on the election results. The thesis is set in the concrete political situation. Firstly the political marketing is theoretically described, than the thesis targets particular parties and their campaigns. Content analysis, analysis of media instruments and the interview with election manager are used in the thesis. Primary and secondary information are processed in the thesis. The most important moments of campaigns are analyzed linking to marketing tools as well as consequences for election results.
|
|
|
Trust To Some Public Institutions - September 2011
Červenka, Jan
As a part of September CVVM survey there was a question investigating citizens' trust to Courts, Police, Army, Media, Labour Unions, Churches, Banks and NGOs. The press information covers also a longterm development of trust to these public institutions.
|
guest ::
