For years political fundraising was structured around who could raise the most to outlast their opponent. The 2016 presidential elections showed that this standard was no longer the case. Fundraising was a core aspect of campaign finance that was further advanced with the introduction of Citizens United. It established new outlets of fundraising known as super PACs that changed the dynamics in campaign finance. This further incentivized presidential candidates to raise as much funds as they could. Former Governor of Florida Jeb Bush embodied this new gold standard in his 2016 campaign run. On the other hand, celebrity mogul Donald Trump completely defied all standards with his self-funded 2016 campaign. Bush’s defeat and Trump’s victory represents a new era of campaign finance for future elections.

In this thesis, I seek to undermine the enduring myth that Richard Nixon lost the 1960 televised presidential debates because of John F. Kennedy’s superior looks and overall glamour. Although I do concede that Nixon lost the debates overall, I argue that Nixon gave his best performance in the third debate. Using Nixon’s third debate strategy as a victory paradigm, I show how Nixon could have bested Kennedy in the other debates.

<p>Special interest money enters politics in a number of ways: Politicians solicit contributions that help in their election campaigns; they enrich themselves while in office by accepting bribes; or, increasingly in many countries, they go through the "revolving door" and take up lucrative post-government jobs in companies that were affected by their decisions in office. The central argument I make in this dissertation is that these different types of special interest money can act as functional substitutes and that their prevalence is a strategic choice. I examine this strategic choice theoretically and empirically, and provide insights into the consequences it has for policy and voters. I focus on two main factors: First, what consequences does the legal environment have? Second, what is the effect of the political environment? </p><p>Chapter 1 lays the theoretical groundwork. I study a formal model of political competition that determines whether and how special interest money enters politics. I show that laws criminalizing bribery or restricting campaign contributions lead to substitution effects and make other types of special interest money more common, in particular the revolving door. I also study the effect of legal restrictions on equilibrium policy and demonstrate that it only moves policy towards the median voter under certain circumstances. Higher political competitiveness leads incumbents to solicit campaign contributions, whereas the absence of competitiveness provides leeway for personal enrichment.</p><p>I test the effect of the legal and the political environment on the types of special interest money empirically, using newly assembled data from the world's two largest democracies. Chapter 2 examines the effect of the degree of political competition on the choice between personal enrichment while in office and campaign spending in India. Making use of detailed mandatory asset disclosure data of state assembly members that run in consecutive elections, I show that candidates with ties to business groups increase their wealth to a higher degree when they are electorally secure. Conversely, they hold larger cash reserves, which are crucial in campaigns, the less electorally secure they are. Using a survey experiment, I show that the way special interest money is used matters to voters.</p><p>Chapter 3 asks where tougher regulations of money in politics comes from. I argue that political entrepreneurs running on an anti-corruption platform play an important role and provide a simple formal exposition of the conditions under which voters are willing to vote for them. The implications of the model are tested for one of the most successful electoral performances of an anti-corruption party of our time: the 2013 debut of the Aam Aadmi Party (AAP) in state elections in Delhi in India. Analyzing three rounds of pre-election surveys with a total of more than 40,000 respondents and election outcomes at the polling-booth level, I provide empirical support for the central insights of the formal model.</p><p>Finally, in Chapter 4 I study the effect of stricter regulations of bribery and campaign contributions on the revolving door, exploiting regulatory variation among the 50 state legislatures of the United States. Using a series of multilevel regression models, I show that former legislators are more likely to go through the revolving door and become lobbyists in states that make politicians less dependent on campaign contributions from special interests and that make it harder to earn money while in office. This suggests that politicians' movement into the private sector upon exiting office can act as a substitute for other types of special interest money.</p> / Dissertation

The focus of this thesis is on the subject of social advertising. The first part of the thesis presents a theoretical base related to the subject. This part is focused on a specific type of social advertising, its characteristics, the differences between theory and practice in terms of social marketing and its objectives. Along with these topics, the history of social marketing, its methodology and implementation in the Czech Republic and United States of America will be revealed as well. There are also specified differences between social and commercial marketing, common subjects of social advertising and ethical aspects of social marketing. This part is also implicated with an evaluation of effectiveness of social marketing, non-profit organizations and societal responsibility. The practical part of this thesis is examined using the semiotic and image analysis; a sample of twenty-seven campaigns of social advertising which have appeared in the Czech media scene during the years of 2012 and 2013. The objects of this analysis are printed advertisements, outdoor campaigns and several commercial spots of social advertising. In the last part of the thesis, there are mentioned areas of social advertisements which are currently the most focused on. That is examined using the content analysis.

