Darbo tikslas: įvertinti vartotojų požiūrį į maisto produktų reklamą ir pardavimų skatinimą Pakruojo rajone. Darbo uždaviniai: 1) Įvertinti vartotojų žinias apie sveiką mitybą; 2) Įvertinti vartotojų požiūrį į maisto produktų reklamą; 3) Įvertinti reklaminių akcijų ir maisto produktų pasirinkimo sąsajas. Tyrimo metodika. Tyrimas atliktas 2010 m. liepos-rugpjūčio mėn. Tiriamieji – 18 m. amžiaus ir vyresni gyventojai. Į anketą buvo įtraukti klausimai, susiję su respondentų žiniomis apie maistą, ekologinę produkciją, mitybą, jų pirkimo ypatumus, mitybos ypatumus, maisto produktų pirkimą sąlygojančius veiksnius. Iš viso buvo išdalinta 390 anketų, sugrįžo - 343 (atsako dažnis 87,9 proc.). Duomenų statistinė analizė atlikta naudojant „MS Excel“ programą ir „SPSS for Windows 14.0“ statistinį paketą, sąsajoms įvertinti taikyti t-testas ir chi kvadrato kriterijus. Statistinio pasikliautinumo lygmuo – 95 proc. Rezultatai. 70 proc. pirkėjų domisi informacija, parašyta maisto produkto etiketėje, apie 50 proc. pirkėjų produktus renkasi atsižvelgdami į su sveikata susijusią informaciją. Turguje dažnai arba kartais maisto prekes perka 82 proc. prekybos centrų pirkėjų.. 66 proc. respondentų žinojo apie genetiškai modifikuotus produktus, o 93 proc. manė, kad ekologiški produktai yra sveikesni, 61 proc. domėjosi sveika mityba, 85 proc. žinojo, kad grūdai ir daržovės yra sveikiau nei mėsa, pienas, saldainiai ar cukrus. Tik 9 proc. pirkėjų tiki reklaminiais teiginiais. Tarp svarbiausių veiksnių... [toliau žr. visą tekstą] / Aim of the study: To evaluate consumers' attitude towards advertising and sales promotion of food products in Pakruojis district Objectives: 1) to evaluate consumers' knowledge about healthy nutrition; 2) to evaluate consumers' attitude towards food product advertising; 3) to examine the relationship between promotions and choice of food products. Methods: The research was carried out in July-August 2010. The respondents were adults 18 years of age and older. The questionnaire included questions related to respondents' knowledge about food, organic products, nutrition, their shopping patterns, eating habits, factors influencing food purchase. Of the 390 questionnaires distributed, 343 were returned (response rate of 87.9 %). Statistical analysis of data was performed using MS Excel program and statistical analysis package SPSS 14.0 for Windows, there were t-test and chi-square criterion used in order to evaluate the correlations. The level of statistical confidence is 95 percent. Results: 70 percent respondents are interested in information given in labelling, about 50 percent of consumers choose products according to the health-related information. 82 % of customers often or sometimes buy food products at the market. 66 % of respondents were aware of genetically modified products, and 93 % believed that organic food is healthier. 61 % of respondents were interested in healthy nutrition, 85 % knew that grains and vegetables are healthier than meat, milk, sugar or sweets... [to full text]

