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Body image in marketing
Böserová, Jana ; Pešek, Ondřej (advisor) ; Zamazalová, Marcela (referee)
The Master's Thesis deals with the marketing research of the body image meaning in female and male life style magazines chosen. The main aim is to analyze the advertisement using the quantitative content analysis and to identify the most common elements presented, furthermore to analyse these elements based on the data obtained and to find out the difference of human body presented when female and male are the target groups. The secondary aim is defined as to prepare this analysis for the front-page of magazines chosen as well. The thesis is divided to several parts. The first part deals with the basic theoretical background of marketing communication focused on daily press, next section concentrates on the body image issue and self body feeling. The nature of practical section is the content analysis evaluation, summary of data obtained and drawing a conclusion together with marketing suggestion.
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Body image: The Importance of Woman`s Body Perception in Marketing
Nosková, Jana ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The aim of this thesis is to map the perception of female body in our society and demonstrate the impact of marketing on the ideal of woman beauty. The work is divided into three major parts. The first part, which is theoretical, provides a basis for subsequent research and familiarizes the reader with the issue of body image. The second part is devoted to content analysis of women's web magazines that offer an interesting area for marketing communication. The third part contents an analysis of questionnaire survey from Czech and Slovak respondents. The specific conclusions and recommendations to the marketing are drawn at the end of the Master's Thesis.
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The Influence of Cultural Differences on Webdesign
Veselý, Jindřich ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
The work deals with the current burning issue of cultural differences. These issues relate to the expression of culture and one's home country within the mediums of the Internet and online communication. Based on the research of previous studies, this work aims to demonstrate the influence of cultural dimensions in web design and content. In a sample of the largest beer producers in the Czech Republic, Japan and Great Britain supplemented with the largest international brewing companies are analyzed components which characterize cultural differences. The main scope of this study is based on assumptions and theories according to G. Hofstede and E. T. Hall. It thus demonstrates the influence of culture and dimensions -- Collectivism/Individualism, Power Distance, Uncertainty Avoidance, High/Low Context, Masculinity/Femininity, Time Orientation and Colour symbolism. It is recommended that companies pay more attention to the cultural adaption of web communication, which can bring more clarity and attractiveness, and also a higher added value to the customer himself.
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Value of gender stereotypes in Marketing
Šimíková, Kristýna ; Koudelka, Jan (advisor) ; Stříteský, Václav (referee)
This dissertation addresses the role and value of gender stereotypes in Marketing. The objective is on the one hand to chart male and female imagery in advertising and on the other to establish consumers' attitudes to this imagery, thus enabling a comparison of these outcomes. The first, theoretical part of the dissertation depicts the status of men and women in society and how advertising seeks to reflect this, and in addition describes the research methodology employed in the second, practical part. This latter part comprises a questionnaire survey and an advertising content analysis, and concludes with a comparison of the mentioned surveys.
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Beer Market Segmentation
Koulová, Tereza ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This master thesis deals with beer market segmentation in the Czech Republic. The main aim of this thesis is to find out whether there is only one big segment or more different segments can be found there. The thesis is divided into two parts, the methodological --theoretical and the practical one. Segmentation, targeting and positioning are described in the first part. The second part is devoted to secondary resources analysis and content analysis focused on beer advertisements. The main part of practical section is to depicts primary quantitative research which is the basis for market segmentation done via SPSS statistic programme. At the end of this master thesis all segments are described in detail and marketing recommendation for each of them are also added there.
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Role of the Presentation in the marketing
Zotov, Roman ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
There is a problem that people do not know too much about how to present their product/company/service etc. My goal was to show that almost anybody could educate himself/herself with the aim of improving knowledges of his or her own. I used the information from different reliable sources and used the original records of Apple Keynotes presentations. This thesis shows us the technics that uses CEO of Apple Inc. Steve Jobs in his presentations. All of the goals of the thesis were achieved and this thesis could really help people to learn something more about the presentation.
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Mass Description of a Station for Injured Animals
Průchová, Jaroslava ; Nový, Jan (advisor) ; Musil, Martin (referee)
The objective of this thesis " Medial icon of casualty animals' central rescue stations "is to find out the medial icon of central rescue stations engaged in protection of free-living animals and medical icon of the others ecologic enterprises in regional journal Deník. The intention of this thesis will be assignment by the contentual analysis of articles issued in regional journal how media in Czech republic presented acivities of the central rescue stations engaged in protection of free-living animals as compared with the presentation of others ecologic enterprises. The articles will be lied under the quantitative and qualitative contentual analysis, when first the articles will be chosen and filtered. In qualitative part the articles will be analysed according to selected criterions, that contribute to formation of medial presentation of researched organisation and their medial icon conception. Availabe objective of the thesis I have selected 3 hypotesis, that will be affirmed or controverted by folow-up research.
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The Importance of Body Image in Marketing
Ježová, Veronika ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The thesis addresses issues of body image in a marketing context. The aim of the thesis is to affect elements of the body image of persons shown in the printed local and foreign media, determine the extent to which people look identical and how it differs. Part of the objective is to affect the factors leading consumers to solve their dissatisfaction of how they look like by looking for the help of plastic surgery. The work is divided into theoretical and analytical part, the theoretical part gives the reader the opportunity to become familiar with the issue of body image and provide him better orientation in the analytical section. The analytical part is focused on the content analysis of the Czech and U.S. version of Cosmopolitan magazine, but also includes an analysis of secondary data, namely database Market Media Lifestyle and also the results of research "Perceptions of Aesthetic Plastic Surgery."
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Analysis of marketing appeals in advertisement
Kosáková, Monika ; Koudelka, Jan (advisor) ; Kočkovský, Róbert (referee)
The aim of the Master Thesis entitled "Analysis of marketing appeals in advertisement" is to study how consumers perceive particular appeals in terms of the credibility and popularity. Furthermore, research is focused on finding out with what kind of products responders associate the advertisements with appeals of fear, humor and warmth. Next aim is to find out how responders perceive quantity of advertisement with the particular appeals. Finally, I focus on finding what examples of advertisements using the particular appeals responders recall. The work is divided into theoretical and practical part. The theoretical part covers theoretical basis of advertisement as well as psychological aspects in advertisements. Final chapter of the theoretical part is devoted to appeals in advertisement. The practical part comprises results of questionnaire, which is based on snowball method and the content analysis of 200 TV commercials, which provides information on what appeals are the most frequent ones in analyzed TV commercials.
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Communication strategy of Nitra Community Foundation
Poništová, Jana ; Surynek, Alois (advisor) ; Hadžová, Petra (referee)
The aim of my Master's Thesis is to set up a communication strategy for Nitra Community Foundation focused on gaining new donors and keeping the current ones. Thanks to the analysis of the current situation of the foundation and theoretical background describing the main problems and advantages of fundraising, I was able to research on the main causes of insufficient number of donors. I chose a content analysis as the methodology for my research. Referring to the research results, the most urgent causes of an unfavourable financial situation are these: insufficient communication of the need for new donors and concrete ways how to help the foundation. On the basis of the gained knowledge and data, I am suggesting a new communication strategy for Nitra Community Foundation focused on gaining new donors and trying to eliminate current communication mistakes. I expect risk diversification of the loss of major donors to be one of the side effects of the new strategy.
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