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Are game journalists sold out: the perception of game media marketing activities and sponsored content by gamers
Krečová, Tereza ; Švelch, Jan (advisor) ; Shavit, Anna (referee)
This bachelor thesis focuses on the connection between gaming journalism and marketing practices utilized by gaming journalism, which generate revenue and enable this activity to be conducted. Its aim is to find out how players and users of gaming media perceive advertising integrated into gaming media content and how advertising can influence the perception of content that is not associated with it, particularly why players refer to gaming media reviews and gaming media as "bribed." Assumptions about "corrupt" gaming media are slowly seeping into the corners of the gaming community, and this bachelor thesis seeks to identify the reasons behind these assumptions. It utilizes a combination of qualitative and quantitative research methods. Qualitative research examines players' reactions to gaming media content, specifically game reviews produced by gaming media, and their potential connection to paid collaborations that have taken place on the gaming media's websites and channels. Quantitative research builds on the evaluation of qualitative research and, through a semi-structured questionnaire, investigates how players perceive advertising in gaming media and how such advertising can affect the perception of other content produced by gaming media, or its credibility. Qualitative research...
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The relationship between the popularity of dog breeds and their utilization in the advertising of selected companies (2019-2023)
Baraníková, Denisa ; Moravcová, Hana (advisor) ; Vranka, Marek (referee)
This bachelor thesis provides a detailed view of the utilization of dog breeds in advertising campaigns in the Czech Republic, with an emphasis on their popularity. In order to gain a comprehensive understanding of this issue, it focuses on theoretical aspects related to social media, marketing, and the relationship between humans and dogs. It analyzes the strategies of Czech companies specializing in the dog segment and their interaction with the Instagram platform, which has become a key tool for product promotion. It utilizes data provided by the Czech-Moravian Canine Union to identify the most popular dog breeds in the Czech Republic and conducts a thorough analysis that delves into the homes of dog owners. Subsequently, through extensive questionnaire surveys, it practically examines the influence of the popularity of dog breeds on consumers' decision-making when selecting products advertised on social media platforms. With this comprehensive approach, the thesis offers a holistic view of the promotion of dog products in the market and contributes to a better understanding of the dynamics of utilizing dog breeds in advertising strategies.
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Presentation of disposable electronic cigarettes at selected Czech e-shops
Táborská, Veronika ; Kulhánek, Adam (advisor) ; Hejlová, Denisa (referee)
Background: As the use of e-cigarettes grows in the Czech Republic, so does the range of new products and sales channels with different marketing strategies to attract customers. A strong sales channel for disposable e-cigarettes is e-shops. They use different marketing strategies to attract customers. Internet sales are not sufficiently regulated in the tobacco and nicotine sector in the Czech Republic. Sellers can therefore also target minors and non-smokers. Aims: The aim of the study is to map and describe the forms of advertising and offering of disposable electronic cigarettes in the environment of selected Czech e-shops. Methods: Czech e-shops selling disposable e-cigarettes were identified using a desk search method. These e-shops were analysed by examining the visual and textual elements of the marketing communication used (e.g. images, banners, texts, etc.), marketing claims promoting the benefits of e-cigarettes, the use of sales promotion tools, and whether these e-shops target vulnerable groups (children, adolescents and non-smokers) with promotion and advertising techniques. On the basis of the established criteria, 13 domestic e-shops were identified and the predetermined elements of advertising and promotion were mapped and analysed. The data was recorded in the form of screenshots...
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Sales Promotion and Advertising of a Specific Café
Vodehnalová, Hana ; Bednářová, Markéta (referee) ; Mráček, Pavel (advisor)
The bachelor thesis is elaborated for the café facility Kavárna v parku. It deals with marketing communication, focusing mainly on the areas of sales promotion and advertising. The theoretical part describes basic concepts from the field of marketing, including marketing communication, advertising tools, sales promotion, and customer behaviour. The analytical part of the thesis is aimed at describing the current state of marketing communication, exploring customer preferences, and the competitive environment. The proposal part of the thesis includes specific recommendations for improving the business's marketing strategy, with these recommendations based on the business analysis.
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Sales promotion and advertising of the company
Haraštová, Tereza ; Mráček, Pavel (referee) ; Bednářová, Markéta (advisor)
The bachelor's thesis focuses on the evaluation of Flipky's sales promotion and advertising strategies. The work is divided into 3 parts, theoretical, analytical and recommendations. The first part of the thesis deals with the theoretical basis of marketing communication, sales promotion and advertising. The second part of the thesis introduces the specific company on which the thesis is focused, analyses the marketing strategies of the company and analyzes the selected market. As a result of the thesis, a comprehensive evaluation and recommendations are made to achieve the goal for the specific company, which will lead to expansion in the selected market and improvement of marketing strategies.
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Sales Promotion and Advertising of Company
Hrdinková, Nikola ; Havíř, David (referee) ; Mráček, Pavel (advisor)
This bachelor thesis focuses on the sales promotion and advertising of a specific retail unit, namely the Studio zdravého spánku in Slavkov u Brna. The thesis is divided into three parts. The first part contains the theoretical knowledge that forms the basis for the remaining two parts. The second part of the thesis deals with the presentation of the selected retail unit, analyzes the current marketing situation and at the same time includes competitor analysis. The last part presents the proposals for improving the marketing communication of the company in question.
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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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Sales promotion and advertising of specific driving school
Holbová, Daniela ; Milichovský, František (referee) ; Mráček, Pavel (advisor)
The bachelor thesis focuses on marketing communication of driving school, with a focus on advertising and sales promotion. Terms and methods related to marketing and communication mix are defined in theoretical part of this work, which are further used to analyze specific driving school and its competitors. The last part of this work focuses on proposing specific suggestions that aim to improve marketing communication of this driving school.
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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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Sales Promotion and Advertising of a specific Business
Coufal, Matouš ; Žitný, Filip (referee) ; Mráček, Pavel (advisor)
The bachelor thesis is focused on the issue of marketing communication, in particular on the sales promotion and advertising of the freelancer Matouš Coufal. The thesis is divided into three parts. The first one is focused on the theoretical knowledge that forms the basis for the following parts of the thesis. The second part analyses and evaluates the current state of the selected freelancer, including an analysis of the communication mix and competitor analysis. The last part consists of proposals for improving the marketing communication, which are based on the analyses performed in the second part.
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