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The impact of television advertising on children of primary school age
Pichalová, Denisa ; Koudelková, Petra (advisor) ; Strielkowski, Wadim (referee)
The thesis "The impact of television advertising on children of primary school age" research how usage of psychology in advertising influences customers aged 6 to 11 years. The introduction of theoretical part defines term advertising, her aims and history. Another chapter acquainted with the context and connections between the disciplines of psychology and advertising. The work includes psychological analysis of advertising and explanation of terms that relate to its adoption and a description of the development of perceptual abilities of the child in school aged child. The research. The practical part focuses on the description of the creation and presentation of research results. Finally, the work deals with a practical analysis of TV commercials that respondents chose as their favorite. This step reveals ad properties that make it unique from the children's perspective. The aim is to aquire knowledge in the preferences of child viewers and its implementation into the design creation of effective TV advertising to children. Powered by TCPDF (www.tcpdf.org)
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Marketing communication of Benzina, Shell and OMV between 2012 and 2014
Juščíková, Michaela ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of my bachelor thesis called Marketing communication of the biggest petrol station chains at czech market is to describe situation on the market with fuel, marketing activities of biggest petrol chains and consumers behavior while buying fuel. Theoretical part of my thesis contains brief of the therm matkething, explanation of marketing mix and key words to marketing research. Practical part of my thesis contains secondary and primary research. Secondary research describes marketing activities of chosen petrol chains in Czech Republic. Primary research describes consumers behavior while buying fuel. At the end of my thesis is advice based on the survey.
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Loyalty programs: Tesco Case Study
Svobodová, Veronika ; Dolanská, Nora (advisor) ; Koudelková, Petra (referee)
This is a bachelor thesis concerning titled Loyalty programs: Tesco Case Study. This thesis is divided into two parts of which the first one is theoretical. In this part the term loyalty is defined in the context of marketing and subsequently the definition of the term loyalty program is presented. This part also includes a typology of loyalty programs based on their target group, a brief history o loyalty schemes and finally the efficiency of these programs. This topic is much discussed among theoreticians so that is why there are empirical studies and their typology included in this part. The second part of this thesis is focused on Tesco. First the company is briefly introduced and next the history of Tesco is described (in this part the first attempt to introduce a loyalty program is mentioned). Subsequently the Clubcard loyalty scheme is described. This part starts with description creative process and tests of the first versions. Then the Czech version of this loyalty program is described including the principle of collecting points, calculating their value and conditions of participating in the program. The thesis is accompanied with visuals of Clubcard quarterly statement (point billing) and campaign that accompanied the official launch of the program in Czech Republic.
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The perceptions comparison of brands Gant and Ralph Lauren for students of the Charles University and the University of Economics
Bui Dang Manh, Hoang ; Shavit, Anna (advisor) ; Koudelková, Petra (referee)
The subject of this bachelor thesis is the qualitative survey focused on perception of two fashion brands Gant and Ralph Lauren. The sample consisted of students from the Charles University and the University of Economics in Prague. Products and promoted values of these brands are namely inspired by the preppy subculture that is related to the cultural environment of the Ivy League universities. However, in the Czech Republic there is no such subculture. At first I describe the brief histories and marketing mixes of both brands. I tried to extensively characterize the corporate identity and image. Methods of marketing communications are suggested but the goal was not to deal with them thoroughly. In the next part of this thesis I present the results of the focus group sessions which were intended to observe students' opinions and impressions of brand values and provided visual materials from 2009 to 2011. The goal of the thesis was to find out if there is any perceived difference in both brands' visual communication. Next whether they are able to understand the brands' values despite the obvious absence of the preppy subculture in the Czech Republic. In the conclusion I suggest other methods of observing the processes of perception. I also recommend ways how to improve the corporate identity in the...
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Transformation in marketing communication of Gabriella Salvete
Dorňáková, Nikol ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Transformation of marketing communication of Gabriella Salvete" analyzes the transformation of marketing communication and brand perception of beauty brand Gabriella Salvete on the Czech market from 2011 to 2014. Describes the status of the company before the transformation of communication and defines the main competitors, target groups and potential shortcomings. In addition reveals the strategy of transformation and tools used in the new way of communication. It deals with real impacts of the transformation on a competitive level through the target groups. The aim is to monitor the new communication strategy of Gabriella Salvete, form of their implementation and their impact on brand perception. To achieve this goal, the thesis also uses the results of student's own research.
