The master final paper analyzes the qualitative and quantitative aspects of TV commercial. It gives the analysis of TV commercial development aspects and its peculiarities, presented in Lithuanian and foreign literature, it also presents the role of modern business organizations in communication process. It emphasizes the advantages and disadvantages of TV commercial, the TV commercial development and organizational principles in order to ensure the maximum advertising effect on target audience. The empirical part presents the research results in order to estimate the audience, that are the advertising clients’ potential buyers, attitude to Šiauliai Region Television; and the peculiarities of their behaviour. It also estimates the attitudes and motivation of the clients that use the advertising products provided by Šiauliai Region Television. The research results enabled to confirm the hypothesis and to state that firstly, the audience differentiation should be applied in order to ensure the effectiveness of TV commercial; secondly, Region Television could be socially and economically efficient, if the TV commercial clients’ essential target market segments are this region residents.

Lemiamą įtaką rinkiminės kampanijos evoliucijai turėjo masinių komunikacijos priemonių vystymasis, kuris formavo politinės komunikacijos būdus, santykius tarp partijos ir rinkėjų, taip pat skatino pokyčius politinėje aplinkoje. Rimtu technologiniu impulsu, paskatinusiu pokyčius rinkiminės kampanijos organizavime, tapo televizijos išpopuliarėjimas. Šios masinės komunikacijos priemonės vystymasis paskatino naujų politinės komunikacijos formų atsiradimą. Artėjant rinkimams, televizijos reklaminį laiką užvaldo daugybė reklaminių klipų, kuriuose partijų atstovai, žymus politikai arba kandidatai stengiasi kuo efektyviau pateikti rinkėjams savo politines platformas. Šiuolaikinėje rinkiminėje kovoje, politiniai klipai televizijoje, tai viena iš pagrindinių organizuotų ir kontroliuojamų politinės komunikacijos formų. Mano magistro darbo objektas – šiuolaikinė politinė TV reklama Lenkijoje. Darbo tikslas – išnagrinėti, kaip politinėje reklamoje formuojamas emocinis ryšys tarp kandidato ir rinkėjo, kokią įtaką jis turi elektorato apsisprendimui ir kokie yra svarbiausi politinės TV reklamos bruožai šiuolaikinėje rinkiminėje kampanijoje. Darbo uždaviniai: išanalizuoti šiuolaikinės politinės reklamos sampratą, jos funkcijas, reklaminių klipų formas ir turinio tipus; išnagrinėti politinių rinkimų modernizacijos procesą, politinės reklamos įtaką rinkėjo apsisprendimui; ištirti televizijos ir politinės reklamos vaidmenį rinkiminėje kampanijoje. Tyrime, naudojantis politinių reklaminių klipų... [toliau žr. visą tekstą] / The growth of the television as a part of mass media channel persuaded commencement of new kinds of political communication. Political advertisement in TV became a brightest but also not so clear-cut phenomenon of political being. Political TV spots in contemporary election process war are ones of essential well organized and fully controlled communication patterns. The pattern and targets of the political advertisement where changing in the evolution of general election processes. V. Cvalina asserts that the main goal of the modern political advertisement it’s not the information flue but impact on an advertisement receivers behavior. After analyzing electors behavior author of theory ascertain the fact that a person makes its election decision on an emotional base. The main target of my treatise is to explore and analyze the emotional relationship between the elector and its voting object. What impact it has for making decisions and that are the main ambiences on modern political TV advertisements. The detailed tasks of my researches are to analyze the concept of the nowadays political advertisement, its functions, types of content of the political TV spots and the process of the political election modernization. Also it is important to understand the way electors are making their political decisions. The object of my research is Polish political party of “Civic Platform” and their political TV spots translated due to the General Seym and Senate elections in 2007. B. Dobek... [to full text]

Įtaigi reklama – tai priemonė, padedanti įmonei išsilaikyti ne tik konkurencijos sąlygomis, bet ir pritraukti bei išlaikyti vartotojus. Tačiau atlikus mokslinės literatūros analizę bei empirinius tyrimus pastebėta, jog labai dažnai tai siekiama įgyvendint panaudojant įvairius stereotipinius moters vaidmenis reklamoje, iš kurių didžioji dalis yra moterį žeminančio pobūdžio, vaizduojantys kvailą, naivią, bejėgę, nuo kitų priklausomą būtybę ar net kaip sekso objektą ir kt. Moters stereotipų taikymas reklamoje nėra naujas būdas prekėms bei paslaugoms populiarinti, tačiau nuolatos auganti tokio tipo reklamų gausa bei pritaikomumas, siekiant populiarinti prekę ar paslaugą seksualinėmis bei žeminančiomis potekstėmis, yra viena didžiausių šių dienų marketingo problemų. Problema nuolatos tampa dar sudėtingesnė tuo, jog žeminančio moters įvaizdžio reklamoje pateikimas turi skaudžias socialines pasekmes visuomenėje, už kurias įmonės socialinės atsakomybės dažniausiai nejaučia. / The expression of woman stereotypes in advertising – is about attracting consumers and reaching effectiveness by using stereotype female roles in advertising. But this way of advertising is not always the best way to improve sales because it can cause negative customer and society feelings. As the science researches show: using female stereotypes in advertising downplay human moral and social values, force women to chagrin of her body, forms perverted society perception and behavior and more other serious psychological and social problems. Companies using such type of advertising do not have any social responsibility for their actions.

