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Using GreenGraffiti as an Additional Tool of Marketing Communication of the Company
Nešporová, Kristýna ; Sedláček, Tomáš (referee) ; Chlebovský, Vít (advisor)
Tato diplomová práce z oblasti marketingu zkoumá možnost využití alternativního reklamního média zvaného GreenGraffiti jako dalšího komunikačního nástroje. Protože je pro Českou republiku a tím i české klienty tento typ reklamního média nový, je důležité vysvětlit, co přesně GreenGraffiti je, odkud pochází a jak se objevilo v České republice. Tato diplomová práce bude také zkoumat, zda je GreenGraffiti vhodným reklamním médiem pro český trh ,a které problémy je třeba vyřešit před tím, než bude zařazen do komunikačního mixu společnosti. Tato práce je napsána na základě znalostí získaných během stáže ve Studio Tomato s.r.o., které vlastnilo licenci na GreenGraffiti pro Českou republiku a také na základě informací získaných od Jima Bowese, zakladatele GreenGraffiti Holding BV.
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Political billboards and posters in urban space: Case study of Prague
Weyrová, Dominika ; Hána, David (advisor) ; Shavit, Anna (referee)
This thesis deals with political billboards and posters in the city space before the elections to the Chamber of Deputies of the Parliament of the Czech Republic in 2021. For the research purposes of this thesis, three cadastres with different compositions of usually living inhabitants (Stodůlky, Černý Most, and Dejvice) were selected and then compared with each other. The aim was first to examine the spatial distribution of the campaigns in these Prague cadastres, whether they differed in their frequency or even in the content of their messages. Next, the perception of billboards and posters in election campaigns by potential voters was investigated through a questionnaire survey, and in the last part, the strategies used by individual political groups when working with billboards and posters were examined. The first output was map displays, which showed differences in frequency in the selected cadastres, but content differences within cadastres were not noted in the research. Another output was the fact that people generally notice billboards or posters in the city space, some of them perceived rather positively, others rather negatively, but the vast majority of them rejected being influenced by them during the elections. The interviews with party representatives about deployment strategies...
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Visual Smog and Outdoor Advertising with a Focus on Billboards in Selected Parts of Brno
Šnajdrová, Adéla ; Fullerová, Veronika (referee) ; Kaňovská, Lucie (advisor)
The diploma thesis deals with visual smog, outdoor advertising and especially billboards in selected parts of Brno. The thesis is divided into three main parts. The first part of the thesis deals with the theoretical background to the issue. The second part of the thesis deals with the ways of regulation of advertising and visual smog in the world, in the Czech Republic and then in Brno. It then goes on to discuss the legislative basis for regulating advertising in the Czech Republic, followed by a more detailed analysis of advertising, visual smog and especially billboards and how to deal with their legality. The last part of the thesis deals with suggestions of possible recommendations for increasing the interest of both state administration authorities and citizens in the placement of advertising media.
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Visual media in the urban space
Strejcová, Anna ; Láb, Filip (advisor) ; Šoltys, Otakar (referee)
The diploma theses Visual Media in the Urban Space deals with the issue of commercial visual media in the public space and the way they are incorporated to the city centers. I am focusing on that kind of media that invade the public space with the biggest force, such as billboards, bigboards, citylights, video screens, wraps, etc. The goal of the research is to compare the placement and the quantity of the out-of-home advertisements in the center of Prague and Barcelona. The research is done from the historical, cultural and geographical point of view (I am not going to investigate the visual messages from the semiotic point of view). I have chosen these two cities because they are the economic and cultural centers of the region and they have a very long history. Since these two cities are placed in the European cultural space and there are global agencies operating on the market I suppose there will be some parallels in the placement and appearance of the visual messages. My hypothesis is that most of the advertisements will be placed in the new-built neighborhoods and the historical centers will be less "visually polluted". Another hypothesis is that the public space in Prague will be filled more with aggressive media forms than the public space in Barcelona. According to my hypothesis there is...
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The pricing environment of the media market of OOH advertising in the Czech Republic
Votruba, Daniel ; Pekárek, Aleš (advisor) ; Rosenfeldová, Jana (referee)
This thesis deals with the analysis of the pricing environment of the OOH advertising media market in the Czech Republic. The theoretical part introduces the concept of marketing communication, but also touches upon advertising as such, including a description of different types of traditional mass media and their role in society. Furthermore, this thesis focuses on a specific communication channel - outdoor advertising. It presents its history, development, planning process and trends. The thesis describes the different types of formats offered on the Czech market, including innovative and alternative ones, but also presents the current problems and limitations associated with this media type. Nevertheless, advertisers are currently investing significant sums in standard OOH advertising formats and suppliers are trying to collect increasingly accurate data to increase the effectiveness of this communication channel. The supply of outdoor advertising operators in the Czech market is concentrated in a few large players. The specific demand and offer of OOH advertising suppliers is presented in the practical part of the thesis in parallel with the offer of the contacted media agencies. In this part, it is analysed and evaluated how the outdoor advertising market reacts in terms of price to the...
