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Perception of patriotism in food advertising among Czechs and French people
Zadražil, Ondřej ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor's thesis entitled Perception of patriotism in food advertising among Czechs and French people deals with the importance of patriotism in marketing communication. The main goal of this work is to examine how important the role of patriotism in the choice of food is for Czechs and French people, and to find out what influence patriotism has on their shopping behavior. The work consists of three parts - theoretical, methodological, and practical. The theoretical part deals with the issue of national culture and patriotism. Subsequently, the characteristics of Czech and French culture and how cultural differences can be used in advertising are presented. In the third chapter, the theoretical part describes the specifics of food advertising, which demonstrates the examples of selected advertising leaflets. Finally, the theoretical part presents the issue of the involvement of patriotism in advertising with emphasis on its use in the age of globalization. The methodological part, in which the research design is presented, is followed by the practical part itself, which describes the course and evaluation of the quantitative questionnaire experiment. It aims to reveal the effect of the involvement of patriotic motives in the advertising leaflet on respondents' shopping preferences. The...
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Perception of comparative advertising in the Czech environment
Lesáková, Kateřina ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
This bachelor thesis deals with the issue of comparative advertising and its perception in the Czech environment. From a marketing point of view, comparative advertising represents an interesting opportunity to legally confront the competition in advertising. However, this option is little used in the Czech Republic, although comparative advertising has been permissible for twenty years. The aim of the thesis is to provide a comprehensive insight into the topic and to find out what reactions the comparative advertising in the Czech environment evokes. The theoretical part introduces comparative advertising as part of marketing communication, its legal and non-legal regulation or its perception in different cultures. Research, which deals with the issue of comparative advertising in the Czech environment, is presented additionally. The practical part then builds on the theoretical part and verifies its findings through quantitative research in the form of a questionnaire survey. Specific examples of comparative advertising are also presented. The obtained conclusions can be useful, for example, for advertisers who are considering whether to create a comparative advertisement, but also for the academic community, as this topic is not much researched in the Czech environment.
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The FOMO phenomenon in the context of the social network Instagram
Thein, Filip ; Rosenfeldová, Jana (advisor) ; Ježková, Tereza (referee)
This bachelor's thesis focuses on the FOMO phenomenon, ie the fear of missing out, on the social network Instagram. The theoretical part deals with the definition of the term FOMO from a psychological point of view and its application in marketing. Furthermore, it represents the relationship of generations to social networks with a focus on adolescents and young adults. The practical part uses qualitative research to examine how the FOMO phenomenon affects the activity of young adults on the social network Instagram. It also examines how users respond to FOMO marketing by influencers.
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The Phenomenon of Binge-Watching from the Perspective of Uses and Gratifications Theory
Dyachkova, Elina ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
This bachelor's thesis aims to analyze binge-watching with the help of uses and gratifications theory and discover what motivates people to binge-watch. The literature review provides the necessary theoretical background for analyzing binge-watching behavior. It presents the definitions of streaming services and binge-watching as well as the theoretical basis of uses and gratifications theory. Then, this thesis introduces the existing research on uses and gratifications of TV and new media consumption, which have both proven to be relevant in the previous binge-watching studies. After that, this thesis discusses different approaches researchers have taken to analyze the uses and gratifications of binge-watching. In the empirical analysis, the thesis poses two research questions regarding the technological and psychological drivers of binge- watching. The thesis attempts to answer those questions by doing a thematic analysis of in-depth interviews where respondents share what features or psychological needs motivate them to binge-watch.
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Men versus pornography. A strategy proposal for online community Nofap
Mičke, Vítek ; Báča, Ladislav (advisor) ; Rosenfeldová, Jana (referee)
This thesis deals with the negative impact of problematic pornography use among men. Scientific results from this research area described in the theoretical part, are used for creation of strategy proposal for NoFap, an online community helping men to end their problematic pornography use. The selected product for communication is a 90-day abstinence from pornography called NoFap Reboot. The main goal of this thesis is to find a specific product benefit which would make as many members of the target group as possible to try NoFap Reboot. Quantitative research among target group strictly follows a method called Profitbooster. Excluding the gained insight into the strategic planning faze of a marketing campaign, this thesis may serve as an elementary summary of scientific results from the academic area researching the negative impact of problematic pornography use.
