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Are game journalists sold out: the perception of game media marketing activities and sponsored content by gamers
Krečová, Tereza ; Švelch, Jan (advisor) ; Shavit, Anna (referee)
This bachelor thesis focuses on the connection between gaming journalism and marketing practices utilized by gaming journalism, which generate revenue and enable this activity to be conducted. Its aim is to find out how players and users of gaming media perceive advertising integrated into gaming media content and how advertising can influence the perception of content that is not associated with it, particularly why players refer to gaming media reviews and gaming media as "bribed." Assumptions about "corrupt" gaming media are slowly seeping into the corners of the gaming community, and this bachelor thesis seeks to identify the reasons behind these assumptions. It utilizes a combination of qualitative and quantitative research methods. Qualitative research examines players' reactions to gaming media content, specifically game reviews produced by gaming media, and their potential connection to paid collaborations that have taken place on the gaming media's websites and channels. Quantitative research builds on the evaluation of qualitative research and, through a semi-structured questionnaire, investigates how players perceive advertising in gaming media and how such advertising can affect the perception of other content produced by gaming media, or its credibility. Qualitative research...
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Strategic Communication of the culture of the royal city of Písek in the last decade (2012-2022)
Kuchařová, Klára ; Halada, Jan (advisor) ; Schneiderová, Soňa (referee)
The aim of the thesis was to analyse and interpret the communication of cultural events in the selected city in the given time period from 2012 to 2022 and to survey public opinion about culture in the city of Písek. The theoretical part of the thesis focuses on defining the basic concepts related to marketing and strategic communication and focusing on their use in the communication of cities and municipalities. The practical part analyses the strategic communication of the city in the given time horizon by means of a comparative analysis, supplemented by a questionnaire survey among the city residents concerning satisfaction with communication and promotional activities.
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Consumer perspective on the Snuggs marketing communication
Kroupová, Adéla ; Rosenfeldová, Jana (advisor) ; Shavit, Anna (referee)
This bachelor thesis focuses on the menstrual taboo and how menstruation is presented in advertising. The thesis aimed to analyze the perspective of female consumers of menstrual products on the marketing communication of the Czech brand Snuggs, which through its marketing communication opens up taboo topics related to menstruation. To achieve this goal, I chose a quantitative research method, namely an online questionnaire survey. The results showed that the given marketing communication of Snuggs, which deals with the detabooing of menstruation, is rather perceived as positive and likeable by the respondents. Thus, the findings suggest that communicating menstruation in the marketing space is primarily perceived positively when menstruation is discussed openly and realistically. The results of this study provide useful information for companies selling menstrual products that try to communicate openly about menstruation in the Czech Republic.
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Creative process of Czech copywriters
Dobisík, Jan ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
This thesis deals with Czech copywriters and their creative process. The theoretical part of the thesis explains the basic concepts related to the topic, copywriting is put in a strategic framework, the current state of copywriting abroad and in the Czech Republic is examined and quantitative and qualitative research methods are presented. Both are subsequently used in the analytical part of the thesis, where a socio-demographic profile of Czech copywriters and their job descriptions are determined by the means of a questionnaire survey. Using in-depth semi- structured interviews, the creative process of Czech copywriters, how they use AI language models in their work and what is their view of the Czech copywriting community is further explored. Based on the data gathered from 120 respondents of the questionnaire survey, we can consider a typical Czech copywriter as a woman aged 25-35 working in Prague, who has a university degree, works as a freelancer and copywriting makes up 50-75% of her workload. In-depth interviews with 6 Czech copywriters selected from advertising agencies, freelancers and the commercial and non-commercial sector provide insight into the creative process of the respondents, which, according to the research results, is most influenced by a client's brief, their own research...
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Comparative analysis of marketing communication of selected craft breweries during 2021-2023
Stanislav, Martin ; Koudelková, Petra (advisor) ; Halada, Jan (referee)
The paper Comparative analysis of marketing communication of selected craft breweries in the years 2021-2023 focuses on marketing communication of microbreweries in the Czech environment. Its aim is to formulate a proposal for improving marketing communication for specific selected microbreweries, but also general recommendations for all others. It achieves this through the results of a content analysis of the three most influential microbreweries in the Czech Republic. In the theoretical part, it deals with the development of the brewing industry in the Czech Republic and puts into context its current state and the position of microbreweries in it. Subsequently, it focuses on the communication aspects typical for microbreweries and presents the barriers in marketing communication that small breweries have to cope with. In the practical part, the bachelor thesis deals with the actual analysis of the communication of the selected microbreweries, on the basis of which recommendations for improving the communication of the studied breweries are subsequently formulated, but also general recommendations that can be followed by small breweries not included in the research. The thesis provides valuable insight into the functioning of microbreweries on social media and can serve as a basis for future...
