National Repository of Grey Literature 80 records found  previous11 - 20nextend  jump to record: Search took 0.01 seconds. 
Measuring communication using the Amec Integrated Evaluation Framework on the example of the non-profit organization Czechitas
Jeřábková, Kateřina ; Ježková, Tereza (advisor) ; Rosenfeldová, Jana (referee)
Measurement and evaluation of public relations and communication is the main topic of the thesis. This topic resonates strongly among academics and practitioners, especially in the last decade. However, there is still a significant discrepancy between what the theory recommends and the acceptance of these recommendations in practice. Therefore, the thesis focuses on one specific framework for measuring communication and, using a case study method, determines the applicability of this framework in practice. The aim of the research, which is carried out using the case study method, is to verify the applicability of the Integrated Evaluation Framework (IEF) in measuring and evaluating the communication of the non-profit organization Czechitas. In the theoretical chapters, the thesis offers the definition of PR and the main areas PR influence in organizations (image, reputation, identity, and brand). It furher describes the Czech non-profit sector and the specifics of it's marketing and PR activities. It presents the best-known theoretical models of PR measurement and evaluation as well as the progressthe debate on PR measurement among experts has seen in recent years. The analytical part of the thesis analyzes the selected case for the study, being the Czech non-profit organization Czechitas. The analysis of...
The influence of social media on the development of children aged 13 to 15
Tsyhannyk, Oleksandra ; Ježková, Tereza (advisor) ; Koblovský, Petr (referee)
Social media has grown exponentially in the last few decades, and is continuing to develop, making its way into every aspect of our everyday lives. This bachelor's thesis dives into the problematic of how children aged 13-15 are influenced by social media, and how it impacts their development. It first explores the history of social media, and then moves onto presenting the current state of social media and the most popular platforms. After introducing the topic from the general perspective, the thesis delves deeper into the issue of young teenagers and social media, the processes, and effects of it. The second part of this work includes practical research on the topic, the evaluation of its results and following discussion.
Diversity in the beauty industry and its perception in Czech environment
Kuželová, Kateřina ; Rosenfeldová, Jana (advisor) ; Ježková, Tereza (referee)
This bachelor thesis focuses on diversity in the beauty industry and its perception in Czech environment. Firstly, the theoretical framework introduces the concept of diversity marketing and describes how brands can include different underrepresented groups in their marketing strategies. For the purpose of this thesis, we recognize five such groups, namely: racial and ethnic minorities, people over the age of 50, people with various body shapes and sizes, members of the LGBTQ+ community and people with disabilities. So we focus on multicultural marketing, age-agnostic marketing, body-positive marketing, LGBTQ+ marketing and marketing strategies that include people with disabilities. Subsequently, we provide a few examples of several diverse cosmetic brands and we show that the inclusion of neglected groups can have a positive effect on consumer satisfaction and company's success. A review of previous research on diversity and its perception is then presented. In the practical part, we examine the perception of diversity in the Czech Republic. Our focus is Generation Z. The data is collected through a questionnaire. We find out how Czech Generation Z consumers perceive diversity in the cosmetics industry in general, how the inclusion of individual neglected groups is perceived, and whether and how...
Female consumer view on menstrual stigma in advertising of menstrual products
Malečová, Tereza ; Ježková, Tereza (advisor) ; Schneiderová, Soňa (referee)
This bachelor's thesis deals with the perspective of female consumers on menstrual stigma in advertisements for menstrual products. Firstly, it focuses on how the view of menstruation was changed throughout history and how it formed period stigma. It describes how the advertising world worked with menstrual stigma from the beginning of the 20th century to the present day and how the view of menstruation is shaped today. It deals with the so-called #periodpositive phenomenon, which has been reflected in social discourse and advertising communication for several years, and analyzes several advertisements that were created with the intention of de- tabooing menstruation. Last but not least, part of the theoretical work focuses on the impact of the stigmatization of menstruation on the consumers themselves. The subject of the research part is to understand how Czech female consumers perceive menstrual stigma and how they approach current advertising communication for menstrual products. The thesis examines whether the view of female consumers on the issue differs depending on their age. The method of quantitative collection of data was used for the research.
Intercultural analysis of marketing communication of CzechTourism agency aiming to recover tourism after coronavirus pandemic
Šoukalová, Lucie ; Koudelková, Petra (advisor) ; Ježková, Tereza (referee)
This thesis examines the diversity of the CzechTourism agency's marketing communication on foreign markets, depending on the impacts of the coronavirus pandemic and cultural specifics. The theoretical part of the thesis deals with marketing in tourism and tourism market in general, then the work and structure of the CzechTourism agency is further described. That is followed by examples of how tourism was affected by the coronavirus pandemic and specific impacts on the Czech market. Communication within the marketing of destinations is generally very specific, the thesis not only describes these general specifics, but also deals with differences that appeared in connection with the coronavirus pandemic - and all of that is subsequently reflected in the research of the thesis. The last important component of the theoretical part of the thesis are intercultural specifics, which are generally demonstrated by the research of the Dutch sociologist Geert Hofstede. The general description is followed by the analysis of selected cultures - Italy, Japan, Germany and the United States of America - the conclusions of which are subsequently applied in the research. The research works with the above-mentioned selected markets and analyzes characteristic campaigns that foreign representations of the CzechTourism...
