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Body Image of Women and Men in Advertising and its Impact upon Consumers
Grohová, Kateřina ; Pešek, Ondřej (advisor) ; Kaňáková, Lenka (referee)
This work deals with the current form of advertisement portrayal of women and men, focusing on body image; notes the difficulties that ads bring in the impact on consumers, particularly in self-image perception and other requirements and the claims made to be even better. The theoretical part presents the legislation related to advertising issues, introduces the activities of the initiative "Rada pro reklamu", , summarizes psychological findings related to perceptions of advertising, explaining the vulnerability of man impressed with advertising; and describes the psychological elements that marketers use to promotion. Outlines gender issues and ways of its use in advertising. The practical part in the first part focuses on specific examples of problem portrayal women and men in advertising. The second part presents the analysis results of a questionnaire "Body image in advertising and its impact on consumers."
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Analysis of mobile operator´s marketing communications on the Czech market
Šojdel, Václav ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
The thesis deals with marketing communications of mobile operators on the Czech market. Marketing communications is analyzed using the research methods of competitive intelligence and mystery shopping. Sub-goal of this paper is a performance of a particular competitive intellingence tool for continuous monitoring of marketing communications. The main aim of this work is the processing of competitive analysis in the different areas of the communication mix. The media spending on ATL communications are evaluated in advertising. In direct marketing there are analyzed and evaluated member gets member activities of Czech mobile operators. The goal in the area of sales promotion is to compare the loyalty communications of the operators and in the branch of public relations CSR activities with an emphasis on the endowment policy are evaluated. Personal selling of mobile operators is evaluated using the method of mystery shopping.
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Who has an interest in the regulated advertising of tobacco products?
Rážková, Michaela ; Hudík, Marek (advisor) ; Mičúch, Marek (referee)
The aim of this work is to test the long-term trend that the regulation of advertising of tobacco products has no significant impact on tobacco consumption and the implementation of these regulations fail to comply with terms of the objective state of their implementation. Therefore, that these regulations may be of interest to other entities, namely already established producers of tobacco products and the dominated guard theory applies in the regulation of advertising of tobacco products.
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Impact of television advertising on children as consumers
Parihuzičová, Veronika ; Pešek, Ondřej (advisor) ; Vávra, Oldřich (referee)
The aim of this thesis work is to determine the impact of television advertising on children as consumers. In this work I start from the basic characteristics and the psychological aspect of the advertising. The endeavor is to study the connection between children and television advertising and to examine, in which areas has the television advertising impact on child consumer. The research was done in Slovakia by written question-form. The informants were schoolchildren at the age of eight to fourteen.
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Communication strategy of the travel agency Adventura
Medunová, Helena ; Valentová, Jana (advisor) ; Dragula, Ladislav (referee)
The main objective of the thesis is to outline an advertising campaign for the travel agency Adventura. The paper contains a description of marketing itself, marketing mix and marketing in tourism. Subsequently, it focuses on competitive analysis with competitors' communication behavior, an analysis of the target audience and its definition. The recommended media mix follows, including the detailed budget.
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Body image in advertising
Pořízová, Dana ; Zamazalová, Marcela (advisor) ; Vávra, Oldřich (referee)
This bachelor thesis deals with using the current trend -- "dream" body image in advertising in order to promote sales. In addition, it seeks to demonstrate whether and how that the body image dictates nowadays advertising standards, aspirations and behavior in today's society. This bachelor thesis further verifies whether people are aware of how body image used by the media is artificial and whether people let this body image affect their lifes and values.
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Influence of advertisement on retail
Kučerová, Lenka ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The purpose of this thesis is the connection of two aspects: retail and advertising and to provide general overviews. To foreshadow expected changes in the consumer's behaviour and establish how important the role advertisement constitutes. Research is also focused on direct influence of advertisement on customers. This thesis is composed of both a theoretical and a practical part. The first two chapters of the theoretical part represent a description of basic information about advertising and Czech retail situation. To reach a complex overview on advertising from the retail customer's side, the third chapter of the theoretical part concentrates on the connection of these aforementioned sections. Furthermore, what kind of marketing communication strategies the Czech retail chains most frequently use and in which areas most often incur the most expenses. The practical part explores my own marketing research and the impact of the retail chain's advertising on its consumers.
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