National Repository of Grey Literature 48 records found  1 - 10nextend  jump to record: Search took 0.00 seconds. 
The comparison of communications of Hnutí DUHA and Greenpeace ČR on Facebook
Honc, Martin ; Rosenfeldová, Jana (advisor) ; Koudelková, Petra (referee)
The main topic of this bachelor's thesis is the communication of environmental non-profit organizations Hnutí DUHA and Greenpeace Česká republika on a social site Facebook. This thesis focuses on the current online activities of those organizations and analyses their communication with their supporters on Facebook. The goal of this thesis is to analyse the usage of a social site by environmental non-profit organizations and find out, if it is a suitable tool for their promotion and communication with their supporters in the internet environment. The methods used for this thesis goal fulfilment are content and comparative analysis of chosen campaigns #vyzvaprojiretin (Greenpeace Česká republika) and #chcidivocinu (Hnutí DUHA). Those campaigns were chosen because they are both regional campaigns thus are suitable of communication of both organizations. Content and comparative analysis were carried out on the theoretical basics set in the theoretical part. The analysis par is based on the content analysis of Facebook communication of chosen environmental organizations and on interviews with coordinators of chosen campaigns. Those interviews provided important information and data, which were used in the campaings analysis.
Using New Technologies in Healthy Lifestyle Interventions Targeted at Children: The Case of the Netherlands
Háša, Marek ; Zezulková, Markéta (advisor) ; Klimeš, David (referee)
New technologies such as social media or mobile games are often listed among the main contributors to the ever-increasing obesity rates among children. Paradoxically, the same technologies also bring potential to enhance the effectivity of healthy lifestyle interventions targeted at children. This thesis investigated the approach of the creators of such interventions towards the use of new technologies. The author devoted his attention to downstream social marketing interventions realised in the Netherlands because of the country's low youth obesity rates and exceptional position in the latest innovation rankings. The central objective of this instrumental multiple case study research was to reveal the benefits and limitations of the researched practice as perceived by the interventions' creators. Studying available documents and conducting four semi-structured interviews with the creators enabled the author to reconstruct the contexts and strategies of four Dutch healthy lifestyle interventions promoting exercise and healthy sleep and nutrition among children. The results indicated that the creators indeed regarded new technologies as a threat to children's physical and mental well-being; nevertheless, they also accepted them as an inevitable part of today's media environment and aimed to...
Sociální marketing: kampaň Viney "Vraťme život zpět do vinic"
Horanská, Barbora ; Průša, Přemysl (advisor) ; Vrbičan, Ján (referee)
Social marketing had been mainly connected with non-profit organisations. However, as the market develops the companies require higher level of sustainability and differentiation. Therefore, social marketing is now also applicable to other businesses. In order to prove the benefits of social marketing for company and society this thesis provides basic theories of classical marketing and their comparison with social marketing. These theories were applied to analyse a specific example of Vinea and their 2016 campaign Bring life back to vineyards. The campaign proves Vinea approach to connect their heritage with modern advertising. While connecting people over the most important element of brand, the grape. Vinea created several events to teach participants of campaign about the wine growing in Slovakia to connect the brand with its core ingredient. The goal of the thesis is to find out attitudes of consumer towards Bring life back to vineyards campaign and give a recommendation for the follow-up of campaign. The questionnaire with Lickert questions, multiple choice and open questions was used to research the attitudes of consumers. The sample contained 109 respondents out of which 64 were women and 45 men. The average age was 32,54. The research showed the overall perception was positive and the female respondents reached higher level of agreement in almost all questions. Although the awareness of campaign was very low (7,3%). The recommendation was to continue in this way of promoting wine production but extended it to various wine regions in Slovakia and Czech Republic while focusing on the ecological wine growing and upgrading interaction via social media with passive audience to be more in touch with the campaign.
Proposal of strategy to improve waste separation and its communication
Klučina, Tomáš ; Postler, Milan (advisor) ; Kartalová, Petra (referee)
The Master's Thesis focuses on waste separation in the Czech Republic. The aim of this thesis is to propose a strategy and its communication, which would result in increasing participation in waste separation in the Czech Republic. To achieve the stated goal the thesis utilizes primarily two methods, analysis and comparison, which are later supported by primary research in the form of survey and its evaluation. Results of the conduced survey provide key information about main barriers and motivators perceived by the target group and serve as a basis for formulating strategy and plan of communicating the individual parts of this strategy.
The influence of social networks on marketing strategies of the company Coca Cola within FMCG category
Nguyen Minh, Tuan ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The thesis analyses the possible utilizations of social networks by the companies in connection with periodic supply of new technology that faciliates communication between marketters and the target groups as well as communication between the users alone. The theoretical section summarizes actual trends of social networks world-wide. The thesis also focuses on the trends and innovational elements of the world's most popular networks. The practical part concentrates on the company Coca Cola where the case study of the selected successful marketing campaign is stated within social networks. The campaign is further explored through applied research that analyses besides social network activities of commpanies and users mainly its influence on consumer awareness within the networks.
Social advertising
Yudina, Vera ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This bachelor thesis focuses on public service announcement in the Czech Republic and the Russian Federation. It examines influence on the young generation and on the course of solving of society-wide problems. The aim of the thesis is to identify, based on my own survey, how young generation sees the social advertisement and how young people are influenced by it. The thesis is divided into three chapters. The first chapter is dealing with differences and sameness between social and commercial advertising, goals and target audience and legal aspects relating to this problem. The second chapter describes the world history of social advertising and the history in the Czech Republic and the Russian Federation. The results of the conducted questionnaire are encompassed and interpreted in the third chapter.
Marketing in social businesses
Houlíková, Martina ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The bachelor thesis Marketing of social enterprises deals with the current emerging phenomenon in our society - social enterprise. Then it examines especially unexplored area of marketing in social enterprises. The theoretical part explains the concepts of social economy, social enterprise and the third sector. Other problematic concepts which are explained are the concept of CSR and social marketing. In the next part, the principles of social enterprises are mentioned and an example of a social enterprise is presented. The thesis follows up the problematics of social entrepreneurship and provides a comprehensive overview of the current situation of Czech social enterprises. The thesis also deals with the current state of marketing in social enterprises and marketing theory. It also maps the shortcomings in this area, as well as in the field of communication. In the practical part, the author compares this current state to the marketing theory and propose ssuggestions for further development of marketing and communication in social enterprises.
Social marketing in The Czech Republic
Filsaková, Petra ; Vinopal, Jiří (advisor) ; Vlček, Josef (referee)
Bachelor thesis entitled "Social advertising in the Czech Republic" is focused on a specific promotional tool of social marketing, which is most often termed as social advertising. In addition to its insertion into the broader context it also deals with key aspects of whole this advertising discipline, such as its definitions, forms and historical development. Because it is regarded as a communication tool, which speaks to the public through the media, they are also characterized methods of persuasion in this paper. The aim is a detailed description of the specifics of this phenomenon between years 2007 and 2014, which is achieved by using content analysis. The results showed that the largest space in the media have a social advertising focused on global issues, especially in the field of social responsibility and health protection and prevention. Specifically, spots are targeted on poverty, helping handicapped, communication of diseases (AIDS, cancer, etc.) and educational development. Donation character has only ¼ of the observed sample and among the most frequently used principles of persuasion in social commercials include emotional appeals and testimony. Collected data can also be used, for example for the international comparisons, long-term research of the effects of media and a more...

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