<p>Problem: What type of messages can be used to make ‘saving the environment’ more appealing to individuals, in order to encourage them to act environmentally friendly?</p><p>Purpose: Our focus is the challenge of convincing consumers to save electricity in the Netherlands. Using two different types of messages, environmental and financial, our aim is to identify which characteristics of marketing messages are more effective when trying to encourage individuals to act environmentally friendly.</p><p>Method: Interviews with relevant organizations are held in order to see what professionals say about the environment and marketing. Questionnaires are distributed to see what the general opinion is and finally a case study is conducted to investigate the effectiveness of several messages on people’s electricity consumption.</p><p>Conceptual Framework: The theory of social marketing is being used, derived from nonprofit marketing. A communication model is applied to the findings, just as the concept of mental accounting.</p><p>Conclusion: Our research showed a clear preference for rational based messages that provide benefit claims, that are one sided messages, which are positively framed, focusing on the personal benefits resulting from the change in behavior and finally people should be able to draw conclusions on their own, but they should be given enough directions in the message to draw their conclusion.</p>

Problem: What type of messages can be used to make ‘saving the environment’ more appealing to individuals, in order to encourage them to act environmentally friendly? Purpose: Our focus is the challenge of convincing consumers to save electricity in the Netherlands. Using two different types of messages, environmental and financial, our aim is to identify which characteristics of marketing messages are more effective when trying to encourage individuals to act environmentally friendly. Method: Interviews with relevant organizations are held in order to see what professionals say about the environment and marketing. Questionnaires are distributed to see what the general opinion is and finally a case study is conducted to investigate the effectiveness of several messages on people’s electricity consumption. Conceptual Framework: The theory of social marketing is being used, derived from nonprofit marketing. A communication model is applied to the findings, just as the concept of mental accounting. Conclusion: Our research showed a clear preference for rational based messages that provide benefit claims, that are one sided messages, which are positively framed, focusing on the personal benefits resulting from the change in behavior and finally people should be able to draw conclusions on their own, but they should be given enough directions in the message to draw their conclusion.

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konsumenterna för att kunna tränga igenom ett samhälle starkt präglat av mediebrus. Deträcker inte att öka frekvensen av reklam då konsumenter visar en allmän reklamtrötthet. Dentraditionella marknadsföringen har tappat sin effekt och nya marknadsföringsmetoder, såsomgerillamarknadsföring, har vuxit fram. Genom annorlunda metoder kommunicerargerillamarknadsföraren med mottagaren med målet att nå maximal effekt med minimalaresurser. Denna metod har främst tillämpats i små och mellanstora företag, medan störreföretag tenderar att förbli mindre innovativa i sin marknadsföring. Däremot finns det brist påforskning som visar att gerillamarknadsföringen är tillräckligt effektiv trots sina kreativametoder. Studien undersökte således hur kombinationen av traditionell marknadsföring ochgerillamarknadsföring kan användas som ett alternativ i större företag. Studien syftade till attöka förståelsen för hur större företag kan lyckas med att kombinera dessa två metoder. Dennafallstudie undersökte på vilket sätt kreativitet, trovärdighet och budskap framkom genomkampanjen Nyöppning i Mobilia för en nyöppnad Willys stormarknad i centrala Malmöhösten 2013. De använda metoderna, semistrukturerade intervjuer samt fokusgrupper,kompletterade varandra. Uppsatsen byggde på teorier om konsumentbeteende som rördekreativitet och trovärdighet, den traditionella marknadsföringsmixen samtgerillamarknadsföringens kommunikationsverktyg. I analysen jämfördes empirin med denteoretiska analysmodellen och sökte efter framträdande mönster och nya upptäckter. Detframkom att trovärdighet bygger på långsiktighet och kan inte enbart formas utifrån ettkortare och tidsbegränsat kampanjsamarbete. Slutsatsen var att denna alternativamarknadsföringsform inte har lyckats tränga fram genom bruset som ett resultat av enmisslyckad integration. Studien visade att Willys hade svårt att vara innovativa i sinmarknadsföringskampanj som ett resultat av rädslan att förlora sin befintliga plats hoskonsumenterna. Dessutom kopplades Willys begränsning till svårigheten att härleda källan tillutfallet då Willys syns i flera kanaler simultant. / Program: Civilekonomprogrammet

The National Party was active in the Czech politics roughly from 2000 to 2009.Despite the fact that the party had great political ambitions, it did not make any major electoral gains. The National Party is described in detail in chapters devoted to the formation of the National Party, its political agenda, ideological classification, to individuals and organizations participating in the establishment of the National Party, its political marketing, and the results of the National Party in the elections and international cooperation. The thesis addresses the following research questions: Why was the party unsuccessful? Concerning political marketing, were the selected communication channels adequate and was the way the party communicated correct? and Is there demand for a similar party in the Czech Republic at the moment?. We will answer the questions raised by applying a theoretical framework based on Cas Mudde's publication Populist Radical Right Parties in Europe and Alina Polyakova's study Explaining Support for Radical Right Parties in New Democracies: The Limits of Structural Determinants and the Potentiality of Civil Society, and also by conducting a survey which will research citizens' stands on various political issues.

Author's name: Bc. Mácha Slavomír School: Social Science & Philosophy Dept. Faculty of Education Charles University, Prague Graduate Program (Single Major): Master Degree (Mgr.) in Teaching Social Sciences, Philosophy, and Ethics in High Schools and Higher Professional Schools Title: The Role of the Media in Shaping Public perceptions and Political thinking in the Czech Republic Consultant: PhDr. Josef Stracený, CSc Number of pages: 97 + 1 attachments Number of attachments: 1 Number of marks: 202412 Number of literature: 56 Number of web pages: 33 Year: 2012 Key words: role of the media, political marketing, political thinking, public opinion, media manipulation, media function, advertising in politics, message effects, active and passive audience, voter, citizen, social networks, This thesis aims to prove the role of media in shaping the public perception and political thinking in the Czech republic. Thesis was worked up by analysing specialised literature concerning the above topics. The role of the media in shaping the public opinion and the views of major political and social problems are being investigated in the long-term surveys. It is legitimate (nebo generally accepted) that all we know, believe or think about what happens in the outside world is sometimes shaped into a form that reflects...