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Perception of body positivity in lingerie marketing
Dvořáková, Alžběta ; Ortová, Nina (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis focuses on the topic of positivity points in lingerie marketing. In the theoretical part of the thesis this topic is theoretically based, put into context and its key aspects are presented. The theoretical part firstly focuses on inclusive marketing, followed by the principles of fashion marketing and inclusion in this sector. It then focuses on a description of body positivity, its development and looks at the principles and trends in the lingerie segment. The key chapters of the theoretical part focus on the description of the concept of body positivity in lingerie marketing, which are presented with examples of selected brands. The theoretical part also summarizes the critical and ethical issues related to this topic. The second, practical, part of the thesis examines and describes the perception of body positivity in lingerie marketing among Czech female consumers aged 18-40. First, existing research in this area is summarised and then the results of the research conducted as part of this thesis are presented. The research investigated whether body positivity is at all perceived by Czech female consumers, how it is perceived and how Czech female consumers approach it. Furthermore, it was also studied, how female consumers think lingerie advertisements should look like and...
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Media representation of beauty and health in drugstore advertising campaigns: an analysis of marketing campaigns of drugstore companies on the Czech market
Palyzová, Markéta ; Moravcová, Hana (advisor) ; Ortová, Nina (referee)
This thesis focuses on the analysis of the media representation of beauty and health in the advertising campaigns of the three largest drugstore players on the Czech market - dm drogerie-markt, ROSSMANN and Teta. Through a series of structured focus groups, I gathered qualitative data from three generational groups (Generation X, Generation Y and Generation Z) to describe how the advertising campaigns of Czech drugstores influence consumers' attitudes and perceptions of beauty and health and their purchasing behaviour. This topic is not elaborated in detail in the Czech retail and drugstore market. The treatment of this topic provides a new perspective on how drug companies communicate with their target audience and shape their perception of beauty and health. The first part of the thesis is devoted to the theoretical background and historical context of the drugstores dm drogerie markt, ROSSMANN and Teta. The practical part of the thesis is devoted to the research methodology, the focus groups themselves and then the presentation of the results and their summary. The results of the conducted research show that two dominant images and ideals of beauty prevail in the advertising campaigns of Czech drug companies. One is the focus on physical beauty, perfect appearance and idealised images of beauty....
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How the content of fitness influencers affects college students and their relationship to body image
Machová, Eliška ; Ortová, Nina (advisor) ; Švelch, Jaroslav (referee)
The bachelor thesis deals with the complex issue of body image in the context of the fitness phenomenon. The author's research examines the influence of popular fitness influencers on the social network Instagram on university students in the context of their perception of their own body image and that of their peers. The theoretical part deals with Instagram and its specifics, the issue of body image in various contexts and does not neglect the phenomenon of fitness and its promotion by a selected group of influencers. The empirical part of the work is carried out through qualitative research using the focus group method. The research focuses primarily on the assumed correlation between the consumption of content by selected creators and the perceived importance of physical appearance or self-worth, as well as motivation for a healthy lifestyle and sport. In this thesis, the author seeks to determine how students may be influenced by content created by fitness influencers on social media, and to assess whether the interviewees believe that this type of content creation has positive or negative consequences for themselves and other young people. The aim is not to achieve clear-cut results, but rather to map the prevailing views and different mindsets in the sphere of fitness influencers' impact on...
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Trends and Perceptions of the Effectiveness of Media Relations Tools in the Field of PR
Čalounová, Markéta ; Ortová, Nina (advisor) ; Hejlová, Denisa (referee)
This bachelor's thesis focuses on media relations, which are part of the field of PR. It aims to describe the current situation in the Czech PR and to find out whether traditional media relations tools are still effective and what trends in the field of media relations are used by Czech PR professionals. The first part of the thesis focuses on the theory of media relations. It briefly defines the basic terms and media relations tools as well as describes the current situation in Czech PR, ethical and legislative boundaries of media relations or media relations trends and measuring the effectiveness of media relations. In the practical part, research was conducted on trends and effectiveness of media relations tools. A combination of qualitative and quantitative methods was used to conduct the research. First, in-depth interviews were arranged with PR professionals from Czech PR agencies. Afterwards, a questionnaire survey was carried out with respondents working in PR agencies or in-house PR departments of companies. The outcomes from both research methods were analysed and the results were interpreted in the second part of this thesis. The research shows that Czech PR professionals still use traditional media relations tools such as press releases, media lists or media pitching and although their...
