Šiame darbe nagrinėjamas lyginamosios reklamos reglamentavimas Lietuvoje ir Europos Sąjungoje, tiriamos istorinės lyginamosios reklamos formavimosi prielaidos pasirinktose valstybėse, analizuojama, ar lyginamosios reklamos reglamentavimas Lietuvoje atitinka Europos Sąjungos teisėje įtvirtintas nuostatas bei identifikuojamos su tuo susijusios praktinės problemos ir pateikiamas galimas jų sprendimas. Taip pat darbe pateikiami bendrieji reklamos principai, kurie taikomi visų rūšių reklamai, bei atskleidžiami pagrindiniai lyginamosios reklamos privalumai ir trūkumai. Kadangi lyginamoji reklama yra leidžiama, jei ji atitinka teisės aktuose nustatytas sąlygas, didelis dėmesys darbe skiriamas būtent lyginamosios reklamos leistinumo sąlygų analizei bei su jų taikymu praktikoje susijusioms problemoms atskleisti. Tiek, kiek tai susiję su lyginamąja reklama, darbe įvertinamas lyginamosios reklamos poveikis vartotojų ir kitų ūkio subjektų atžvilgiu, aptariami kontrolės būdai, atsakomybė už lyginamosios reklamos pažeidimus. Atsižvelgiant į tai, kad tiek Europos Sąjungos lygmeniu, tiek nacionaliniu lygmeniu vis didesnis dėmesys yra skiriamas savireguliacijai, analizuojamas savireguliacijos institucijų vaidmuo bei atskleidžiamos su tuo susijusios problemos. / This article analyses regulation of comparative advertising in Lithuania and European Union. It also examines historical assumptions of comparative advertising in selected states and common commercial principles, applicable in all arts of comparative advertising. In addition, this article seeks to ascertain, whether the legal basis in Lithuanian and European Union is unanimous in this field. Furthermore, the appropriate problems were identified and possible solutions of recent regulation were offered. Comparative advertising is allowable only if it corresponds the conditions, noted in legal regulations. Therefore, attention was paid for analysis of these conditions and investigation of appropriate problems, which occur while their application. Insofar it is related with comparative commercial, there were also measured the impact for consumers and other economy subjects, discussed different ways of control and responsibility for violation of comparative advertising regulations. According to the increasing role of self -regulation in national and European Union field, there were also analysed institutions of self-regulation and some related problems.

Reklama Lietuvoje yra apibrėžiama daugelyje įstatymų, tačiau nei viename įstatyme nėra tiksliai reglamentuota, kokiais kriterijais remiantis reklamą reikėtų atskirti nuo kitos informacijos apie prekes ir paslaugas ar informacinių pranešimų. Šio darbo problema yra ta, kad esant draudžiamų reklamuoti sričių, institucijoms ir teismams yra sudėtinga atskirti, kada verslo subjektų pateikiamoje informacijoje yra reklamai būdingų bruožų ir kada ne. Neteisingo reklamos ir informacinio pobūdžio pranešimų interpretavimo pasekmė – didžiulės piniginės baudos įmonėms už neleistiną reklamą. Šiam darbui keliami uždaviniai yra šie: (1) Išanalizuoti reklamos sampratą ir įvardinti ją identifikuojančius bruožus; (2) Remiantis doktrina bei teismų jurisprudencija, nustatyti informacinio pobūdžio pranešimus ir reklamą apibūdinančius kriterijus atskirose srityse, kurie turėtų būti taikomi aiškinantis atribojimo klausimą; (3) Nustatyti, ar teismų praktikoje reklamos samprata atskirose srityse yra skirtinga, taip pat nustatyti, ar reikalinga naudoti skirtingus reklamos apibrėžimus skirtingoms sritims, taip leidžiant įstatymo leidėjui griežčiau vertinti informaciją apie visuomenei labiau pavojingus produktus ar paslaugas. Šio darbo tikslas – nagrinėjant reklamos sampratą teisiniu aspektu nustatyti kriterijus, kuriais remiantis būtų galima atriboti informacinio pobūdžio pranešimus nuo reklamos. Kadangi nagrinėjant šį klausimą yra neišvengiamas subjektyvumo aspektas, kurio įstatymai nereguliuoja... [toliau žr. visą tekstą] / Title of the thesis: the Issue of Informative Messages and Advertising Delimitation in the Context of Prohibited Advertising Areas. In Lithuania, a number of laws define advertising, however, none of them specifically regulate the criteria based on which advertising should be delimitated from other forms of information on goods or services or informative messages. The problem of the thesis is that since there are prohibited areas of advertising, institutions and courts have difficulties in distinguishing the cases where information provided by business entities has specific advertising features and where it does not. False interpretation of advertising and informative messages results in huge fines for companies due to prohibited advertising. Objectives of the thesis: (1) to analyse the concept of advertising and to identify its features; (2) in accordance with the doctrine and the case law, to identify the criteria characterising informative messages and advertising in various areas which should be applied when disputing on the issue of delimitation; (3) to determine whether the concept of advertising differs in different areas in the case law, and to determine whether the use of different advertising definitions in different areas is necessary, thus allowing the legislator to assess in more rigorous manner the information on goods or services that are more dangerous to society. Aim of the thesis: to identify the criteria for informative messages and advertising... [to full text]

