The submitted thesis "Political marketing in the Czech Republic: comparison of application of political marketing on municipal and senate elections in 2014 " concentrates on the analysis of application of political marketing on municipal and senate election campaigns in 2014. The thesis analyses in detail the tools that were used in campaigns. The first chapter defines the theory and origins of political marketing. The second chapter concentrates on tools, strategies and new ways of using political marketing. The third chapter introduces the term permanent campaign and its effects on growing professionalism in election campaigns. In the fourth chapter author presents researched political subjects and the last chapter analyses the election campaigns.

Submitted by Renata Lopes (renatasil82@gmail.com) on 2017-08-24T14:56:05Z No. of bitstreams: 1 matheusgomesmendoncaferreira.pdf: 1488127 bytes, checksum: 11208e62a2884b0788b69c06085b3aeb (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2017-08-25T11:54:08Z (GMT) No. of bitstreams: 1 matheusgomesmendoncaferreira.pdf: 1488127 bytes, checksum: 11208e62a2884b0788b69c06085b3aeb (MD5) / Made available in DSpace on 2017-08-25T11:54:08Z (GMT). No. of bitstreams: 1 matheusgomesmendoncaferreira.pdf: 1488127 bytes, checksum: 11208e62a2884b0788b69c06085b3aeb (MD5) Previous issue date: 2016-11-10 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Afirmar que as eleições 2014 no Brasil resultaram na divisão eleitoral entre Norte/Nordeste e Sul/Sudeste não é a melhor maneira de compreender este processo político. Os dados mostram que há uma disputa particular dentro de cada estado e que cada eleição deve ser compreendida não só pelo histórico eleitoral de processos anteriores, mas também através de uma lógica interna própria ao momento em que ocorre. Essa equivocada polarização entre macrorregiões conduz o leitor a interpretar o voto a partir de uma lógica puramente econômica, ao passo que este estudo avança sobre a necessidade de pensar o eleitor sobre as multifaces do voto. / To affirm that the 2014 elections in Brazil resulted in the electoral division between North / Northeast and South / Southeast is not the best way to understand this political process. The data show that there is a particular dispute within each state and that each election must be understood not only by the electoral history of previous processes but also by an internal logic proper to the moment in which it occurs. This mistaken polarization between macro-regions leads the reader to interpret the vote from a purely economic logic, while this study advances the need to think about the multifaceted voters.

The political marketing established in the Slovak Republic over the time and became a relevant part of the Slovak elections. Presidential elections in 2014 showed, that there is sufficiently large space for the application of political marketing. The aim of this thesis is to evaluate the election campaign of Andrej Kiska in presidential elections in 2014 in terms of usage of political marketing tools. The ambition of this work, is to show the extent and the exact form of the tools which were used in this campaign, based on the theoretical framework. Another object of this work is to describe, how was the results of presidential elections in 2014 perceived by Slovak public, how happy were the Slovak voters with the results of the elections and which arguments dominated in favor of Andrej Kiskas election.