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The participation of professional athletes in TV advertisement in the Czech Republic
Bernardová, Martina ; Pecinová, Markéta (advisor) ; Voráček, Josef (referee)
Title: The participation of professional athletes in TV advertisement in the Czech Republic Objectives: The main objective of this bachelor thesis is to explore the perception and opinions of a selected group of consumers on the participation of the current as well as former professional athletes in TV advertisement. This research has been conducted by using qualitative methods of marketing research. Methods: This bachelor thesis is using three interdependent qualitative methods. The first of these methods is an in-depth interview based on a narrative followed by a group discussion. This form of research included a sample of 7 respondents who were members of the Y generation. The last method was an in-depth interview based on open-ended questions conducted with athletes who have already participated in TV advertisement. Results: The outcome of this research suggests that generation Y respondents positively accept participation of professional athletes in TV advertisement. These respondents appreciate the mutual connection between professional athletes and advertised products, robust marketing campaign as well as solid presentation of the professional athlete in front of TV cameras. Keywords: marketing communication, advertisement, communication media, sports celebrity
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Cyberbullying and its correlation with gender
Klímová, Kateřina ; Wolák, Radim (advisor) ; Jirků, Jan (referee)
This thesis deals with the issue of cyberbullying and it examines the differences in its perception depending on gender. In the beginning the thesis describes transformation of communication based upon time and technologies used to communicate. It is followed by the comparison of cyberbullying and bullying where similarities and differences are shown. After this theoretical part comes the practical part of the thesis which is started by the justification of the chosen research method - qualitative research, individual interviews with grammar school children in the age 10 to 15 years. The following part describes the construction of the research - creating the scenario of the interviews followed by the description of the interviews which were afterward transcribed and analyzed. The interviews were analyzed by open coding and showed that there are differences regarding cyberbullying and gender but they also showed that there are similarities in the usage of communication media. The results proved that in the selected sample of children girls are more likely to take part in cyberbullying than in bullying. The results also showed that girls are more likely to share more personal information and photos on the internet than boys although we can observe that this is starting to change because boys are...
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Association of municipalities Podkletí and media presentation of its activities
PALKOVÁ, Martina
The aim of the bachelor thesis Association of municipalities Podkletí and media presentation of its activities is, besides other things, the analysis of possibilities in cooperation among Czech municipalities with focus on the intermunicipal cooperation. These possibilities together with the reasons and meanings of cooperation are listed in the first chapter. The main object is to evaluate the cooperation of municipalities within the specific Voluntary association of municipalities Podkletí and to evaluate the presentation of its activities in print, broadcast and new media too. Other chapters are devoted to this issue. Specifically the second chapter deals with the definition of microregion from the physical-geographical and social perspective, as well solve the origins and the reasons of origins of Association of municipalities Podkletí and individual member municipalities. Part of the third chapter is in addition to the characteristics of cooperation between selected municipalities also valorization formed on the basis of interviews with representatives of these municipalities. The last chapter deals with the importance of communication media for the presentation of cooperation of these subjects.
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Usage of communication media by consumers
HAVLÍČEK, Radek
Based on the online consumer preferences questionnaire and research in the area of consumer{\crq}s experience with communication mediums, the objective of this thesis is to propose appropriate changes to the marketing mixture in a chosen business subject. The thesis is divided into three main parts. The first one focuses on the relevant literature and outlines the academic problem of this work. The second one is based on qualitative and quantitative research done in the area. At the end of this thesis, the third part provides the reader with the final concept of the online retail store, followed by the proposed arrangements and changes to the marketing mixture of the enterprise as an outcome of the previous research. While working on the qualitative research used in this work, the analyses of the marketing, communication and retail mixture were gathered and assessed all together using interviews with the online retail store owner. In addition, the quantitative part was aimed to the costumers, their opinions and attitudes to the outlined media used within store. Also the credibility of the communicating channels was taken into account. Some of the factual findings merely confirmed the trend of the contemporary era. As emerged from the questionnaires, the Internet shall be confirmed to be the most popular medium, while the respondents confessed to spend the most time using it and rated it as the most important among other offered ways of communication between them and the retail store. These all relevant fact were used to analyse {--} and to prove or disprove the assumptions on how each media affects consumers and to which level the media is actually utilized. The final part of the thesis is dedicated to the online retail store concept including recommendations on modification of the marketing mixture of the business subject, where the qualitative research took place.
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