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Vliv reklamy na stravovací návyky dětí a mladistvých
NIMRICHTROVÁ, Valentýna
This bachelor thesis focuses on the influence of advertisement on children and minors and their eating habits. Since diet plays a fundamental role in terms of one's healthy development, these advertisements can have a negative impact on their health, as neither children nor minors have the mental capacity to resist the influence of many marketing practices. The aim of this thesis is to summarise those practices, that are used in marketing communication and point out the risks of unhealthy food advertising in connection to children and minors. Subsequently the thesis focuses on the regulation of advertisement. It will summarise regulation of advertisement in EU, regarding its directives, as well as in specific countries of EU, where both legal regulations and rules from self-regulatory organizations will be described. Finally, there will be a comparison of these regulations with those that are used to protect children and minors in Czech Republic.
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Activities of Instagram influencers from the perspective of the Act to Regulate Advertising
Kubištová, Kristýna ; Patěk, Daniel (advisor) ; Hurychová, Klára (referee)
Activities of Instagram influencers from the perspective of the Act to Regulate Advertising Abstract The diploma thesis deals with the issue of influencer marketing on the Instagram platform as a modern form of advertising, which is being used by social media influencers. It focuses primarily on the issue of regulation of advertising on the Instagram platform, specifically on hidden advertising, i.e. the rules, suitability and efficiency of labeling advertising collaborations between ordering parties (businessmen) and influencers. In the 1st and 2nd chapters can be found definitions of associated terms such as influencer marketing and its forms, an influencer, the Instagram as a social medium and an advertisement, including its different types such as teleshopping, product placement and sponsoring. This part of the thesis takes into account both legal and also marketing aspects of the topic and thus connects both fields. The core part of the diploma thesis in the 3rd chapter is devoted to the analysis of unfair business practices consisting of a hidden business purpose. This chapter also includes a comparison of the approach to these matters in other states (especially Germany and Sweden) through their jurisprudence. The issue of labeling advertising posts on Instagram is then analyzed in the 4th chapter of...
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Analysis of food and beverage TV advertisements targeting children
Štanderová, Alena ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The thesis focuses on topic of marketing targeted on children in TV commercials for food and beverages. The theoretical part is devoted to information related to the psychological impact of advertising messages on consumers and describes the relationship of advertising to television as a chosen medium. A substantial part is then dedicated to children's perception of advertising, which is limited by psychological development, credulity or the absence of critical thinking. On the basis of the available knowledge, the advertising tools used by companies to attract the attention of the child audience are outlined and the last passage is devoted to the current regulation of marketing targeted on children in the Czech Republic. The subject of the practical part is then a quantitative content analysis of television advertisements carried out on six television channels that target a child audience at least in some of their broadcast sessions. The criteria for this were set on the basis of the selected study described in the theoretical part and subsequently modified in sub-points in order to reach the studied topic more precisely. The results of the analysis show that some elements such as music, animation or the use of authority figures in the spots are still used as a means to engage the audience, but...
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Regulation of advertisements for medical products for human use focused on professionals
Laštůvková, Vlaďka ; Patěk, Daniel (advisor) ; Rozehnal, Aleš (referee)
This thesis deals with the regulation of advertising of medicinal products aimed at healthcare professionals. The thesis is focused on a deeper analysis of selected provisions, their critical assessment in light of courts' as well as the State Institute for Drug Control's decisions and proposals of possible improvements of the current status. The aim of this thesis is to explore the scope of the current legislation and to evaluate the regulation of the advertising of medicinal products aimed at healthcare professionals from its sufficiency and appropriateness point of view. The aim is also to suggest possible solutions for improving problematic parts. The introduction briefly describes the two fundamental terms, human medicinal products and advertising, along with basic introduction of the price and reimbursement of medicinal products. The introductory section also identifies reasons for the exclusive regulation of this type of advertising. Basic aspects of the regulation are introduces as well. The following section critically evaluates the term healthcare professional in relation to the status of nurses and patients. This is followed by a summary of the basic European Union's regulation that is reflected by those Czech laws regulating advertising of medicinal products aimed at healthcare...
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Marketing targeted at children in sweet products TV Commercials
Šůnová, Veronika ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
This thesis focuses on the issue of marketing targeted at children in sweet products TV commercials. The theoretical part outlines basic information such as the history of marketing aimed at children in connection with the development of the media. An essential part of the theoretical part is an insight into legislative regulations and non-legal self-regulatory tools and organizations in connection with advertising aimed at children. Furthermore, the theoretical part is devoted to children, as a specific target group and previous research on children and their perception of advertising, which is followed by a subchapter on the psychological development of their cognitive abilities. The practical part is based on a qualitative analysis of selected television commercials for sweet products aimed at children. The analysis consists of examining the presence and form of five elements determined based on the knowledge gained in the literature review. The subject of an analysis is ads for Kinder brand products from the 1990s to the current ones, which are primarily intended for children. Analysis results show that some elements that used ads in the past are also present in recent ads. On the other hand, some older ads would currently fail due to non-compliance with current ethical regulations. Therefore,...