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Opportunities for Implementing Multisensory In-store Marketing, Demostrated by Apple In-store Communication
Lišková, Iva ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The Bachelor's thesis entitled "Opportunities for Implementing Multisensory In-store Marketing, Demonstrated by Apple In-store Communication" addresses the marketing possibilities for including all of our senses in a retail store experience. It illustrates those marketing possibilities with current examples of Apple in-store communication. The first theoretical part defines in-store marketing communication, its terminology, provides information about multi sensory marketing and subsequently analyzes each of our senses with the potential for their in-store implementation. In the second part of the theses, theoretical knowledge is used from the first part to describe in-store marketing communication at branded Apple stores, as well as at premium resellers that are found in the Czech Republic, such as iStyle, iSetos, and iWorld. Information about branded Apple stores is gained from literature and on-line sources. Information about premium resellers comes from my own observation and interviews with their employees. The main focus is on the description of the current situation, comparisons and finding new opportunities to implement our senses at in-store marketing communication at Apple stores and their premium resellers.
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Neuromarketing: Theory and Practice
Janoušek, Tomáš ; Dolanský, Pavel (advisor) ; Koudelková, Petra (referee)
Charles University in Prague, Faculty of Social Sciences Institute of Communication Studies and Journalism Neuromarketing: Theory and Practice (bachelor's thesis), Tomáš Janoušek Abstract This thesis seeks to provide a comprehensive insight into neuromarketing. Neuromarketing is a discipline that uses neuroscientific methods to analyse and understand human behaviour in relation to markets and marketing exchanges. After definitions of related terms of marketing, neuroscience and neuroeconomy, the thesis offers various definitions of neuromarketing itself. Further, it presents an overview of the history and the neuroscientific techniques used by neuromarketing (electroencephalography, functional magnetic resonance imaging, biometrics and others). The theoretical part is divided, in accordance with the customer's decision process, into chapters dealing with attention, conscious and unconscious mental processes, emotions, choice, senses, mirror neurons and brands. The thesis also addresses the neuromarketing practice, including the optimization of marketing communications (in advertising, new media and point-of-sale) and neuromarketing research. The ethical question of the use of neuromarketing is also discussed.
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Green marketing in DM drogeriemarkt company
Bakalářová, Jana ; Báča, Ladislav (advisor) ; Koudelková, Petra (referee)
The Bachelor's thesis entitled Green Marketing in DM drogeriemarkt company deals with the analysis of a new marketing approach/attitude also known as an environmental or green marketing, which has become very popular. The two preliminary chapters of my bachelor thesis are devoted to theoretical explanations, terms and definitions on the basis we can more develop it to a deeper description of marketing terms. The following part introduces a green marketing itself from it's definition through history to it's uncertain future. The main part of my bachelor thesis is the analytical part concerned on marketing mix of bioproducts sold in the surveyed company in a combination with the organic products on the Czech market. The analysis contains a bioproduct analysis in terms of visual appearance, but also their composition, environmental indication, pricing policy and also company's marketing communication.
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Family life with handicapped child
Koudelková, Petra ; Seidlová Málková, Gabriela (advisor) ; Schindler-Wisten, Petra (referee)
Family life with handicapped child The main objective of this thesis is to cover the day-to-day life with mentally handicapped offspring on the threshold of adulthood from the parent's perspective. The intention is to gain an insight into experiences, emotions, and motives of disabled children's parents, for the purpose of clarifying both positive and negative points of life with the handicapped. The main goal is to focus on the following issues - which impact has this life on the parents, how their everyday life is changed, and how their attitudes and perception of themselves has been changed. Another point is to ascertain how different opinions of mothers and fathers are. The thesis consists of two main parts. In the first one, the topic is anchored in the theoretical background. This theoretical part is based on the relevant topics published in specialized reference books. In the second one, it is followed by the analysis and interpretation of two consecutive interviews with the parents. This empirical part is processed by the methods of oral history. It also contains the references to the findings published in bibliography. The conclusion contains methodology analysis and summary of key points describing the life with handicapped child. The life is considered to be psychologically, financially, and time...
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