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Public radio in the Czech Republic, its current and future position in society from the perspective of millenials
Hanáčková, Kamila ; Groman, Martin (advisor) ; Jirák, Jan (referee)
This thesis deals with the analysis of listening to public radio in the Czech Republic among millennials. It wants to find out their listening habits and behaviour, their motivation for listening and their perception of the current position and future role of public radio in society. The theoretical part of the thesis explains the basic concepts that are essential for the thesis, introduces the methodology and content of the whole thesis, and also presents the theoretical approaches of cultural studies on which the thesis is based. These are mainly based on the concept of active audience, the theory of selectivity and the findings of the so-called Birmingham School. It briefly describes the historical development and role of radio in the Czech Republic and its current form. In the practical part of the thesis, it interprets its own empirical research, what it consists of, how it was conducted and what its conclusions are. This was carried out using a qualitative method and in-depth interviews with twelve respondents, asking twenty open-ended questions that explored participants' listening, motivations and perceptions of Czech public radio. Using the method of grounded theory, categories were created through open, axial and selective coding, which could be used to elaborate a central category, on...
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Pop-up: Aktivace nevyužívaných prostorů
Joja, Marie
Contemporary generation called “millenials” comes with a new lifestyle. Therefore market needs to adapt to it in order to keep up with current trends. The generation is provided with almost unlimited opportunities for their own realization. They spend most of their lives online, connected to social networks that determine cultural trends. Sharing experiences through blogs and posting photos is a new form of passing on experience. A difference between live experience and the one absorbed through social platforms is blurred. Enthusiasm for traveling and discovering new things does not match long-term planning and prefers short-term and temporary forms of operation. Therefore this lifestyle opens to pop-up trend. Pop-up is not one of new trends. Pop-up benefits from unlimited possibilities of newly arisen cultural scene as well as a number of abandoned and neglected places in the very centres of cities. Pop-up is a general term used with any form of business including gastronomy or cultural event which is strictly short-term. It profits from a moment of surprise, it offers an unexpected and unique experience “now and here”. In the US, the pop-up industry has a long tradition and there exist many servers that provide communication between owners of unused spaces and operators of temporary activities and this trend spreads among continents. Pop-ups abroad, a success of individual projects in the Czech Republic, the Czech pop-up cultural scene supported by a platform for communication and solving problems related not only to the legislative process are questions that will be analysed by this article.
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The shift in media consumption among generations Y and Z
Kotálová, Eliška ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
This master thesis deals with the shift in media consumption among generations Y and Z. It is based on both similarity and small differences in media consumption among these generations as a current issue. The aim of this thesis is to focus on both similarity and small differences, to analyse them using the available data and to bring new information obtained by performing an own survey. This new information also can be a help to all stakeholders including employers, marketers etc. This thesis is divided into two parts. The theoretical part includes three chapters, the practical part includes two chapters. The first chapter presents media theoretically, the second chapter explains how each generation was formed a the third chapter presents a principle of making a questionnaire. The fourth chapter shows some interesting information about media consumption among generations Y and Z and these are verified in the questionnaire in the last chapter.
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Political marketing: Analysis of the marketing strategy of Barack Obama before the presidential elections 2008
Hofmanová, Tereza ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
The bachelor thesis analyses Barack Obama's pre-election campaign before the American presidential elections 2008. The first two chapters deal with theory of political marketing. The third chapter describes the specifics of American election system, which influence the pre-election campaign of the presidential candidates. The fourth chapter deals with the marketing aspects of Obama's pre-election campaign. It analysis the product "Barack Obama" with the help of SWOT analysis tools. Furthermore, it describes the target groups of the campaign and the tools Barack Obama's campaign used to target these groups. The thesis also identifies the particular marketing communication tools Barack Obama implemented in his campaign and focuses on their innovative usage. Distinctive emphasis is put on the communication with the generation millenials via the tools of internet and mobile marketing.
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Cause Related Marketing Effectiveness in Czech Republic
Jirsáková, Šárka ; Lhotáková, Markéta (advisor) ; Laschoberová, Libuše (referee)
This thesis concerns with effectiveness of cause related marketing, the promotion tool, by which the firm tries to positively influence relations with consumers. In first three chapters the tool of cause related marketing is presented, some examples of successful foreign and also home campaigns are given, and facts about perception and attitudes of American consumers especially the Millenial generation members toward the cause related marketing are placed here. In next four chapters the thesis concerns with own research of attitudes of Czech millenials, analyses the outcomes and compares the differences in answers according to sex, age and the place of living. At the end some contrasts in the attitudes of Czech and American consumers are studied.
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