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Segmentation in social marketing: Application on campaign against alcohol excessive consumption
Strunová, Milena ; Karlíček, Miroslav (advisor) ; Říha, David (referee)
The aim of the thesis is the segmentation of the Czech population which is serviceable in social marketing, specifically for creation of social program with the theme of responsible consumption of alcohol. It is based on a segmented group's approach to alcohol and furthermore the segments are profiled according to their lify style. First of all in the theoretical part of the thesis there is explained why it is important to pay attention to the issue of alcohol consumption in the Czech republic and what kind of consequences of increased alcohol consumption can have for individuals, society and the state. Subsequently it is described in which programs associated with the problem of alcohol already the state was involved. Later on the segmentation in social marketing is characterized and there are explained the approaches which are used in it. In the practical part through the analytical program Data Analyzer the segmentation is performed using database of data MML - TGI provided by Median. In the segmentation there were used demographic, geographic, and especially life style criteria for detailed profiling of all segments. Segmentation outputs can be used by non-profit organizations or the National Drugs Coordinator in creating a social program, of which theme is the responsible consumption of alcohol.
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The Use of Social Networks by Nonprofit Organizations
Sedláčková, Zuzana ; Molnár, Zdeněk (advisor) ; Feige, Tomáš (referee)
The goal of this work is to design principles of implementation and operation of the social network for a particular non-profit organization. The structure of this work is divided into several steps. The first part is applied to the theory of social network I focus on social network which are used in the Czech Republic and users of social networks. In the next part I describe the nongovernmental organizations, their environment and the ways of getting resources. The most important part is the analysis of the technological environment, where are mentioned the reasons for the implementation of the social networks for the nongovernmental organizations. Other important parts are the principles of fundraising, a principle that nongovernmental organizations should follow when contacting potentional donors. Another part is applied to the analysis of the activities of five selected nongovernmental organizations or their program on social networks. It also includes evaluation of communication nongovernmental organization on social networks with a potentional donor or volunteer. In the following section I analyze in detail the work program of the Hestia and their activities on the social network. In the chapter is also analysis of the main account on the social network Facebook. The last part is the design of social network for program of the non-profit organization. This part is very inspired by the work of the previous chapters.
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Healthy Lifestyle among Czech Consumers
Jarošová, Lucie ; Pešek, Ondřej (advisor) ; Tvrzníková, Libuše (referee)
This thesis is devoted to the lifestyle of the Czech population. The empirical research aims identify key characteristics of lifestyle of the Czech population, show the range of approaches to health, find out in what ways the Czech population cares about health, study to what extent Czechs respect the principles of a healthy lifestyle and investigate how well informed Czechs are about health. The theoretical part of this study consists of analyzing specialized literature in order to provide a comprehensive definition. Then using a number of previous studies it maps the risk behavior of the Czech population in relation to non-communicable diseases that can be caused by unhealthy lifestyle. The empirical part of the thesis provides tentative answers to the questions mentioned above. That is done by analyzing survey data complemented by an analysis of data provided by Marketing & Media & Lifestyle. The analyses concern both the entire Czech population and subsequently three selected sub-groups of respondents: (1) those who consider their lifestyle as healthy, (2) those who do not, and (3) a category of young people.
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Healthy lifestyle of senior citizens and the possibility of influencing it
Nitschová, Dorota ; Karlíček, Miroslav (advisor) ; Říha, David (referee)
This thesis deals with the lifestyle of Czech senior citizens. Its goal is to identify barriers to a healthy lifestyle for seniors. It examines whether seniors live in a healthy manner and how they can best be motivated to do so. The theoretical part of the thesis deals with the definition of the term "healthy lifestyle". Inasmuch as the thesis deals with seniors, it was also necessary to define the terms "senior" and "active aging". The thesis refers to current demographic developments, where the terms health support and social marketing are described. The practical portion deals with research performed on a sample of 105 Czech seniors aged 60 and over. In its conclusion, based on the barriers found, the thesis proposes a social marketing programme to improve the lifestyle of Czech senior citizens, thereby also improving their quality of life.
