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Videomapping as a growing phenomenon.
Melichárková, Kristýna ; Horný, Stanislav (advisor) ; Seko, Martin (referee)
This thesis deals with the use of videomapping projections in the advertising industry. The subject of this thesis is videomapping, use of videomapng currently and the reflection of using in the future. The partial aim is to introduce the concept of videomapping process and the creation of individual projections. The benefit of this work is to compare videomappings advertisement and static advertisement on a concrete example, in the campaign Štědrá dovolená 2016. Work is supplemented by examples of videomapping´s screenings, which were held in various places, projected on different subjects and for different purposes. The conclusion presented arguments supporting the use videomapping ads in the future.
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The Impact of Advertising on Children Attending the Primary School and the Nursery School
Jantošová, Nicole ; Khelerová, Vladimíra (advisor) ; Vojtíšek, Zdeněk (referee)
Advertising is everywhere around us. Every day a large amount of commercials and adverts is influencing us regardless of the fact whether it is from TV, the internet or magazines. We also can see advertising in shops and on the streets. Children are becoming a popular target of traders and therefore this thesis is focused on the impact of advertising on children. The goal of the thesis is to analyse the impact of advertising on children attending the primary school and the nursery school, then to find out how children perceive advertising and how they are influenced by it depending on their age and gender. The thesis is divided into two parts. The theoretical part concentrates on advertising, the consumer behaviour and the segmentation of the market. The last chapter focuses on the specifics of children´s segment, methods of addressing children and the end of this part is dedicated to the regulation of advertising in relation to children. The practical part concerns my own survey which was carried out in the form of group discussion with pres-chool children, questionnaire among pupils and online questionnaire among parents.
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The Electrical Enterprises of the City of Prague and Avant-garde Films
Krejčová, Kateřina ; PETŘÍČEK, Miroslav (advisor) ; VOJTĚCHOVSKÝ, Miloš (referee)
This paper, based on archival and period media research, tries to describe the relationship between the Electrical Enterprises of the City of Prague and the Czechoslovak avant-garde in the 1920's and 1930's. The Electrical Enterprises of the City of Prague helped to carry out several exceptional film and intermedia projects through their regular advertising contracts, including the film Praha v záři světel (Prague by Night, 1928), Zdeněk Pešánek's light-kinetic sculpture (1930) or the short experimental film Světlo proniká tmou (Light that Penetrates Darkness, 1931). There are also screenplays in the company archives which have never been realized but demonstrate much about the relationship between advertising and art in the interwar period. The author emphasizes the role of the public's general fascination with electrification, artificial light in the modern city and new forms in the collectively shared public space.
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Body image and it’s use in marketing communication
Hanulíková, Nikola ; Vávra, Oldřich (advisor) ; Stříteský, Václav (referee)
The thesis discusses the topic of body image and its connection to the media. The author is focusing her attention mostly to women. The aim of the thesis is to inspect the importance of looks for women and how media and advertisement influence the attitude and decision making of women as consumers. A partial aim is identifying how stereotypes about the roles of women in society are perceived. The theoretical part serves to present the topic and define some main terms. The practical part uses a quantitative approach in the form of secondary research sources and a qualitative research conducted as semi-structured interviews. Examples of real-life advertising campaigns whose subject focuses on the body image are presented in the last chapter. The thesis contributes to widening the complexity of the topic as viewed by women themselves.
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Marketing Strategy for the Czech-Austrian Border Area
Chumanová, Martina ; Chylíková, Hana (advisor) ; Lužická, Lenka (referee)
The aim of this thesis is to design a marketing strategy for the Czech-Austrian border area, where the Czech side is represented by selected South Bohemian towns and the Austrian side is represented by the association for the advertisement of economic entities in Gmünd. The first part of this thesis is devoted to the theoretical concepts in marketing, market research and marketing tools. The second part deals with the performances of the two regions, specific selected cities and the emphasis is on presenting the potential of a possible cooperation. The third part is devoted to an own analysis. Market research was realized through the use of a questionnaire survey and from the results was assorted a mix of marketing tools that could be used for the advertising of the Austrian region in the South Bohemian towns.
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Efficiency and Effectiveness of Advertising Campaigns
Linhartová, Simona ; Guzi, Jan (advisor) ; Kincl, Tomáš (referee)
The diploma thesis explores the basic methods of measuring the efficiency and effectiveness of advertising campaigns. Expecially, the method of Color - Word association Technique. It is one of the unusual methods that successfully measure these factors of advertising from the presepective of attitudinal preferences and associations. The aim of thesis is to approach standard and non-standard approaches to measuring the efficiency and effectiveness of advertising campaigns and in concrete example of company which is selling the products from prevention against fleas and ticks.Describe and apply these approaches.Furthermore, based on the state before the campaign and after campaign,to analyze and show changes in attitudes of target group. Finally, to propose the strategy for future planning and to recommend effective investment of funds in the next year and efficient communication products of services through the media.
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Analysis of the Television Advertising Market in the Czech Republic
Kubů, David ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
Television composes the largest share of media market in the Czech Republic. Large scope for addressing a broad audience is created and investments of companies constitute a major share of income of television stations. These stations with their program focus on various groups of viewers which creates a space for submitters of advertisement to focus their marketing activities on selected target groups of viewers. Considering the fact that television constitutes such massive communication channel, differences among advertisements on individual television stations cease to exist. The objective of my thesis is to find out, if companies still apply theoretical recommendations regarding segmentation, targeting and suitability of selected strategy when submitting advertisements. To find answers to researched question, a data file containing all advertisements broadcasted by television stations in 2011, has been analyzed in this thesis. Research of data has been performed using cluster analysis. Upon results of this thesis, suggestions for improvement of researched condition of companies have been recommended.
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Marketing impact on the consumer society
Zelinka, Jan ; Džbánková, Zuzana (advisor) ; Sirůček, Pavel (referee)
This bachelor thesis describes the influence of marketing and its various instruments on consumer society in globalized economy. The theoretical part is divided into several parts - cause of occurrence of consumerism, change of values of consumers, globalization and impact of income on consumption. It also describes the relationship between marketing and consumerism, consumers and marketers. Then follows a list of positive and negative effects of marketing on consumer society. In the practical part it works with the evaluation questionnaire about consumption and the influence of marketing. At the end you can find an estimate of the potential development and conclusion of the whole work.
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Analysis of marketing communications of the running circuit RunCzech
Součková, Eliška ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The Master's thesis deals with the commercial communications and their contemporary trends with emphasis on the sport branch. Theoretical part focuses on particular forms of commercial communications and then the running phenomena in Czech Republic is described. Practical part characterizes the marketing communications of the running circuit RunCzech, the analysis of supplied services, competition and target groups. The main benefit of the Master's thesis for the practical use is the evaluation of the communication activities and the recommendations and the ideas for the prospective marketing plans.
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Analysis of the effectiveness of the selected marketing campaign
Harutjunjan, Ani ; Průša, Přemysl (advisor) ; Jappel, Ctibor (referee)
The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.
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