Darbo tikslas: Įvertinti sveikatos laidų įtaką Kauno miesto pacientų pasirinkimui įsigyti vaistinius preparatus ir maisto papildus. Darbo uždaviniai: Nustatyti Kauno vaistinės pacientų grupes, kurios žiūri sveikatos laidas; įvertinti pacientų nuomonę apie sveikatos laidas ir jų naudingumą; nustatyti sveikatos laidų įtaką paciento pasirinkimui įsigyti per laidą aptartą produktą; įvertinti farmacijos specialisto konsultacijos reikšmę paciento pasirinkimui įsigyti sveikatos laidoje pristatytą vaistinį preparatą ar maisto papildą. Tyrimo objektas ir metodai: Objektas – Kauno visuomenės vaistinės pacientų požiūris į sveikatos laidas. Tiriamųjų apklausai naudoti anketavimo bei struktūrizuoto interviu metodai. Buvo naudota anketa, sudaryta iš 23 klausimų. Surinktų duomenų statistinė analizė atlikta naudojant SPSS programos 17 versiją. Ryšiai tarp požymių vertinti chi kvadrato kriterijumi, statistinio reikšmingumo lygmuo p<0,05. Rezultatai: Viso tyrimo metu apklausti 434 pacientai, iš jų 258 pacientai buvo žiūrėję ar klausę sveikatos laidų. Dažniausiai sveikatos laidas žiūri ir klausosi: moterys (68,2 proc.), 60-74 metų amžiaus (86,2 proc.); nedirbantys (83,9 proc.); turintys nebaigtą vidurinį išsilavinimą (83,3 proc.); turintys gydytojo diagnozuotą ligą (71,7 proc.) ir pastoviai vartojantys 5 ir daugiau vaistų ar maisto papildų (88,8 proc.). Tyrimas parodė, kad daugumai respondentų (52,8 proc.) sveikatos laidos suteikia naudingos informacijos apie esamas gydymo galimybes, tačiau... [toliau žr. visą tekstą] / Aim of the study: To evaluate the influence of the health broadcast on the Kaunas city patients’ choice to purchase medicines and food supplements Tasks of the work: To identify the patients groups of Kaunas pharmacy, which are watching the health broadcasts; to assess patients' opinion on the health broadcasts and their usefulness; to determine the impact of the health broadcast on patient’s choice to buy the product covered during the broadcast; to assess the importance of the advice of a pharmacy on the patient's choice to purchase the product or food supplement covered during the broadcast. Object and methods: Object – Kaunas’ community pharmacies patients’ opinion about health programs. The study was conducted by questionnaires and structured interview methods. The questionnaire has 23 questions. The statistical analysis of the collected data was performed using version 17 of SPSS program. The relations between the features were evaluated by the chi-square criterion, the level of the statistical significance p < 0.05. Results: During the study 434 patients were interviewed, of whom 258 – watched or listened to health broadcasts. Main listeners and watchers: women (68.2%); 60-74 years old (86.2%); unemployed (83.9%); with incomplete secondary education (83.3%); with the diagnosed disease (71.7%); constantly are taking 5 or more medicines or food supplements (88.8%). The study showed that for the majority of respondents (52.8%) health broadcasts provide useful information... [to full text]

The final thesis is about marketing communication of the expo Země Živitelka, which is the flagship event of the company Výstaviště České Budějovice a.s. The aim is to evaluate the current situation in the company and the effective set-up of fundamental elements of a marketing communication mix. The first part of the final thesis concerns the theoretical approaches to the given topic. The main aspects are defined as marketing and marketing communication, their goals and strategies. The folowing part is about the description of each element of the communication mix focused on current trends and marketing communication on the Internet. The elements of this final thesis are predominantly the theoretical specifications of the expo as a product and its advertising as these are the key cores for the practical part of the final thesis. Firstly, I will introduce Výstaviště České Budějovice a.s. and its services provided. Then the main part is the analysis of the communication mix of the expo Země Živitelka, which includes the description and the evaluation of existing components of marketing communication used by the company. Consequently, the market research is carried out by questionnaires. The aim is to find out the attitudes of respondents to the marketing communication of the expo. The final part of the work introduces the concrete marketing communication solutions to exhibitors and visitors using traditional and modern communication methods.

This Master thesis covers the marketing communications. The main aim of the work is to draft recommendations that will improve marketing communications of CENTRA a. s. The first part of master thesis is focused on the theoretical basics which explains the concept of marketing, marketing mix, marketing communication, communication mix, communication on the Internet, B2B communications and CRM systems. In the second practical part is processed analysis of the marketing mix of the company and analysis of marketing tools used by CENTRA a. s. After processing analysis of the marketing mix and analysis of marketing tools was a proposed recommendation for improvements of marketing communications of CENTRA a. s.

