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Marketing significance od male body image
Benová, Natália ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The aim of this thesis is to analyse key cultural factors determining the impact of male body perception on consumer's behavior, evaluate their significance and reflect them in appropriate marketing recommendations. The thesis is divided into four major parts. The theoretical part provides the key information concerning the subject and constitutes the basis for the analytical part. Chapter Body Image Segmentation Potential demonstrates the possibility of using body image for the male market in the Czech Republic. The Questionnaire Survey shows male attitudes to the subject of body image. The Content Analysis examines the male depiction in Czech and Slovak TV commercials. The chapters are supplemented with secondary MML-TGI data. The conclusion of the thesis, as well as the partial conclusions, shows the analyses evaluation and marketing recommendations.
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Marketing importance of women's body image
Křížová, Zuzana ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
This thesis deals with research of the marketing importance of women's body image. The research methods including quantitative research performed by assisted interviewing and content analysis of printed advertisements in five magazines targeted on female population were used. The aims of the interviewing are to determine the current physical condition of Czech women and their views on the display "ideal" of feminine beauty in advertising. The content analysis finds out "ideal" state of physical beauty presented to the society. Based on these two methods the differences between the current and "ideal" state was found and final recommendation regarding the suitability of using beautiful women displayed for advertising purposes, the creation of advertisement using beautiful women images, the appropriate media mix and the correct timing were further specified. The research information was completed by data from MML-TGI.
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Online marketing of the Language centre Laurus
Paulovičová, Marika ; Stříteský, Václav (advisor) ; Pešek, Ondřej (referee)
This master's thesis deals with online marketing of the Language centre Laurus. The main objectives of this work are the assessment of the current state of online marketing of the Language centre Laurus, evaluation of the effectiveness of used communication channels, and recommendations leading to higher commercial success of the web pages. The theoretical part consists of three blocks. The first chapter is devoted to web sites, information architecture, usability and accessibility. The next chapter introduces the possibility of building traffic on web pages, and the third part consists of analysis of the competition. The following chapter includes methodology in which the used tools and procedures of the analysis are introduced. The practical part of the thesis includes introduction and analysis of the online marketing activities of the Language centre Laurus in that is the central part composed of the PPC advertising, SEO analysis and user testing of the web pages. The conclusion of the practical part includes the evaluation of the online marketing activities of the Language centre Laurus and recommendations for further procedures in the field of online marketing activities of the centre.
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The Projection of Body Image into Marketing Communication
Diblíková, Daniela ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
This diploma thesis discusses the main issues in regards to the topic of body image in marketing, such as its overall description, its negative impacts and the influence it has among the media and advertising. A content analysis was the primary methodology used in this thesis. Furthermore, not only were Czech television commercials analysed, but also Australian ones. The work also discusses the fundamental media indicators which help to form a better understanding of the television market. The results indicate that a normal person will be presented in a television commercial in an attempt to better connect the viewer to the commercial, thus connecting the product or brand to the mass audience. This finding was also backed up by the the results of a media indicators analysis that was conducted for Czech commercials.
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Ethical problems of the marketing communication in terms of body image
Eisenmann, Jan ; Pešek, Ondřej (advisor) ; Toth, Štefan (referee)
The thesis is focused on an issue of attainable beauty ideal and its possible negative consequences mainly on adolescent audience. It also deals with the possible ethical questions that are related to the beauty ideal with the young audience. This narrow part of the poulation was selected because of the the fact, that they are the at the biggest risk. The theoretical part describes the related experiments and also shows some examples of different approach to beauty in marketing communication. The practical part of the theses consists of two parts, questionnaire survey and an in-depth interview with the specialists in the psychology and marketing. The conclusion of the work indicates, that young people are aware of the relationship between the beauty ideal and the negative consequences, but, as the rest of the population, do not perceive this phenomenon as an ethical issue.
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Analysis of the Online Marketing Strategy of the company SEVT a.s.
Paroulek, Luboš ; Stříteský, Václav (advisor) ; Pešek, Ondřej (referee)
This dissertation deals with issues of online marketing strategy of the company SEVT a.s. The mening part dealts with issues of internet marketing in general including tools of internet marketing. In the next part situation analysis of the company itself is performed. In this dissertation company's websites are closely examined, including visitou analysis, konversion analysis and so on. The next part is dedicated to the SEO and SEM problematics. Company's websites are rated based on their SEO principles and effectiveness of the websites is evaluated. Tools of internet marketing used in the company are analysed in the part SEM. Aim of this dissertation is to evaluate current online marketing strategy and design a new strategy, that will be more effective in the usage of internet marketing tools and in the mening of web presentation of the company itself. This new strategy should lead to the increase in earnings from the online marketing actitivities of the company.
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Segmentation of the tablet chocolate market
Špidlová, Veronika ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The main goal of this Master's Thesis is to discover and describe significant differences in consumer's behavior on the Czech tablet chocolate market. Based on these found differences reveal, characterize and develop segment's profiles. Further goal is to design relevant marketing recommendations for these segments. The theoretical part contains the explanation of the segmentation process. The analytical part includes main characteristics of the Czech tablet chocolate market and the analysis of the secondary and primary data. The market segmentation was performed based on the results of these analyses. For the segmentation process was used the IBM SPSS Statistics program. The outcome of the thesis discovers four market segments and proposes corresponding marketing strategies for them.
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Human beauty in advertising photography
Bílková, Nikola ; Pešek, Ondřej (advisor) ; Šmíd, Milan (referee)
This thesis focuses on human beauty in advertising photography. The main objective is to chart selected advertisements in the media in which the models have been touched-up by way of the software program. Another objective is to analyze opinions by way of a questionnaire-like investigation of leading Czech photographers and Czech submitters of advertisements based on the topic of human beauty in advertising photography. This work is divided up into several parts. The first part introduces the basic theoretical viewpoint in terms of body image in connection with photography and in terms of marketing communication. The next part focuses on advertising photography in the press and on the Internet. A few examples of exaggerated or unsuccessful cases of touch-ups are included. The main objective of the last part is the assessment of the questionnaires as well as the conclusions that will follow.
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Advertising regulation of sweets and fatty products
Vávrová, Klára ; Pešek, Ondřej (advisor) ; Procházková, Markéta (referee)
Bachelor thesis discusses the ways in which advertising of sweets and fatty products is regulated in the Czech Republic. The main aim is to focus on the issue of advertising sweets and fatty products as advertising for a specific type of goods, which in our country and around the world raises discussion about the impact on human health. The thesis is divided into theoretical and practical part. In the theoretical part is advertising presented as a part of marketing mix and sweets and fatty products are included in the category of "unhealthy" foods. The following are mentioned institutions, which affect the regulation of food advertising; the situation is mapped to regulate advertising of these products abroad. The practical part includes the results of surveys practiced on sweets and fatty products manufacturers, but primarily on consumers.
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Product placement in music videos in Czech Republic
Pajerová, Hedvika ; Pešek, Ondřej (advisor) ; Poucha, Tomáš (referee)
In my thesis I mapp the current situation prevailing in the Czech Republic in the area of product placement in music videos. The analysis of situation is based on an analysis of Czech and foreign music videos and interviews with experts. General public's view via product placement affects survey conducted online only. In conclusion of the practical part of my thesis is case study for product placement in music video for independent, underground, Czech band. This academic work should contribute to more widespread product placement in the environment of Czech music videos.
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