The influence of personality and selected media on the perception of the Covid-19 pandemic
El Hadjoine, Muhamed Amin ; Vranka, Marek (advisor) ; Ježková, Tereza (referee)
The subject of this diploma thesis is the issue of spreading false reports about the disease COVID-19. The work aims to map the relationship between personality traits, political orientation, used sources of information, and susceptibility to conspiracy theories in the Slovak Republic with the help of quantitative research, specifically a questionnaire survey. The theoretical part of the thesis explains the key concepts, concepts related to false reports, their characteristics and dissemination practices. Following the set goals, it presents psychological factors that influence the spread of false information, justifies the tendency of a large part of the population to trust false reports, and presents the concepts of a five-factor model of personality and cognitive reflection testing. The practical part of the work is devoted to research, the aim of which was to present the factors influencing the tendency to consider false reports about the disease COVID-19 to be credible. Greater attention has been paid to the influence of individuals' personalities on their attitudes to pandemics. The data collected in the form of a questionnaire survey suggest that personality characteristics do not have a significant effect on the tendency to believe in false reports. However, research suggests that...
SIMPLY CLEVER PODCAST as an example of corporate podcast in the Czech republic
Nečesaná, Eva ; Ježková, Tereza (advisor) ; Vodičková, Karolína (referee)
This bachelor's thesis focuses on the current phenomenon of podcasting and its use in the commercial sphere using one particular show as an example. Podcasts are increasingly used by companies as a tool for marketing promotion or for communication with the media and the public. ŠKODA AUTO also publishes its own communication podcast, and its SIMPLY CLEVER PODCAST is the main subject of this thesis. The theoretical part defines the term podcast, describes the characteristics and history of this medium and the specifics of its use for corporate communication. This is followed by a methodological part presenting the different methods used in the creation of the thesis. The practical part is conceived as a case study focused on the research of the programme in order to present it in the most detailed way. First, the knowledge gained through participant observation is used to describe the functioning of the department responsible for ŠKODA's PR communication, whose remit includes the production of the podcast. Subsequently, detailed insights about the case under study obtained through its analysis and interviews with the creators are written. The practical part concludes with a comprehensive description of the SIMPLY CLEVER PODCAST, its characteristics, creation process and contribution to the company's...
Comparison of marketing strategies of selected Czech aesthetic medicine clinics
Phamová, Phu Thaonhi ; Ježková, Tereza (advisor) ; Koblovský, Petr (referee)
The bachelor thesis focuses on the marketing communications of the aesthetic surgery clinics Asklepion and Esthé. The theoretical part of the thesis was prepared using the method of literature research. First, the discourse of aesthetic medicine from the times of Czechoslovakia to the present is presented. Subsequently, the thesis marginally deals with the related issue of ethics and other controversial topics. The theoretical part ends with an explanation of terms from the marketing and communication mix. For overall anchoring, the definitions are expanded to include specifics from the healthcare industry. The thesis is further followed by a practical section based on a content analysis of clinics' communication mixes. Specifically, this includes analyses of the 4Ps, different forms of advertising, personal selling, word of mouth, PR, event marketing, and online communication with an emphasis on social media. The analysis of Asklepion Clinic includes an in-depth interview with Marketing Director Ing. Martin Kubáň, who provided an internal insight into the company's communication strategy. Marketing communication of Esthé Clinic is commented by doc. MUDr. Ondřej Měšťák Ph.D., son of Doc. MUDr. Jan Měšťák, CSc., the founder of the clinic. In-depth interviews aim to add complexity to the analyses....
Comparison of semiotic analysis of selected logos and their perception by the recipient
Fialová, Alžběta ; Ježková, Tereza (advisor) ; Podzimek, Jan (referee)
The topic of this bachelor thesis is the diversity and individuality of perception of visual elements, specifically logos. The theoretical part of the thesis deals with the logo itself and the terms related to it, its origin, history and development, its function in the context of today, its current design and creation. The aim of the practical part of the bachelor thesis is to compare the semiotic analysis of logos of seven regions of the Czech Republic with their perception by the recipients. According to the used individual elements of logos, colours, shapes and forms, fonts and symbols, their semiotic analysis is performed. Hypotheses are formulated on the basis of its results, which are used to create the answer options for the questionnaire survey. These options are thus made up of the expected characteristics and features of the logos. The options are supplemented by the meanings of the logos intended by their authors or contractors. The results of the questionnaire survey are compared with the results of the semiotic analysis and with the intended meanings of the logos. This also verifies the truth of the hypotheses. A total of 309 respondents were involved in the questionnaire survey, divided according to gender, age, highest education level and place of residence.
Digital fashion and its marketing through the eyes of Czech brands
Laufer, David ; Hejlová, Denisa (advisor) ; Ježková, Tereza (referee)
The bachelor's thesis brings knowledge about digital fashion and its marketing. It examines the impact of digital technologies on the design, promotion, sale and wearing of clothing and based on research and campaigns by companies abroad it identifies numerous uses to streamline and enrich business processes and consumer experiences. The thesis then examines the views of respondents from Czech brands working with digital fashion - digital fashion studios giz'mo lab and Ofform3D and modeling agency New Aliens offering digital scans of models. They perceive marketing as the strongest segment for digital fashion and talk about their own practice for example at the Prague and Helsinki fashion weeks. According to the respondents, the digital form enables numerous business applications that strengthen production, promotion and sales, but can also just serve purely as an artistic form in the virtual environment or enriching physical clothing. Digital fashion also has the potential to increase sustainability - however, it consumes energy and can be exploited by fast fashion, which makes this area problematic. Most respondent's worries emerge also in the context of NFTs. The divisions of business and art, realism and dream aesthetics, physical and virtual experience were present throughout the interviews....

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