National Repository of Grey Literature 150 records found  1 - 10nextend  jump to record: Search took 0.00 seconds. 
Analysis of Renault brand's image in the Czech motoring media
Breburda, Jan ; Hejlová, Denisa (advisor) ; Halada, Andrej (referee)
Master thesis Analysis of Renault brand image in Czech motoring media describes individual components that constitute image of Renault car manufacturer in selected Czech motoring media in 2017. The thesis contains a contextual part that describes the specifics of motoring media in the Czech Republic and their relationship with PR departments of automotive importers. The description of the brand image is subsequently created through a combination of quantitative content analysis and critical discourse analysis by Teun van Dijk. The aim of the this discourse analysis is to verify the existence of the stereotypical depiction of the Renault brand on the basis of its French origin and for that purpose the discourse
Theoretical discourse on metrics of public relations measurement and their acceptance in Czech practice
Weiss, Tomáš ; Hejlová, Denisa (advisor) ; Klimeš, David (referee)
The diploma thesis is aimed at processing the issue of measuring the effectiveness of public relations (PR) in Czech practice. The concept of the thesis includes theoretical bases, modern trends in the field and description of the current state of measuring PR results in Czech practice. First, theoretical models of communication evaluation and their complicated acceptance are described. Second, the main milestones in measuring PR efficiency are defined with an emphasis on the Barcelona Principles, their updated version from London in 2015 and modern tools published by leading organizations from the field - AMEC and ICCO. All these topics are described in relation to the long-term struggle of the whole industry against rejected AVE metrics. The information for theoretical bases of the thesis were drawn from academic titles of leading foreign and Czech experts, as well as secondary online sources. The primary sources for the analysis itself were competition applications and also additional personal interviews with leading Czech PR experts. The regular AMEC and ICCO reports, and especially qualitative content analysis of Alžběta Fridrichová from ADison agency in 2017 were presented as the main theoretical bases of own empirical analysis. Its main objective is to evaluate the current state of Czech...
Generation Z's perception of marketing content on social media
Drozdová, Barbora ; Hejlová, Denisa (advisor) ; Schneiderová, Soňa (referee)
Research shows that the youngest generation spends on average 10 hours per day of display time. Contents on social media are full of sponsored posts, however, there are not always marked. There were identified two main issues with advertisement on social media. First occurs when an advertisement is not marked or is not marked properly, the second occurs when the content is targeted to young audiences despite the fact that the content is highly inappropriate. Two researches of advertising on social media in Czech landscape from 2018 are introduced, qualitative and quantitative. After an analysis has been conducted regarding different approaches of stakeholders in the marketing industry, the findings suggest that regulations of audiovisual content in Czech Republic are highly inconsistent.
Nation branding as an Instrument of Public Diplomacy
Plesníková, Martina ; Hejlová, Denisa (advisor) ; Švec, Kamil (referee)
This bachelor's thesis focuses on the topic of public diplomacy and nation branding. The aims of this thesis are to present current knowledge of the given topic in its historical, theoretical and empirical context, bringing the focus into the both concept's mutual relation and cohesion. The topic is examined on the base of a review and further comparative analysis. The study introduces a compendious treatise about the topic, reflecting the key contemporary knowledge in the field of nation branding and public diplomacy.
Green communication: case study of the outdoor clothing company Patagonia Inc.
Krchová, Eva ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
Tato diplomová práce, ​Byla, nebyla jedna firma, a ta se jmenovala Patagonie​, se zabývá případovou studií outdorové značky Patagonia a jejích aktivistických transmediálních obsahových projektů, s důrazem na nejaktuálnější kampaň značky: ​Zachraňte Bears Ears​. Park Bears Ears je obdobou české chráněné krajinné oblasti, jejíž status ale současný americký prezident Donald Trump nedávno neautorizovaně sebral. Zatímco se firma zabývá výrobou a prodejem kvalitního outdoorového oblečení, tak se Patagonie ve stejnou dobu také aktivně angažuje do veřejného dění. Firma informuje své zákazníky zejména o stavu životního prostředí prostřednictvím svćyh multimediálních poutavých příběhů nesoucí prvky žurnalistiky. Patagonie usiluje o podněcování veřejnosti a ostatních firem zapojovat se do občanské společnosti, změnit spotřební chování nejen zákazníků, ale i výrobců, s konec̆ným cílem udržitelné ochrany této křehké planety, kterou my všichni obýváme. Patagonie potvrzuje své altruistické odhodlání prostřednictvím svého oficiálního firemního hesla: "Jsme v businessu, abychom zachránili planetu."

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1 Hejlová, Darina
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