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Role of the Presentation in the marketing
Zotov, Roman ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
There is a problem that people do not know too much about how to present their product/company/service etc. My goal was to show that almost anybody could educate himself/herself with the aim of improving knowledges of his or her own. I used the information from different reliable sources and used the original records of Apple Keynotes presentations. This thesis shows us the technics that uses CEO of Apple Inc. Steve Jobs in his presentations. All of the goals of the thesis were achieved and this thesis could really help people to learn something more about the presentation.
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The Importance of Body Image in Marketing
Ježová, Veronika ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The thesis addresses issues of body image in a marketing context. The aim of the thesis is to affect elements of the body image of persons shown in the printed local and foreign media, determine the extent to which people look identical and how it differs. Part of the objective is to affect the factors leading consumers to solve their dissatisfaction of how they look like by looking for the help of plastic surgery. The work is divided into theoretical and analytical part, the theoretical part gives the reader the opportunity to become familiar with the issue of body image and provide him better orientation in the analytical section. The analytical part is focused on the content analysis of the Czech and U.S. version of Cosmopolitan magazine, but also includes an analysis of secondary data, namely database Market Media Lifestyle and also the results of research "Perceptions of Aesthetic Plastic Surgery."
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Planned Obsolescence
Nejedlá, Jana ; Pešek, Ondřej (advisor) ; Štědroň, Bohumír (referee)
Planned obsolescence is the term used to describe incentives of companies to make durable goods faster obsolete. The aim of the study is to make a big picture and real situation about planned obsolescence practising and consumer disposal behaviour. First part addresses the theoretical background and provides comprehensive overview through different aspects of the good's durability issue and planned obsolescence characteristics and influences. Second part in further reference to the information provided in theoretical part examines the situation of specific durable products - laptops. From survey's results on consumer attitudes towards durability of laptops and real case study on Apple Inc. and its reliance to planned obsolescence, recommendations to the more sustainable consumption of consumer electronics are presented.
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Target market: Children as consumer
Balážová, Barbora ; Pešek, Ondřej (advisor) ; Vávra, Oldřich (referee)
This thesis deals with the effect of advertising on children and their degree of personal autonomy, which is an attempt to evaluate the topic from the perspective of parents. The aim is to analyze how parents perceive the impact of advertising on their children and what is the purchasing power of children not only in terms of its own funds, but also the impact of children on family purchasing decisions. Primary data were collected by an electronic survey, when for a period of one week was obtained 96 questionnaires. Based on the results of own survey it is possible to say that children are susceptible target group for which the advertising is engaging and they remember its story. Children are able to distinguish different brands and can thus significantly influence the purchasing decisions of the family, because in most cases, parents want to satisfy the wishes of their children. Children usually receive pocket money only occasionally and if they want to buy something, the parents want to have an overview about it. The power of children as consumers therefore lies primarily in the possibility to participate in the purchase decision.
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Using online tools in marketing communication
Kapusta, Tomáš ; Pešek, Ondřej (advisor) ; Hanzlík, Jan (referee)
Diploma thesis deals with dynamically developing medium -- Internet and focuses on its marketing usage. At first the thesis describes development of the Internet worldwide, in Czech republic and analyzes czech Internet users. Then follows description advantages and disadvantages of the Internet as a marketing tool and media analyses. The thesis also describes various kinds of Internet marketing tools as viral marketing, buzz marketing, social networks and others. In section buzz marketing is focus on insight into real work in media communication agency . The gained information are used as a theoretical background in practical part where is carried out secondary and primary research regarding impact and characteristics of viral videos. The final outcome is summary of key findings and set of recommendations for designing successful viral video based on previous analyses.
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Unethical Means of Collecting Information about Consumers
Fischerová, Kristýna ; Pešek, Ondřej (advisor) ; Trepešová, Jana (referee)
This thesis focuses on defining some unethical practices used in marketing. Direct marketing based on property and creation of databases including information about consumers, is one of the issues, which evoke speculations about ethical standards. These speculations are mainly about the creation of databases, their data sources and practices, among others telemarketing. Unsolicited commercial communications and spam as the phenomenons of modern society are also considered unethical. It is necessary to distinguish the above mentioned from authorised business communication and also define the terms of opt-in and opt-out mode. Transferring the personal data between companies is often used in practice, profiting from carelessness or ignorance of consumers. This thesis also describes a basic overview of the legal framework.
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Analysis of success in rebranding Botas, a.s.
Mareš, Jan ; Pešek, Ondřej (advisor) ; Skokanová, Dagmar (referee)
The aim of this thesis is to provide complex view of present condition of company Botas, a.s. - a traditional czech shoes producer. I analysed stregnths, weaknesses, opportunities and threats with the use of SWOT matrix, I also reviewed the marketing instruments, I did a research on perception of the brand and tried to analyse the life cycle, using the data from the final accounts.
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Political marketing in Slovakia
Komorová, Michaela ; Štědroň, Bohumír (advisor) ; Pešek, Ondřej (referee)
This Bachelor thesis deals with the development of political marketing in Slovakia since 1994. In its theoretical part it deals with the basic concepts of marketing used on the political market. The practical part describes the different types of elections which took place in Slovakia, analyses the reasons of the failure of political parties and leaders, and provides the basic overview of promoting methods used in each election.
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The analysis of the "To help and to protect" recruitment campaign
Randa, Miloslav ; Pešek, Ondřej (advisor) ; Štědroň, Bohumír (referee)
This analysis of the "To help and to protect" recruitment campaign, which is used by the Police of the Czech Republic, is divided into two parts: theoretical and practical. The theoretical part considers the marketing mix and communication, social marketing and social advertisement used. The practical part analyses the characteristics and duties of the Czech Police and recruitment campaign "To help and to protect" (introduction, financing, types of communication channels). This work has employed a survey research in order to discover a possible impact of the campaign on the mass outlook on the Czech Police. Using this information, the recruitment campaign is, in conclusion, assessed and suggestions are made for its improvement.
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