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Current trends in social marketing of the food sector
Semrádová, Eliška ; Shavit, Anna (advisor) ; Zezulková, Markéta (referee)
The Bachelor Thesis, titled Current trends in social marketing of the food sector, deals with the usage of food waste as a topic in the communication activities of grocery retailers in the Czech market. The thesis aims to find out what the motivation of the retail chain companies is to adopt practices that reduce the food waste. On the contrary, the thesis also looks at what the barriers in this matter are. The objective is also to analyse these activities and to assign them to marketing theory. The theoretical part of the thesis works with the terms social marketing and corporate social responsibility, occurring in the food industry. The paper describes the reasons why the problem of food waste became a public discussion. The next part is dealing with the analysis of the domestic market with the food retailer chains. The practical part is based on a survey examining an approach of the food retailer chains to the topic of food waste. The answers of the seven representatives of food retailed chains management in the Czech market are interpreted.
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PR goes on air: The media portrayal of Public Relations on Czech and British television scene
Kopová, Daniella ; Jirák, Jan (advisor) ; Zezulková, Markéta (referee)
This paper aims to contribute to knowledge of stereotypization mechanisms, bringing in the case of PR consultants. Using lenses of the key cultural form - film and television series - the project analyses a way of representing PR profession, as depicted on TV screen both in Czech Republic and the United Kingdom, during 2000-2017 time period. Theoretical frame is drawing on key ideas on stereotype, narrowed by film usage, as seen in the work of Walter Lippmann and others. Main hypothesis is based on assumption that negative media portrayal might interfere with professional reputation. Analytical part employs qualitative, thematical analysis that focuses on interpretation of personal features, behavioral characteristics and depiction of reocurring key themes. The final outcome then presents a professional portrayal of Public Relations on Czech and British television scene, builded up on prominent steretypes, accompanied by relevant quotes to illustrate the point. Key findings show undestanding communication as means of persuasion, leading to egoism, a lack of ethical values and dominant attitude in relation to clients and journalists. To prove the contribution argument that these negative attributes will further affect the future professional status of PR, the final insight illustrates such impact by...
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Alcohol Advertising
Trkovská, Jana ; Vošahlíková, Pavla (advisor) ; Zezulková, Markéta (referee)
The thesis concerns itself with alcohol advertising. Alcohol is the most widespread habit-forming substance, yet its consumption is permitted in most countries all around the world, possibly restricted by the age of consumers only. Drinking alcohol cannot be either regulated or prohibited today. It has become commonplace for the majority of our lives. Being aware of its apparent risks, however, there is an effort to regulate at least alcohol advertising. The main objective of this work was to provide a comprehensive picture of alcohol advertising, with the focus on its regulation, concerning the legal regulation as well as the self-regulation. First, the thesis deals with advertising as such, its regulation in the course of time and how it has been regulated recently. The thesis further describes the adjustment of alcohol advertising, the legal amendment and its development, as well as the regulation through The Czech Advertising Standards Council and the development of this self- regulation. The next chapter focuses on the examination of alcohol advertising over the age. Based on the analysis of the advertising involvement of Pilsner Urquell, as the selected alcohol industry representative, it was found that advertising during the 20th century did not consider its legal, since it was very limited...
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In-game marketing
Neuheisl, Lukáš ; Klimeš, David (advisor) ; Zezulková, Markéta (referee)
The bachelor's thesis is dedicated to the in-game marketing: marketing in digital games. Apart from usual mechanics, such as microtransactions, monthly membership payments, paid downloadable content or in-game advertising this thesis describes the game as a marketing tool and problems related to cybersecurity and persuasive microtransactions. The theoretical part contains recent and distinctive examples of described mechanics. The thesis also contains the evaluation of the questionnaire research in which 409 gamers from the whole world took part and which aimed on gamers' view on in-game marketing and their buying behaviour. Even though the demography of respondents is inaccurate in comparison to the global spectrum of gamers (mostly in case of gender and age ratio), the research suggests that gamers have their opinions on controversial topics related to the in-game marketing, yet they are affected by it as it is a successful and profitable way to satisfy their needs right from the game.
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The influence of marketing communication on the hipster phenomenon
Žertová, Kateřina ; Vranka, Marek (advisor) ; Zezulková, Markéta (referee)
This bachelor's thesis is dedicated to depicting the hipster culture and marketing's influence on its position in mass culture. Hipster is a specific alternative culture with roots dating back to the middle of the 20th century. The objective of this thesis is to describe to which extend mass culture and marketing influence hipsters and to foreshadow potential future development of this phenomenon. Thesis begins with an introduction to the problematics of hyperconsumerist society and its history to provide background for motives of consumption in hipster and mainstream culture. The hyperconsumerist culture is partly based on conspicuous consumption which is also noticeable in hipsters' behaviour. At the same time, hipsters stand in the opposition to the society's overconsumption. The thesis continues to identify the formation and evolution of hipster phenomenon ending with the characteristics of modern hipsters. In regards to the relationship between mass culture and hipsters, thesis shows that mainstream society approaches hipster culture rather in a negative manner due to the degree of misunderstanding it and other factors. On the contrary, both cultures share the strive for consumption which allows them to exchange cultural symbols through the medium of marketing. Based on the differences, this...
