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Marketing Targeting Children Illustrated with Dairy Products
Slunečková, Karin ; Máchová, Eva (advisor) ; Hejlová, Denisa (referee)
The bachelor thesis at hand "Marketing Targeting Children Illustrated with Dairy Products" describes the specifics of advertising directed at children. It outlines how children are protected from the adverse effects of advertising by law as well as by measures of different organisations. The thesis takes into consideration the uniqueness of children as a target group, thus dividing them up into segments created according to their age or other parameters. The third chapter focuses on consumer socialisation of children, meaning that children are being influenced by the environment around them when they are growing up. The principal part of the paper is advertising and its effect on children, whereby it elaborates on the psychological and audiovisual methods advertising is using. Theoretical knowledge based on academic books or electronic resources is applied to practical examples, namely on communication of the brands Pribináček and Kostíci, which produce dairy desserts for children. The bachelor thesis is characterising the basic media types that advertising directed at children uses and - based on this - describes and evaluates the communication of the two brands mentioned above.
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Marketing Targeting Children Illustrated with Dairy Products
Slunečková, Karin ; Máchová, Eva (advisor) ; Hejlová, Denisa (referee)
The bachelor thesis at hand "Marketing Targeting Children Illustrated with Dairy Products" describes the specifics of advertising directed at children. It outlines how children are protected from the adverse effects of advertising by law as well as by measures of different organisations. The thesis takes into consideration the uniqueness of children as a target group, thus dividing them up into segments created according to their age or other parameters. The third chapter focuses on consumer socialisation of children, meaning that children are being influenced by the environment around them when they are growing up. The principal part of the paper is advertising and its effect on children, whereby it elaborates on the psychological and audiovisual methods advertising is using. Theoretical knowledge based on academic books or electronic resources is applied to practical examples, namely on communication of the brands Pribináček and Kostíci, which produce dairy desserts for children. The bachelor thesis is characterising the basic media types that advertising directed at children uses and - based on this - describes and evaluates the communication of the two brands mentioned above.
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Analysis of the Media Market of the Czech Republic
Roll, Jan ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
The purpose of theoretical part of this bachelor thesis is to give readers an introduction about the basic terminology of media and present the historical context which have led to the shaping of the media into the form in which we know them today. Furthermore, in the theoretical part there will be characterized various media types including putting of their advantages and disadvantages. In detail, I will focus on planning of media campaigns.The purpose of practical part of this bachelor thesis is the analysis of the current state of media which are shaping the Czech media market. I will examine the state and the evolution of media market using the public outcomes of the long-term projects which are monitoring Czech media.
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Marketing of MF DNES and iDNES.cz
Vaňo, Lukáš ; Štědroň, Bohumír (advisor) ; Procházka, Jan (referee)
This graduation thesis is aimed to identify the current situation of the newspapers Mladá fronta DNES and the internet portal iDNES.cz in the Czech media market. The print market, as well as the Internet market is undergoing some changes mainly caused by technological progress and society development. Both products are under control from the Mafra Media Group, which has to respond to the ongoing development of the Internet, as a dynamically growing media type at the expense of newspapers. The success is the close cooperation between both journal channels and frequent use of the possibilities of promotion in other media under the Mafra Media Group.
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Media mix in the FMCG category - yoghurt products
Kraft, Zdeněk ; Postler, Milan (advisor) ; Smékal, Vít (referee)
This thesis inquires into media mix in the FMCG category, focusing on yoghurt products. The theoretical part describes the mediamarket entities and functioning, important media indicators, media research projects and monitoring projects of advertising expenditures. After the division of the media from a theoretical point of view comes a chapter exploring the markets of particular media types and their characteristics which results in the evaluation of their advantages and disadvantages in advertising communication. The final part analyzes the media mix and advertising spending over the whole Czech advertising market, the FMCG market and then yoghurt market comparing the communication of the major yoghurt manufacturers.
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