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The development of the manner of advertising after 1989
Valná, Martina ; Mareš, Petr (advisor) ; Šebesta, Karel (referee)
The Bachelor thesis deals with the issue of advertising, particularly with it is television branch. It covers the time span from 1989 till the present. The first part of the Bachelor thesis focuses on the theoretical findings that cover the history of advertising, the function of advertising and it is goals. Furthermore the typologies of the advertising broadcasts and persuasive advertising are presented. The next sections focus exclusively on the television advertising. The second part of the Bachelor thesis covers the thorough analysis of particular examples of television advertising. The analysis utilizes the findings from the practical part of the Bachelor thesis and it concerns the advertising aimed at dairy products and detergents. In order to make the findings and results easily verifiable, the subject matter of the research comprises only of the examples of advertising that are easily accessible on the Internet. The aim of the Bachelor thesis is the delineation of the lasting but also recently employed phenomena, means and advancements in the advertising, which have an effect on the television viewers. The emphasis is put mainly on the verbal aspect of advertising but marginally the commentary touches also it is audiovisual aspect. Key words Commercial, development, linguistic analysis,...
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Analysis of economic and environmental effects of detergents' compactation
Gregorová, Martina ; Vojáček, Ondřej (advisor) ; Slavíková, Lenka (referee)
This master thesis studies environmental effects of a detergents' compactation project. The theoretical part describes negative environmental effects of detergents' use and foreign initiatives having successfully led to decrease of these effects. The analytical part evaluates the information campaign focused on customer behavior and detergent dosage through a market survey. Lower detergent consumption is a prerequisite of a decreased negative environmental impact. Market data showing real detergent consumption are compared to expected development. Results of the market survey and the market data analysis show that a change in consumer behavior was not sufficient; and therefore, the compactation project was not successful.
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Segmentace trhu pracích prostředků v České republice
Pejlová, Gabriela ; Cook, Gina (advisor) ; Lisa, Aleš (referee)
The master thesis is devoted to the explanation of the theory of market segmentation and then its application on the washing detergents market in the Czech Republic. The goal is to describe trends in segmentation of washing detergents and suggest possible reasons for them. Thus, the thesis is a combination of three parts -- the first depicts the theory in question, the second part captures empirical data of the washing detergents market describing the aggregate market and its individual segments in detail, and the third and final part is devoted to an attitude of customers to washing detergents in the Czech Republic.
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Launch of the new product of the company Henkel CR into the Czech market
Klausová, Lucie ; Halík, Jaroslav (advisor) ; Očadlíková, Jana (referee)
Tato diplomová práce se zabývá zhodnocením zavedení nového výrobku společnosti Henkel na český trh. V úvodu je přestavena společnost Henkel, její historie a finanční výsledky posledních dvou let, dále historie značky Persil. Druhá část je zaměřena obecně na východiska marketingové teorie a na její aplikaci ve firmě Henkel ČR. Stěžejní část práce se zabývá samotným zavedením výrobku Persil Sensitive na český trh, analýzou trhu, strategií a vyhodnocením prodejů Persilu Sensitive. Poslední kapitoly jsou věnovány dokreslení trhu pracích prostředků, poskytují informace o způsobech praní, složení pracího prostředku a testech, které se objevily v médiích.
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