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Meaning of Body Image in Marketing
Tarbajová, Viera ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The diploma thesis is divided into two parts. The first part includes the delineation of basic terms, needful for a further work. The first chapter offers a definition and an evaluation of a historical development of a body image. Subsequently, the work is concerned with a marketing communication. It offers an inspection of a phenomenon of advertisement, its effectivity on addresses and a psychological insight encompased within the field of advertising. The chapter also includes the description of media and their respective influences on the perception of a beauty ideal. The second part of the thesis is oriented towards a practical, analytical activity. The description of a theoretical base as well as a practical use of a content analysis and implied methods are the points of the chapter's departure. The conclusion part of the work provides the readers with conclusions of the content analysis and a questionnaire results.
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The Use of a Specific Sports Discipline for a Firm's Promotion and Advertising
Škaloud, Přemysl ; Král, Pavel (advisor)
Floorball is one of the most fastest develop sport not just in our republic, but in the whole world. The membership base has grown to more than four tens of thousands of registered floorball players. Thanks to this we had the opportunity in our country hold The World floorball championship 2008. The main goal of my thesis it to evaluate the attractiveness of sport to the public as well as possible partners in the sharing is at the top floorball action. Final results and conclusions will be able to use organizers of the final analysis the success of the championship in terms of reaching the public and floorball shift between the most sports in our country.
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Analysis of marketing communication acitivites of homeopatic product Oscillococcinum in Czech republic
Franta, Jaroslav ; Zamazalová, Marcela (advisor) ; Procházková, Markéta (referee)
The work deals with the analysis of Oscillococcinum TV commercial in the Czech republic. Oscillcoccinum is a homeopatic product which is usually used against flu and cold. First part of the thesis deals with theoretic bases, focus is on marketing communication tools, methods of marketing budget determination and on planning media campaigns. In the practical part there is an introduction of Boiron CZ corporation and Oscillococcinum product. The thesis deals with TV advertisement for the past two years. Monitoring of media expenditure analyses the whole segment and the strongest competition, data from MML-TGI research helps with target audience definition and its detail examination (characteristics, attitudes, media consummation etc.). Last part deals with TV Metr (the ratings research) data analysis and, last but not least, illustrates the sales increase according to the TV campaign (based on IMS Health research data).
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Changes in communication, branding and consumer behaviour and impacts on communication planning
Pavel, David ; Mikeš, Jiří (advisor) ; Lauko, Tomáš (referee)
This diploma thesis is dedicated to changes in commercial communication, branding (and brand management) and consumer behaviour. Its aim is to describe these changes and actual trends and show their impacts on communication planning. This work then describes in details new trends in digital communication and internet and how these trends influent behaviour of today's consumer. After reading this diploma thesis the reader should have a complete view of the most important changes in communication and should be able to apply them.
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Body image and contemporary society (Research on Gay consumers in the Czech republic)
Rolínek, Igor ; Koudelka, Jan (advisor) ; Shivairová, Olga (referee)
The thesis focuses on body image - defines the main characteristics of this area, describes cultural influences and body image history and explains basic quantitative values (Body Mass Index, Waist Hip Ratio, Bioelectrical Impedance Analysis). Furthemore the thesis deals with media influence on body ideal formation process, especially in gay subculture. The research part explores recent situation of body image in gay subculture compared with heterosexual males. This section includes the content analysis of mainstream gay movies which compares media presentation of gays and the real situation and examines media influence on gay body image formation.
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Internet a globalizace
Záruba, Miloslav ; Rosický, Antonín (advisor)
Tato práce se zabývá změnami, které způsobily globalizace a rozšíření internetu. Zabývá se důvěryhodností jednotlivých typů informačních zdrojů. Dále jsou analyzovány změny na mediálním trhu, způsobené nástupem internetových médií a jejich dopad na běžného uživatele zpravodajství na internetu. V práci jsou též zkoumány faktory mající vliv na interpretaci zpráv. Další část práce se zabývá internetovými portály a jejich informačním přínosem. Následující kapitoly se zabývají internetovými obchody, online finančními službami pro retailové klienty. Poté jsou diskutovány možnosti v podnikání na trhu internetových komunit a jejich informační význam. V souvislosti s Open source komunitami jsou analyzovány změny na trhu s komerčním softwaru.
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Vliv informační společnosti na jednotlivce
Trejbal, Pavel ; Doucek, Petr (advisor) ; Kalousek, Jaromír (referee)
Tato práce přináší pohled na vybrané vlivy, kterými informační společnost působí na své jednotlivé členy ? na nás samotné. Účelem práce je vymezit informační společnost, popsat uvedené vlivy a následně skrze provedený výzkum ověřit, zda-li na jednotlivce skutečně působí, případně zvážit jejich možné důsledky. Výzkum byl proveden pomocí dotazníku, který byl předložen padesáti respondentům z řad studentů.
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