This diploma thesis deals with marketing translation from German to Czech. The aim was to analyse several articles from a promotional magazine in order to prove whether the translation process of these articles meets the requirements of transcreation and whether these articles are adapted to the needs of Czech customers and market. The thesis consists of two parts. The theoretical part deals with the language of advertising in both German and Czech and also with the terms adaptation, localization and transcreation within translation studies. The empirical part contains an interview with an employee of the company which distributes the analysed promotional magazine, and an analysis of the articles based on the model of Katharina Reiß. The results show that according to the criteria based on the work of Daniel Pedersen and Nina Sattler-Hovdar, the translation process of these articles can be considered as transcreation. Both the interview and the analysis also prove that an adaptation to the needs of Czech customers and market takes place, even though to a lesser extent than expected.

The principal aim of this thesis is to assess the state of the mobile marketing as of the first quarter of 2011 and to discuss various scenarios of the future development. This thesis defines the terms "mobile marketing" and "mobile advertising" and identifies the main players in the industry. It explores the main categories of mobile advertising such as mobile messaging, in-content and mobile internet advertising. Later, it analyzes the latest trends in the industry and describes in detail the advancements in QR tagging, location based advertising and augmented reality.

A presente dissertação busca radiografar a realização de \"São Paulo Sociedade Anônima\" (que teve o título provisório \"Agonia\"), escrito e dirigido por Luiz Sérgio Person. O filme foi produzido em 1964 pela Sòcine Cinematográfica Ltda., fundada por Renato Magalhães Gouvea, e lançado em 1965. A pesquisa concentrou-se no arquivo do produtor, que tem um material quase totalmente original, que vai da lista dos acionistas até as mais de 30 críticas, inclusive da imprensa italiana, além de entrevistas e depoimentos inéditos de Person. O material complementar foi obtido na biblioteca da Cinemateca Brasileira. A partir das leituras, foram realizadas entrevistas com o próprio Renato, com o montador Glauco Mirko Laurelli e com a atriz Ana Esmeralda. \"São Paulo Sociedade Anônima\", além de suas qualidades artísticas, teve um modelo diferenciado e profissional de produção e, principalmente, de marketing. Para completar, fiz a proposta estética de remontar o filme, colocando a narrativa original, de flashbacks, em ordem cronológica sequencial e acrescentando-se trecho da poesia \"Agonia\", de Vinicius de Moraes, que serviu de inspiração para Person. / This dissertation tries to radiograph the realization of \"São Paulo Sociedade Anônima\" (originally titled Agonia), a motion picture wrote and directed by Luiz Sérgio Person. Sòcine Cinematográfica Ltda. (founded by Renato Magalhães Gouvea) produced the film in 1964 by and released it in 1965. The research focused on the producer files, an almost completely original material, from the shareholders list to more than 30 newspapers including Italian newspapers critics reviews, besides unpublished Persons interviews and declarations. The Library of Cinemateca Brasileira provided complimentary material. From those readings, interviews were made with Renato Magalhães Gouvea, the film editor Glauco Mirko Laurelli and actress Ana Esmeralda. Besides its artistic features, \"São Paulo Sociedade Anônima\" showed a differentiated and professional production and, mainly, a marketing model. Finally, the author of this dissertation presents the aesthetic proposal of re-editing the film, arranging in sequential chronological order the original narrative, compounded of flashbacks, and including a fragment of Vinicius de Moraes poem \"Agonia\", which inspired Person.

Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2016-09-12T19:13:30Z No. of bitstreams: 1 ROBERTO BIANCHI CATARIN.pdf: 1296382 bytes, checksum: 6197b473f130cc5323bdde096e6488c8 (MD5) / Made available in DSpace on 2016-09-12T19:13:30Z (GMT). No. of bitstreams: 1 ROBERTO BIANCHI CATARIN.pdf: 1296382 bytes, checksum: 6197b473f130cc5323bdde096e6488c8 (MD5) Previous issue date: 2016-05-04 / This research has the purpose of political communication focusing on canvass, in the context of media democracy. On this basis, outlines to the research problem: studying how the canvass has appropriated from the media democracy context to expose your messages, the use of reason and emotion, selling dreams to the voter and other issues such as criticism of the opponent and the promises they do. The research objective is to highlight the types of prepared content to be transmitted to voters who attend the free election time, analyze the arguments, the quality and content of such placements, as well as highlight the distinctions between them, and evaluating their effectiveness, their main features, which set them apart and what resources they used to attract attention and the popular vote. The methodology was the analysis of content, since you want to understand what are the main signs and characteristics defined by the parties and the candidates at the time disclosed. Six categories have been defined for the analysis of ten videos of television free Airtime the three candidates, both the first as the second round. We conclude that the candidate Dilma Rousseff was the most advantage of all strategic artifices of political communication, electoral propaganda, appropriate of media democracy, with strong emotional appeal in the categories analyzed, resulting in a narrow victory, the most disputed today however, a positive result for the reelection campaign of President. / Essa pesquisa tem como objeto a comunicação política com foco na propaganda eleitoral, no contexto da democracia midiática. Partindo deste princípio, delineia-se o problema de pesquisa: estudar como a propaganda eleitoral tem se apropriado do contexto da democracia midiática para expor suas mensagens, o uso entre a razão e a emoção, a venda de sonhos ao eleitor entre outros assuntos como as críticas ao adversário e as promessas que realizam. O objetivo da pesquisa é destacar os tipos de conteúdos elaborados para serem transmitidos aos eleitores que assistem ao horário eleitoral gratuito, analisar os argumentos, a qualidade e o teor de tais veiculações, assim como destacar as distinções entre eles, avaliando assim sua efetividade, suas principais características, o que os diferenciava e quais os recursos que usavam para atrair a atenção e o voto dos eleitores. A metodologia adotada foi a análise de conteúdo, uma vez que se deseja compreender quais são os principais sinais e características definidos pelos partidos e pelos candidatos no momento de serem divulgados. Foram definidas seis categorias para a análise de dez vídeos do horário eleitoral gratuito na televisão dos três principais candidatos, tanto do primeiro, quanto do segundo turno. Conclui-se que a candidata Dilma Rousseff foi a que mais aproveitou de todos os artifícios estratégicos da comunicação política, da propaganda eleitoral, apropriada da democracia midiática, com forte apelo emotivo nas categorias analisadas, resultando em uma vitória apertada, a mais disputada até hoje, porém, de resultado positivo para a campanha de reeleição da presidente

A presente dissertação busca radiografar a realização de \"São Paulo Sociedade Anônima\" (que teve o título provisório \"Agonia\"), escrito e dirigido por Luiz Sérgio Person. O filme foi produzido em 1964 pela Sòcine Cinematográfica Ltda., fundada por Renato Magalhães Gouvea, e lançado em 1965. A pesquisa concentrou-se no arquivo do produtor, que tem um material quase totalmente original, que vai da lista dos acionistas até as mais de 30 críticas, inclusive da imprensa italiana, além de entrevistas e depoimentos inéditos de Person. O material complementar foi obtido na biblioteca da Cinemateca Brasileira. A partir das leituras, foram realizadas entrevistas com o próprio Renato, com o montador Glauco Mirko Laurelli e com a atriz Ana Esmeralda. \"São Paulo Sociedade Anônima\", além de suas qualidades artísticas, teve um modelo diferenciado e profissional de produção e, principalmente, de marketing. Para completar, fiz a proposta estética de remontar o filme, colocando a narrativa original, de flashbacks, em ordem cronológica sequencial e acrescentando-se trecho da poesia \"Agonia\", de Vinicius de Moraes, que serviu de inspiração para Person. / This dissertation tries to radiograph the realization of \"São Paulo Sociedade Anônima\" (originally titled Agonia), a motion picture wrote and directed by Luiz Sérgio Person. Sòcine Cinematográfica Ltda. (founded by Renato Magalhães Gouvea) produced the film in 1964 by and released it in 1965. The research focused on the producer files, an almost completely original material, from the shareholders list to more than 30 newspapers including Italian newspapers critics reviews, besides unpublished Persons interviews and declarations. The Library of Cinemateca Brasileira provided complimentary material. From those readings, interviews were made with Renato Magalhães Gouvea, the film editor Glauco Mirko Laurelli and actress Ana Esmeralda. Besides its artistic features, \"São Paulo Sociedade Anônima\" showed a differentiated and professional production and, mainly, a marketing model. Finally, the author of this dissertation presents the aesthetic proposal of re-editing the film, arranging in sequential chronological order the original narrative, compounded of flashbacks, and including a fragment of Vinicius de Moraes poem \"Agonia\", which inspired Person.

