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Political marketing in Slovakia
Komorová, Michaela ; Štědroň, Bohumír (advisor) ; Pešek, Ondřej (referee)
This Bachelor thesis deals with the development of political marketing in Slovakia since 1994. In its theoretical part it deals with the basic concepts of marketing used on the political market. The practical part describes the different types of elections which took place in Slovakia, analyses the reasons of the failure of political parties and leaders, and provides the basic overview of promoting methods used in each election.
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The goernment campaign for the american radar
Lokajíček, Jan ; Dvořáková, Vladimíra (advisor) ; Müller, Karel (referee)
This work analyzes the use of political marketing in campaign for the American radar in the Czech Republic. Its objective is to analyze the key factors which led to the failure of that campaign. At the beginning, political negotiations which led to the idea of radar are mentioned, followed by description of how the campaign was arranged by the government and what the promotional materials were. At the end, the campaign is analysed from the point of view of political marketing.
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Theory and Practice of Political Marketing
Vondráčková, Lenka ; Dvořáková, Vladimíra (advisor) ; Novotný, Lukáš (referee)
The use of political marketing represents a more and more important part of election campaigns. This thesis is concerned with analysis of the campaigns of two largest Czech political parties - Civic Democratic Party and Czech Social Democratic Party - in the parliamentary elections 2006. The analysis is based on the comprehensive political marketing model that has been developed by Jennifer Lees-Marshment. In this model three kinds of political parties are distinguished: Product-Oriented Party, Sales-Oriented Party and Market-Oriented Party. The political marketing process which is different for each of them has a significant influence on the party behaviour during the campaign.
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Political marketing in Slovakia: campaign 1998
Zábražná, Adela ; Dvořáková, Vladimíra (advisor) ; Novotný, Lukáš (referee)
This thesis deals with political marketing and its use in Slovakia in 1998 election campaign. Political marketing is gaining more and more importance with every election. Thus, it provokes inconsistent and controversial reactions not only among voters but also among scholars. The first chapter characterizes history and the recent discourse in the field of political marketing. Second part concerns the situation in the country after the era of government of Vladimir Meciar in the area of democracy, foreign policy and also describes contribution of slovak civil society to the campaign of 1998. The third chapter contains an introduction to the Lees-Marshment model of a market-oriented party, which builds a theoretical framework for the last, analytical part of this article, the analysis of the use of political marketing by political parties in Slovakia in 1998. The main objective of this analysis is to prove the presence of the concept of a market-oriented party according to the Lees-Marshment model among slovak political parties that have succeeded in the general election to the National Council of the Slovak Republic. Secondly, a question arises of possibility of application of such a model on unconsolidated system of political parties, as it was in Slovakia in 1998.
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The Role of ICT in the Elections and Political Marketing
Elšík, Michal ; Štědroň, Bohumír (advisor) ; Procházka, Jan (referee)
This bachelor thesis deals with the way political parties are struggling through the area of the New Economy and marketing, which they are striving to use in luring of the general public. Political marketing is connected with the latest methods of using ICT tools, mainly with the Internet in the form of the web 2.0 and with social networks. This thesis engages in the presidential campaign of the American president Barack Obama and his revolutionary technique of running successful political campaign and the way he used wide range of ICT technologies to his advantage. His election battle and social media strategy set an important precedent for another politicians and even for business around the world.
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Marketing and financial crisis
Čahojová, Kristína ; Štědroň, Bohumír (advisor) ; Procházka, Jan (referee)
The paper is describing the effects of recession on marketing in Central Europe. It is especially focused on political marketing in Czech republic, Slovakia, Austria and Hungary. The theoretical part covers definitions and the developement of political marketing. The analysis of the macroeconomic conditions and the recent developements are summarized in the first part. The impact of the crisis is described on political campaigns. New marketing trends are summarized in the conclusion.
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Political marketing in Democratic Party primary elections 2008
Pistulková, Petra ; Dvořáková, Vladimíra (advisor) ; Faturová, Marie (referee)
This work analyzes the use of political marketing of Barack Obama and Hillary Clinton in Democratic Party primary elections 2008. Theoretical definition of political marketing is followed by a description of main characteristics of presidential candidates (image, support from celebrities and family and the use of media). Following part deals with primary elections themselves, with decisions made by Obama and Clinton and their outcome on exit polls. The goal of this work is to answer the question: What were the key elements that lead to the victory of Barack Obama and how did he succeed in winning over Hillary Clinton, who was considered to be the frontrunner to win?
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Barack Obama´s Campaign - Trends of political marketing
Laresová, Martina ; Lehmannová, Zuzana (advisor) ; Matějka, Zdeněk (referee)
Based on theoretical background and Barack Obama's campaign analysis this paper is aiming to define the trends in the field of political marketing. The conclusion is (a) a complex employment of marketing tools and strategies with focus on synergy of "new" and "old" media ("postmodern campaigns"), (b) necessity of "permanent campaigning", (c) profesionalization of strategy and execution, (d) personalization of message, political supply and of citizens and (e) change of electorate's reaction to campaign communication, which has been caused by usage of digital technologies and influence of pop culture.
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Electoral year 2006 in Slovakia
Giertlová, Barbora ; Pešková, Vladimíra (advisor) ; Faturová, Marie (referee)
Text se věnuje teórii politického marketingu. Nastiňuje kořeny v ekonomickém marketingu. Věnuje se vývoji politických strán a s tím souvisejícimu vývoji politických kampaní. Nastoluje základní elementy politického marketingu jako analýza trhu, segmentace trhu, určení vlastní pozice na trhu.Dostává se i k problematice politických strategií a konkrétně k volební strategii.Teoretická část končí oboznámením s nástrojmi politické propagace a s pojmem public relations.V případové studii se práce věnuje analýze předvolební kampane strany Smer - SD před volbami 2006 do NR SR.
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