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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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Analysis of the Advertising Market Automotive Brands
Rešlová, Pavlína ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
The thesis deals with advertising expenditure major automotive brands, which are compared with their marketability. The thesis reflects the strategic marketing process and outlines the components of advertising. The aim of the work is to verify whether the investment in television advertising significantly and directly affects the marketability of vehicles, or there are some other factors.
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Media planning with focus on buying TV campaigns
Bártová, Pavla ; Karlíček, Miroslav (advisor) ; Mlýnek, Martin (referee)
The topic of this diploma thesis is media planning and buying of TV campaigns. The objective of the thesis is a comprehensive analysis of the media planning process with a focus on buying of television campaigns. The introductory part of the thesis deals with the beginnings of the advertising industry and the contemporary modern advertisement. The theoretical part is focused on detailed explanations of the planning process and basic media terms. While depicting the media planning process the author accentuates TV campaigns planning. The following text is dedicated to a background important for the decision to include TV in the communication mix. The practical part starts with an analysis of the TV market. Emphasis is put on the analysis of ratings of individual TV channels, investments, and the top advertisers. This chapter also includes creating profiles of viewers of measured channels. The last chapter describes in detail the business models of particular media houses. The last step of media planning is to produce a media plan; therefore, the work included a practical example. In the example the author shows how the media planning works in practice. The thesis is finalized by establishing a model for planning TV campaigns.
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The perception of TV advertising by the university students and its research
Stakhariuk, Liudmyla ; Ryšavá, Monika (advisor) ; Štědroň, Bohumír (referee)
This thesis deals with the issue of perception of TV advertising by university students using the online survey method because of the speed and easy way of processing of the technique. The goal is to assess university students' attitudes towards the advertisements and find the underlying causes of the background and context, also a comparison of the results of interrogation with secondary researches. For the purposes of the work a questionnaire was created as regarding the TV ratings of TV advertising and teleshopping by students and the effectiveness and the overall functioning of the surveyed spots. In the introduction of the thesis four hypotheses are provided, three of them in the end are confirmed and one is rejected. Overall, university students have a negative relationship with TV advertising, women may have more impact on advertising messages than men, the vast majority of students tends to be influenced by the so-called vampire effect of advertising and university students do not exclude completely the possibility of watching teleshopping on TV, are likely to experience shopping in this way, although mainly women from the larger cities.
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