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Neurophysiological methods and techniques in marketing research in Czech republic
Petty, Silvia ; Průšová, Petra (advisor) ; Vinopal, Jiří (referee)
Improvements of neuroscience tools and their wider availability complements previously used qualitative and quantitative research methods and techniques with neurophysiological methods and techniques to help us find out what respondents really think. In the Czech Republic, these methods are relatively new. Agencies focusing on market research have started using these methods in 2010 and currently are in the process of establishing neurological and neurophysiological techniques in the portfolio of offered services. There are not many studies on the techniques in the academic world, there is no guide for sociologists and students of sociology and this paper therefore aims to present neurological and neurophysiological research methods and techniques, to define their place in research methods, to highlight their advantages, disadvantages and limitations as a tool for marketing (eventually sociological) research in comparison with traditional methods and techniques, to map the current situation of their use in the Czech Republic, to reflect on the ethical issue of using the methods and their future.
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From Brief to Solution - Commercial Communication in Sociological Perspective
Novák, Michal ; Tuček, Milan (advisor) ; Hendl, Jan (referee)
The aim of the diploma thesis is to describe the issue of transfer of information in commercial communication and advertising. Using the essential sociological theories it tries to describe the process of designing meaningful and successful commercial communication and points out all the complications which can appear. The increased emphasis is put on the importance of understanding the participant's (sender, receiver) behavior and motivations - in commercial communication represented by the knowledge of target group and the brand itself. Based on the theoretical approaches to the communication process - mainly Stuart's Hall reception theory, Cacioppo's Elaboration Likelihood model and Petty's Laswell formula - the thesis describes how to design the advertising campaign properly. It is always helpful to analyze the current situation you are in, analyze your customer's interests and when you finally decide which message you want to use in communication, the keystone of the successful transmission is to code it correctly. You also have to take into consideration the definition of target group, market analysis, media-mix etc., as condition of proper encoding/decoding, minimizing external interferences, therefore maximize effectiveness of message transferring - achieve preferable reading. Practical...
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Evaluation of the Corporate Performance
Žák, Maxim ; Hornungová, Jana (referee) ; Pavláková Dočekalová, Marie (advisor)
This Bachelor's thesis focuses on the topic of measuring and evaluating the performance of a company during the years 2019-2022. The first part of the thesis is dedicated to the theoretical foundations of the work, which are subsequently applied in the analytical section. The second part of the thesis involves the analysis of a selected company using their financial statements and the interpretation of the analysis results. The final part of the thesis includes proposals for improving the company's performance based on the knowledge gained earlier.
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Detection of fraudulent real estate advertisements
Frátrik, Tomáš ; Homoliak, Ivan (referee) ; Firc, Anton (advisor)
Nástup internetu viedol k nárastu počtu používateľov internetu. Internetové reklamné podvody predstavujú formu online zločinu, pri ktorej jednotlivci alebo firmy zverejňujú klamlivé inzeráty na nehnuteľnosti, aby oklamali nič netušiace obete. Účelom tohto príspevku je poskytnúť prehľad podvodov s inzerciou nehnuteľností, ktoré sa vyskytujú na webových stránkach, ktoré umožňujú komukoľvek uverejňovať inzeráty s nehnuteľnosťami na ich webových stránkach. A tiež poskytnúť nástroj, ktorý zisťuje pravdepodobnosť podvodnej inzercie nehnuteľnosti vybranej užívateľom z podporovaných webových portálov.
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Creating Advertisement Video Using Neural Models
Taipova, Evgeniya ; Švec, Tomáš (referee) ; Smrž, Pavel (advisor)
The aim of this work is to create a system for the automatic generation of advertising videos based on textual descriptions, which will help users without video production experience save time and money. The work consists of two main parts. The first part uses generative models Stable Diffusion and Stable Video Diffusion for the creation of visual content and GPT-3.5 Turbo for creating scripts for advertising videos. The second part is a web application that allows users to input the necessary information for advertisements and to display the finished videos. This system simplifies and accelerates the process of creating various types of advertisements.
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Marketing plan
Křelina, Adam ; Chlebovský, Vít (referee) ; Marciánová, Pavla (advisor)
This bachelor thesis focuses on the marketing plan for C&A. The thesis describes, through analysis and subsequent design, the elements that will be used to increase awareness, sales and membership of the C&A For You loyalty programme. The promotional proposal was created with a duration of one year.
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Marketingový mix vybraného podniku
KLEPLOVÁ, Martina
The bachelor thesis deals with an evaluation of a questionnaire survey of the marketing environment of the Solnice Restaurant in České Budějovice. Subsequently, a SWOT analysis is conducted to determine the restaurant's position in the market. The aim of the work is to propose improvement in options for the marketing mix based on the results of the questionnaire and SWOT analysis
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Marketing Strategy for Effective Sales Support
Daniel, Petr ; Křenek, Petr (referee) ; Chlebovský, Vít (advisor)
The thesis processes problems of sales and services of IT (information technologies) products. It analyses current customers, services, which are provided for them, communication and sale of new products. How satisfied are current customers, where are deficiencies and those deficiencies minimize or absolutely remove. With help of structured questionnaire and other analytical methods to improve satisfaction of current and future customers with sales and services of products. The results of thesis are proposals for the improvement of global marketing policy of the firm.
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Proposal of the marketing campaign for a new product of a selected company
Tomášek, Vojtěch ; Machala, Jan (referee) ; Havíř, David (advisor)
The bachelor's thesis focuses on the design of a marketing campaign for home battery storage AES, for the company FENIX Trading s.r.o., a member of the group FENIX GROUP a.s., which deals with marketing matters of the group. The campaign is based on the outputs of analyzes performed on the current situation of the company and the assignment of the company itself. At the end of the thesis there is also a recommendation for evaluating the effectiveness of the campaign.
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The Suggestion of Enlargement of Business Activities for AC s. r. o. Company
Dokoupilová, Dagmar ; Saňáková, Dana (referee) ; Mikulec, Luděk (advisor)
In attached degree project I show suggestions which are relating with extending and more effective busienss activities, changes and extending of storage area, extending of communication activities, extending of selling of its own brand products, more effective trade routes of dealers, etc. Above suggestions should lead and existing company to the higher prosperity level and its stabilization at present competitive conditions relating with existing economic crisis.
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