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Trends in marketing targeted at children
Růžičková, Julie ; Klabíková Rábová, Tereza (advisor) ; Zezulková, Markéta (referee)
The bachelor thesis deals with current trends in the field of marketing communication targeted at children. The topic of advertising targeted at children comes up with a variety of questions about regulation and ethics and current trends in communication make it even more complicated. The research of reference literature is a basis of the theoretical part of the work, which describes some aspects of targeting at children in more details. On one hand it is different perception of advertising content in connection with the age of children, on the other hand it is regulation of advertising itself and ethical dimension of the whole problem. Besides, also tools and communication channels targeting at children and the newest trends in this field are described. Since the advertising targeted at children is closely related to parents, the second part of the work is devoted to their perception of marketing communication with children via questionnaires. The result of the thesis is not only introduction of current trends in communication with children, but also tendencies in perception of the communication by parents, who considers the advertising targeted at children as a highly unethical and calls for more regulation. Beyond regulation could be a good solution of overgrown advertising targeted at children...
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The Influence of Copywriting on E-mail Newsletters Effectiveness
Malecha, Matěj ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
This bachelor's thesis describes the influence of copywriting on email newsletter effectiveness. The theoretical part is dedicated to circumscribing the role of copywriter, specifying the value of copywriter's work and summarising available linguistic means for producing commercial texts. Given the interdisciplinary character of the topic, the thesis is mainly based on literature covering topics such as theory of communication, creativity research, linguistics, rhetoric, e-mail marketing and professional literature for copywriters and marketers. At the beginning, copywriting is set into the context of theory of communication followed by a brief description of the creative process and linguistic means strengthening persuasive effect, such as stylization, arguments and rhetorical figures. Specific recommendations adapted from professional literature are supplemented with the available findings of the scientific studies that tested them. In the last section of the theoretical part, the developmental process of commercial communication is described in seven steps. The practical part examines the hypothesis that the texts written by a copywriter are more successful in satisfying given goals than those written by an amateur. The case study at the end includes an interpretation of the results of two split...
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Kefíref as marfketing fenomen
Sudíková, Tereza ; Klabíková Rábová, Tereza (advisor) ; Zezulková, Markéta (referee)
The thesis Kefírer: the marketing phenomenon aims to analyse this unusual Czech brand that is based on Adolf Hitler parody. The brand gained attention due to black humour communication connected to Hitler and became very popular. Nevetheless, it was just a short- time effect. Firstly, the thesis presents the brand creation and the brand development and compares this case to similar trends. The next part describes marketing, marketing communications and brand building related to Kefírer. The next chapter analyses the specifics of marketing texts especially from the point of stylistics. The following part states the fundings of the research conducted by the author. Revealed facts allow to clarify brand attitude and efficiency of marketing communications. The last chapter aims to evaluate the unique case of Kefírer and give a recommendation for the other brands.
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Mgazine active beauty as an effective toll of marketing communication
Orgoníková, Daniela ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
This thesis is focused on communication efectivness of the customer magazine active beauty within the framework of communication activities dm drogerie markt company on the Czech market. In the first part based on theoretical resources the role of customer magazine is defined and supported with real examples. The aim of the thesis is to find out whether the customer magazine is an efective tool of marketing communication of the company. As a main method the descriptive analysis is used along with competition analysis and questionare survey. The findings are formulated as recommendations for future improvements and development of the magazine in order to become more effective marketing tool within the communication of the company.
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Propaganda aspects of media website Aeronet
Měsícová, Gabriela ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The aim of the thesis is to analyse selected articles from Aeronet, a controversial website repeatedly accused of spreading disinformation and propaganda, and to confirm or disprove elements of propaganda on this website. The work consists of three parts. Firstly it describes theoretical basis of propaganda and its specific communication. This will include basic definitions of propaganda, specifications of the spreading of propaganda with special attention to new technologies and recipients of manipulative communication. Secondly, the work deals with methodological aspects of this thesis, describing four elements of pragmatic linguistic analysis which are: consituation, production, perception and interpretation. It will also explain the main manipulative tools which will be later analysed in the practical part of the work such as defamatory narrative and manipulative strategies. Thirdly, the selected articles from Aeronet will be examined based on the information provided in the first and second part. Particular sections of the articles will be highlighted to provide further recognition of the manipulative tools used.
