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Extent and use of advertisment on TV
Rozumová, Markéta ; Köppl, Daniel (advisor) ; Gerbery, Juraj (referee)
The bachelor's thesis "Extent and use of advertisement on TV (permission of product placement from June 1st , 2010)" focuses on the change in Czech television production, caused by adoption of amendment to the law, which allows the use of product placement as a way of commercial communication and ranks it among the commercial TV products. The thesis briefly describes the evolution of product placement from the historical beginnings, through the success in motion pictures to the permission in TV broadcasting. It also describes the Czech Broadcasting Act and the interpretation of this law by the Czech Radio and Television Broadcasting Council (RRTV), focuses in more detail on the situation in the Czech TV stations, on the manners of use of the product placement and possible benefits it may have comparing to classical TV commercial spots. The study compares public Czech TV to private TV Nova, shows the examples in TV programs, in which the products were placed. This thesis also presents the opinions of media experts, advertisers, ratings and interventions by RRTV and audience's opinions. The aim of the thesis was to find out and evaluate, whether the PP entered the TV programs successfully, if the expectations of advertisers and broadcasters were fulfilled and how it affects the viewers.
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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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