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Analysis of the Usual Time of a Driver Observing Specific Objects
Fujačková, Hedvika ; Semela, Marek (referee) ; Bucsuházy, Kateřina (advisor)
This diploma thesis focuses on drivers of motor vehicles and the usual time they spend by specific objects. The theoretical part of the thesis brings an overview of literature on human perception. The eye-tracker is defined here as the instrument used for scanning the movements of the drivers eyes, here are also named its types and its applications in various fields of life. Finally, this part deals with the advertisements placed alongside roads acting as distractive elements. The experimental part builds upon the collected video recordings and offers an analysis of drivers’ observations of outdoor advertisements that attract their attention, mainly billboards.
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The form and function of questions in marketing communication
Haiklová, Kristýna ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis deals with the "question of question" in marketing communication. It is devoted to various forms of questions and then discusses their functions. At the beginning, the basic concepts and principles of pragmatics are described. Furthermore, the thesis explains how the questions work in Czech and what are their types. A short part is devoted to the characterization of the term marketing communication. When examining marketing communication, there is both an explanation of this type of communication and how it is produced and how it works. The different types of marketing communication explained in the work are: outdoor advertising, online advertising and subsequently radio and audiovisual spots. In the practical part, the questions are first sorted according to their form, then their functions are analyzed. The aim of the thesis is to describe certain patterns that can be found in the use of questions in advertising messages. Furthermore, to describe in a concise way the difference in the use of questions between different types of advertising messages as well as between different promoted sectors.
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Verbal and non-verbal persuasive devices on Czech and German billboards
SOCHOROVÁ, Marie
The aim of this thesis is to contrast the verbal and non-verbal persuasive techniques used in display hoardings in the Czech Republic and Germany. The mode and frequency of the features employed to attract consumers in both countries are compared. The specific goal of the thesis is to find out whether such advertisements can possibly mirror the values and norms of the society. The thesis is divided into three chapters. The first discusses the merits and demerits of the billboard as an advertising mechanism. In this section, the relevant laws of the Czech Republic and Germany are surveyed. In addition, the current situation in both countries with regard to this type of open-air promotion is examined. The second chapter summarises what is known about persuasion in general and the manipulative techniques employed to influence people. In this context, linguistic devices in Czech and German to achieve this end are evaluated. The final chapter provides an analysis of the material gathered for the thesis. The database consists of posters from 30 Czech and 30 German billboards which were photographed in the regions of South Bohemia and Lower Bavaria. The objective was to create a representative sample of contemporary outdoor advertisements in both countries. From the outset, close attention is paid to verbal features. These are divided into phonetic, word-forming, syntactic, and lexical devices. In terms of non-verbal features, typography, colour, and visual style are scrutinized. Since an advertisement is a complex means of communication, the interaction between the visual format and the text is also discussed.
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Analysis of the Usual Time of a Driver Observing Specific Objects
Fujačková, Hedvika ; Semela, Marek (referee) ; Bucsuházy, Kateřina (advisor)
This diploma thesis focuses on drivers of motor vehicles and the usual time they spend by specific objects. The theoretical part of the thesis brings an overview of literature on human perception. The eye-tracker is defined here as the instrument used for scanning the movements of the drivers eyes, here are also named its types and its applications in various fields of life. Finally, this part deals with the advertisements placed alongside roads acting as distractive elements. The experimental part builds upon the collected video recordings and offers an analysis of drivers’ observations of outdoor advertisements that attract their attention, mainly billboards.
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Occupancy space of the corporate brand - a sociological study
Loukota, Petr ; Novotná, Eliška (advisor) ; Musil, Martin (referee)
This work focuses on how various brands are using billboards along the motorways, the place they take up and the impact which billboards have on drivers. In my work, the marketing view is connected with the sociological one. I am specifically focusing on one defined part of the motorway D5 in the direction from Rokycany to Prague. There is one unique part of my work in which I describe the reaction of drivers to billboards along the roads. I used one-to-one interviews with selected drivers who have just passed the way from Rokycany to Prague. I asked them few questions about their perception of billboards and the brands on them. The work also offers a view on the way how brands take up place in our environment.
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Evaluation of the effectiveness of marketing campaigns
HOUŠKOVÁ, Šárka
The goal of the dissertation called "Evaluation of the effectiveness of marketing cam-paigns" is to describe, analyze, and with usage of Data Envelopment Analyst (DEA) to evaluate certain campaigns. The dissertation describes political election campaigns of certain political party.
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