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Trends in marketing targeted at children
Růžičková, Julie ; Klabíková Rábová, Tereza (advisor) ; Zezulková, Markéta (referee)
The bachelor thesis deals with current trends in the field of marketing communication targeted at children. The topic of advertising targeted at children comes up with a variety of questions about regulation and ethics and current trends in communication make it even more complicated. The research of reference literature is a basis of the theoretical part of the work, which describes some aspects of targeting at children in more details. On one hand it is different perception of advertising content in connection with the age of children, on the other hand it is regulation of advertising itself and ethical dimension of the whole problem. Besides, also tools and communication channels targeting at children and the newest trends in this field are described. Since the advertising targeted at children is closely related to parents, the second part of the work is devoted to their perception of marketing communication with children via questionnaires. The result of the thesis is not only introduction of current trends in communication with children, but also tendencies in perception of the communication by parents, who considers the advertising targeted at children as a highly unethical and calls for more regulation. Beyond regulation could be a good solution of overgrown advertising targeted at children...
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Kefíref as marfketing fenomen
Sudíková, Tereza ; Klabíková Rábová, Tereza (advisor) ; Zezulková, Markéta (referee)
The thesis Kefírer: the marketing phenomenon aims to analyse this unusual Czech brand that is based on Adolf Hitler parody. The brand gained attention due to black humour communication connected to Hitler and became very popular. Nevetheless, it was just a short- time effect. Firstly, the thesis presents the brand creation and the brand development and compares this case to similar trends. The next part describes marketing, marketing communications and brand building related to Kefírer. The next chapter analyses the specifics of marketing texts especially from the point of stylistics. The following part states the fundings of the research conducted by the author. Revealed facts allow to clarify brand attitude and efficiency of marketing communications. The last chapter aims to evaluate the unique case of Kefírer and give a recommendation for the other brands.
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Communication of corporate foundations in the Czech Republic
Ortová, Nina ; Obluk, Ondřej (advisor) ; Zezulková, Markéta (referee)
Jméno, příjmení: Nina Ortová Název diplomové práce: Communication of corporate foundations in the Czech Republic Rok: 2017 Abstract The thesis deals with the issues and evaluation of use of marketing communication in corporate foundations and endowment funds in the Czech Republic. In theory part, it offers a brief overview of what tools of communication are being used in non-profit sector and what the new trends in marketing communication are. The theory part also look into moral aspects of existence of corporate foundations and their establishment under their umbrella corporation. The part of practical application reveals what specific tools of marketing communication corporate foundations use to promote themselves internally and externally and how efficient their communication is. It also maps the general brand awareness of the corporate foundations in the Czech Republic in relation to classic non-profit organizations. An inseparable part of this thesis is an insight into operation of corporate foundations through representatives of significant corporate foundations in the Czech Republic. The thesis also reveals whether the umbrella corporations only make use of their corporate foundations just in order to promote themselves or whether there really is a charitable background. Lastly, the thesis comprises...
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Trends in Intercultural Marketing: The Reception of Starbucks in France and Czechia
Tučková, Kateřina ; Klimeš, David (advisor) ; Zezulková, Markéta (referee)
During the process of marketing planning, global brands must decide to what extent they adapt to the culture of the location in which they are expanding. This paper investigates the means with which a global brand such as Starbucks deals with the various cultural, sociological, and anthropological factors in the 72 countries where it currently operates. The brand's communication is closely analysed along with the dimensions of the national cultures of two countries: France and the Czech Republic. This is also achieved by employing the sociological concept of Oldenburg's third place, through which the role of cafés in different cultures is examined in order to contextualise the primary research component. A combination of methods is applied including document analysis, interviews, and a partial observational field research to expose the ways in which Starbucks' customers use the café in different countries. Correlations between the national dimensions and the use of the third place provided by Starbucks illuminate, for example, the difference between the relatively feminine French who socialise inside the café and the relatively masculine Czechs who often come to seek neutral ground for work related activities. Conclusively, the final recommendation holds for incorporating sociological and...
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Airline Branding: Perception of Airline Brands on the Czech Market by Generation Y
Sýkora, Ondřej ; Klimeš, David (advisor) ; Zezulková, Markéta (referee)
The bachelor thesis "Airline Branding: Perception of Airline Brands on the Czech Market by Generation Y" discusses branding in the airline industry. The theoretical part firstly uses basic marketing concepts to define individual attributes of the industry. The work then describes the theory and essential principles of branding, focusing mainly on specific characteristics of the airline segment. Thereafter, single aspects such as branding, positioning, segmentation, brand equity building, and strategic brand management are analyzed. Within the theoretical part, significant differences and fundamental characteristics important for the success of airline brands are presented. In the second section of the theoretical part, Generation Y is defined. The chapter explains the thinking process of this generation, media consumption habits, and specifics of marketing communication targeting Generation Y. The research part examines the perception of airline brands by Generation Y in the Czech Republic, as this target group becomes more relevant and important for the air travel market. The first part researches spontaneous and aided recall of airline brands. Presented research also studies preferences in individual parts of the airline services, and analyzes the basics of travel behavior of this generation. The...
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