This thesis is devoted to the election and political marketing topics. I analysed different types of political marketing tools and guerilla marketing tools. Guerilla marketing is a special marketing form suitable for some campaign situations. Moreover we can use it for campaign optimization. This optimization is the core of this topic. It is important to find the best tools, with the lowest expenses for our preferred voters. In addition to that, I introduced several kinds of campaign tactics useable in the Czech politics. There are also election campaign proposed budgets for different types of the Czech elections.

Domestic violence against women (DVAW) is a global pandemic that affects approximately one in three women living in the United Kingdom. One of the biggest challenges in combating and preventing DVAW is the underreporting of incidences to law-enforcement by victims and the collective silence of bystanders who are aware of the abuse but choose to remain silent (i.e. social silence). This degree project compares evidence regarding social silence and underreporting of DVAW and how DVAW is represented in British awareness campaigns to answer the research question: What gaps exist between evidence available in respect of contributing factors to social silence and underreporting of DVAW and how key players in the space of DVAW prevention in the United Kingdom (UK) represent DVAW in public awareness campaigns aimed at addressing these issues? A literature review served to establish state of the art evidence and was followed by a Foucauldian discourse analysis of selected visual media texts from awareness raising campaigns published by British key players (i.e. NGOs and government agencies) in the area of DVAW. The analysis was conducted in three stages: 1) relevant discourse fragments were identified according to strict sampling criteria, 2) texts were analysed with a step-by-step approach, in order to identify key themes and a typical sub-sample of discourse fragments, and 3) an in-depth analysis of two typical campaign texts was conducted. The analysis revealed that a range of misalignments and gaps exist. DVAW is represented in isolation as an issue of individuals rather than society. Some of the most problematic attitudes contributing to social silence and underreporting of DVAW such as victim blaming remain largely unaddressed. Victims of DVAW are represented in isolation and the responsibility to act and stop the abuse is often placed on the them. Perpetrators of DVAW in particular, but also men in general, are largely excluded from the discourse. Instead of encouraging victims and building their confidence, a bleak picture of isolation and fear is painted in campaign texts. Some of the discourse fragments included in the analysis appear to perpetuate the very misconceptions and stereotypes they are trying to address. There is ample opportunity for British key players in the space of DVAW to take a leading role in challenging the current discourse and assume their role of influencer in the fight to break social silence and increase the reporting of DVAW.

Indiana University-Purdue University Indianapolis (IUPUI) / The Smokey Bear Campaign is one of the most popular and recognized public communication campaigns in the United States. The Advertising Council began the Smokey Bear campaign in 1944 and it is the longest running public communication campaign in the United States. Through a rhetorical narrative methodology, this study analyzed Smokey Bear advertising pieces from its inception through the present. The analysis of the advertising pieces was organized by narrative elements of the campaign, such as narration, themes, characters, and major and minor events with a focus on philanthropic composition relating to awareness and behavior change messaging. The following question is answered: what kind of messaging focus does the Smokey Bear campaign deploy and what aspect of philanthropy does the Smokey Bear campaign seem to be achieving? Conclusions on the philanthropic aspects of public communication campaigns are drawn based on the analysis of the Smokey Bear campaign.

Online marketing professionals' perceptions about the challenges have got huge importance on marketing campaigns and conversion rates. Online marketing professionals' effective digital marketing strategies are crucial for businesses and clients to grow. However, marketers are facing several challenges in optimizing campaigns, and how they perceive them can affect the whole outcome of the campaigns, the clients' success, as well as certain markets. Understanding their perceptions is important for developing effective strategies and improving conversion rates. Therefore, this research aims to explore the perceptions of challenges that marketers are facing when it comes to optimizing online marketing campaigns. The data for this qualitative project was collected through a total of 9 interviews, of which 4 were in-depth, and 5 were conducted to support or refute the discovered themes. All of the interviewees are highly-experienced online marketing professionals who are currently working in this field. The findings of this study are divided into 5 themes, and each theme has a challenge and a solution part. Marketing professionals can perceive the challenges along these 5 themes when optimizing campaigns to improve conversions. These 5 themes cover: (1) client communication, (2) applied methods, (3) internal factors, (4) external factors, and (5) timeframe. The marketers perceive the challenges in our studied topic along the 5 identified factors below: (1) do not understand each other with the client, (2) there is no clear idea about what kind of methods can work, (3) they have a limited effect on the company's internal factors, (4) external factors cause an anomaly, (5) lack of long-term goals. They can overcome these with client-centric communication, clear ideas, a well-thought-out decision-making approach, market-appropriate strategies, and long-term goals.

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The French Expeditionary Corps that fought in Italy during World War II was a French army, but that description must be qualified. Therefore this thesis asks two questions: how did France manage to send the equivalent of an army to Italy if French military leadership in 1943 had no direct access to French manpower resources; and the most important question since it is unique to the historical debate, why were the troops that were sent to Italy so effective once there when compared to the 1940 French army? To answer the first question, it was a French colonial army - soldiers mainly from Africa - that enabled France to send an army to Italy. The second question was not so easily addressed and is actually composed of two parts: current scholarship finds that at the tactical level French troops of 1940 no less capable than the troops in Italy, but more importantly it was the French military leadership's willingness to expend the lives of their colonial solders with little regard that allowed the French Expeditionary Corps to allow the United States Fifth Army to enter Rome just days before the Allied invasion of Normandy. And in order to understand why the French military was willing to expend the lives of its African soldiers, this thesis also had to examine the French colonial system dating to the eighteenth and nineteenth centuries. Finally, this paper explores the different components of leadership that each army, which were African (primarily from North Africa and French West Africa) and metropolitan (mostly from European France), used to lead and direct their men. Thus, this study is more than just a pure military history. It is also a cultural and social history of France in relation to its colonies.

Mémoire numérisé par la Direction des bibliothèques de l'Université de Montréal.