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Sponsors' perception of canoe slalom
Chaloupka, Václav ; Bačáková, Radka (advisor) ; Voráček, Josef (referee)
Title: Sponsors' perception of canoe slalom Objectives: The aim of this thesis is to find out how Czech companies approach sports sponsorship. Another aim is addressing the reasons why canoe slalom still lacks the adequate level of popularity among Czech society in comparison to other minority sports. Based on the data from our research, I will suggest a new marketing campaign for the Czech canoe union in order to support the increasing popularity of this sport. Methods: The main method used in this thesis was a quantitative method, specifically a survey across Czech companies. Data from our research will be analyzed and used in creating a new marketing strategy. Results: We have found out that companies prefer to sponsor mostly individuals followed by sports teams and clubs. Also, they mostly sponsor mass sports. Canoe slalom should build its promotion strategy upon the best individual athletes, who are already well-known to increase its popularity. Key words: Marketing, marketing strategy, popularity, campaign, canoeing
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Disinformation in Current Czech Media
ČÍŽKOVÁ, Tereza
This bachelor thesis will deal mainly with the concepts of disinformation and fake news, mainly in the Czech media space. It will summarize the concepts and definitions related to disinformation and the phenomena that help to spread it. The thesis will present the different motivations of individuals who spread disinformation, as well as the motivations of disinformation websites.
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Exploring types of social-impact campaigns promoting road safety and how these are perceived by young drivers
Popiolková, Michaela ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The aim of this bachelor thesis is to get to know how selected road safety campaigns are perceived by young males aged 18 to 24. The theoretical part defines the concept of social marketing, presents the main objectives of road safety campaigns in general and compares several existing studies on the effectiveness of social campaigns with a focus on road safety. Subsequently, the thesis describes the three types of advertising appeals and the social psychological Theory of planned behavior, which is widely used to predict behavior and is applied in the research. The practical part is devoted to describing the qualitative research conducted in the form of interviews with six respondents. In the last section, the research questions are answered and the main findings are presented.
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Proposition 8 on Same-Sex Marriages in California in 2008: Campaign and Opinion Polls
Navrátilová, Kristýna ; Calda, Miloš (advisor) ; Schulzová, Helena (referee)
This bachelor thesis deals with same-sex marriage in California. In November 2008 Californian voters approved with small margin constitutional amendment called Proposition 8. This amendment defined marriage as union of one man and one woman. There was very intensive campaign by both opponents and supporters of this ballot initiative. In the first part this thesis analyzes the arguments used in the campaign and tries to clarify them using the previous court decisions and valid laws. The most important and used arguments are about upbringing and education of children, religion, civil rights and traditional marriage. The analysis shows that almost all the arguments that opponents of same-sex marriage are using, were rejected by courts in previous cases or the statements don't rely on facts and existing laws. The second part deals with public opinion polls before voting day and hypotheses, why Proposition 8 succeeded even though the polls indicated otherwise. The most probable explanation appears to be that majority of voters still opposed same-sex marriage. Only some of them didn't realized that if they are against same-sex marriage, they should vote for Proposition 8.
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The Comparative Analysis of Ukraine's Elections in Relation to The Theory of The Hybrid Regimes
Kubrychtová, Veronika ; Mlejnek, Josef (advisor) ; Žídková, Markéta (referee)
This diploma thesis is devoted to the comparative analysis of presidential elections in Ukraine in relation to the theory of hybrid regimes. First, the thesis illuminates the events that happened in the beginning of the Ukrainian independence which affected the distribution of power between executive and legislative branches. The comparative analysis is applied to the particular elections in the years 1999, 2004 and 2010 with emphasis on the pre-electoral campaigns, legislative changes, election process, respect to rules, election results and the fundamental events which influenced the elections. Next, the thesis analyses elections mentioned above on the ground of the elected theories of hybrid regimes with the goal to assess to their democratic character.
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2012 Presidential Elections and Hispanic Voters
Paulíková, Veronika ; Sehnálková, Jana (advisor) ; Raška, Francis (referee)
Issue of this bachelor thesis is the way how the presidential candidates Barack Obama and Mitt Romeny have focused in their campaigns on hispanci voters in presidential elections 2012. The target of this work is to analyse a strategy of Obama's and Romney's campaign towards Hispanic voters. In this analysis will be reviewed candidates' attitudes, concepts and plans to themes, which were key for Hispanic voters. Next issue of this work will be advertisements in Spanish and visitations of states with Hispanic population. This work also analyses reflection of this campaigns and particular means on voting of Hispanic voters in 2012 elections. Based on accessible web articles, statistics, election polls, and secondary literature was analysed the strategy of Obama's and Romney's election campaign towards the hispanic voters. Weighing up of this election campaigns was added by analysis of Hispanic voting in 2012 elections.
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Marketing Communication of Political Party KDU-ČSL in Elections to the Chamber of Deputies in May 2010
Kubešová, Eliška ; Dolanský, Pavel (advisor) ; Hejlová, Denisa (referee)
Bachelor thesis Marketing Communication of Political Party KDU-ČSL in Elections to the Chamber of Deputies in May 2010 analyzes communication led by the party KDU-ČSL before these elections. In the first part, it focuses on the party itself, its position on Czech political scene, characteristics of its voters, program, behavior and other attributes. Furthermore, it deals not only with the official campaign, but also with other communication that was performed by KDU-ČSL before the elections; this includes for example appearances in media, public relations or controversial issues of party members. Evaluation of the communication follows, along with possible reasons why KDU-ČSL was unsuccessful in these elections. In the last part, the thesis contains suggestions that could in the future possibly lead to better results in elections and to re-entry to Chamber of Deputies.
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Campaign Finance in the U.S. : McCain-Feingold Reform
Vydra, Pavel ; Sehnálková, Jana (advisor) ; Calda, Miloš (referee)
The United States has a long history of political campaigns. The Bipartizan Campaign Reform Act of 2002, also known as McCain-Feingold, was the last attempt to regulate the campaign finance. Being enacted in order to cover the loopholes that occurred in the Federal Election Campaign Act, this act banned the "soft money", it modified the rules for the pre- electional broadcasting, and it brought special restrictions for self-financing candidates. These changes succeeded to be enacted by both chambers of Congress, were signed by the President and upheld by the Supreme Court in the McConnell v. FEC landmark decision. However, the impact of the reform didn't quite meet the expectations of its supporters.
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