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Percepce crowdfundingových kampaní pro neziskový sektor: eye-trackingový experiment
Veselková, Markéta
Veselková, M. Perceptions of crowdfunding campaigns for the non-profit sector: an eye-tracking experiment. Bachelor thesis. Brno: Mendel University, 2023. The bachelor thesis investigates the effects of certain visual elements on potential supporters of crowdfunding projects of non-profit organizations and their decision to support them. The selection of influential elements is based on the propositions of prospect theory and the congruence effect. The elements mentioned are the existing risk of project failure depicted in the momentary prosperity of the campaign and the emotional appeal used in the preview image. The main goal of the thesis is to propose recommendations for improving the presentation of non-profit organizations on crowdfunding platforms using an eye-tracking experiment. The purpose of the proposed recommendations is to increase the effectiveness of campaigns of non-profit organizations on these platforms.
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SCL group a Cambridge analytica: jak ovlivnily politiku a společnost v Evropě a Severní Americe
Komínek, Martin
The bachelor's thesis focuses on the scandal involving Cambridge Analytica and compares its impacts on society and politics in Europe and the USA. The theoretical part introduces key concepts in the field of modern technologies, which play an important role in communication and are essential for understanding political marketing strategies. Furthermore, an analysis of the SCL Group and its subsidiaries, which specialize in data analysis and political marketing, is conducted. In the empirical part, factors related to the Cambridge Analytica scandal that influence politics and society in Europe and North America are analyzed through a comparison of two events: the United Kingdom's referendum on membership in the European Union and the 2016 US presidential election. The conclusion presents the results of the findings.
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Campaign of the company Veolia Voda "Čerstvá kohoutková? Stačí říct!"
Jindrová, Eliška ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
This bachelor thesis Campaign of the company Veolia Voda "Čerstvá kohoutková? Stačí říct!" presents an analysis of a campaign focused on promotion of tap water supply in restaurants. The aim is to present communication activities and creative processing of the project and also to show the perception of the campaign from the point of view of the proprietors of Prague gastronomical enterprises participating in the project based on a survey. The emphasis is put mainly on description of the marketing and communication mix, performed by the descriptive method. Connection between the topic of tap water promotion and the consumption of bottled water and other ecological problems in relation to obtaining drinking water are also mentioned, as is the situation of the tap water usage in restaurants in foreign countries. Media coverage of the campaign is also included in the thesis, followed by a final evaluation.
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Targeting and positioning in a presidential election campaign of Petr Pavel - young voters generation
Dejmková, Tereza ; Konrádová, Marcela (advisor) ; Shavit, Anna (referee)
This bachelor thesis deals with targeting and positioning of the presidential election campaign of Petr Pavel and focuses mainly on addressing the youngest generation of voters, Generation Z. The 2023 presidential election was different in several ways, but one of them was, for example, the targeting of some candidates to Generation Z. The generation currently includes the majority of voters who participated in the presidential election for the first time, and who may also have followed it more closely for the first time. The aim of this thesis is therefore to find out to what extent the targeting and positioning of the campaign was adapted to Generation Z in the development of the strategy, and also to find out whether Petr Pavel was able to reach this target group through the campaign and through which steps he achieved this. The theoretical part of the thesis first describes and defines the tools of political marketing, characterizes Generation Z and the specifics of their voting behaviour. In the practical part of the thesis, the aforementioned tools of political marketing are applied to the campaign of Petr Pavel. The information for this part of the thesis was obtained from a personal interview with the marketing director of the Petr Pavel campaign, Martin Klčo, conducted by the author of the...
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Presidential Candidates 2023: Social Networks Vs. official debates
Brhelová, Tereza ; Perottino, Michel (advisor) ; Brunclík, Miloš (referee)
The following thesis focuses on the phenomenon of social media in the context of political campaigns. The theoretical part of the thesis deals with the growing trend of using social networks for political communication and marketing purposes. A large part of the thesis is devoted to the direct presidential election, which is considered a relatively new phenomenon in the Czech environment, not yet so anchored in the political context. The practical part of the thesis is built with the help of quantitative content analysis, thanks to which it was possible to analyse a large amount of data from social networks and TV debates. This data is central to the resulting answers to the research questions and hypotheses, which concern the comparison of the selected candidates' communication on social networks in the debates. Thus, the aim of this thesis is to provide an analysis that can be used to compare how the communication of the selected political actors on social networks differs from their communication in the official TV debates.
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Sponsors' perception of canoe slalom
Chaloupka, Václav ; Bačáková, Radka (advisor) ; Voráček, Josef (referee)
Title: Sponsors' perception of canoe slalom Objectives: The aim of this thesis is to find out how Czech companies approach sports sponsorship. Another aim is addressing the reasons why canoe slalom still lacks the adequate level of popularity among Czech society in comparison to other minority sports. Based on the data from our research, I will suggest a new marketing campaign for the Czech canoe union in order to support the increasing popularity of this sport. Methods: The main method used in this thesis was a quantitative method, specifically a survey across Czech companies. Data from our research will be analyzed and used in creating a new marketing strategy. Results: We have found out that companies prefer to sponsor mostly individuals followed by sports teams and clubs. Also, they mostly sponsor mass sports. Canoe slalom should build its promotion strategy upon the best individual athletes, who are already well-known to increase its popularity. Key words: Marketing, marketing strategy, popularity, campaign, canoeing
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Disinformation in Current Czech Media
ČÍŽKOVÁ, Tereza
This bachelor thesis will deal mainly with the concepts of disinformation and fake news, mainly in the Czech media space. It will summarize the concepts and definitions related to disinformation and the phenomena that help to spread it. The thesis will present the different motivations of individuals who spread disinformation, as well as the motivations of disinformation websites.
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E-mail marketing
Jurnečková, Jana
The thesis deals with e-mail marketing. It focuses on identifying factors that affect the behavior of users of e-mail and newsletter subscribers. It evaluates the role of e-mail marketing as a part of communication mix of companies and e-shops, current trends, e-mail campaigns, e-mail marketing software provider. To study the behavior of users of e-mail and newsletter subscribers a questionnaire survey was conducted on a sample of 610 respondents and in-depth interviews (n = 30). Content analysis was used to analyze electronic commercial communication. The results allowed to formulate recommendations for creation of e-mail campaigns of e-shops, Internet shops and other companies.
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