National Repository of Grey Literature 100 records found  1 - 10nextend  jump to record: Search took 0.00 seconds. 
Marketing targeted at children in sweet products TV Commercials
Šůnová, Veronika ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
This thesis focuses on the issue of marketing targeted at children in sweet products TV commercials. The theoretical part outlines basic information such as the history of marketing aimed at children in connection with the development of the media. An essential part of the theoretical part is an insight into legislative regulations and non-legal self-regulatory tools and organizations in connection with advertising aimed at children. Furthermore, the theoretical part is devoted to children, as a specific target group and previous research on children and their perception of advertising, which is followed by a subchapter on the psychological development of their cognitive abilities. The practical part is based on a qualitative analysis of selected television commercials for sweet products aimed at children. The analysis consists of examining the presence and form of five elements determined based on the knowledge gained in the literature review. The subject of an analysis is ads for Kinder brand products from the 1990s to the current ones, which are primarily intended for children. Analysis results show that some elements that used ads in the past are also present in recent ads. On the other hand, some older ads would currently fail due to non-compliance with current ethical regulations. Therefore,...
Business Strategy of the Jipka - Moje jazykovka Translation Agency
Ludačková, Zuzana ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The bachelor's thesis ,,Business Strategy of the Jipka - Moje jazykovka Translation Agency" deals with the strategic planning process within a SMB in the field of translation agencies. Its goal is to create a complex business plan, that will ensure future growth of the company. Based on a literature research, it first describes the theoretical practice of preparing a business plan, from goal-setting, through situation analysis, to an actual creation of the plan. It introduces the analytical tools and models, their outcomes, the process of choosing the right option, followed by its implementation and evaluation. The practial part focuses on application of these theoretical principles, to a specific example of Jipka - Moje jazykovka translation agency, formulation of its goals, and proposing the steps leading to their fulfillment.
Analysis of Gucci's Luxury Marketing
Čaniga, Vojtěch ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The theoretical part of this bachelor's thesis deals with the ambiguity surrounding the definition of luxury and then systematically outlines its historical development against the backdrop of broader societal changes as well as the philosophical thought and related literary works of the time, from antiquity to modern times. Furthermore, it acquaints the reader with the concept of luxury brands, summarizes their distinctive qualities with the objective of creating a comprehensive overview of the characteristics that make up their essence or sheds light on their operating principle in the context of marketing. Moreover, it explores luxuriousness as their more qualitative and subjective facet through the use of models describing its perception by consumers in order to differentiate between luxury and non-luxury brands. Last but not least, it demarcates the luxury sector and examines the trends shaping the personal luxury goods industry. The practical part of this bachelor's thesis analyses Gucci's luxury marketing, focusing primarily on its marketing channels and tools, with the goal of finding out what lies behing the luxury brand's unprecedented success, following the appointment of Alessandro Michele and Marco Bizzarri in 2015, as well as ascertaining the extent to which the coronavirus pandemic...
Perception of advertisements on online dating apps focusing mainly on Tinder
Dobiášová, Tereza ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The topic of the bachelor's thesis is perception of advertising on online dating apps focusing mainly on Tinder. The aim of this thesis is to examine how Czech users perceive existing advertisements they have encountered on Tinder and find out their openness and attitudes towards different advertisements within the app. Exploratory research also deals with various formats that can be used for adverting in the app and user's responses to them. The results present user's experience with in-app ads and responses to several different ads and formats. The knowledge from the work can be used as an indicator for brands that are considering investing in a new advertising medium.
The pricing environment of the media market of OOH advertising in the Czech Republic
Votruba, Daniel ; Pekárek, Aleš (advisor) ; Rosenfeldová, Jana (referee)
This thesis analyses the pricing environment of the OOH advertising media market in the Czech Republic. In the theoretical part, it introduces the concept of marketing and marketing communication, but also touches upon advertising as such and its role in society, which is in many cases controversial. Furthermore, this thesis focuses on a specific communication channel, namely outdoor advertising. It presents its history, development and current trends. It describes the various types of formats offered on the Czech market, including innovative and alternative ones, but also presents the current problems and limitations associated with this medium. Even so, advertisers are currently investing significant sums in standard OOH advertising formats and suppliers are trying to collect increasingly accurate data to increase the effectiveness of this communication channel. The supply of outdoor advertising operators in the Czech market is concentrated in a few large players. The specific demand and offer of OOH advertising suppliers is presented in the practical section in parallel with the offer of the media agencies contacted. In this part, it is analysed and evaluated how the outdoor advertising market reacts in terms of price to the advertising demand of advertisers. The author focuses on the main and...
The Perception of Woke-Washing Marketing by Generation Z Members in Slovakia
Rybárová, Veronika ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The subject of this thesis is the perception of woke-washing campaigns by members of Generation Z in Slovakia. It focuses on the influence on behavior, opinions, thought processes that such campaigns evoke, perception of the authenticity of these campaigns and the criteria according to which Generation Z evaluate activist campaigns in Slovakia.The theoretical part clarifies the definitions of terms, demonstrates examples, describes the perception of these campaigns internationally, the criteria according to which we distinguish brand activism and woke-washing and the ethical impact of the issue, as well as what we know about the regional context.The practical part explains the methodology, course and findings of the research, the aim of which was to find a deeper understanding of the perception of woke-washing campaigns in a selected sample of respondents. The research showed that the authenticity of brand-activism campaigns can be an important factor in shaping the final opinion of the campaign, but no significant conscious change in behavior was detected.
Perception of the TikTok platform by children born between 2003-2006
Navrátilová, Tereza ; Rosenfeldová, Jana (advisor) ; Ježková, Tereza (referee)
This bachelor's thesis deals with the social network TikTok and its perception by children born between 2003 and 2006, specifically what role TikTok plays in their lives, how they use it and their content preferences on this platform. The theoretical part describes the TikTok platform, its origin, development, typical users and algorithm. It also defines psychological profile of adolescents and describes their behavior on social networks. In the practical part, a qualitative research was conducted in a form of interviews, which found out how respondents perceive TikTok and how they use it. The respondents were active users of this social network. Finally, the results are being discused, which is followed by a description of how to successfuly target advertisement on TikTok on researched age group based on the results of the survey.

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