Home > Search Results: Palyzová, Markéta
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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
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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Change in the corporate identity of the brand DS Automobiles
 Palyzová, Markéta ; Koudelková, Petra (advisor) ; Ježková, Tereza (referee)
The aim of this bachelor thesis on the topic "Change in the corporate identity of the brand DS Automobiles" is to describe and analyze the change of corporate identity and evaluate the effects of this change on the operation of DS Automobiles in the Czech market. In the theoretical part, I focus on the presentation of corporate identity as a whole, including corporate culture and communication, a unified visual style of the company and other elements. In the practical part I analyze changes in corporate identity. Part of the work is also a questionnaire survey among the target group, which focuses on the analysis of brand perception, brand awareness and corporate identity change.
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