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The institute of social advertising in contemporary Russia
Lebedzeva, Krystsina ; Mikeš, Jiří (advisor) ; Postler, Milan (referee)
The bachelor's thesis addresses the problem of social advertising in Russia. The thesis provides an in-depth theoretical analysis of an examined issue, states the history of formation of social advertising in Russia and indicates a period of its instituonalization; moreover it examines the current trends and tendencies and names the most important for the Russian society topics of social advertising. The thesis reveals all the problems that prevent an effective functioning of social advertising on the market of present-day Russia. In order to understand those problems as well as possible, the comparison with its American analogue as a state founder of the phenomenon was introduced. In conclusion is given an evaluation of the effectiveness of social advertising on the current market of Russia and are proposed the suggestions for an improvement.
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Analýza komunikace sociálních kampaní proti kouření
Součková, Anežka ; Pešek, Ondřej (advisor) ; Procházková, Markéta (referee)
Bachelor thesis The analysis of communication of social campaigns against smoking deals with exploring differences in the used means of communication with the public. It is divided into two parts, theoretical and practical. The theoretical part is mainly focused on explaining the concepts related to social campaigns, the role of tobacco marketing and legislation related to tobacco advertising. The practical part presents the social campaign against smoking and for comparison with the differences in communication and the elements are chosen some countries of the European Union, the USA, Russia and the Asian continent. It also deals with the survey questionnaire which exploring if already the phenomenon of the uselessness of anti-smoking campaign is true, or the Czech population have a positive or negative effect and whether does exist there some awareness of these campaigns and money and time associated with the formation of anti-smoking campaigns are useless.
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The perception of social campaigns among Czech consumers
Bláhová, Zuzana ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
This bachelor thesis deals with the social marketing and how the social campaigns are perceived among Czech consumers. In the theoretical part are introduced the basic principles of social marketing, its specific features, historical development, themes of campaign and social advertising. This part also contains examples of three Czech social campaigns, which are used in the research in the practical part. This part aims to determine the awareness and perception of social marketing, and the impact of the campaigns on behavior among Czech university students. To fulfill this goal, I used the analysis of the primary data obtained from the Internet questionnaire that identifies whether the social campaigns have influence on behavior of the population of the Czech Republic.
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Ethical Perspectives on Advertising
SOJKOVÁ, Eva
In my paper I examine the practice of advertising from ethical perspective. The paper informs about the ethical regulation of advertising practice in Czech Republic and highlights its interconnection with legislative regulation. It also introduces the work of the Committee for advertising {--} the first organization for auto-regulation of advertising in Eastern Europe {--} whose goal is to ensure honest, legal, decent, truthful practice of advertising in Czech Republic. In the main part of my paper, I try to highlight the unethical practices in advertising. I explain the term `manipulation{\crq} and show how it is used in advertising. Special attention is given to the manipulation of children and youth. Another important issue has to do with abusing of women in advertising and with related sexism which, in many cases, disregards the dignity of women. Finally, social advertising is also a topic of my paper inasmuch as it is often ethically questionable.
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Social advertising
Sovišová, Ivana ; Králová, Tereza (advisor) ; Kašparová, Eva (referee)
Bachelor's dissertation Social advertising deals with the most important instrument of marketing communication mix. At the beginning dissertation focuses on a therm Social advertisement, then describes its beginnings, feeling tone, differences between commercial and noncommercial advertising and the end of the theoretical part describes non-profit organizations. Practical part is dedicated to analysis of two chosen adverts and the main research of respondent's opinions. The end of dissertation is dedicated to evaluation of research and comparison results to initiatory hypotheses. The aim of my dissertation is to give basic information about social advertisement to public. The end of my dissertation is dedicated to the research which detects respondent's opinions of chosen social advertisement.
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Analysis of selected advertising campaign in the category of socio-environmental communication
Hokrová, Lucie ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
This thesis focuses on the analysis of advertising campaign in the category of socio-ecological communication. Advertising is a phenomenon of these days. It is part of everybody's everyday life. It is all around us. This thesis informs readers about the terms of marketing communications, business communications, and forms of commercial communications of which advertising is just one form. In this work the outdoors or outdoor advertising is analyzed in detail, as the most varied form of advertising ever. The third chapter is devoted to the ethical code of advertising which is issued by the Council for promotion in order to regulate advertising. The next chapter deals with issues of social advertising, its importance and specifics. The conclusion of this thesis is focused on the analysis of the advertising campaign "You live because your parents wanted you." This chapter describes the actual campaign, its submitter, refers to the attitude of the Council for promotion towards the campaign and provides information on the conducted research and its results.
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The analysis of the effectiveness of social campaigns for children
Walzelová, Veronika ; Pešek, Ondřej (advisor) ; Hlaváčová, Ivana (referee)
Bakalářská práce se zabývá současnými či nedávno ukončenými sociálními kampaněmi v České republice, které se zaměřují na ochranu dětí. Tématy jsou zejména dětské týrání, šikana a sexuální zneužívání. Práce přináší pohled na kampaně z hlediska účinnosti a efektivnosti. Ty jsou podloženy detailním rozborem kampaní dle používaných forem reklamy, dotazníkovým průzkumem u dětí a dospělých, a v neposlední řadě rozhovory s pracovníky neziskových organizací. Jde o zhodnocení, zda vůbec všechny kampaně s touto tématikou mají smysl.
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Social advertising
Krásová, Petra ; Zamazalová, Marcela (advisor) ; Procházka, Jan (referee)
Diploma thesis introduces the social advertising, its legal and ethical aspects and the role of an advertising agency in a process of its creation. Practical part includes the results of a research related to attitudes of non-profit organizations, advertising agencies and general public to this issue.
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