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Consumer behaviour- children’s influence on consumer behaviour of their parents
Fialová, Eva ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
Bachelor Thesis "Consumer behaviour- children's influence on consumer behaviour of their parents" is divided in two parts, theoretical and practical. The purpose of the theoretical part is to bring readers important concepts and tools connected with consumer behaviour and advertisement. The practical part includes questionnaire investigation focused on children's influence on consumer behaviour of their parents and on the children's relation to advertisment. The aim of this thesis is to find out what the children's relation to add is and mainly the extent of children's influence to their parent's consumer behaviour.
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Media influence on people's life and behaior in the period of financial crisis.
Pikman, Oxana ; Hubinková, Zuzana (advisor) ; Surynek, Alois (referee)
This work is about media influence on people's life and behavior in the period of financial crisis. The purpose of this work is to find out what media products do effect people's psyche and behavior, why person doesn't want to avoid media activity and what we could expect in the future after this crisis. In theoretical part of this work I am trying to explain basic problems of mass media processing and its role in the society using such examples as news, advertising and propaganda. In the practical part I want to prove the truth of hypotheses, which were observed in the theoretical part.
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Marketing Communicatios T-Mobile
Zemanová, Tereza ; Štědroň, Bohumír (advisor) ; Stříteský, Václav (referee)
Bachelor Thesis "Marketing Communications T-Mobile" is divided into two parts, theoretical and practical. The theoretical part is to bring readers the basic concepts and tools of marketing communications, including new and becoming more modern trends in this area. The practical part describes the market of mobile operators in the Czech Republic and outlines how the tools of marketing communication are used in a particular company, including practical demonstration of campaigns have already been held.
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Marketing of services in advertising company Minds, s.r.o.
Pšeničková, Petra ; Procházková, Markéta (advisor) ; Blažek, Jiří (referee)
This Bachelors degree work focuses on marketing of services in advertising company. This work is divided into two parts, the theoretical and practical part. The first part describes the literary information about marketing of services and basic specificity of advertisement, with the intention of outdoor advertisement. The practical part represents marketing of services in advertising company Minds and analyses customers satisfaction with services through a questionnaire. The gained dates are evaluated and interpreted.
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Delusive Advertisement in Unfair Competition
Vazanová, Zuzana ; Hejda, Jan (advisor) ; Přibyl, Karel (referee)
Objective of this article is to define and set bounds of the economic competition in the area of business law. Cummulate knowledge of unfair actions used in advertisement that may influence customer. Definition of protective tools against unfair competition with concentration on customers. The article includes also real examples used in practice.
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Effectiveness analysis of direct selling product's advertising campaign
Pulščaková, Kateřina ; Turnerová, Lenka (advisor) ; Khelerová, Vladimíra (referee)
Every company and particular seller have to learn how to succeed in the market -- how to bind client of long standing to repeated purchase. One of the product placement techniques, which leads goods from the manufacturer directly to the end consumer is direct sale. For the direct selling product promotion is except seller's personal impingement on customers also important effective advertising campaign. Its aim is to hold interest, address and provoke potential consumer into buying concrete product. This thesis analyses effectiveness of advertising campaign from different points of view. It is focusing especially on various advertisement tools, their positives and negatives. This thesis deals with analysis and evaluation of concrete launching advertising campaign of the product from Swedish cosmetic company Oriflame, which is one of the leader companies in direct sale.
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Advertisement and ethics
Routová, Hana ; Drozen, František (advisor) ; Filipová, Vladimíra (referee)
This diploma thesis deals with the relationship between advertisement and ethics. Many people think that anything is possible in the advertisements, this, however, is not true. The area is restricted both by the law and by the non-legal institutions, e.g. A Czech initiative of advertising agencies, media and advertisers - "Rada pro reklamu" - Advertisement council. This council might recommend advertisement's cancellation. The media scene experts claim that the media market reflects the consumers' wishes. Thus, in the absence of protests against an "anti-women" advertisement, the advertisement might be considered ethical for the particular market. As we can see, the ethics is a very delicate term and what one perceives as ethical, might be considered unethical by anybody else.
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Importance of Body Image Marketing
Hejdová, Miroslava ; Koudelka, Jan (advisor) ; Skokanová, Dagmar (referee)
Objective: Body image may be regarded as a very useful tool in marketing strategies. In the theoretic part of the thesis, body image topic is discussed from the women and men's perspective. Main aspects which could be used in marketing are stressed. 1) The first aim of the thesis is to support or explode a theory about current slim ideal in women and athletic body in men and furthermore struggling of men and women to fulfill this ideal by dieting or exercise. 2) The second aim is to find how exactly body image is used in printed adverts on cosmetics, medicines, food supplements and medical devices distributed in pharmacies. Methods: Questionnaire study, analysis of adverts on leaflets. Results: Aim 1: A total of 43 subjects were included in the study, 28 females, 15 males. The majority of subject had university education (35 subj.), none of the subject had only basic level of education. The most frequent residence included Prague (30 subjects). Two hypotheses were statistically confirmed in the study, i.e. Hypothesis 7: Women more than men are aware of the fact, that advertisements do influence their feeling about what they want to look like (p=0.004) and Hypothesis 13: The desire to loose weight is dependent on age (p=0.002). In women, slim body is preferred, while in men the best body would be athletic one. Aim 2: The percentage of total area which aimed at body image differs substantialy within the analysed sample (minimum 4%, maximum 36% of total area of the leaflet). Body image is most frequently used in adverts on cosmetics. In general, it seems, that the area dedicated to body image is very similar across all cathegories. Most of the adverts showed woman's body or its parts. If a man was shown, it was always in a particular social role (a father, a grandfather). Conclusion: Basic presumptions and hypotheses about body image of men and women in our society were confirmed. In line with published literature data, the women's ideal would mean a slim lady who takes care of herself. In men, it is a tall handsome browny man with friendly nature. A certain pilot study into printed adverts on various products sold in pharmacies also confirms wide use of body image in advertising on cosmetics and also over the counter sold medicines. Also in this part of the thesis a compliance with literature-published data concerning use of body image in advertising was found.
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