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Business strategy proposal of Praginfo company with the focus on marketing communication
Lohynský, Jan ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis "Business strategy proposal of Praginfo company with the focus on marketing communication" deals with an analysis of the theoretical base related to the development of a business strategy, describes the Praginfo company and offers a proposal of a new business strategy, which should guarantee growth of the company. In the theoretical part the thesis explains the basic concepts associated with enterpreneurship and tourism, then the thesis comprehensively summarizes the theory connected with the creation of a business strategy and describes Praginfo company, including the markets it operates on and services it offers. As a part of the analysis of the Praginfo company, the thesis also offers a view of current marketing communications of the company in order to create a better proposal of marketing communication in the practical part. In the practical part the author uses the set of information acquired in the theoretical part and builds a proposal of a business strategy, that includes the proposal of a vision and a mission of the company. Then the author offers three key situation analyses, proposes setting of strategic goals and strategies to achieve them. Last but not least, the author focuses on the development of a proposal of marketing communication, including rebranding and an...
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PR Professional as an Important Resource for Journalism
Ortová, Nina ; Moravec, Václav (advisor) ; Klabíková Rábová, Tereza (referee)
Jméno, příjmení: Nina Ortová Název práce: PR profesionál jako významný zdroj informací pro žurnalistiku Rok: 2017 Abstract The thesis deals with relationships between public relations professionals and journalists, especially from the PR point of view. It evaluates how important source of information public relations might be for journalists in respect to ethical principles of work with media sphere and to critical perception of information, which is essential for both journalists and PR professionals in the times of nearly unlimited information sources. The thesis maps current PR environment by means of theoretical knowledge and both qualitative and quantitative research based on answers of real PR workers who focus mainly on media relations. The thesis concentrates on ethic codes in both public relations and media, compares them and subsequently analyzes how observed they truly are. On the basis of answers of the representative sample of respondents, the thesis offers a view of PR professionals on working in media relations and reveals imperfections of media relations, so it could offer proper recommendation which PR agencies and press departments might use to improve their work. The thesis marginally dedicates to education of PR professionals as a base for gaining piece of knowledge about ethics and...
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Transgressives in opinion journalism in Lidové noviny
Praisler, Jaroslav ; Svobodová, Ivana (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis aims at demonstrating, in the example of Lidové noviny opinion journalism, the decline of the transgressives (especially verbal) in the past 120 years and at together with it should confirm that even in the current opinion journalism of Lidové noviny, transgressives are found. The work contains an outline of the developmental dynamics of transgressives in opinion journalism in Lidové noviny as well as an analysis of some used transgressives. Part of the thesis is also a voluminous chapter describing theoretically the problems of transgressives, from which the quantitative findings in the practical part of the thesis are based, as well as the chapter focused on opinion journalism and its genres.
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Social network Facebook as a part of marketing mix of retail chains
Zieglerová, Lenka ; Klimeš, David (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor's thesis "Social network Facebook as a part of marketing mix of retail chains" explores the phenomenon of using Facebook social network for communicating with customers as a part of marketing mix of retail chains in the Czech Republic. In the theoretical part the thesis introduces basic terms such as marketing mix, its tools, social networks, the term customer service and introduces retail chains in the Czech Republic. This theoretical knowledge is then applied within the analytical part of the thesis, which is dedicated to quantitative analysis in own research of communication of retail chains in the Czech Republic on the social network Facebook. This analysis was carried out between September and October 2016 on a sample of 1,271 posts and examines in detail the sentiment of individual user's posts, percentage of answered posts and time-efficiency of the reactions. Obtained values are then compared to the size of each page's fan base, the communication of retail chains in other channels and other connections that could have an impact on number of posts are examined. The goal of the analytical part of the thesis is to evaluate the level and effectiveness of communication of selected retail chains on this rapidly expanding network.
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