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The analysis of social campaign – Czechia against poverty
Křížová, Ilona ; Pešek, Ondřej (advisor) ; Procházková, Markéta (referee)
A bachelor thesis Analysis of a Social Campaign -- Česko proti chudobě (Czechia against poverty) deals with an influence of a communication of the campaign on the society. A theoretical part is focused mainly on an explanation of terms connected to a social campaign, on an introduction to poverty issues, on a way of a fight against poverty in the world and an introduction to the Česko proti chudobě campaign. There are methods of communication of other European social campaigns compared to the Czech one (Česko proti chudobě) in a practical part. The practical part also tries to find out if there is an awareness of the campaign among the public, through which mass media people learn about the campaign, whether the public is somehow participating in the campaign, if it trusts in the purpose of the campaign and at the same time whether the Czech society is interested in poverty issues. There was a survey conducted to find out these facts.
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Marketing in the hotel industry
Hřibalová, Tereza ; Štědroň, Bohumír (advisor) ; Pešek, Ondřej (referee)
The first part of the thesis is aiming to cover the basics of hotel marketing. Then, in the second part, this theoretical base is used to analyse the marketing mix of the Atlantis Bahía Real hotel and to find its strenghts, weaknesses, opportunities and threats. The objective of the last part of the thesis is to summarize the findings and make recommendations to improve the situation of the hotel.
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Mobile marketing
Švarc, Ondřej ; Pešek, Ondřej (advisor) ; Průša, Přemysl (referee)
The first part of this thesis contains description of development in mobile services, networks, mobile devices and the whole market of mobile marketing and analysis of possibilities and methods of usage of mobile marketing. The second part contains analysis of mobile marketing in terms of ethics, analysis of mobile marketing leading corporations and survey of public opinion, including its evaluation.
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Analysis of energy-saving campaigns in the Czech Republic
Rudolfová, Jana ; Pešek, Ondřej (advisor) ; Zamazalová, Marcela (referee)
This bachelor thesis analyzes energy-saving campaigns, which have taken place so far or are taking place at the moment in the Czech Republic. The thesis is focused only on the campaigns of the four largest energy companies in the Czech Republic, namely ČEZ, RWE, E.ON and PRE. The aim of this thesis is to describe particular ways and tools of marketing communication, which energy companies use for their energy-saving campaigns and through a questionnaire survey to find out what attitude Czech people have towards the issue of energy savings, whether there is an awareness of the existence of energy-saving campaigns in Czech society and whether Czech people are interested in information regarding this issue and also interested in this type of campaigns. The thesis is divided into two parts -- theoretical and practical. The theoretical part is focused on the explanation of marketing terms and companies' social responsibility terms, related to the topic of this thesis, which are very helpful for final understanding of the practical part. The practical part describes reasons for creating energy-saving campaigns, the situation in the market of electricity and natural gas and offers analysis of selected energy-saving campaigns. The practical part also includes the aforementioned survey.
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Viral marketing
Novotný, Ondřej ; Pešek, Ondřej (advisor) ; Blahut, Michael (referee)
The primary aim of this bachelor thesis is to analyze some viral factors of the chosen viral campaigns from the Czech Republic and also from the rest of the world. The assessment takes account of the acquired theoretical knowledge about this issue from the first part of the work. On the basis of these facts is recorded the development of the viral marketing which has changed a lot recently. Especially thanks to a spectacular arrival of social networks, as one of the most used medium in the world. The secondary aim of the work is to give every reader some new information about idea of "viral marketing", as one on the most recent trend in the sphere of Internet marketing. And of course broaden the people's awareness of this tricky but very effective way of advertising some brand.
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Issue of negative advertising in political campaigns
Machek, Václav ; Pešek, Ondřej (advisor) ; Štědroň, Bohumír (referee)
The first chapter of this thesis contains a summary of information, definition, methods, procedures, effects, legislative features and the possibilities of using negative advertising in political election campaigns, including a description of its historical development in the Czech Republic and the United States of America. The second chapter contains a hypothesis for a survey of public opinion, including its evaluation and analysis of the negative elements of the election to the Parliament of the Czech Republic between 2006 and 2010, focusing on monitoring of the development use of negative advertising.
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The issue of marketing communications of body image focused on fitness
Součková, Eliška ; Skokanová, Dagmar (advisor) ; Pešek, Ondřej (referee)
The bachelor's thesis deals with the issue of body image, the development of beauty of the human body through the historical and the national aspects and describes female and male points of view. The mystery of the beautiful human body is closely linked with the cosmetic, sports and lifestyle industry in general that is all around us. The individual companies are struggling for customers by the formation of an ideal marketing communication, in the bachelor's thesis attention is focused on defining marketing communication, and its forms or tools generating a communication mix. The theoretical part concentrates on the world of fitness and human access to it, based on a survey questionnaire. Marketing forms and tools are revealed and described on a selected company, the world-known fitness centre, World Class, that has operated in the Czech Republic for eight years. The revelations and the descriptions of the communication mix are summarized by the SWOT analyses, and the suggestions and the proposals for the future of the World Class company.
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Use of web 2.0 in marketing
Vorel, Tomáš ; Pešek, Ondřej (advisor) ; Vojtěchovská, Martina (referee)
This bachelor's thesis deals with the development of the internet into the present state, newly formed communication platforms and the possibilities for marketers. The aim of this paper is to define the internet trends and describe the shift of customers' thinking. The thesis adverts to the hidden potential of internet users, the groundswell, and outlines possible style of approaching them. Firstly, the author describes the internet development and its specific features and character just to later show various tools usable for marketing. Further it deals with the shift of customer thinking and strategies required to be applied for a successful approach of public. All mentioned is demonstrated on a Dell case study. Dell has used the modern internet tools extensively over last 5 years and the author shows the results and impact on company. To conclude, Dell style of dealing with customers is confronted with the opposed Apple approach.
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Marketing importance of body image
Klingerová, Lenka ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The Bachelor Thesis concentrates on the marketing significance of body image from the consumer point of view of an individual. It defines the meaning of body image as well as its evolution throughout time. It also refers to the factors significant to self-cognition of individuals and with that closely connected display of shopping habits. It defines the basic conceptions of customer behavior, marketing communication and the theoretic elements needed to acomplish the survey located in the second part of my thesis. The goal is to uncover the perception and future impact of body image on the consumer and underpin the main and possible new trends of behavior in this area. One of the outcomes of the survey is the establishment of the fact that people prefer a healthy and vital body in comparison to one artificially created.
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The perception of social campaigns among Czech consumers
Bláhová, Zuzana ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
This bachelor thesis deals with the social marketing and how the social campaigns are perceived among Czech consumers. In the theoretical part are introduced the basic principles of social marketing, its specific features, historical development, themes of campaign and social advertising. This part also contains examples of three Czech social campaigns, which are used in the research in the practical part. This part aims to determine the awareness and perception of social marketing, and the impact of the campaigns on behavior among Czech university students. To fulfill this goal, I used the analysis of the primary data obtained from the Internet questionnaire that identifies whether the social campaigns have influence on behavior of the population of the Czech Republic.
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