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Product placement v časopisech zaměřených na ženy z generace Y
Münster, David
This bachelor’s thesis includes product placement in magazines focused on women of the Y generation. The main task of this thesis is to investigate the influence of product placement in women's fashion magazines especially on shopping behaviour of readers. With the help of the eye-tracking technology and in-depth interviews were found results that influence the Y generation's attitude to the researched issue, which suggested some recommendations for product placement clients in women's magazines.
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Product placement v českých hudebních videoklipech
Procházková, Nikola
This thesis deals with product placement in Czech music videos. The aim of this thesis is to define the principle, position and application of product placement in Czech music videos and then submit recommendations and suggestions for effec-tive use of this form of promotion in practice. The thesis uses quantitative ques-tionnaire survey and qualitative methods of eye-tracking research and in-depth interviews.
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Product placement in czech television production based on example of selected tv series in 2019
Drdáková, Veronika ; Rosenfeldová, Jana (advisor) ; Klimeš, David (referee)
This thesis is devoted to product placement and its appearance in Czech television series in 2019. First of all, it puts product placement into the context of marketing as a whole and describes its historical development in the Czech Republic and also abroad. As well as that, the thesis focuses on the typology of product placement, means of its application and also advantages and disadvantages of its implementation for the advertiser, the producer of the series and also for the viewer. It contains the theoretical basis focusing on its effectiveness and the ways of its measurement. Apart from that, the thesis describes the scale of saturation of TV series with product placement and the advertiser's, producer's and viewer's points of view linked with it. Additionally, it introduces key legislative restrictions and also recommendations of professional associations how to implement product placement ideally so the viewer cannot be misled. The practical part is built on the collected data from the quantitative analysis of selected series TV Nova (Ulice, Dáma a král) and TV Prima (Krejzovi, Černé vdovy). Finally, it explores what types of product placement dominate in Czech TV series as for the aspects of the relevance, length and type of shot, activity or its recognisability within the filmed scenes....
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The Change of Product Placement and its Influence on the Maskulinity of James Bond character
Vokatá, Gabriela ; Krobová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis focuses on the change of product placement and its influence on the masculinity of James Bondy characters. In the theoretical part is first described gender theory, gender socialization and gender stereotypes. Attention is also paid to masculinity, especially to the concept of hegemonic masculinity, and after that the work is focused on the relationship of gender in media and advertising. Then the concept of product placement in marketing communication, its types and psychological aspects are presented. The work also deals with product placement efficiency and examples that are given. Based on the theory of the first two chapters, the third part describes James Bond's masculinity, the chapter focuses on two different actors, Bond's representatives. The content and descriptive analysis in the practical part describes product placement in selected audiovisual material. These are four film adaptations of Ian Flemig's novels: Golden Eye (1995), Tomorrow Never Dies (1997), Casino Royale (2006) and Skyfall (2012). At the end of the thesis, the author assesses the knowledge from the practical part. The aim of this thesis is to find out if the change of product placement influences masculinity od James Bond character.
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The Channel of Influence? YouTube Advertising and the Hipster Phenomenon
Horáková, Zuzana ; Balon, Jan (advisor) ; Hájek, Martin (referee)
This research seeks to address the topic of the influence of the YouTube advertising on society as seen by the members of hipster subculture. This work aims to explore the attitude of hipsters towards the YouTube thanks to an analysis of the interviews and also with the help of a theoretical framework of core concepts such as subculture, hipster, lifestyle or advertising practices. The reason I address hipster attitudes is the fact, that hipster phenomenon has become widespread nowadays. Moreover, those individuals are associated with skeptical stance towards the mainstream trends. Therefore, I have decided to confront the ostensibly distrustful view of hipsters towards YouTube as a representative of modern mainstream and then analyze self-proclaimed attitudes of hipsters as such.
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The Change of Product Placement and its Influence on the Maskulinity of James Bond character
Vokatá, Gabriela ; Krobová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis deals with the change of product placement and its influence on the masculinity of James Bondy characters. In the theoretical part is first described gender theory, gender socialization and gender stereotypes. Attention is also paid to masculinity, especially to the concept of hegemonic masculinity, and after that the work is focused on the relationship of gender in media and advertising. Then the concept of product placement in marketing communication, its types and psychological aspects is explained. The work also deals with product placement efficiency and examples that are given. Based on the theory of the first two chapters, the third part describes James Bond's masculinity, the chapter focuses on two different actors, Bond's representatives. The content and descriptive analysis in the practical part describes product placement in selected audiovisual materials. These are four film adaptations by Ian Flemig's novels: Golden Eye (1995), Tomorrow Never Dies (1997), Casino Royal (2006) and Skyfall (2012). At the end of the thesis, the author assesses the knowledge from the practical part. Product placement is an effective marketing tool, and therefore more emphasis is placed on the efectivity and not on original character of James Bond.
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Marketing plan of a non-profit organization Sporťáček
Maroušková, Michaela ; Voráček, Josef (advisor) ; Pecinová, Markéta (referee)
Title: Marketing plan of a non-profit organization Sporťáček. Objectives: The goal of this bachelor work is to create a marketing plan that could be used as a guide for marketing activities of the organization in the year 2018. Another goal is to find out via analysis, where the deficits of currently used marketing activities are and what needs to be achieved in the following year. Next step is to suggest new strategies, which would fulfil stated marketing goals. Methods: Document analysis and participated observations were used for getting secondary data. The PEST analysis was carried out by evaluating the probability of impact and occurrence of the chosen factors. The competition analysis was based on comparison according to particular criteria. Results: The PEST analysis answered questions such as which external global aspects influence the company the most at this moment and also predicted their future development. The competition analysis showed, that the biggest threat for the organization are local organizers of events with the same purpose and same location of the event. Their advantage is a bigger support from the local sports clubs and also from local governments. The second big threat are events focused on kids, that are held in more than one city of the Czech Republic. Key words:...
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