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Case Study of Responsible Together Campaign
Nováková, Lucie ; Pavlík, Petr (advisor) ; Moree, Dana (referee)
The aim of this thesis is to analyze a media campaign called Responsible Together, which is focused on decrease of violence against women. Campaign Responsible Together is created by non-profit organizations that are part of civil society. This thesis brings a description of the creative process of the campaign, it's target group, and communication mix. One part of this thesis also introduces the specifics of marketing in the non-profit field. A case study was selected as a research design because it allows combining more than one method of collecting data. These methods were document analysis, analysis of graphics, and participatory observation.
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Media Campaign of Salafi Militant Organizations: The Case of Al-Shabaab and Daesh
Zděblová, Petra ; Ludvík, Zdeněk (advisor) ; Daniel, Jan (referee)
The master thesis is focused on media campaign of Salafi militant organizations. These organizations organize their own campaigns to promote their objectives and formulate their own opinions, which they often spread through the Internet. This medium allows the organizations to fully customize their campaign's content, because it is not censored. The 21st century information environment has contributed significantly to making Salafi militant organizations international actors that should be taken into account. In addition, they are able to publish the content of their ideas in different languages while spreading them through several media to reach the widest possible audience. The main purpose of this diploma thesis is to determine whether the objectives of the organizations are reflected in their English-written magazines, namely Gaidi Mtaani and Dabiq, published by Al-Shabaab and Daesh respectively. The objectives of both organizations are divided into four categories, specifically, strategic religious objectives, strategic political objectives, fundamental objectives and intermediated objectives. Since the two organizations are dissimilar and their objections are distinct and therefore incomparable, each organization and its magazine are analyzed separately. The thesis does not seek to generalize...
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Czech television commercial products in relation to media cooperation
Dubská, Markéta ; Pešek, Ondřej (advisor) ; Zamazalová, Marcela (referee)
This master thesis deals with Czech television commercial products in relation to cooperation with media houses. The objective is to evaluate the presence of commercial products in Czech Television using qualitative and quantitative research, taking into consideration the part of the viewer, and advertiser of individual campaigns focusing on media houses. The thesis consists of two parts. The first theoretical part introduces the issue of commercial communication, characteristics and measurability of media. Further, it deals with media influence of Czech Television, including commercial products which may be used in broadcasting. The second part looks into the implementation process of barter between Czech Television and media house. After that, there are secondary data obtained from the project MML-TGI and primary data from the questionnaire survey analyzed. Fi-nally are presented interviews with practitioners who provide a comprehensive view of the ongoing barter cooperation.
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How much did the campaign "Nemyslíš - zaplatíš!" reduce accident rate on czech roads?
Jermanová, Kateřina ; Lahvička, Jiří (advisor) ; Chytil, Zdeněk (referee)
This thesis deals with the impact of media campaigns on reducing road deaths. Specifically, it is focused on the Czech "Nemyslíš - zaplatíš!" campaign of years 2008-2010. Comparation of panel data of Czech Republic and 10 other European countries revealed, that the effect of the campaign was decrease of accident rate in the range of 0 % - 14.2 % (confidence interval of 95%) for the whole period, with 1.2 % to 16.9 % reduction in the last year. Thus, I proved the efectiveness of the campaign, but not as strong as was previously reported. The results were then applied to the cost-benefit analysis. Using the quantification of the cost of a road death, I came to conclusion that the campaign prevented additional costs of at least 158 million CZK in its last year. The campaign was profitable, even though its efficiency was lower than presumed.
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