Advertising is a type of communication between the consumer and the creator of the particular advertisement. In order to allure the potential customer advertising companies use a wide spectrum of manipulative language devices, in particular deixis. The fundamental concept of deixis is associated with the interaction, as the primary function of deictic expressions is to “point to” things. Besides, it helps to determine who is communicating with whom. It creates a connection between the sender and the receiver of the message. / Reklama yra vienas iš bendravimo tipų tarp vartotojo ir jos kūrėjo. Siekiant privilioti potencialius pirkėjus, reklamos kūrimo bendrovės naudoja daug manipuliacinės kalbos įrankių, ypatingai deiksę. Pagrindinė deiksės sąvoka yra susijusi su sąveika, nes pagrindinė deiksės išraiškos funkcija yra „pažymėti/nurodyti“. Be to, tai padeda nustatyti kas bendrauja su kuo. Deiksė sukuria ryšį tarp pranešimo siuntėjo ir gavėjo.

Šiame darbe analizuojami e-korespondencijos ypatumai, jos paplitimas, pagrindinis dėmesys skiriamas etiniam jos aspektui ir ieškoma svarbiausių e-korespondencijos etikos gairių. Elektroninės korespondencijos apimtims didžiausią įtaką daro elektroninės komercijos vystymasis bei interneto paplitimas. Elektroninė korespondencija esmingai pakeitė asmeninio susirašinėjimo apimtis ir formas, sparčiai skverbiasi į viešojo administravimo sritį, įgalino naujas bendravimo formas, tokias kaip naujienų grupės, ypač dideli pokyčiai pastebimi reklamos srityje. Svarbiausi elektroninio pašto pranašumai yra tokie: jis efektyviai pristato žinutes, yra greitas, yra prieinamas visą parą, leidžia greitai pristatyti didelius informacijos kiekius ir vienu metu pasiekti daugelį adresatų. Tačiau dažnai naujomis technologijomis pradedama piktnaudžiauti. Tai paskatino virtualiąją bendruomenę kelti etinius klausimus ir netgi formuluoti vadinamąjį netiketą – taisykles nustatančias, kaip elgtis elektroninėje erdvėje. Tam tikros netiketo taisyklės yra nustatytos rašant elektroninį laišką, pokalbių kambariuose bei diskusijų forumuose. Nors tinklo netiketas nėra sukurtas konkrečios institucijos ir nėra privalomas vykdyti, tačiau interneto vartotojai, bendraudami internete turėtų būti susipažinę su šiomis taisyklėmis. Bendraujant internetu geros manieros yra tokios pat svarbios, kaip ir kalbant telefonu ar dalyvaujant asmeniniame pokalbyje. Viena didžiausių e-korespondencijos piktžaizdžių tapo spamas –... [toliau žr. visą tekstą] / The Thesis presents an analysis of the pecularities and spread of an electronic correspondence, and purports to offer the strategic guidelines for the ethics of electronic correspondence. The rapid growth of e-correspondence is mostly determined by the development of electronic commerce and the internet. Digitalization of correspondence substantially changed the quality and the quantity of personal mail communication, enabled the new forms of communication (such as the newsgroups); it rapidly penetrates the field of public administration and made a significant impact on contemporary forms of marketing. Electronics messages are effectively delivered, e-mail is quick and available day and night, it enables the transfere of a huge quantity of information in a due time – these are the most important advantages of electronic mail. However, often the internet users abuse the new technologies. That prompted the virtual community to raise ethical questions and to give an outline a so called nethiquette – rules, regulating human behaviour in a cyberspace. Nethiquette covers rules for personal correspondence, chats and discussion forums. Although there is no particular institution monitoring nettiquette, every internet user is expected to learn and follow those rules. Good manners are of the same value in the cyberspace as in the more conservative channels of communication. One of the most disgraceful evils in e-correspondence is spam – unsolicitated e-messages, flooding the Internet... [to full text]