Title: Pilsner Urquell sponsorship of Czech ice hockey national team The Objective of the Thesis: The goal of this thesis is to create a comprehensive proposal of partnership activities between Pilsner Urquell and the Czech national ice hockey team for the 2016/2017 season. The conclusions and recommendations of this thesis are based on a thorough analysis of the same partnership in the 2014/2015 season within the frame of ICE HOCKEY campaign. Method: There were multiple methods of qualitative analysis used in the research section of the thesis. The relationship between both the sport association and Pilsner Urquell was analysed using a case study, document analysis and direct observation, with communication campaign as well. The data collection process was facilitated by a structured interview with the marketing department of both sides. Results of the thesis: The outcome of this thesis is a comprehensive proposal of a PR campaign for the 2016/2017 ice hockey season. The proposal includes concrete communication measures and initiatives that establish the partnership between the Czech National Ice Hockey Team and the Pilsner Urquell company. All individual initiatives are described in terms of their mission in the context of the overall partnership, the steps required to their realization, and...

Title: Football recruitment campaign in the Czech Republic Objectives: The main objective of this study is based on mapping and analysis of current practice and implemented recruitment campaigns in Czech football to find the flaws and the ideal model for devising measures to improve and effectiveness of these campaigns. Then identify and get to know the target group of parents of young footballers. Methods: In this work we were used methods of case studies, statistical data analysis and involved observation in the context of mapping the current practice of football recruitment campaigns in the Czech Republic. Further, a questionnaire survey among parents of current footballers to 18 years to identify the target group of football recruitment campaigns. Everything was supplemented by expert interview with a representative of the FACR. Results: In the Czech Republic there are two major football recruitment campaign, My first club and My first goal. Communication channels and tools of both campaigns were analysed in detail and presented their results. The questionnaire survey brought the identification of target groups for these recruitment campaigns. Thanks to lessons learned were proposed recommendations for researched campaigns. Keywords: football, campaign, marketing, communication, recruitment,

The diploma thesis called "The Framing of the Topic of National Indebtedness in MF DNES and Právo before the Election to the Chamber of Deputies 2010" deals with a concrete example of framing in Czech media praxis. The national indebtedness was one of the key topics during the pre-election campaign. The coverage of this topic is analyzed in two Czech newpapers - Mladá fronta DNES and Právo. The diploma thesis describes the frames used in the coverage and compares framing in both newpapers.

The atmosphere of the election campaign before the elections in October 2012 was not such fierce as during the last campaign. It was mainly due to absence of a major topic that would polarise the society, like the health fees in 2008. The ČSSD tried to find a similar controversial topic that might have been the church restitutions for a moment. The purpose of the negative campaign was to discourage people from voting the governmental parties ODS and TOP 09, but it also could weaken the KDU-ČSL that was and still is closely connected with churches, especially the catholic church. The representatives of the KDU-ČSL themselves didn't publish any opinions concerning this matter, with only few exceptions. The purpose of this thesis is to analyse and evaluate the media output of the KDU-ČSL during the election campaign that was run before the elections to the regional governments and the Senate. In the first part, the outline of the media strategy of the KDU-ČSL is introduced. The next part is devoted to a quantitative content analysis that compiles an overview of the regional media in the respective regions. The following qualitative analysis describes the media outputs devoted to the KDU-ČSL and its leaders. In the final part, the whole campaign of the KDU-ČSL is evaluated, together with the...

The subject of this thesis is to provide theoretical and knowledge basis needed for creation of communication campaign and to analyze preparation of specific communication campaign created by Vodafone Czech Republic a.s. in a time of financial crisis together with analysis of market environment and company's position at that time. The thesis depicts in detail subsequent steps of campaign preparation, from goals definition, choice of right benefits to execution of the campaign. It also evaluates the impacts of the campaign on the position of the company from the market and customer perspective.

The thesis deals with a form of modern marketing with respect to its application in a political environment. Thesis deals with the specifics of marketing in politics and issues are approached in the evolution of marketing campaigns around the last sixty years. The theoretical part also deals with the strategy of creating campaign. Political parties are classified by level of use of marketing instruments in their election campaigns, using a method of well-known political marketing expert - J. Lees-Marshment. The practical part is an analysis of selected marketing campaigns of Czech political parties according to the parameters described in the theoretical part. Based on the results of the analysis was drawn up a list of recommendations to create a campaign of a hypothetical political party.