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Marketing Targeting Children Illustrated with Dairy Products
Slunečková, Karin ; Máchová, Eva (advisor) ; Hejlová, Denisa (referee)
The bachelor thesis at hand "Marketing Targeting Children Illustrated with Dairy Products" describes the specifics of advertising directed at children. It outlines how children are protected from the adverse effects of advertising by law as well as by measures of different organisations. The thesis takes into consideration the uniqueness of children as a target group, thus dividing them up into segments created according to their age or other parameters. The third chapter focuses on consumer socialisation of children, meaning that children are being influenced by the environment around them when they are growing up. The principal part of the paper is advertising and its effect on children, whereby it elaborates on the psychological and audiovisual methods advertising is using. Theoretical knowledge based on academic books or electronic resources is applied to practical examples, namely on communication of the brands Pribináček and Kostíci, which produce dairy desserts for children. The bachelor thesis is characterising the basic media types that advertising directed at children uses and - based on this - describes and evaluates the communication of the two brands mentioned above.
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Comparison of corporate communication of Impact Hub via social network Twitter
Falzonová, Anna ; Máchová, Eva (advisor) ; Klimeš, David (referee)
This bachelor's thesis deals with corporate communication on Twitter. The theoretical part focuses on the basic characteristics of the platform, gaining popularity through time and its current position in the public and corporate sphere. Further it focuses on Twitter in the Czech Republic, user profile, influential accounts and its common use. Main part of this work constitutes of research which analyzes Twitter corporate communication of ten Czech companies in the period November 2014 - January 2015. Based on the quantitative analysis of 731 posts the communication strategy of individual companies is defined in the terms of sentiment, visual form, topics, functionalities and engagement rate. Further the overall corporate Twitter communication in the Czech Republic is characterized. In the concluding part of the thesis, research and theoretical findings are combined to compare the use of Twitter corporate communication in the Czech Republic and abroad.
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On Productivity of the CAUSED-MOTION Construction in Present-day English
Machová, Eva ; Malá, Markéta (advisor) ; Lehečková, Eva (referee)
The purpose of this master's thesis is to define the productivity of the caused-motion construction and describe what syntactic and semantic constraints limit it. While some consideration is given to the possibilities of using the construction's arguments, the principal focus is on the study of the main verbs that occur in the construction. The verbs can come from a variety of different semantic classes because of the construction's polysemous character and the coercion process, which allows constructions to change verbs' meaning and valency structure. The major constraints on the productivity of constructions that were discussed in Goldberg (1995), Suttle & Goldberg (2011) and Robenalt & Goldberg (2015) are the semantic coherence principle, the correspondence principle, similarity to attested verb classes, coverage, statistical pre-emption and conservatism via entrenchment. These, together with the semantic constraints imposed by the caused-motion construction's meaning, were the expected restrictions on the productive use of verbs in the construction. The analysed examples of the caused-motion construction come from the Spoken BNC2014 (Love et al., 2017) which can be considered representative of present-day spoken British English. The construction and corpus token frequencies of the main verbs...
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Comparison of the effectiveness of online advertising channels demonstrated on an example of printed cookbook sale
Novák, Petr ; Máchová, Eva (advisor) ; Shavit, Anna (referee)
This bachelor thesis deals with a comparison of the effectiveness of advertising tools available online. The theoretical part addresses characteristic features of the work of the advertising channels studied and presents the Google Analytics traffic measurement tool, along with those functions that allow a deeper understanding of the equivalence of different sources of traffic on the conversions performed. The practical part compares paid advertising channels - Sklik, Google Adwords and Facebook ads - with the organic search results. The thesis explores user behaviour on websites, with an emphasis on the effectiveness of the campaign as expressed by conversion indicators. Using segmentation, the results obtained are compared in terms of age group, location, gender or the type of device used. In the final evaluation, the author places the results of the research into an overal context, emphasising the interplay between different marketing activities and analysing the influences which play a role in the effectiveness evaluated.
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