Pirmoje darbo dalyje pateikiama reklamos samprata ir esmė, apibrėžiamos reklamos vartotojų charakteristikos, identifikuojami jos poveikio vartotojui elementai. Taip pat, pateikiama vartotojų požiūrio ir humoro samprata bei identifikuojami veiksniai, formuojantys vartotojų požiūrį į humorą reklamoje. Antroje darbo dalyje, remiantis anksčiau atliktais tyrimais, pateikiamas veiksnių, formuojančių vartotojų požiūrį į humorą reklamoje teorinis modelis, aptariami Lietuvoje ir užsienyje atlikti tyrimai bei pateikiama ir aiškinama tyrimo metodika. Trečioje darbo dalyje pristatomi empirinio tyrimo rezultatai. / Most people enjoy funny advertisements, so there seems little doubt the use of humor in advertising is popular, prevalent, and growing. Advertising agency executives generally believe that humor positively affects awareness for new products, establishes name registration, communicates simple copy points, and encourages brand switching. But more than anything else, advertisers hope humor will atract customers attention and keeps them ignoring their advertisements. Dispite that, many advertisers agree there‘s a definite downside to the use of advertising humor. It can offend people. The advertisement can be remembered instead of the message. But far worst of all, sometimes it simply isn‘t funny. The object of this research is the customers attitude towards humor in advertising. The aim is to determine the customers attitude towards humor in advertising and create the theoretical model of factors forming their attitude towards humor in advertising. The tasks of this research is to lay the concept of advertising and identify its impact towards costumers, to lay the concept of customer attitude and humor, to find out the factors forming the customers attitude towards humor in advertising and to explore the customers attitude towards humor in advertising. According to the results of the empirical research most of the respondents have positive attitude towards humor in advertising and there are many factors forming customers attitude towards humor in advertising such as humor type... [to full text]

The diploma thesis deals with the business strategy of a chosen quarry within the scope of promotion of one concrete chosen stone product. The thesis consists of two parts - a theoretical and a practical one. The theoretical part introduces the linear information research focusing on the explanation of a definition and dividing of the quarry, granite and its mining, the concept of the company and afterwards the explanation of business strategies, strategical thinking and the company management. In the final part of the linear research the thesis deals with the product itself, its distribution and promotion. The second, practical part focuses on the chosen quarry in the Czech Republic, which is presenting one of its products. On the grounds of a questionnaire research a concrete type of promotion which should lead to better selling of the product and therefore better profitability of the company will be suggested.

Charles University Faculty of Pharmacy in Hradec Králové Department of Social and Clinical Pharmacy Candidate: Lucie Šťávová Supervisor: PharmDr. Jan Kostřiba, Ph.D. Title of diploma thesis: Advertising in Pharmacy The theoretical part of this diploma thesis discusses the problematics of marketing, defines basic terms and specific characteristics of marketing in pharmacy. The next chapter defines basic terms related to the marketing of medicines, discusses its history and current legislation. The last chapter discusses the problematics of internet pharmacies and home delivery of pharmaceuticals. The practical part consists of three chapters. The first one analyzes the printed advertising materials commonly available in pharmacies with the aim to detect possible violation of current legislation. The second chapter analyzes the availability of loyalty programs in pharmacies in Hradec Králové and its terms and conditions. The third chapter analyzes web pages and online presentation of pharmacies in Hradec Králové as well as the availability of home delivery of pharmaceuticals in these pharmacies. According to results, in printed advertising materials of pharmacies the law is frequently being violated, loyalty programs are commonly available in most pharmacies and on the other hand home delivery of...

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Haluzová. K., Ethics and Low in advertising. Diploma thesis. Brno, 2013. This thesis provides a comprehensive view of the development and regulation of advertising messages only within its definition of marketing, but also with regard to the ethical and legal concepts. These concepts are at work made especially with regard to advertising self-regulation, with regard to the Code of Ethics advertising, and the regulations of public and private rights and to assist the understanding of the problems described in the work and serve as a tool for effective advertising in accordance with both the law and the ethics.