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Rebranding of SK Slavia Praha football club and its influence on marketing communication
Kalous, Tomáš ; Ortová, Nina (advisor) ; Halada, Jan (referee)
This bachelor thesis examines the rebranding of SK Slavia Prague in 2022, with a focus on the opinions and perspectives of supporters on the new visual identity. Although the change of visual identity was positively welcomed by professionals, Slavia Praha did not publish any investigation to confirm or refute whether this was the same for the target group in the form of fans. This thesis consists of three parts - the theoretical background, branding of sports clubs and the research, which first provide an insight into brand management issues and then describe in more detail the branding of selected sports clubs from home and abroad, including rebranding of SK Slavia Prague in 2022 and its influence on marketing communication of the club. The research section presents a description of the research and a presentation of the analysis of the results, which were conducted using an open coding method after individual in-depth interviews. In the discussion, the author provides insight into the perception of the new identity by the primary target audience of the club's communication and also presents recommendations for further club communication. The research findings indicate that the target group received the rebranding positively and thus the rebranding met the club's stated objectives.
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Marketing communication of the GolfDigest C&S brand
Fridrich, Viktor ; Halada, Jan (advisor) ; Ortová, Nina (referee)
This thesis deals with a detailed examination of the marketing communication of the Czech language version of the American golf magazine GolfDigest. The aim is to understand the links with the marketing mix and to analyse the different marketing communication tools. The theoretical part focuses on the explanation of acronyms, golf marketing, print media marketing and marketing mix. Emphasis is placed on marketing communication tools such as direct selling, advertising, sales promotion, direct marketing, online marketing and public relations. The thesis also includes situational SWOT analysis, PESTLE and Porter's five forces model. The analytical and descriptive part focuses on the Czech and Slovak golf market and analyses the American magazine GolfDigest. The marketing mix is examined, including product, price, distribution and marketing communication, which includes advertising, emailing, websites, social media and more. Competitive analysis includes Golf magazine and Premium Golf. Based on the findings, recommendations for improvements are proposed for the website, emailing campaigns, social media and the Open Tour. The goal is to strengthen GolfDigest magazine's marketing communications and increase its competitiveness. The thesis provides a comprehensive view of the marketing communication of...
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Marketing analysis of an exhibition "HOW CAN I HELP YOU?" by Krištof Kintera at the DOX temporary art centre
Kojšová, Alexandra ; Ortová, Nina (advisor) ; Vranka, Marek (referee)
This bachelor thesis focuses on the marketing analysis of the exhibition "HOW CAN I HELP YOU?" by Krištof Kintera at the DOX Contemporary Art Center with a focus on students. The thesis focuses on students as they are one of the main target groups. The aim of the thesis is to find out what influences students when choosing an exhibition, furthermore what information channels are used when choosing an exhibition and also what role the attractiveness of the artist plays for the student. The whole thesis is divided into 2 parts - theoretical and practical. The theoretical part covers the evolution of the art museum, theory of art marketing, DOX Contemporary Art Centre, Krištof Kintera and the exhibition itself. The practical part contains research, which is divided into three parts - semi-structured interviews, analysis of communication activities and questionnaire survey. The final discussion includes an evaluation of the results and proposed recommendations.
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Public Relations Activities of The On-line Investment Platform: Case Study Portu
Vaníčková, Tereza ; Ortová, Nina (advisor) ; Vranka, Marek (referee)
The bachelor thesis entitled Public Relations Activities of The On-line Investment Platform: Case Study Portu aims to map and describe the PR activities of Portu in 2021. The theoretical part summarises literature research on the history, description, tools and techniques, and theoretical concepts of public relations. The analytical part focuses on applying the theoretical background to own research. Within the framework of the case study, this bachelor thesis examines and then evaluates the public relations activities of the on-line investment platform Portu in the analysed year 2021, which the founder of Portu, Radim Krejčí, himself called the year of the investment boom for Portu and the year when the company experienced unprecedented growth. The company's PR activities were analysed from publicly available sources, the company's social networks, its website, and through personal communication with the company's marketing manager, who is responsible for public relations at Portu. The research involved a qualitative case study method and a quantitative content analysis of media mentions and a questionnaire survey of the company's target audience. The methodological part of the thesis describes the methods used and their further implementation. The success rate of press releases in the media, the...
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The communication of the British Royal family in 2021 on Instagram and its influence on the opinion of the generation Z
Hlavatá, Kateřina ; Ortová, Nina (advisor) ; Halada, Jan (referee)
This bachelor thesis examines the influence of the communication of the British Royal Family on the perception of the generation Z. At first it presents the theory of public relations and the usage of social media in the communication strategy, where it also describes one of the most significant theories of PR, the Cutlip's and Center's theory 7 C. This thesis aims to determine the share of communicated topics on @theroyalfamily Instagram profile, to evaluate the quality of its content and to find out if it has any influence on the opinion of the generation Z. The research was divided into three parts due to various research questions: questionnaire survey, content analysis and subjective analysis of the author.
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