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Perception of comparative advertising in the Czech environment
Lesáková, Kateřina ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
This bachelor thesis deals with the issue of comparative advertising and its perception in the Czech environment. From a marketing point of view, comparative advertising represents an interesting opportunity to legally confront the competition in advertising. However, this option is little used in the Czech Republic, although comparative advertising has been permissible for twenty years. The aim of the thesis is to provide a comprehensive insight into the topic and to find out what reactions the comparative advertising in the Czech environment evokes. The theoretical part introduces comparative advertising as part of marketing communication, its legal and non-legal regulation or its perception in different cultures. Research, which deals with the issue of comparative advertising in the Czech environment, is presented additionally. The practical part then builds on the theoretical part and verifies its findings through quantitative research in the form of a questionnaire survey. Specific examples of comparative advertising are also presented. The obtained conclusions can be useful, for example, for advertisers who are considering whether to create a comparative advertisement, but also for the academic community, as this topic is not much researched in the Czech environment.
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Alcohol advertising and its addictological and legal aspects: comparison of alcohol advertising law in the Czech Republic and other European countries
Březová, Kristýna ; Fidesová, Hana (advisor) ; Barták, Miroslav (referee)
Background: Advertising for alcoholic beverages is undoubtedly a controversial topic in several segments, all the more so in today's media age. The Czech Republic is one of the countries with the highest alcohol consumption in the world; it is no secret that it boasts an alcoholic beverage as its national symbol. However, alcohol advertising and its impact on society does not receive as much attention As it should and thus speculations, assumptions or even the spread of false information may arise. Legislation on alcohol advertising may vary from country to country and has different effects not only on alcohol consumption in a given country but it also acts as one of the important factors for risky alcohol use with a potentialaddiction. Aims: This work aims to analyze and then compare, according to pre-selected criteria, the wording of legislation concerning alcohol consumption in selected EU countries, assess their sufficiency based on knowledge about the impact of advertising on alcohol consumption and the focus of the work is also to verify the influence of alcohol advertising regulations on alcohol consumption in the population. Methods: To achieve the objectives, a search of legal norms, annual reports, statistics and studies were performed with the help of professional databases and keywords....
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Právní aspekty propagace zboží a služeb na internetu
Vítová, Michaela
This bachelor thesis deals with the possibilities of promotion of goods and services on the internet and legal aspects of this promotion. First, there will be an overview of online marketing tools, I will describe terms such as search engine marketing, PPC advertising, SEO, content marketing, direct marketing, word-of-mouth marketing, banner advertising and more. Further, the legislation on advertising regulation will be summarized. The theoretical knowledge will then be applied in developing an online marketing strategy for Nasyp si zero waste shop.
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Ekonomické a právní aspekty zakázaných typů reklam
Kalinová, Petra
Kalinová P. Economic and legal aspects of prohibited advertisement types. Bache-lor thesis. Brno: Mendel University, 2018. The bachelor thesis is focused on prohibited advertisement types, characterizes the advertisement and describes its development. Particular attention is paid to the product placement and its perception by the public. The thesis is divided into two parts. In the search part the legal regulation concerning the given issue is elaborated. Additionally, the case law of the most well-known cases of prohibited advertisements are analysed. In the application part, the economic aspects of prohibited advertisement types are determined. A comparison of data obtained from my own research with predetermined hypotheses was performed. Based on questionnaire surveys and managed interviews, it was found that respondents perceived the creation and broadcasting of controversial advertisement as a so-phisticated marketing move by the manufacturer. Product placement is perceived positively only if it is included in the audio-visual work in a natural and non-violent form.
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Generation Z's perception of marketing content on social media
Drozdová, Barbora ; Hejlová, Denisa (advisor) ; Schneiderová, Soňa (referee)
Research shows that the youngest generation spends on average 10 hours per day of display time. Contents on social media are full of sponsored posts, however, there are not always marked. There were identified two main issues with advertisement on social media. First occurs when an advertisement is not marked or is not marked properly, the second occurs when the content is targeted to young audiences despite the fact that the content is highly inappropriate. Two researches of advertising on social media in Czech landscape from 2018 are introduced, qualitative and quantitative. After an analysis has been conducted regarding different approaches of stakeholders in the marketing industry, the findings suggest that regulations of audiovisual content in Czech Republic are highly inconsistent.
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