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Classification analysis of emotional appeals on sample Czech television commercials
Káčerková, Radka ; Novák, Michal (advisor) ; Jordan, Michal (referee)
Abstract: The work deals with the possibilities of using emotional appeals in advertising. The main goal was classification and definition of emotions and emotional appeals with regard to marketing. The work focused on emotional appeals in Czech TV adverts and found out the way how emotional appeals are used in these adverts. Research question used in this work concerned the problem of which emmotional appeals are in adverts the most. Research sample consisting of 150 TV adverts was divided into several homogeneous groups according to industry. Research method applied to the sample was content analysis. All findings showed that emotional appeals are essential part of TV adverts but as the secondary factors additional to the whole advertising message. Key words: Emotions, marketing, advertising, advertising appeals, emotional appeals
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Cultural aspects of international marketing communications companies L'Oréal and Oriflame
Kredatusová, Petra ; Novák, Michal (advisor) ; Štrach, Pavel (referee)
This thesis is focused on cultural differences and their influence on the usage of marketing tools of specific companies in various markets. The thesis evaluates the effect of the cultural environment on companies' communications with consumers. There are analyzed American, Indian and Chinese websites of cosmetics company L'Oréal and websites of selected brands of consumer cosmetics that come under L'Oréal. In the second part the German, Indian and Chinese catalogues of cosmetics company Oriflame are analyzed. Analysis of selected marketing tools of both companies is mainly based on findings of Geert Hofstede and the studies that follow-up his work and also on findings of Edward. T. Hall. The analysis revealed that both companies have shortages in the adaptation of usage of marketing tools in different cultural environment. Therefore, a proposal of conception that could help to eliminate the shortages and provide a better adaptation of marketing tools in different cultural environment was recommended.
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Application of Methods of Internet Marketing and their Impact on Site Traffic HradecŽije.cz
Krásný, Daniel ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
The main purpose of this master's thesis is the application of selected methods of internet marketing, checking their effectiveness and controlling their impact to visit rate of regional website. Due to the limited budget my work is mainly focused on inexpensive ways of applications of internet marketing. In the theoretical part I firstly demonstrate the techniques that I deal with. In the practical part I introduce the initial situation of the regional website, including the specifics of its visit rate. After the describing and application of marketing changes, I analyze the same metrics one year later to detect differences and development of website. In the conclusion I offer the concrete recommendations for managers of regional website.
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Preference of Media in Different Cultures
Hořínková, Adéla ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This thesis deals with relationships of culture and media which are used by people of definite culture. In the research there is the most widespread media of present. It includes newspaper, radio, television and internet. The culture is assessed from the viewpoint of Hofstede's cultural dimensions theory. In this theory there are five dimensions which are Power distance, Individualism, Uncertainty avoidance, Masculinity, and Long Term Orientation. The methods, which were used for results, were chi-square and Pearson's adjusted residuals. The researched dates of quanti-tative research originate in Mindreader project of the company Mindshare which was taking place in year 2012.
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Analysis of a Marketing Communication of Telecommunication Companies on the Czech Media Market
Roll, Jan ; Novák, Michal (advisor) ; Haucková, Marta (referee)
The thesis offers a brief review of Czech massmedia market situation. The work particulary focuses on marketing communication of companies providing voice, data, or Internet connection services. According to international NACE CZ/EU standart: Voice services, data transmission and Internet connection services - The scope of the research does not include only the largest providers, but whole business category with smaller and local providers too. Therefore, it is possible to observe quite common situations, when some small local company penetrates the particular massmedia market, usually ruled by large monopolistic companies. Thus, the small companies can influent the market and the research rapidly. The thesis includes marketing campaigns implemented in TV broadcast, press, radio and Internet.
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The Use of Project Management Tools in Event Management
Sadílek, Tomáš ; Novák, Michal (advisor) ; Přibil, Jiří (referee)
The aim of this thesis is to determine possibilities and real use of project management tools in event management, in sphere built on project bases, but that is also very dynamic and changing even in realisation. The thesis focuses on software support for managing projects and project teams, that are applicable in event management. The research was made for the selection of optimal tool for realization of leasure time, public event Ladronkafest. Selection is based on multi-criteria decision evaluation process, that is implemented after consultation with professionals in event management. The chosen software was tested on some smaller event. During the test users realized some negatives about this program and decided not use it.
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Analysis of Marketing Communications Carmakers on the Czech Media Market
Joukl, Jiří ; Novák, Michal (advisor) ; Haucková, Marta (referee)
The aim of this master thesis is to describe advertising, media planning, media and czech automotive market. Then will be analyzed automobile advertising in Czech Republic in 2013 on television, radio and in press. Generally characterize ads on the mass media market and find out how these media are used and identify their differences. The conclusion will be focused on the first five automotive brands according to the order in the market and determine promotion planning on their individual models. To this analysis will be used descriptive statistics.
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Analysis of the Integration of Product Placement in the Audiovisual Work "I wake up yesterday"
Strejčková, Jitka ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
The thesis titled Analysis of the integration of product placement in the audiovisual work "I wake up yesterday," focuses on the use of marketing tools product placement in this particular film. The theoretical part defines the issues and their types of promotion. Characteristics of effective legislation in the Czech Republic and related European Union regulations. Pricing for product placement and the possibility of measuring effectiveness. The practical part deals with concrete examples on the matter after legalization in the Czech Republic. The work deals with the number of occurrences of brands in the audiovisual work. Furthermore, the work focuses on, whether product placement was used in accordance with the law and what proportion of occupied product placement in the total broadcast time. What percent was used for active or passive product placement and the share of the dominant and nondominant expresses shot on the product. Furthermore, it is also concentration on realism brands.
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Organizational Culture and its Connection to the Organizational Structure
Chabrová, Olga ; Hiršová, Miloslava (advisor) ; Novák, Michal (referee)
The work describes the organizational structure and analyze the organizational culture in a particular organization. Searches ties that these two areas interlink and finds them in the standards of behavior. Identifies common factors shared values, norms of behavior and identifies them with appropriate typologies of culture. Proposes joint measures that would considered organization secondly eliminate the negative effects of fragmentation of values and norms of behavior of individual members, as well as better utilize their strengths, ie. Compactness values and norms of behavior. All this in order to facilitate efficient management of the organization and the shared goals of the organization.
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Aspects of Organizational Integration Currency Bitcoin Payments
Pitrová, Marie ; Novák, Michal (advisor) ; Přibil, Jiří (referee)
The main objective of this diploma thesis is to introduce the history and origin of digital currency Bitcoin and how this project works specifically from the perspective of IT. The thesis contains detailed instructions for the process of implementation Bitcoin payments to the company. This diploma thesis describes the possibilities of abuse and security. Further compares advantages and disadvantages with the classical exchange resources. How is it possible to get this currency, use and how it developed its rate against other world currencies. The thesis also mentions similar cryptocurrencies.
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