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Comparison of marketing communications of radio stations Radio Wave and Evropa 2
Šulák, Marek ; Klabíková Rábová, Tereza (advisor) ; Rosenfeldová, Jana (referee)
The bachelor's thesis "Comparison of marketing communication of Radio Wave and Europe 2" describes, analyzes and compares the marketing tools and activities of Radio Wave and Evropa 2. The work uses three research methods, namely primary descriptive analysis and subsequent comparative analysis supplemented by a method of questioning. Descriptive analysis and comparative analysis deals with the communication mix of stations. The qualitative questionnaire deals with the listeners' awareness of the marketing communication of individual stations. The aim of the thesis is to find out, how the marketing communication of radio stations differs, both of which are intended for young listeners, but have a diametrically different character.
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Using of colours in marketing communication based on their perception in different cultures
Marková, Alena ; Rosenfeldová, Jana (advisor) ; Koudelková, Petra (referee)
Bachelor thesis is devoted to intercultural marketing in the connection with colour perception in different cultures. The main goal of the thesis is to reveal, whether brands work with colour schemes on their websited according to the perception of colours in different cultures. The first part of the thesis theoreticaly anchors the concept and definition of culture, where i tis focused on its aspects, asquisition or development. This part is followed by the chapter focused on intercultural marketing, which primarily describes the proces of the company's expansion into a new market. A great part of thesis is devoted to the theory of colours, their properties and, given by the aim of the work, also to how the colours are perceived in different parts of the world and what associations they evoke. In the practical part, the method of qualitative content analysis examines whether the colour palette of companies differs in different countries and if so, whether they differ in accordance with the perception of colours in these countries. McDonald's and Burger King fast food chain sites were chosen for this purpose. According to the results of the analysis, companies stick to their global concept, and if they are already working with the scheme, this is not primarily due to the perception of colours by...
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Inclusion in fashion indrustry and its perception in Czech environment
Rosová, Sylvie ; Rosenfeldová, Jana (advisor) ; Koudelková, Petra (referee)
This bachelor thesis focuses on the inclusion in the fashion industry and its perception in Czech environment. At first, the topic is theoretically introduced from two points of view, one of them being the inclusion in fashion industry and second one being inclusive marketing. Theoretical part not only describes inclusion as a general topic but also concentrates on 5 in the fashion field often discriminated groups, those being: people of different race and ethnicity, plus-size people, people older than 50 years, people from LGBTQ+ community and disabled people. These groups are considered to be the most important in the area of inclusion. From the marketing point of view the paper describes how to engage each of the minority groups and how their involvement in fashion can affect customers and the company. Inclusive marketing is then explained in context of other related terms such as CSR or multicultural marketing. The practical part then put the topic of inclusion in fashion industry into the context of Czech environment. It examines and describes the way how Czech consumers perceive inclusion in fashion industry. At first, the opinion of respondents regarding inclusion in fashion industry in general is discussed. Secondly, the opinion regarding each of the 5 groups separately is discussed....
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Communication activities of the sport of cheerleading in the Czech Republic (2001-2018)
Fantová, Nikol ; Halada, Jan (advisor) ; Rosenfeldová, Jana (referee)
The main aim of this bachelor thesis is to describe the communication activities used by the Czech Cheerleading Association to promote cheerleading in the Czech Republic. In the theoretical part, I focus on the definition of basic concepts, specifically the definitions of marketing communication, sports marketing and public relations. I also introduce cheerleading as a sport, its history and development. Subsequently, I also present the situation of cheerleading in the Czech Republic. In the practical part, I focus on the description of the communication of the Czech Cheerleading Association. First, I briefly describe the communication from 2001 to 2014 and after that I analyze in more detail the various communication tools between years 2015-2019. I combine the descriptive method with the findings obtained from the interviews. In the end, I summarize my findings and evaluate the current communication of the Czech Cheerleading Association.
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