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The pricing environment of the media market of OOH advertising in the Czech Republic
Votruba, Daniel ; Pekárek, Aleš (advisor) ; Rosenfeldová, Jana (referee)
This thesis analyses the pricing environment of the OOH advertising media market in the Czech Republic. In the theoretical part, it introduces the concept of marketing and marketing communication, but also touches upon advertising as such and its role in society, which is in many cases controversial. Furthermore, this thesis focuses on a specific communication channel, namely outdoor advertising. It presents its history, development and current trends. It describes the various types of formats offered on the Czech market, including innovative and alternative ones, but also presents the current problems and limitations associated with this medium. Even so, advertisers are currently investing significant sums in standard OOH advertising formats and suppliers are trying to collect increasingly accurate data to increase the effectiveness of this communication channel. The supply of outdoor advertising operators in the Czech market is concentrated in a few large players. The specific demand and offer of OOH advertising suppliers is presented in the practical section in parallel with the offer of the media agencies contacted. In this part, it is analysed and evaluated how the outdoor advertising market reacts in terms of price to the advertising demand of advertisers. The author focuses on the main and...
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Analysis of the Phenomenon of Visual Pollution in Prague and Delhi, especially in New Delhi
Andresek, Šimon ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
The bachelor thesis focuses on the phenomenon of visual pollution and its presence in the Republic of India, in the National Capital Territory of Delhi, in New Delhi, the capital, and in the Czech Republic and its capital, especially in Historic Centre of Prague. First, the space where visual pollution takes place and which could be mostly described as public, is defined by four perspectives based on its different functions and structures. Thereafter, the phenomenon of visual pollution is described both through the broad spectrum of its causes and through the processes of perception and cognition and the aesthetic evaluation of the environment that arises from these psychological processes. The subsequent part is dedicated to the consequences of the presence of visual pollution in public space, especially to the psychological ones. The practical part of this thesis is dedicated to the analysis of legislatïon and real status quo of the presence of visual pollution and the variety of its sources in examined states and especially at the level of particular municipalities. First, the legislation is analysed concerning visual pollution itself and its manifestations at the level of state units. Thereafter, the specific legislative implementations of visual pollution and its primary sources are identified...
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Visual media in the urban space
Strejcová, Anna ; Láb, Filip (advisor) ; Šoltys, Otakar (referee)
The diploma theses Visual Media in the Urban Space deals with the issue of commercial visual media in the public space and the way they are incorporated to the city centers. I am focusing on that kind of media that invade the public space with the biggest force, such as billboards, bigboards, citylights, video screens, wraps, etc. The goal of the research is to compare the placement and the quantity of the out-of-home advertisements in the center of Prague and Barcelona. The research is done from the historical, cultural and geographical point of view (I am not going to investigate the visual messages from the semiotic point of view). I have chosen these two cities because they are the economic and cultural centers of the region and they have a very long history. Since these two cities are placed in the European cultural space and there are global agencies operating on the market I suppose there will be some parallels in the placement and appearance of the visual messages. My hypothesis is that most of the advertisements will be placed in the new-built neighborhoods and the historical centers will be less "visually polluted". Another hypothesis is that the public space in Prague will be filled more with aggressive media forms than the public space in Barcelona. According to my hypothesis there is...
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Regulation of Outdoor Advertising in the Czech Republic
Coufal, Vojtěch ; Vostrovská, Zdenka (advisor) ; Zeman, Martin (referee)
Outdoor advertising constitutes a part of the public space and as such it affects all inhabitants. Outdoor advertising causes several negative effects, such as traffic hazard or visual pollution. Therefore, it raises a requirement for its effective regulation. The thesis analyzes the current state of regulation of outdoor advertising in the Czech Republic and focuses primarily on advertising alongside the roads and on advertising in Prague. It deals with advertising from a marketing point of view, its role in society and the economic theories and approaches to advertising. Next, the thesis presents the specifics and forms of outdoor advertising, and also negative effects which are associated with it. Last, it analyzes legislative and institutional framework of regulation of outdoor advertising and describes its problematic areas. To evaluate the current state of regulation, an own empirical research was conducted using the method of questionnaires and personal interviews.
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Using GreenGraffiti as an Additional Tool of Marketing Communication of the Company
Nešporová, Kristýna ; Sedláček, Tomáš (referee) ; Chlebovský, Vít (advisor)
Tato diplomová práce z oblasti marketingu zkoumá možnost využití alternativního reklamního média zvaného GreenGraffiti jako dalšího komunikačního nástroje. Protože je pro Českou republiku a tím i české klienty tento typ reklamního média nový, je důležité vysvětlit, co přesně GreenGraffiti je, odkud pochází a jak se objevilo v České republice. Tato diplomová práce bude také zkoumat, zda je GreenGraffiti vhodným reklamním médiem pro český trh ,a které problémy je třeba vyřešit před tím, než bude zařazen do komunikačního mixu společnosti. Tato práce je napsána na základě znalostí získaných během stáže ve Studio Tomato s.r.o., které vlastnilo licenci na GreenGraffiti pro Českou republiku a také na základě informací získaných od Jima Bowese, zakladatele GreenGraffiti Holding BV.
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