I många kulturer så har musikerns roll varit något av vikt, men samtidigt av låg status. Musiker måste ofta hänge sig till olika områden av musicerande för att gå runt och därför är det viktigt att undersöka hur de olika alternativen ser ut. En väg kan vara att para ihop sig med kommersialism och modifiera sitt komponerande efter en beställare som vill betala för musik med avsikt att marknadsföra ett varumärke.Syftet med studien är att få en djupare förståelse av hur tre musikproducenter inom reklamfilmsmusik utför sina uppdrag, förhåller sig till sina beställare och uppfattar reklambranschen. De empiriska resultaten har samlats genom tre semistrukturerade djupintervjuer med producenter från olika arbetssituationer för att få en generaliserad kartläggning av reklambranschen utifrån informanternas perspektiv. Slutsatsen visar ett likartat arbetssätt, där producentens hårdaste arbete ligger i att på ett kommunikativt och diplomatiskt sätt ta reda exakt vad beställarens mål är med produktionen. Vidare är branschuppfattningen optimistisk till hur medvetandet kring musikens funktion har utvecklats positivt, men betänker även att ny teknik och nya aktörer kan komma att begränsa progressionen genom att erbjuda färdigskriven musik till ett lågt pris.

Comparative advertisement - development of its regulation in Czech law In my diploma thesis I deal with comparative advertising in the Czech legal system. Its main goal is to monitor the development of legal regulation of this phenomenon in historical periods, with an emphasis on private law and its changes after harmonization amendment no. 370/2000 Coll. The work is divided into the introduction, seven chapters, which are further divided into subsections, and the conclusion. Following the introduction, there are three chapters, which are dealing with general topics that are connected with main theme of my thesis. The first chapter briefly allude to regulation of competition, including system of unfair competition with accentuation of the general clause. Next chapter is focused on the general term of advertising with the mention of its self-regulation, which serves as an alternative to legislation. In the third chapter is specification of theoretical frame of comparative advertising, including the list of different types of comparative advertising, which is followed by summary of different legal approaches to advertising comparison. Fourth chapter contains historical overview of legal regulation of comparative advertising in the Czech legal system covering the period from the First Republic to the...

The aim of this master´s thesis is to analyse the application of emotions in TV advertisement. The theoretical part is focusing on importace of emotions for human and its impact on consumer behavior. The thesis also describes the emotions and its use in marketing communication. Thesis also explains how to built positive association with brand through the emotions, moreover the methods how to measure the emotions. The practical part of the thesis is focusing on content analysis of TV advertisement. The analysis introduces some of the product cathegories. The aim of this analysis is to confirm or reject the hypotesis that given product cathegories use the same emotional appeals. Subsequent research determines, if the emotional appeal is really functional and how the respondents are influenced by TV advertisement.

The diploma thesis deals with the issue of product placement and its legal aspects in the Czech republic. It analyses all the legal regulations, which strike upon product placement. The thesis also contains real law cases and two examples of contracts in this field. The author presents her own proposals and recommendations of how should product placement be regulated.

Objective: Body image may be regarded as a very useful tool in marketing strategies. In the theoretic part of the thesis, body image topic is discussed from the women and men's perspective. Main aspects which could be used in marketing are stressed. 1) The first aim of the thesis is to support or explode a theory about current slim ideal in women and athletic body in men and furthermore struggling of men and women to fulfill this ideal by dieting or exercise. 2) The second aim is to find how exactly body image is used in printed adverts on cosmetics, medicines, food supplements and medical devices distributed in pharmacies. Methods: Questionnaire study, analysis of adverts on leaflets. Results: Aim 1: A total of 43 subjects were included in the study, 28 females, 15 males. The majority of subject had university education (35 subj.), none of the subject had only basic level of education. The most frequent residence included Prague (30 subjects). Two hypotheses were statistically confirmed in the study, i.e. Hypothesis 7: Women more than men are aware of the fact, that advertisements do influence their feeling about what they want to look like (p=0.004) and Hypothesis 13: The desire to loose weight is dependent on age (p=0.002). In women, slim body is preferred, while in men the best body would be athletic one. Aim 2: The percentage of total area which aimed at body image differs substantialy within the analysed sample (minimum 4%, maximum 36% of total area of the leaflet). Body image is most frequently used in adverts on cosmetics. In general, it seems, that the area dedicated to body image is very similar across all cathegories. Most of the adverts showed woman's body or its parts. If a man was shown, it was always in a particular social role (a father, a grandfather). Conclusion: Basic presumptions and hypotheses about body image of men and women in our society were confirmed. In line with published literature data, the women's ideal would mean a slim lady who takes care of herself. In men, it is a tall handsome browny man with friendly nature. A certain pilot study into printed adverts on various products sold in pharmacies also confirms wide use of body image in advertising on cosmetics and also over the counter sold medicines. Also in this part of the thesis a compliance with literature-published data concerning use of body image in advertising was found.