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The institute of social advertising in contemporary Russia
Lebedzeva, Krystsina ; Mikeš, Jiří (advisor) ; Postler, Milan (referee)
The bachelor's thesis addresses the problem of social advertising in Russia. The thesis provides an in-depth theoretical analysis of an examined issue, states the history of formation of social advertising in Russia and indicates a period of its instituonalization; moreover it examines the current trends and tendencies and names the most important for the Russian society topics of social advertising. The thesis reveals all the problems that prevent an effective functioning of social advertising on the market of present-day Russia. In order to understand those problems as well as possible, the comparison with its American analogue as a state founder of the phenomenon was introduced. In conclusion is given an evaluation of the effectiveness of social advertising on the current market of Russia and are proposed the suggestions for an improvement.
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Trends in marketing communication with a focus on social marketing
Taišová, Andrea ; Říha, David (advisor) ; Petříčková, Iva (referee)
Bachelor work deals with trends in marketing communication and their focus on solving social problems. Theoretical part generally focuses on the action of the communication and communicating mix in the marketing mix, it describes trend in marketing communication as guerilla marketing and viral marketing. It defines the terms of social marketing, cause related marketing and corporate social responsibility. The practical part describes a nonprofit organization Oxfam International and it also describes marketing communication of its campaign Grow. Furthermore, it characterizes successful guerilla and viral campaigns with the focus on solving social problem and evaluates the usage of these trends in daily campaigns. In the last part, it introduces cause related marketing campaign that creates jobs for USA from the Starbucks company.
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Seniors and healthy lifestyle: segmentation and application of public health branding
Kouřil, Michal ; Chytková, Zuzana (advisor) ; Holmerová, Iva (referee)
The thesis focuses on the segmentation of seniors in their approach to a healthy lifestyle and subsequent application of marketing tools in order to improve this approach of the selected segment. The theoretical part consists of a situation analysis explaining relations among population ageing, health care expenditures, employment and health condition of the population and then mapping of important areas such as quality of life of seniors, their healthy lifestyle and marketing methods associated with these areas. The practical part starts with the segmentation of seniors based on extensive database of the MML - TGI research and using analytical software Data Analyzer both provided by research agency Median. One of created segments is then chosen according to its possibilities of a behavioral change related to healthy lifestyle. The thesis is concluded with a design of a new public health brand and associated campaign both designed in order to appeal to selected segment according to principles of public health branding.
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Social guerrilla marketing
Hejkalová, Tereza ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The diploma thesis deals with the social guerrilla marketing and its aim is to analyze the social guerrilla campaigns and to evaluate the suitability of the guerilla marketing for the social issues. The theoretical part describes marketing communications, new trends in communication, including guerrilla marketing, and also social marketing and social guerrilla marketing. The practical part includes the market research of guerrilla campaigns. The chosen campaigns are introduced and afterwards analyzed. Lastly, the suitability of this form of communication for the social issues is evaluated and the recommendations for future are suggested.
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Analýza komunikace sociálních kampaní proti kouření
Součková, Anežka ; Pešek, Ondřej (advisor) ; Procházková, Markéta (referee)
Bachelor thesis The analysis of communication of social campaigns against smoking deals with exploring differences in the used means of communication with the public. It is divided into two parts, theoretical and practical. The theoretical part is mainly focused on explaining the concepts related to social campaigns, the role of tobacco marketing and legislation related to tobacco advertising. The practical part presents the social campaign against smoking and for comparison with the differences in communication and the elements are chosen some countries of the European Union, the USA, Russia and the Asian continent. It also deals with the survey questionnaire which exploring if already the phenomenon of the uselessness of anti-smoking campaign is true, or the Czech population have a positive or negative effect and whether does exist there some awareness of these campaigns and money and time associated with the formation of anti-smoking campaigns are useless.
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