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Comparison of Czech governmental campaigns and American AdCouncil campaigns with a focus on social campaigns against drunk driving
Štenclová, Dorota ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
The bachelor's thesis "Comparison of Czech governmental campaigns and American Ad Council campaigns with a focus on social campaigns against drunk driving" deals with the Czech campaign titled, "Nemyslíš, zaplatíš!" (You don't think, you pay) by the Ministry of Transport and the American campaign "Buzzed Driving is Drunk Driving" by National Highway Traffic Safety Administration. It also focuses on the bidding process and the execution of public service campaigns produced by the government in the Czech Republic and the United States of America. The first section deals with social marketing, its specification and differentiation from commercial marketing, and government communication from a theoretical point of view. The following section focuses on the Ad Council and its activities and campaigns. Subsequently, it focuses on funding, execution and results of the "Buzzed Driving is Drunk Driving" campaign. Later, the characteristics of the Czech campaign "Nemyslíš, zaplatíš!" and Czech governmental communication are discussed. Finally, the thesis compares Czech and American campaigns and also suggests possibilities for the improvement of Czech governmental communication mainly in the field of funding and effectiveness.
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"Creative Cities" - British Council's Project as an Example of Urban Marketing
Hradecká, Johanka ; Dolanský, Pavel (advisor) ; Shavit, Anna (referee)
The dissertation "Creative Cities - British Council's Project as an Example of Urban Marketing" deals with the project that is based on the theory of modern city branding and that issues today's urban problems and their solutions. It takes into account the historical perspective of city branding and his current concept, but at the same time issues Creative Cities as an example of social campaign, which aims to inform residents, agents of government and stakeholders about opportunities and tools that can achieve better quality of life in cities. The dissertation is divided into theoretical and analytical part, which takes into account all the necessary aspects of this international project - general concept of the British Council projects, focus on the creative industries, development of modern city branding, specific set of tools of Creative Cities and examples of their use and potential for the future in Europe and the Czech Republic. The dissertation is based on a three-year action of project in Czech Republic and its specific outcome in some cities.
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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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The analysis of the effectiveness of social campaigns for children
Walzelová, Veronika ; Pešek, Ondřej (advisor) ; Hlaváčová, Ivana (referee)
Bakalářská práce se zabývá současnými či nedávno ukončenými sociálními kampaněmi v České republice, které se zaměřují na ochranu dětí. Tématy jsou zejména dětské týrání, šikana a sexuální zneužívání. Práce přináší pohled na kampaně z hlediska účinnosti a efektivnosti. Ty jsou podloženy detailním rozborem kampaní dle používaných forem reklamy, dotazníkovým průzkumem u dětí a dospělých, a v neposlední řadě rozhovory s pracovníky neziskových organizací. Jde o zhodnocení, zda vůbec všechny kampaně s touto tématikou mají smysl.
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