This diploma thesis looks into a problem of television advertisement, what is still the most perceived form of advertisement. In the introduction is defined concept of advertisement and its history, functions and there is concisely described only just television advertisement too. Other section of theoretical part refers to creation of advertising campaigns, what instruments are used there and how to measure advertisement's success. Practical part examines results of questionnaire research. In the conclusion is defined some recommendations for creators of television advertisement focused on college students.

ABSTRACT  Date: 9th of June 2020 Level: Bachelor thesis in Business Administration, 15 cr  Institution: School of Business, Society and Engineering, Mälardalen University  Authors: Rikesh Chouhan Johannes Yakoub       (97/04/13)                     (96/09/02) Title: How do gym-brands differentiate in a crowded market? Tutor: Edward Gillmore  Keywords: Advertisement, Brand perception, Competitive strategies, Branding. Research Questions: How are the major gym companies differentiating in order to attract new customers and keeping their old customers?  What views do customers have on the different actors in the gym sector? Purpose: The study is conducted to see how gym-brands can differentiate and  survive in such a crowded market. Method: A Mixed method, deductive study has been conducted. The authors collected their data through secondary sources on the internet and through a survey. Conclusion: The paper confirmed that the perception gym companies create are the same perception that members have of the targeted gym. Factors such as cost, flexibility and family/friends are key to get new customers. By using advertising and competitive strategies to differentiate they succeed to present their perception.

Title of the Master's Thesis: Tobacco Products Regulation Abstract: The submitted diploma thesis focuses on the issue of tobacco products regulation. The aim of the work is to analyse substantive law governing tobacco products in all its aspects so that the work provides a comprehensive overview of substantive law with regards to tobacco product's "life cycle", from production to consumer. The first chapter describes the methodology and existing literature, providing the reader with an overview of key sources on which it was possible to base the writing of the work. The second chapter deals with historical developments and applicable law at the European and international level. The following chapters deal with the individual aspects of tobacco product's regulation. Chapter 3 deals in great detail with the regulation of the product itself (i.e. product layout, content and ingredients, requirements for its packaging, and requirements for traceability and traceability of products). In the Czech Republic relatively benevolent regulation of tobacco products advertising is covered in Chapter 4. The issue of restrictions on use and sale of tobacco products can be found in Chapter 5, including the recently introduced ban on smoking in restaurants, bars, cafes and similar premises. To provide full overview, the last...

The goal of this thesis work is to develop a methodology to optimize advertisement targeting inside the Spotify platform. By understanding the relevance of advertisements to users, the advertisement efficacy can be improved leading to an overall reduced advertisement load, to a better user experience, and to an increased advertisement revenue. Three types of advertisement are delivered inside the Spotify platform: house advertisements, which promote the Spotify premium subscription, label advertisements, which promote artists and albums and commercial advertisements, which promote external brands or products. For each type, machine learning models were implemented to optimize the matching of advertisements to users. The house advertisement targeting focused on maximizing the conversions of users from free to premium subscriptions. Unlike traditional advertisement targeting models, which focus on estimating the user probability of converting, the proposed approach focuses on estimating the change in probability of converting when an advertisement is delivered, so that only impressions producing a true uplift are delivered. The targeting of label advertisements optimized the number of users starting to listen to the advertised music. The implemented approach delivers relevant advertisements based on an evaluation of the affinity between the user's music and the advertised music and on the user's listening behavior. The commercial advertisement targeting optimized the number of clicks on advertisements. Given that commercial advertisements advertise external products, the main challenge faced was the lack of relevant data to inform the targeting. The implemented approach tries to deal with this problem by combining feature based methods with collaborative filtering methods. The main contribution of this thesis work is the implementation of machine learning models to improve advertisement targeting inside the Spotify platform. In particular, the proposed methodology uses uplift modeling, with a modified approach to handle bias in the training data, and also makes use of meta-data to better understand the context of the campaigns.

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