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Humor vs fear/ change of appeal in Aggression kills campaign
Nováková, Beáta ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
The aim of the bachelor's thesis is to compare the effectiveness of negative and positive appeal in the campaign Aggression Kills, which was created as cooperation between the Czech Association of Insurance Companies, BESIP and the Police of the Czech Republic.The theoretical part defines the concepts of social advertising and emotions in marketing. It also describes examples of Czech and foreign road safety campaigns and information about the Aggression Kills campaign. This campaign has produced six TV and radio spots, which differ in their appeal, one is negative and one is positive.The practical part is in the form of a qualitative structured interview with nine respondents aged 18-24. The respondents were divided into three groups and each group was shown a different pair of spots. After watching both spots, respondents answered a set of questions. The aim was to find out which appeal they found more effective. After 6 weeks, respondents communicated their feelings again, this time without having seen the spots before, so that their answers were based only on what they remembered. The aim of the practical part was to compare which appeal in the message respondents remembered after a time lapse.
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Influencer involvement in Czech 2023 presidential campaigns from the perspective of political communication
Floriánová, Eliška ; Konrádová, Marcela (advisor) ; Rosenfeldová, Jana (referee)
This master's thesis explores the involvement of influencers in the Czech presidential campaigns of 2023 from the perspective of political communication. It analyzes the phenomenon of influencers' engagement in political campaigns through shared content on social media platforms. The theoretical part of the thesis examines the current issues surrounding social media and its successful creators, influencers, who have the ability to influence the opinions and attitudes of their followers. The thesis relies on the concept of the celebritization of politics, which explores the process by which politicians adopt communication strategies and elements associated with celebrities and the entertainment industry to gain greater public attention. However, a part of the celebrity culture theory also involves celebrities entering politics, which will be thoroughly examined in the theoretical section. The research is conducted using two quantitative methods: content analysis and questionnaire survey. By employing these research methods, the research questions will be answered, which investigate the most common forms and methods of involving influencers in political campaigns during elections. The research will clarify the role of influencers in contemporary political communication and their level of ability to...
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The importance of authenticity in influencer marketing in gastronomy
Čapková, Ema ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
With a growing need to differentiate themselves on the market, companies are increasingly turning to influencers to engage potential customers. This bachelor thesis focuses on the role of authenticity in influencer marketing campaigns in the foodservice industry. The thesis first builds a theoretical foundation where the concepts of influencer marketing, authenticity and its influence on consumer behaviour are defined. In order to answer the research question of whether authenticity plays a role in the success of influencer marketing campaigns in the gastronomy industry, a mixed-methods research involving qualitative social media analysis and quantitative questionnaire survey was conducted. In the practical part of the thesis, two specific campaigns are examined: the collaboration of chef Přemek Forejt with McDonald's and a youtuber duo called Kluci z Prahy with Wolt. The analysis of social media, specifically YouTube and Instagram, where the campaigns were primarily communicated, and the subsequent questionnaire survey revealed that authenticity is important for the success of campaigns in gastronomy. Authentic communication was associated with positive audience reception, while an inauthentic approach resulted in negative reactions. Due to the complexity of the issue, this paper does not provide...
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Real-Time Detection of Malware Campaigns
Holop, Patrik ; Polčák, Libor (referee) ; Zobal, Lukáš (advisor)
Táto práca sa zaoberá detekciou kampaní škodlivého softwaru v reálnom čase na základe dostupných dát z interných nástrojov spoločnosti Avast Software. Jej cieľom je navrhnúť a implementovať systém, ktorý dokáže automatizovane zachytávať a spracovávať správy o vzniknutých udalostiach a incidentoch u klientov, získať z nich potrebné informácie a vyhodnotiť, či sa jedná o prebiehajúcu kampaň škodlivého softwaru na základe rôznych kritérií. Experimentovanie potvrdzuje, že detegovanie kampaní na základe podrobne vybratých parametrov a metrík je možné. Implementovaný systém je integrovaný pre spoluprácu s internými nástrojmi spoločnosti Avast Software. Táto práca taktiež navrhuje možné vylepšenia detekčného procesu.
