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Change Blindness and Choice Blindness
Denemarková, Martina ; Vranka, Marek (advisor) ; Uhlář, Pavel (referee)
Change blindness and choice blindness are phenomena, research on which is not only interesting, but also essential for better understanding of attention, formation of internal representations, decision making processes, formation and stability of preferences. The thesis introduces change blindness and choice blindness in theoretical relations, briefly submits crosscut of research studies of these phenomena and factors affecting them. In relationship to the literature review part, this thesis also contains a proposal of empirical study investigating the influence of demand characteristics on choice blindness in context of consumer preferences. Keywords: Change blindness Choice blindness Preferences Internal representations Decision making
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Analysis of multidimensional contingency tables
Děchtěrenko, Filip ; Boschek, Petr (advisor) ; Vranka, Marek (referee)
Multidimensional contingency tables are suitable tool for capturing the count of observations of multiple categorical variables. There are more complex relationships amongst multiple variables which cannot be captured by analytical tools for two variables. In this work, we introduced log-linear models and showed their application on three dimensional tables. We focused on statistical program SPSS, in which we showed analysis on the sample data including the interpretation. We redone the analysis on another artificial data capturing the possible situations which could researcher encounter in the real life. The sample data were also analyzed in statistical program R. Powered by TCPDF (www.tcpdf.org)
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Facing new challenges of digitalization in internal communications
Iltis, Martin Erik ; Poucha, Tomáš (advisor) ; Vranka, Marek (referee)
How do organizations communicate to employees in the digital era? And how do they meet their specific needs? This work aims to map the complex knowledge of organizational communication in the context of current trends which have a major impact on organizational communication. Due to technological progress and new digital tools, internal communications are facing new challenges of losing interest and reach of their audience, i.e. employees. In the theoretical framework of this paper, the attempt was to introduce the general idea of communication within an organization, its functions, objectives and strategy. In the following chapters I have introduced the channels which are widely used when reaching to employees. As evaluation of effectiveness plays an important role in this domain, I have pointed out the key metrics which communicators should focus on when measuring internal communications. Communication in the digital era is no doubt a challenge and must change in order to meet the specific needs of the target group, however, what if the challenge lays not in the channel but in the target group? In the practical part I have introduced an example - a multinational company Siemens AG recently introduced a digital tool to share information with its employees - a mobile application. As a major part of...
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Research study about of the lifestyle patterns of Marshal Apparel's target group with the focus on a perception of fashion and trends as a means of self-expression
Šlahař, Daniel ; Maxa, Martin (advisor) ; Vranka, Marek (referee)
This bachelor's thesis is aspiring to penetrate the minds of the consumers and to delineate chosen characteristics of the lifestyle of Marshal Apparel's target market. It will also focus on the preception of trends and fashion as means of self-expression. In the first section of the thesis, I will explain the basic expressions linked with fashion and lifestyle which help to further understand the given topic. In the next section, I will briefly describe the Marshal Apparel fashion label. The practical section then puts the theoretical expressions into practice and applies them to the target market. The last section of the thesis presents the results and the discoveries of the quantitative and qualitative research that was carried out to gain an understanding of the consumer behaviour and lifestyle of the target market.
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Communication strategy aimed at subcultures on the example of brand Jägermeister
Plevová, Zuzana ; Klimeš, David (advisor) ; Vranka, Marek (referee)
This work focuses on the communication strategies aimed at subcultures and uses the brand Jägermeister as an example. The theoretical part serves as an explanation of concepts like marketing communication, the communication mix and its tools. Furthermore, it covers the topic of postmodern marketing, which enables us to better understand the current form of marketing in relation to the society. Such trends like viral marketing, buzz marketing or guerilla marketing that are used mainly for the young generation using the Internet, are also mentioned. A whole chapter of its own is dedicated to the theory of subcultures. The last part describes chosen subcultures that are targeted by the Jägermeister brand. The practical part introduces the Jägermeister brand and its position on the Czech market. Subsequently, it examines the communication strategy of the brand and its tools.
