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Právní aspekty propagace zboží a služeb na internetu
Pernecká, Otilie
Pernecká, O. Legal aspects of promoting goods and services on the internet. Bache-lor thesis. Brno: Mendel university, 2022 This bachelor thesis is focused on legal aspects of promoting goods and ser-vices on the internet. In the first two chapters are described methods of internet promotion such as PPC, word-of-mouth marketing, e-mail marketing, influencer marketing and largely described social media and their legal aspects in context of advertisement, influencer marketing and consumer law. In the last chapter the previously gathered knowledge of internet marketing and law is applied in online marketing promotion cases for two companies, whereof the first specializes on the tobacco market and the second on the non-alcoholic beverage market.
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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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Legal Issues of On-line Advertising Directed towards Children
Valentová, Markéta ; Boháček, Martin (advisor) ; Vavrečka, Jan (referee)
This diploma thesis deals with the legal issues of online advertising directed towards children. At first, it focuses on the current situation of on-line advertising and describes its forms. Subsequently addressing the influence of advertisements on children. The substantial part of the thesis is the analysis of the advertising regulation in the Czech Republic and abroad. It analyses both legislation and self-regulatory measures. This thesis applies that regulation on the internet and determines whether it is sufficient. The necessity of dealing with this topic, is supported by the results of the research on relationship between children and the internet.
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Analysis of the "Czech dream" project in perspective of Psychology of advertising and Legal form
Šimonová, Martina ; Postler, Milan (advisor)
Práca popisuje vybrané psychologické aspekty reklamy na otvorenie fiktívneho hypermarketu v Prahe, ktorý je známy ako projekt "Český sen". Projekt chcel poukázať na možné nebezpečenstvo reklamy prostredníctvom vyvolania serióznej diskusie a zobudiť spoločnosť neštandardnou cestou šoku. Ďalej práca hodnotí úspešnosť jednotlivých cieľov projektu: úspešnosť samotnej reklamnej kampane a vyvolanie otázok týkajúcich sa dopadu reklamy a vzniku nákupných centier na správanie sa súčasného obyvateľstva. Zároveň sa pokúša právne postihnúť aspekt lživého charakteru projektu a fundovať východiská, na ktorých by mohla stavať potenciálna ochrana spotrebiteľov voči škodám, ktoré projekt spôsobil.
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Misleading advertising and FMCG
Teprtová, Irena ; Boháček, Martin (advisor) ; Postler, Milan (referee)
The theoretical part is divided into four chapters. The first chapter deals with competition, the second chapter is about Czech law advertising regulation and about Community law. The third chapter describes misleading advertising and the fourth chapter deals with FMCG. The practical part analyzes current ads. The first chapter describes the method of analysis. The second chapter deals with use of misleading and the third chapter analyzes misuse of truthful information in advertising. The last chapter focuses on the advertising hyperbole.
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