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Using New Technologies in Healthy Lifestyle Interventions Targeted at Children: The Case of the Netherlands
Háša, Marek ; Zezulková, Markéta (advisor) ; Klimeš, David (referee)
New technologies such as social media or mobile games are often listed among the main contributors to the ever-increasing obesity rates among children. Paradoxically, the same technologies also bring potential to enhance the effectivity of healthy lifestyle interventions targeted at children. This thesis investigated the approach of the creators of such interventions towards the use of new technologies. The author devoted his attention to downstream social marketing interventions realised in the Netherlands because of the country's low youth obesity rates and exceptional position in the latest innovation rankings. The central objective of this instrumental multiple case study research was to reveal the benefits and limitations of the researched practice as perceived by the interventions' creators. Studying available documents and conducting four semi-structured interviews with the creators enabled the author to reconstruct the contexts and strategies of four Dutch healthy lifestyle interventions promoting exercise and healthy sleep and nutrition among children. The results indicated that the creators indeed regarded new technologies as a threat to children's physical and mental well-being; nevertheless, they also accepted them as an inevitable part of today's media environment and aimed to...
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Sociální marketing: kampaň Viney "Vraťme život zpět do vinic"
Horanská, Barbora ; Průša, Přemysl (advisor) ; Vrbičan, Ján (referee)
Social marketing had been mainly connected with non-profit organisations. However, as the market develops the companies require higher level of sustainability and differentiation. Therefore, social marketing is now also applicable to other businesses. In order to prove the benefits of social marketing for company and society this thesis provides basic theories of classical marketing and their comparison with social marketing. These theories were applied to analyse a specific example of Vinea and their 2016 campaign Bring life back to vineyards. The campaign proves Vinea approach to connect their heritage with modern advertising. While connecting people over the most important element of brand, the grape. Vinea created several events to teach participants of campaign about the wine growing in Slovakia to connect the brand with its core ingredient. The goal of the thesis is to find out attitudes of consumer towards Bring life back to vineyards campaign and give a recommendation for the follow-up of campaign. The questionnaire with Lickert questions, multiple choice and open questions was used to research the attitudes of consumers. The sample contained 109 respondents out of which 64 were women and 45 men. The average age was 32,54. The research showed the overall perception was positive and the female respondents reached higher level of agreement in almost all questions. Although the awareness of campaign was very low (7,3%). The recommendation was to continue in this way of promoting wine production but extended it to various wine regions in Slovakia and Czech Republic while focusing on the ecological wine growing and upgrading interaction via social media with passive audience to be more in touch with the campaign.
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Proposal of strategy to improve waste separation and its communication
Klučina, Tomáš ; Postler, Milan (advisor) ; Kartalová, Petra (referee)
The Master's Thesis focuses on waste separation in the Czech Republic. The aim of this thesis is to propose a strategy and its communication, which would result in increasing participation in waste separation in the Czech Republic. To achieve the stated goal the thesis utilizes primarily two methods, analysis and comparison, which are later supported by primary research in the form of survey and its evaluation. Results of the conduced survey provide key information about main barriers and motivators perceived by the target group and serve as a basis for formulating strategy and plan of communicating the individual parts of this strategy.
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The influence of social networks on marketing strategies of the company Coca Cola within FMCG category
Nguyen Minh, Tuan ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The thesis analyses the possible utilizations of social networks by the companies in connection with periodic supply of new technology that faciliates communication between marketters and the target groups as well as communication between the users alone. The theoretical section summarizes actual trends of social networks world-wide. The thesis also focuses on the trends and innovational elements of the world's most popular networks. The practical part concentrates on the company Coca Cola where the case study of the selected successful marketing campaign is stated within social networks. The campaign is further explored through applied research that analyses besides social network activities of commpanies and users mainly its influence on consumer awareness within the networks.
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Social advertising
Yudina, Vera ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This bachelor thesis focuses on public service announcement in the Czech Republic and the Russian Federation. It examines influence on the young generation and on the course of solving of society-wide problems. The aim of the thesis is to identify, based on my own survey, how young generation sees the social advertisement and how young people are influenced by it. The thesis is divided into three chapters. The first chapter is dealing with differences and sameness between social and commercial advertising, goals and target audience and legal aspects relating to this problem. The second chapter describes the world history of social advertising and the history in the Czech Republic and the Russian Federation. The results of the conducted questionnaire are encompassed and interpreted in the third chapter.
