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Marketing communication of the CSSD party in the election to the Chamber of deputies 2013-Analysis of using instruments of political marketing
Zapletalová, Karolína ; Shavit, Anna (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis is concerned with describing the CSSD marketing communication in parliamentary elections to the Chamber of Deputies in 2013. The thesis is divided into two basic parts, namely theoretical and practical. The theoretical part describes basic definitions of marketing communication and political marketing, including its chosen tools. For my work, I chose the concept of the Jabloński "Promotion mix", which is divided into five basic categories - political advertising, direct marketing, sales promotion, public relations and personal sales. The practical part is devoted specifically to the CSSD and its election campaign in 2013. Subsequently, the thesis focuses on individual elements of the above mentioned Promotion mix.
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Case study of Vote Leave campaign from the political marketing perspective
Baloun, Matěj ; Shavit, Anna (advisor) ; Konrádová, Marcela (referee)
The subject matter of this bachelor's thesis is campaign Vote Leave, which was designated as the official campaign supporting the leave option in the 2016 British referendum concerning the membership of Great Britain in the European Union. The period in which this campaign is studied in the thesis dates from March 2015 to 23. 6. 2016. The aim of this thesis is to ascertain if the campaign used methods of political marketing by identifying and describing instruments of political marketing in the process of the campaign. This bachelor's thesis uses a method of case study. In the theoretical part of the thesis the author describes the theory of political marketing and its instruments, primarily based on theoretical work by Jennifer Lees-Marshment. The practical part of thesis focuses on the context of the 2016 referendum, British attitude towards the European integration and instruments of political marketing that were used by the campaign Vote Leave. The thesis concludes that political marketing was used in the process of campaign Vote Leave. This conclusion is made based on identification and description of selected instruments of political marketing that the campaign used, namely poll, focus group, targeting, branding, volunteer management, public relations, direct marketing, get out the vote,...
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Marketing communication of the CSSD party in the election to the Chamber of deputies 2013-Analysis of using instruments of political marketing
Zapletalová, Karolína ; Shavit, Anna (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis is concerned with describing the CSSD marketing communication in parliamentary elections to the Chamber of Deputies in 2013. The thesis is divided into two basic parts, namely theoretical and practical. The theoretical part describes basic definitions of marketing communication and political marketing, including its chosen tools. For my work, I chose the concept of the Jabloński "Promotion mix", which is divided into five basic categories - political advertising, direct marketing, sales promotion, public relations and personal sales. The practical part is devoted specifically to the CSSD and its election campaign in 2013. Subsequently, the thesis focuses on individual elements of the above mentioned Promotion mix.
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