This thesis considers using machinima to aid company marketing activities, suitable programs analysis, design and creation of an advertisment video.

The main goal of this master's thesis is the evaluation of the marketing communication of a selected company based on the firm's marketing strategy. The thesis is divided into two parts. The first part is theoretical and the second is practical. In the theoretical part, basic marketing methods are described and explained. The practical part contains a description of the actual marketing communication of the selected company and improvements are suggested. Concrete company data from the period of 2009-2013 was used ss input information as well as internal information from the management of the company which was gathered through interviews. At the end of the thesis, all of the results are summarized and an optimization to improve the marketing situation of the firm is inferred from the summary.

This thesis analyzes the current trends in e-commerce, taking into account the increasing use of mobile phones. Electronic commerce is a broad concept. The thesis analyzes trends in electronic commerce in B2C relationship. First, it defines the notion of electronic commerce, its history and development. Another section focuses on trends in e-commerce with a focus on increasing the expansion and use of mobile phones or smartphones. EBusiness also fall trends in electronic online payments and e-marketing. This addresses another part. In the practical part of the thesis on the basis of the investigation is a comprehensive design and implementation of the website.

No description available.

Charles University in Prague Dissertation Work Faculty of Physical Education and Sport Bibliographical Identification: Author`s first name and surname: Sašo Belovski Title of the doctoral thesis: Comparison of Benefits and Drawbacks of Sport Sponsorship as Opposed to Traditional Advertising Department: Department of Sport Management Supervisor: doc. Ing. Eva Čáslavová, CSc. The year of presentation: 2017 Abstract The objective of this work is to answer if marketing decision makers prefer and tend to use advertising or sport sponsorship, and which are the crucial factors that can persuade them to be inclined towards the first or the second promotional tool. The main research relies on qualitative method of 'phenomenological study', with the goal to understand how individuals (managers) perceive certain experience in every day processes that makes logic in real life i.e. which is the meaning and how their experiences are structured in regards to the given phenomenon (the two promotional tools)? This knowledge was captured through personal interviews with relevant decision makers of eight renowned brands. They received a semi structured questionnaire with open questions that motivated them to share their opinion and feelings. The results of the interviews were interpreted in a narrative form. A matrix table...

Title: Appropriate use of ads on ČT sport channel due to TV ratings of selected sports Objectives: The objective of the thesis is to suggest the best ads for spectators of football, hockey, biathlon, athletics, tennis and skiing broadcasts. We will also analyse advertising that is used in the broadcasts of these sports. Methods: The theoretical part is based on the analysis of documents. Data used in the practical part was identifield through panel surfy, specifically the panel of television viewers. The data was obtained by peoplemeters. Another method that was used in practical part is observation. We observed what types of ads are applied throughout the broadcast of selected sports. Results: The result of the thesis is to recommend the most favorable commercials for each selected sport regarding the viewing public watching the sport broadcast. The other result is an analysis of current ads and their appropriateness for sports fans of the chosen sports. In the analysis, we found that the most frequent viewers of television broadcasts of selected sports are viewers at the age 60 +. The sport which is the most watched by the female audience is a biathlon. We focus on these categories in the recommendation, for example in fotball broadcast, we recommend advertisements for newspaper, sports magazines...