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The usage of sensory margenting at the point of sale
Jílková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The bachelor thesis contemplates sensory marketing at the point of purchase with specific focus on its implementation in practice. The first part looks into the psychology of a customer and tries to find reasons for his purchasing decisions. Because more than 80 % of customers decide on a purchase of a product at the point of purchase, the importance of marketing communication at the point of purchase which can influence the impulsive purchase is immense. Moreover, nowadays customers expects a unique experience connected with emotions from shopping. Therefore, the second part focuses on the sense-oriented marketing which is based on emotions. That suggests that in order to draw positive emotions from a customer it is essential to appeal to his emotions. Based on findings included in the part dedicated to sensory marketing, the thesis concentrates on the examples of effective usage of this type of marketing communication in practice. Using a field research, several stores that offer their customers a exceptional experience from shopping are depicted thoroughly.
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Marketing communication of the brand BMW in the Czech Republic between years 2015-2016
Měřičková, Marie ; Koudelková, Petra (advisor) ; Vranka, Marek (referee)
The aim of my bachelor thesis is to analyse marketing communication of BMW in the Czech Republic between 2015 and 2016. The theoretical part includes definition of marketing communication and single tools of communication mix. In the practical part, I focus briefly on the history and progress of BMW and its position in the Czech market. Furthermore, I describe particular parts of communication mix and analysis of competitors. The thesis also includes own research which is focused on the fans and owners of BMW's cars. It tries to find out the attitude of BMW fans and general view of the company.
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Advertisements against advertising. Subvertising in the Czech Republic and abroad
Dolečková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The Bachelor's thesis "Advertisements against Advertising. Subvertising in the Czech Republic and Abroad." deals with the phenomenon of subvertising, which originated from the needs of artists to react to the content and number of advertising messages surrounding us on a daily basis. The thesis sets the phenomenon into cultural-historical context and describes the development of art criticism. It also includes new marketing movements that stem from subvertising. Principally, the thesis focuses on the relationship of art and marketing, whose margins are currently being exceeded. Based on the theoretical findings, the practical part of the thesis analyses selected artists and introduces important manifestations of subvertising. For the description of the artistic interventions, it uses the method of a case study and comparative analysis. At its beginning, the thesis presents four world groups which unify artists and which brought forth subvertising. The next part deals with the context of foreign artistic production and introduces six subvertisers, including several lesser-known figures. The second half of the thesis contains case studies analysing the artistic production in the Czech Republic, and comparative analyses which compare the Czech production with the attacks of foreign artists. The...
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Distinction in the break up adjustment in people with different time orientation.
Krejčová, Monika ; Kebza, Vladimír (advisor) ; Vranka, Marek (referee)
The thesis deals with the relationship between one's time perspective and their ability to cope with the termination of the relationship. The time perspective is composed of five temporal orientations - past positive, past negative, present hedonistic, present fatalistic and future - which differ from each other in personality characteristics and their influence on human behavior. Our aim was to explore the differences among them in the choice of coping strategies in dealing with a breakup and verify the hypothesis. The following methods were used in the research: Zimbardo Time Perspective Inventory (ZTPI), questions concerning respondent's breakup and Brief COPE, which measured a total of 14 coping strategies on a sample of 237 respondents. The results confirmed the different choices of coping strategies among five time orientations. Although it was not proved that some temporal orientations (past negative) would cope with the breakup more problematically, it seems, however, that these ones mostly use maladaptive coping strategies which can make their breakup adjustment harder. In the conclusion, therefore, are also considered the possibilities of application of our results in psychological counseling practice. Powered by TCPDF (www.tcpdf.org)
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New media as an important part of marketing communication of electronic music events
Oravec, Jozef ; Klimeš, David (advisor) ; Vranka, Marek (referee)
Bachelor thesis "New Media as an important part of marketing communication of electronic music events" analyses the role of new media as a group of key communication channels of marketing communications of electronic music events. Compares the use of new media with traditional channels represented widely in the marketing mix of communication of electronic music events, analyses the effectiveness of the use of new media in the marketing mix, examines and compares real and perceived impact of the use of new media in the marketing mix for the audience. The first part of the thesis focuses on the description of the new media, the social aspects and its use in marketing communication; describes electronic music events and social aspects; and anchors marketing communication and the importance of use of its instruments in electronic music events. Then analyses the various tools of marketing communication and offers a questionnaire survey focused on perceptions of marketing tools used for electronic music events on which it concludes evaluation of the effectiveness of marketing communications of electronic music events.
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