Title: Advertising campaign of the event Týden hokeje on Facebook Purpose: The main objective of this thesis is to prepare, implement and analyze the results of the Facebook advertising campaign for the event Týden hokeje, which is a part of the four-year project of the Czech Ice Hockey Association called Pojď hrát hokej. Methods: Methods in this thesis relate to two areas: advertising on social network called Facebook and qualitative research. Due to the specifics of Facebook advertisements this thesis also provides instructions for creating an advertising campaign on this network using the tools of Power Editor software. Efficiency metrics provided by Power Editor were used to evaluate the campaign on the grounds of given research queries, whereas Microsoft Excel was used to process the data of the metrics. In order to summarize all channels of marketing communication of the project and to incorporate the Facebook campaign into their enumeration, a qualitative research in the form of an informal interview with the project manager was carried out. Results: As a result, this thesis brings a stepping stone for creating Facebook advertising campaigns connected with further promotion of the event Týden hokeje. A manual for creating other campaigns is included, together with the feedback and detailed...

This work deals with internet advertising. Describes the basic characteristics of Internet marketing, survey errors that nascent entrepreneurs engage in formulating goals. Discusses the different types of advertising on the Internet usable in terms of functionality, payment options. It also offers an overview of advertising systems that provide these types of ads. In connection with advertising, the work deals with the problem of blocking. On show are the best known systems that block ads, but also ways to bypass such systems. The aim is to give people who want to invest money into advertising, relevant information about our services and help them choose the right type of promotion for your website. According to predefined criteria to verify the suitability of advertising and advertising system on the guesthouse accommodation in Spindleruv Mlyn. The performance is selected advertising system, its functions, a detailed procedure for creating the campaign and its optimization. The results presented show that the ad was chosen correctly. In addition, there are suggested ways to improve an existing campaign.

The theme of the diploma thesis is the Inbound Marketing in the Internet environment. The dissertation is divided into three parts -- theoretical, practical and final. Inbound Marketing characteristic is outlined in the theoretical part along with detailed analysis of its components. The practical part includes the brief description of the computer and console games market in the Czech Republic; analysis of the online shop with computer and console games operated by GameLeader, s.r.o.; and the improvement suggestions for the current online presentation of considered company is presented. Finally, the online Inbound Marketing strategy solution is introduced to be implemented by GameLeader, s.r.o. company.

The diploma thesis was processed at the Hotel Pod Zámkem at Velké Meziříčí. It analyzes and evaluates its marketing communication and examines imperfections in this field. It contains proposals for improving the company promotion, which include new methods of the company marketing communication and their application in practice, leading to a growth of the hotel and the restaurant.

Background: The fundamental aim of utilizing a message strategy is to develop advertising content that captures consumer attention and thereby generates favourable consumer behaviour. Two common approaches in advertising are (i) emotional appeals and (ii) rational appeals. Literature has found emotional appeals to be the superior alternative, but are yet to fully grasp the dynamics of the different emotional appeals as several researchers have called for further establishment and knowledge in the area. In this study, a new approach to emotional appeals has been taken in terms of including a wider range of emotions than has been previously done, and the aim is therethrough to receive a more nuanced and complete understanding of the phenomenon emotional appeals. Purpose: The purpose of this paper is to explain the different effects of emotional message appeals on purchase intention. Methodology: This study utilized an explanatory purpose along with a deductive, quantitative research approach, as well as a cross-sectional research design to test a conceptual model based on six hypotheses. The data collection method was completed through the distribution of a self-administered questionnaire in various online forums. The questionnaire received 212 valid responses. Findings: The hypotheses for four out of the six basic emotions were tested. The Happiness appeal showed to have the most positive effect on purchase intention (0.412), whilst Fear (0.269) and Sadness (0.273) also displayed positive tendencies, even though the Sadness appeal had been hypothesized to have negative effects on purchase intention. Furthermore, the Disgust appeal was - as hypothesized - suggested to have a negative influence on purchase intention (-0.277). The Surprise and Anger appeals displayed insignificant F-values and could thereby not be further investigated. Conclusion: Based on the four remaining emotions an adjusted conceptual model was presented in which one can observe the varying effects of emotional message appeals on purchase intention. This model can be valuable for marketers and marketing practitioners looking to apply emotional appeals as part of their marketing strategies, as well as to researchers looking to more fully understand the dynamics of emotions and emotional appeals in marketing contexts. Last, this study calls for further establishment within the field of emotional appeals in terms of gathering insights into the fluidity of emotions. / <p>Appendix 3 is in a separate file.</p>