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Sharing kids online from the perspective of Czech kidfluencers and their parents
Pospíšilová, Tereza ; Hejlová, Denisa (advisor) ; Rosenfeldová, Jana (referee)
The thesis "Sharing Kids Online from the Perspective of Czech Kidfluencers and Their Parents" explores the phenomenon of kidfluencers in the Czech Republic. It integrates a theoretical framework with empirical research through interviews with child influencers and their parents. The data from these interviews are analyzed using the open coding. The research primarily focuses on ethical concerns, privacy, and the digital footprints of children's online activities, alongside the positive aspects like the enhancement of creativity and communicative abilities of kidfluencers. Additionally, the thesis discusses sharenting and its impact on online privacy and safety of children, as well as the legal and ethical measures for child protection on the internet. It underscores the importance of educating both children and parents about digital literacy and the steps needed to create a safer online space for children. The findings provide a detailed perspective on the role of child influencers in the Czech Republic and offer valuable recommendations for parents, child welfare professionals, and the general public concerned with digital era challenges.
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The relationship between the popularity of dog breeds and their utilization in the advertising of selected companies (2019-2023)
Baraníková, Denisa ; Moravcová, Hana (advisor) ; Vranka, Marek (referee)
This bachelor thesis provides a detailed view of the utilization of dog breeds in advertising campaigns in the Czech Republic, with an emphasis on their popularity. In order to gain a comprehensive understanding of this issue, it focuses on theoretical aspects related to social media, marketing, and the relationship between humans and dogs. It analyzes the strategies of Czech companies specializing in the dog segment and their interaction with the Instagram platform, which has become a key tool for product promotion. It utilizes data provided by the Czech-Moravian Canine Union to identify the most popular dog breeds in the Czech Republic and conducts a thorough analysis that delves into the homes of dog owners. Subsequently, through extensive questionnaire surveys, it practically examines the influence of the popularity of dog breeds on consumers' decision-making when selecting products advertised on social media platforms. With this comprehensive approach, the thesis offers a holistic view of the promotion of dog products in the market and contributes to a better understanding of the dynamics of utilizing dog breeds in advertising strategies.
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Experiential and Interpersonal Meanings in Product-Related Texts: Analysis of Online Shopping Websites Targeting Male and Female Customers
Dombajová, Helena ; Pípalová, Renata (advisor) ; Lancová, Klára (referee)
The present diploma thesis investigates meanings in product-related texts found on brands' online shopping websites. The thesis aims to identify the meanings which are communicated in relation to the products offered and additionally, attempt to uncover potential differences in communication with male and female customers. To fulfil these objectives, a specialized corpus was assembled, comprising product-related texts from nine brands grouped around three product types - sport shoes, body lotions along with creams, and luxury watches. The texts were subsequently analysed employing Halliday's Systemic Functional Grammar (SFG) as the analytical framework. Two types of meanings, experiential and selected interpersonal meanings, were analysed, with the former being the focus of the analysis and the latter playing a complementary role. In order to offer functional explanations for observed patterns, the findings were contextualised with brand identity information. Results indicate a close interconnection between the selection of experiential and interpersonal meanings and brand identity characteristics. Furthermore, the study identifies subgenres of the examined product-related texts as well as gender-specific communication strategies related to the presented brand image, the depiction of product's positive...
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Jewellery as a gift: sales talk as a tool of ethnographic analysis of gift-giving
Tomoryová, Veronika ; Abu Ghosh, Yasar (advisor) ; Sosna, Daniel (referee)
This thesis is based on research conducted in a luxury jewellery store in Prague, Czech Republic. Based on the conversations which take place between salespeople and customers when selecting gifts, it analyses the culture of gifting luxury material items in fulfilment of traditional social obligations such as the celebration of birthdays, Christmas or anniversaries. The thesis also examines to how luxury is conceived in the store, where employees' service and the company's marketing use the attributes of gift-giving to sell commodities. Specific examples demonstrate how commodities take on the properties of a gift in an effort to make the commodity exchange more personal and thus more profitable. In the jewellery store, a hybridization of the gift and the commodity takes place, actively created by the salespeople and the marketing of the manufacturer, but also by the customers themselves. Examples of conversations during gift selection provide insight into the social, economic and personal dimensions of gift-giving, as well as the typology of the nature of the gift, the occasion for the gift-giving and the relationship between donor and recipient. Keywords gift economy, gift, commodity, consumer research, marketing
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Proposal of communication mix of the selected company
Novohradský, Michal ; Michna, Dennis (referee) ; Milichovský, František (advisor)
The thesis deals with the communication mix of a selected company, which is a marketing agency. In the first, theoretical area of the thesis, individual theoretical backgrounds related to marketing and communication mix are explained. The second area of the thesis deals with the analysis of the current state of the selected company along with the implementation of the research part, which consists of semi-structured interview and competitor benchmarking. Based on the results obtained in the analytical part, the proposed solutions are then presented to improve the communication mix of the marketing agency according to the set objectives.
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