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Marketing in social businesses
Houlíková, Martina ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The bachelor thesis Marketing of social enterprises deals with the current emerging phenomenon in our society - social enterprise. Then it examines especially unexplored area of marketing in social enterprises. The theoretical part explains the concepts of social economy, social enterprise and the third sector. Other problematic concepts which are explained are the concept of CSR and social marketing. In the next part, the principles of social enterprises are mentioned and an example of a social enterprise is presented. The thesis follows up the problematics of social entrepreneurship and provides a comprehensive overview of the current situation of Czech social enterprises. The thesis also deals with the current state of marketing in social enterprises and marketing theory. It also maps the shortcomings in this area, as well as in the field of communication. In the practical part, the author compares this current state to the marketing theory and propose ssuggestions for further development of marketing and communication in social enterprises.
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Social marketing in The Czech Republic
Filsaková, Petra ; Vinopal, Jiří (advisor) ; Vlček, Josef (referee)
Bachelor thesis entitled "Social advertising in the Czech Republic" is focused on a specific promotional tool of social marketing, which is most often termed as social advertising. In addition to its insertion into the broader context it also deals with key aspects of whole this advertising discipline, such as its definitions, forms and historical development. Because it is regarded as a communication tool, which speaks to the public through the media, they are also characterized methods of persuasion in this paper. The aim is a detailed description of the specifics of this phenomenon between years 2007 and 2014, which is achieved by using content analysis. The results showed that the largest space in the media have a social advertising focused on global issues, especially in the field of social responsibility and health protection and prevention. Specifically, spots are targeted on poverty, helping handicapped, communication of diseases (AIDS, cancer, etc.) and educational development. Donation character has only ¼ of the observed sample and among the most frequently used principles of persuasion in social commercials include emotional appeals and testimony. Collected data can also be used, for example for the international comparisons, long-term research of the effects of media and a more...
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Non-profit event marketing: case study of Do práce na kole 2013
Nevšímal, Richard ; Hejlová, Denisa (advisor) ; Halada, Jan (referee)
The thesis Social Event Marketing in Non-Profit Sector: Case Study of Do práce na kole 2013 aims to illustrate the specific environment of motivational campaigns supporting the growth of urban cycling. The grounds of UCC (Urban Commuter Cycling) act as a crossection of several communication theory and practice fields, which are examined. The non-profit Do Práce Na Kole (Bike To Work) campaign acts as an example, threading together social and event marketing, while encompassing aspects of CSR, company culture and gamification. This work describes the characteristics of the overall UCC problematic and the connected social trends, the author describes aspects of communication, that have been overlooked or might have been developped further. This work draws out the specifications, the history and communicational goals of Do Práce Na Kole 2013, the event is further analysed based on it's concept and realisation. It analyses it's main focus and lays ground for possible ways of development of it's communication strategy
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Comparison of Czech governmental campaigns and American AdCouncil campaigns with a focus on social campaigns against drunk driving
Štenclová, Dorota ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
The bachelor's thesis "Comparison of Czech governmental campaigns and American Ad Council campaigns with a focus on social campaigns against drunk driving" deals with the Czech campaign titled, "Nemyslíš, zaplatíš!" (You don't think, you pay) by the Ministry of Transport and the American campaign "Buzzed Driving is Drunk Driving" by National Highway Traffic Safety Administration. It also focuses on the bidding process and the execution of public service campaigns produced by the government in the Czech Republic and the United States of America. The first section deals with social marketing, its specification and differentiation from commercial marketing, and government communication from a theoretical point of view. The following section focuses on the Ad Council and its activities and campaigns. Subsequently, it focuses on funding, execution and results of the "Buzzed Driving is Drunk Driving" campaign. Later, the characteristics of the Czech campaign "Nemyslíš, zaplatíš!" and Czech governmental communication are discussed. Finally, the thesis compares Czech and American campaigns and also suggests possibilities for the improvement of Czech governmental communication mainly in the field of funding and effectiveness.
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Marketing communication of a nonprofit organisation: Amnesty International ČR in year 2013
Tajzlerová, Lucie ; Obluk, Ondřej (advisor) ; Shavit, Anna (referee)
The bachelor thesis Marketing communication of a non-profit organization: Amnesty International ČR in year 2013 deals with the marketing activity of the Czech section of global movement in the given year. The thesis presents the organization and the environment of Czech non-profit sector, explores its activities in 2013 and identifies used communication tools from the marketing point of view. The aim of this thesis is to verify the presumption that Amnesty International ČR as a non-governmental non-profit organization prefers rather inexpensive marketing tools but also strives for maximum effectiveness (with regard to limited sources and long-term strategy) at the same time. The analysis of the activity of the Czech section shows that the association particularly uses the following marketing and public relations tool: press/media relations, event management/marketing, celebrity PR, government relations/lobbing, fundraising and guerrilla marketing. The goal is to achieve publicity that facilitates endeavor and helps Amnesty to meet its objectives in the field of human rights observance. Limited budget, financial dependence on voluntary contributions, problematic target group and competing interest groups belong to the obstacles on the way to success. However, there is also some room for improvement,...
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