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Design and implementation a phishing campaign
Kosková, Šárka ; Aleš,, Přibyl (referee) ; Sedlák, Petr (advisor)
The theoretical part defines the basic concepts related to this topic such as information and cyber security, phishing (history and types), spam, social engineering, legal responsibilities and preventive measures of fraudulent behaviour, etc. The practical part deals with the creation of a phishing campaign targeting the employees of a specific company, thanks to which it is possible to assess the overall information security. Once the campaign has been evaluated, an assessment is made as to whether the campaign was effective and what may have influenced its success.
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Marketing communication of the company when entering the market
REITINGER, David
The diploma's thesis focuses on the marketing communication of a specific company newly entering the market. The primary goal of the thesis is to create a marketing plan, which is developed based on all collected data. The selected enterprise specializes in financial consulting. Through a survey, customers' opinions on marketing communication in the service sector were collected. The interview with the business owner provided insights into the current and ideal state of marketing communication. Market data were analysed, yielding essential information. On the basis of this supporting data, a marketing communication plan for the Selected Company for the year 2025 was subsequently drawn up. The profitability of this plan was verified by calculation.
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Crowdfunding and its use for a specific business plan
HÜTTNER, Martin
The thesis deals with the design of a crowdfunding campaign for the business plan of a planned company Motýlkárna producing original wooden bow ties. The thesis is based on the study and comparison of Czech and foreign literature related to the topic of crowdfunding and is divided into two parts - theoretical, where the concept of crowdfunding itself is introduced, its history is outlined and specific types, subjects, functions and phases are specified . Then, in the practical part, the actual business plan is described and a financial plan is drawn up for the first year of the company's operation, for which a crowdfunding campaign is then designed in detail, including all the necessary steps during each phase. The specific campaign design is based on the analysis of successful projects implemented in the past, recommendations published by the Hithit platform and interviews with its moderators and authors of successful projects. The potential for the implementation of the proposed campaign is assessed in the last part of the thesis in the context of feedback from the director and chief advisor of the chosen Hithit platform, which is then used to create a SWOT analysis of the project.
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Percepce crowdfundingových kampaní pro neziskový sektor: eye-trackingový experiment
Veselková, Markéta
Veselková, M. Perceptions of crowdfunding campaigns for the non-profit sector: an eye-tracking experiment. Bachelor thesis. Brno: Mendel University, 2023. The bachelor thesis investigates the effects of certain visual elements on potential supporters of crowdfunding projects of non-profit organizations and their decision to support them. The selection of influential elements is based on the propositions of prospect theory and the congruence effect. The elements mentioned are the existing risk of project failure depicted in the momentary prosperity of the campaign and the emotional appeal used in the preview image. The main goal of the thesis is to propose recommendations for improving the presentation of non-profit organizations on crowdfunding platforms using an eye-tracking experiment. The purpose of the proposed recommendations is to increase the effectiveness of campaigns of non-profit organizations on these platforms.
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SCL group a Cambridge analytica: jak ovlivnily politiku a společnost v Evropě a Severní Americe
Komínek, Martin
The bachelor's thesis focuses on the scandal involving Cambridge Analytica and compares its impacts on society and politics in Europe and the USA. The theoretical part introduces key concepts in the field of modern technologies, which play an important role in communication and are essential for understanding political marketing strategies. Furthermore, an analysis of the SCL Group and its subsidiaries, which specialize in data analysis and political marketing, is conducted. In the empirical part, factors related to the Cambridge Analytica scandal that influence politics and society in Europe and North America are analyzed through a comparison of two events: the United Kingdom's referendum on membership in the European Union and the 2016 US presidential election. The conclusion presents the results of the findings.
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