The aim of this work was to transfer the attitudes of stakeholders through a text message on the social network Facebook. High context communication (along with the soft sell) and low context communication (along with the hard sell) was tested.
The thesis shows the importance of communications to content usability for marketing purposes. High context communication generally affect the interviewee to favor all kinds of instrumental solutions (using soft sell and negatively excited emotions against institutional solution). While low context communication focused on explosions (hard sell and facts) influenced the interviewee to prioritize institutional solutions (insurance) of 49 % against to the promoted explosions.
The investigation also tested attitudes of the two stakeholders, farmers and retailers on the issue of floods and drought and the status of institutions (state and insurance) in this issue. The thesis suggests that farmers are more trusting against institutional solutions (insurance, subsidies), and less trusting are against instrumental solution (alternative technology). The exact opposite is a group of businessmen.
The meaning of this thesis is the recommended draft for a insurance communication (slogan) against these stakeholders to raise awareness about themselves.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:257344 |
| Date | January 2016 |
| Creators | Dupalová, Lucie |
| Contributors | Linhart, Zdeněk, Libor, Libor |
| Publisher | Česká zemědělská univerzita v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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