The thesis deals with marketing communications of a non-governmental, non-profit organization NaZemi, which contributes to the development of Fair Trade in the Czech republic. The thesis is divided into theoretical and practical part. In the theoretical part is defined marketing, marketing mix, and various tools of marketing communications, which includes advertising, sales promotion, public relations, personal selling, direct marketing, events and experiences. Part of the theoretical part is characteristic of marketing research, modern trends in marketing communications and outline of the concept of Fair Trade. In the practical part is introduced the organization NaZemi with its tools of marketing communication. Based on the survey findings are formulated proposals, leading to possible improvements in marketing communications. In the end there is deeply descibed one proposal in detail of a particular campaingn.

The objective of this thesis is to find out the way, how to successfully promote a project which contains all modern technologies called "Smart cities ". The theoretic part is split into two main topics. The first part contains all found information about marketing, Facebook, Instagram. I was describing how the Facebook advertisement works, how to reach the most people etc. The second part is describing, what is the global project called Smart Cities. This thesis describes the concept of a city with 32,000 inhabitants. How does the city promote the concept, what benefits this concept should have for the population, how much money should save? It's also described how the concept will work and cooperate with other European cities and the connection with the rest of the world. The practical part was the population research how they are informed about this project, what they think it should bring and if they see any advantage or disadvantage. The practical part was completed with sociological survey focused on the level of knowledge about this program. The main object was to find the best way how to promote this concept or how to reach the most people.

The thesis consists of two parts - theoretical and practical. The theoretical part defines basic issues related to the topic of advertising education. The practical part describes the preparation, implementation and assessment of the thematic block on advertising that took place at the second stage of the basic school ZŠ Jana Kubelíka, Neveklov.

Dissertation "The Origins of the Mass Consumption Society in Czechoslovakia 1945-1970. Trade, Consumption and Advertising" deals with the process of establishing consumption as a new category of human life in the communist dictatorship in Czechoslovakia. Through the analysis of the discourse the author shows how a network of specialized institutions and professionals producing thinking about consumption emerged in the milieu of the Ministry of Internal Trade. This network manifested itself in the planning of the trade infrastructure and in the adoption of a more subtle approach to the problem of consumption in an effort to maintain the legitimacy of the communist rule. The commerce as a sphere of economy was in the communist discourse initially reduced to the transmission lever between production and the consumer. This perception was accompanied by the pursuit of the social justice through the transformation of the consumer's experience, underpinned by a strong moral appeal. The key tools used in this process were the democratization of the access to the goods, the attempts to adapt the services to broad sections of the society, the chance given to the consumers to raise their own demands and also the "new language" of the trade practices. Political thaw after Stalin's death led to the...

This diploma thesis deals with so-called conceptual metaphors' use in the Czech advertising discourse. The first section of the theoretical part is devoted to advertising and characteristic features of advertising. The second section concentrates on theory of metaphor and introduces readers to cognitive linguistics and one of its objects of interest, conceptual metaphor. In the practical part of the thesis are presented results of analysis concentrating on distribution of conceptual metaphors in advertising texts promoting among others drinks, food, dry goods, fashion, cars and financial products.

The thesis aims to analyze the current situation regarding the marketing mix in the selected company. Based on this analysis it was found that the current marketing mix should be adjusted in an attempt to increase sales and brand awareness. It was suggested solutions to improve the situation, which consists of improvement proposals. These proposals focus according to the results of the SWOT analysis to improve brand image and expand its presence among the customers. It is also trying to solve the problem with the purchasing power of customers, not least the problem of obtaining customers. Two selected suggestions, which attempts to solve the problem of obtaining customers and also partly to raise awareness about the company and its operations were subsequently tested market.