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Product Placement Effectiveness Depending on the Brand Knowledge
Sedněvová, Šárka ; Karlíček, Miroslav (advisor) ; Rozlivka, Milan (referee)
Product placement as one of the modern tools of marketing communication has become very important. This is also the case of the Czech Republic, especially after recent legislative changes and related legalization of product placement. The thesis characterizes product placement, states its particular forms and methods of evaluating its effectiveness. The aim of the thesis is to determine the difference between product placement in a situation when in an audiovisual work is presented in the first case known brand, in the second case unknown brand and in the third case fictitious brand. This is examined by the executed experiment based on watching a video with three type situations and filling in a subsequent questionnaire survey. Analysis of the survey results reveals that product placement is the most effective when displaying known brand, using unknown brand is considerably less effective and that the effectiveness of fictitious brand is the lowest. On the basis of statistical hypothesis testing, it is confirmed that there is a statistically significant relation between brand knowledge and its effectiveness.
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Segmentation of the internet population of the Czech Republic and the specifics of digital communication
Preněk, Tomáš ; Koudelka, Jan (advisor) ; Rozlivka, Milan (referee)
The main goal of the diploma thesis is to present a complex view of the online communication, standing on three main pillars. The first pillar is the market environment that creates the basic conditions for the online communication. Second important point is the digital communication itself. In the thesis there are described the specifics of the mostly utilized digital media. The last key element is the internet user. Thanks to many segmentation criteria we can distinguish between the users and define unique characteristics of the users that can be useful for market targeting and positioning. For that reason, the main theme of the practical part of the thesis is the segmentation of the internet population of Czech Republic. The segmentation was performed via advanced analytical and segmentation software Data Analyzer that is working with the database MML-TGI collected by the research agency Medián.
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