National Repository of Grey Literature 301 records found  1 - 10nextend  jump to record: Search took 0.00 seconds. 
Product Placement in Audiovisual Creation with Application on
Henzlová, Denisa ; Pešek, Ondřej (advisor) ; Zamazalová, Marcela (referee)
This Bachelor Thesis on the topic of Product Placement in Audiovisual Creation with Application on describes, observes and compares the usage of product placement in conventional and online television. As a representative of the online television, has been chosen and on its own specific show processing of product placement was observed and evaluated. The aim of this Thesis is to gauge, by using Empirical and general theoretical methods, whether an online TV is a suitable place for product placement and at least an equal competitor of the conventional advertisers. This thesis can serve as a background for companies that are thinking about implementing product placement for their marketing purposes and looking for new possibilities. This Bachelor thesis contains as well the final recommendation for implementing of product placement.
Research of shopping and consumer customs associated with purchasing clothes
Holoubková, Libuše ; Vávra, Oldřich (advisor) ; Zamazalová, Marcela (referee)
The bachelor thesis is concerned with research of shopping and consumer customs associated with purchasing clothes. The aim of the thesis is to uncover consumer behavior of shoppers while selecting clothes. The work is composed of two parts, theoretical and practical. The former is focused on consumer behaviour, factors influencing this behaviour and buyer´s decision-making process. It also includes information on clothing industry and fashion. The latter includes analysis of secondary data MML-TGI provided by Median agency, personal interviews with Kateřina Bahnová, a fashion stylist, and Martina Drtinová, a fashion and lifestyle specialist from Gfk. The conclusion of thesis contains a summery of findings received from data analysis and from personal interviews.
Farmers markets
Mládková, Martina ; Zamazalová, Marcela (advisor) ; Koudelka, Jan (referee)
This thesis deals with consumers, who buy farm food in Prague and its surroundings. The aim of this work is to find out the awareness and attitudes of consumers in Prague about the possibilities of purchasing farm food, to evaluate the place and frequency of the purchase and their motivation to buy. The theoretical part defines the farmers' markets, their history, the code, the process of establishing the market, the differences between farm and organic food and other forms of farm food sales. On the basis of the questionnaire survey and the results processed in the practical part, the differences in consumer behavior of women and men in different age categories are identified, who is a typical consumer and what preferences he or she has. Based on the final summary, this thesis suggests some solutions and recommendations on how to change the situation for the better.
Hnátková, Diana ; Zamazalová, Marcela (advisor) ; Gollerová, Kateřina (referee)
The topic of the Bachelors Thesis is the determination of the attitudes of Czech consumers towards cinema advertising. The aim of the thesis is to determine the attitudes of Czech consumers towards cinema advertising based on quantitative research, specifically on questionnaire that is taken at the place where films are screened. The thesis is divided into three main parts, theoretical, methodological and practical. The theory is focused on the advertising in general, cinema advertising and the definition of the term attitude. The methodology describes marketing research and methods of collecting both primary and secondary data. The practical part of the thesis is devoted to the analysis of the collected information, comparison of the secondary and primary data and to the final evaluation of the research.
Proposal and evaluation of the effectiveness of Facebook and Instagram campaigns for a womenswear online shop
Ngo, Son ; Pešek, Ondřej (advisor) ; Zamazalová, Marcela (referee)
The thesis focuses on the implementation and subsequent evaluation of Facebook and Instagram campaigns for a newly established online shop with women's clothing Fajnfashion. The theoretical part characterizes the social networks as a tool of online marketing, introduces the platforms on which campaigns are built on and provides tools to measure effectiveness. In the practical part, the data obtained from the campaigns are being analysed. In conclusion, the success of the campaign is being evaluated and recommendations are suggested.
Influencer Communication Analysis From A Brand Marketing View
Kotenová, Lenka ; Zamazalová, Marcela (advisor) ; Stříteský, Václav (referee)
Influencer marketing passed through a significant development toward social media in last few years. Influencers, who are in power to influence through their channels, grew into more important part of brand marketing communication. The purpose of this thesis is an analysis of typical signs, tendencies and measurements of campaigns on certain current examples of biggest czech influencers.
Analysis of sales practices of Independent Beauty Consultants in a selected company
Hrubá, Aneta ; Zamazalová, Marcela (advisor) ; Štětina, Radomír (referee)
Master thesis deals with analysis of sales practices of Independent Beauty Consultants in a selected company. The aim of the thesis is to evaluate the sales practices of Independent Beauty Consultants at Mary Kay company and to propose optimization recommendations. The thesis is divided into free parts: theoretical, methodological and practical. The theoretical part is based on literature and describes the qualities of a professional salesperson and an effective process of personal selling. The methodological part defines the target group and explains the application of the chosen methods such as: personal interview, questionnaire survey and mystery shopping. The practical part focuses on Independent Beauty Consultants and analyzes their sales practices. Optimization recommendations are proposed on the basis of the findings of research.
Fashion bloggers influence on consumer behavior
Kuchařová, Michaela ; Zamazalová, Marcela (advisor) ; Šimková, Michaela (referee)
This diploma thesis deals with the phenomenon of Czech fashion bloggers in terms of its impact on consumer buying behavior. It summarizes theoretical knowledge about blog, blogging, buying behavior and marketing communication tools that can be found on blogs. Theoretical knowledge is translated into practice using content analysis of blogs and questionnaire surveys. The aim of the work is to find out whether fashion bloggers have an impact on the consumer's buying behavior and also what marketing communication tool is most important to them. For the coherence of the topic, qualitative research methods are also used in the form of structured interviews with readers of these blogs and bloggers themselves. In conclusion, all the findings from all the analyzes and a brief recommendation for those who think about using the fashion blog as a marketing communication tool are summarized.
The possibilities of the concept of corporate social responsibility and its using from the perspective of the smaller company
Žabová, Jitka ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
This diploma thesis is focused on CSR (corporate social responsibility), the possibilities of this approach, which are offered by the market and its using particularly from the perspective of the smaller companies. The aim of this diploma thesis is to propose a procedure for CSR application in a company Bisport s. r. o., which focuses primarily on boats renting, as well as other related services along the river Sázava based on analyzes of perception and the possibility of social responsibility. To accomplish this objective is using research of the literature and other secondary sources, the own analysis of the perception of the social responsibility consumers based on data MML-TGI available at the University, and then the information from internal company sources of Bisport s. r. o., where I work some years.
Emotional Marketing and Its Application in TV Advertisement
Nováková, Michaela ; Zamazalová, Marcela (advisor) ; Vávra, Oldřich (referee)
The aim of this master´s thesis is to analyse the application of emotions in TV advertisement. The theoretical part is focusing on importace of emotions for human and its impact on consumer behavior. The thesis also describes the emotions and its use in marketing communication. Thesis also explains how to built positive association with brand through the emotions, moreover the methods how to measure the emotions. The practical part of the thesis is focusing on content analysis of TV advertisement. The analysis introduces some of the product cathegories. The aim of this analysis is to confirm or reject the hypotesis that given product cathegories use the same emotional appeals. Subsequent research determines, if the emotional appeal is really functional and how the respondents are influenced by TV advertisement.

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1 Zamazalová, Martina
4 Zamazalová, Michaela
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