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The Suggestion of Enlargement of Business Activities for AC s. r. o. Company
Dokoupilová, Dagmar ; Saňáková, Dana (referee) ; Mikulec, Luděk (advisor)
In attached degree project I show suggestions which are relating with extending and more effective busienss activities, changes and extending of storage area, extending of communication activities, extending of selling of its own brand products, more effective trade routes of dealers, etc. Above suggestions should lead and existing company to the higher prosperity level and its stabilization at present competitive conditions relating with existing economic crisis.
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Product placement in selected korean dramas
Mrázková, Thuy Anh ; Rosenfeldová, Jana (advisor) ; Hejlová, Denisa (referee)
This thesis is devoted to product placement in selected South Korean television series. The first part provides a description of product placement as a marketing tool, its brief history as well as some of its used forms. Korean broadcasting laws and regulations are also mentioned for better understanding of the current broadcasting situation in South Korea. The second part of the thesis introduces the wave of South Korean culture also known as hallyu. Korean dramas have a major part in the spread of Korean popular culture, therefore a part of this thesis is devoted to characteristics of k-dramas and factors that differentiate Korean series from wesetrn programmes. The practical part of this work presents a quantitative analysis of product placement in three k-dramas (The King: Eternal Monarch, Mr. Sunshine, Tomorrow) broadcasted by different TV channels. The aim of the thesis is measuring the amount as well as identifying how product placement is used in korean dramas of various genres (romantic, historical, action). The results show that romantic k-dramas use the most product placements. Active visual representation is the most frequentlky used form of product placement in k- dramas.
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Determining the brand awareness of product placement in video games
Král, Marek
This bachelor thesis focusses on the determination of the brand awareness of product placement in video games. The theoretical part includes information about marketing, product placement and video games. The practical part consists of evaluation of the market research about product placements in video games. Conclusion suggests the most important factors influencing the level brand awareness.
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Product placement in Czech television production during 2019-2021
Drdáková, Veronika ; Rosenfeldová, Jana (advisor) ; Doležal, Aleš (referee)
The thesis is devoted to product placement as a marketing tool and its execution in Czech TV production between 2019 and 2021. Firstly, it pays attention to the evolution of its definition and descibes the history of product placement both in the Czech Republic and abroad. The thesis also presents typologies and the key trends related to this advertising technique. The positive and negative effects of product placement for both TV producers and advertisers are involved as well. The theoretical part deals with the problematic aspects of product placement and its perception by audience. The research part uses content quantitative analysis to process data from selected Czech TV production including series and shows produced by ČT1, TV Nova and TV Prima. The analysis focuses on different types of product placement, camera shot, the relevance and recognizability rate as well as brand categories. It is also devoted to highlight potentional differences between series and other shows, specific characteristics of certain TV channels, audiovisual works or differences between the channel. The research revealed the fact that active visual product placement with dominanant camera shot focused on category of food and services prevail.
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Travel publicistic journalism in the era of new media and multimedia platforms
Strasmajer, Matěj ; Géla, František (advisor) ; Jirků, Jan (referee)
This diploma work dealt how travel content is created and promoted through social media, focusing on its digital form, which in the present times is mainly published on social media sites, for example Youtube. The focus of this diploma work was on social sites, their functions and their importance for content creation in general, but also for travel content specifically. It did analyse vlogging method and in the practical part its relevance for both soft and hard form of journalism. It closely analysed monetization of content and its marketing. It followed influencers on social sites and influencer marketing and shown forms of collaboration of brands and content creators. It contains two practical researches. The first one is qualitative research case study of vlogger Casey Neistat and his channel and it uses him to show marketing and monetization principles in content creation. The second one is quantitative research analysing Wuhan pandemics outbreak and the importance of travel vloggers, who provided vlog content creation, which was then used by many news media and different content creators. There is enough content for answering all research questions, based on theoretical and practical research.
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The Analysis of Product Placement in Movie - James Bond
Bartalová, Jana ; Kruml, Milan (advisor) ; Jirák, Jan (referee)
The aim of this diploma thesis, entitled "The Analysis of Product Placement in Movie: James Bond", is primarily a quantitative and qualitative content analysis of five films, specifically those featuring Daniel Craig as Agent 007. Due to his announcement of the end in this longest running and most successful film franchise in history, I decided to conduct a comprehensive analysis of product placement, as it is very important to this film and one of the most significant if you say product placement in filmmaking. So, this is specifically an analysis of Casino Royale, Quantum of Solace, Skyfall, Spectre and No Time to Die. The first part is devoted to product placement as such its definition, history, types, advantages and disadvantages or regulation. The second part contains information about the origin of James Bond, its creator Ian Fleming, the predecessors in the film franchise and the style of Agent 007. The third section is devoted to the individual films, and includes the names of the filmmakers and cast, the content of the film, and the curiosities and brands that appear in the film. The fourth section is a quantitative analysis that looks at the portrayal of product placement in the plot of the film and includes information on which brand or industry appears most often or the total minutes...
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The Channel of Influence? YouTube Advertising and the Hipster Phenomenon
Horáková, Zuzana ; Balon, Jan (advisor) ; Hájek, Martin (referee)
This research seeks to address the topic of the influence of the YouTube advertising on society as seen by the members of hipster subculture. This work aims to explore the attitude of hipsters towards the YouTube thanks to an analysis of the interviews and also with the help of a theoretical framework of core concepts such as subculture, hipster, lifestyle or advertising practices. The reason I address hipster attitudes is the fact, that hipster phenomenon has become widespread nowadays. Moreover, those individuals are associated with skeptical stance towards the mainstream trends. Therefore, I have decided to confront the ostensibly distrustful view of hipsters towards YouTube as a representative of modern mainstream and then analyze self-proclaimed attitudes of hipsters as such.
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Legal regulation of the product placement a its utilization by the czech television
Dráb, Martin ; Benda, Josef (advisor) ; Trampota, Tomáš (referee)
The main aspects of this thesis is the analysis of the legal regulation of the product placement and its utilization by the Czech television. Czech law comes from the Directive 2007/65/EC of the European Parliament and of the Council, therefore several chapters are dedicated to secondary law of the European Union. The last part of this thesis includes few ideas about the law de lege ferenda. The second part of this thesis consists of the application of the product placement by the Czech television and there is a comparative analysis with selected television shows from around the world. The comparison is made with the similar shows in regards to their format and style. The result is a recommendation how to apply product placement in the future and kind of mistakes could be prevented.
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Ekonomické a právní aspekty zakázaných typů reklam
Kalinová, Petra
Kalinová P. Economic and legal aspects of prohibited advertisement types. Bache-lor thesis. Brno: Mendel University, 2018. The bachelor thesis is focused on prohibited advertisement types, characterizes the advertisement and describes its development. Particular attention is paid to the product placement and its perception by the public. The thesis is divided into two parts. In the search part the legal regulation concerning the given issue is elaborated. Additionally, the case law of the most well-known cases of prohibited advertisements are analysed. In the application part, the economic aspects of prohibited advertisement types are determined. A comparison of data obtained from my own research with predetermined hypotheses was performed. Based on questionnaire surveys and managed interviews, it was found that respondents perceived the creation and broadcasting of controversial advertisement as a so-phisticated marketing move by the manufacturer. Product placement is perceived positively only if it is included in the audio-visual work in a natural and non-violent form.
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