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Application of insights in commercial communication targeted at women
Dúbravská, Pavla ; Klosová, Anna (advisor) ; Zadražilová, Dana (referee) ; Přikrylová, Jana (referee)
Commercial communications is often accused of stereotyping when picturing women in commercials. To certain extent women expect and ask for "better and easier world" when it comes to advertising. In many cases however women tend to feel simplified. Both from advertising theory and practice insight is crucial for advertising to resonate with its target audience. If the communication is built on well-chosen insight the consumer gets a feeling that the brand understands him better. The main task of this work is thus to give insight into the mind of women as consumers and to find out how women perceive themselves in commercial communication. Two levels, theoretical and practical, are distinguished within this task that were later transformed into specific goals. Foreign literature gives evidence that insight is actually important part of both advertising theory and practice. No literature maps the attitude of practitioners in advertising in the Czech republic. Therefore the first goal is to map the role and understanding of insight in the Czech republic. To research this topic 12 in-depth interviews with advertisers and practitioners from communication and research agencies were executed. The in-depth interviews confirm the importance of insight also in the Czech republic. Second specific goal of the thesis is to map what kind of advertising Czech women consider as insightful. For the research purposes the insightfulness of communication is transformed into self-identification with media and commercial content. In the first part of this research respondents were asked to come up with content that evokes a feeling of understanding and self-identification. The research also verifies two hypotheses. H1: Stereotypes in advertising bother women. H2: Insights created in foreign countries can be applied in the Czech market. 200 women were interviewed through online questionnaire. As a stimuli television commercials with chosen parameters were used. It was found out that the self-identification with media content came through the identification with the main heroine, identification with realistic situations and through humour. The first hypothesis is not confirmed by the research. Women were not really bothered by stereotypes in advertising according to the research. The second hypothesis is not confirmed either. Foreign insights cannot be automatically used in the Czech market. There are national and cultural differences that need to be taken into account. The thesis is divided into 7 chapters including the introduction and the summary. The benefit of this work on the theoretical level is seen in mapping the topic in its complexity. The practical contribution is seen in how the work assesses insights, its creation but also expectations of the subjects in the market.
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The Comparative Analysis of Competitiveness of the Visegrad Group
Šteflová, Šárka ; Klosová, Anna (advisor) ; Dubravská, Pavla (referee)
The thesis deals with the analysis of competitiveness of the Visegrad Group. The aim of this thesis is to analyze the competitiveness of the Visegrad countries - the Czech Republic, Hungary, Poland and Slovakia. The countries will be examined in today's competitive environment within the Visegrad Group and the European Union. The analyze is based on data available from public sources and statistics. The work is divided into three chapters. The first part is devoted to the theoretical definition of competitiveness and methods of how to measure the competitiveness of the state. The second chapter introduces Visegrad Group and its common characteristics. The another part of the work is focused on the macroeconomic indicators - inflation, government debt and GDP per capita. The foreign trade and territorial and commodity structure of exports in the last ten years are also examined in this part. In the third chapter there is an analysis of the competitiveness based on investigation of labor productivity, labor costs, expenditures on research and development and tertiary education. In conclusion there is an evaluation of competitiveness of Visegrad Group based on the Global Competitiveness Index in 2011-2012.
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Export support to countries in EU
Churaňová, Martina ; Klosová, Anna (advisor) ; Dubravská, Pavla (referee)
The Bachelor thesis deals with the analysis of the export development of Czech Republic since the 1990s up to the present. In the next part of the thesis is characterized the system of state export support, presenting the main institutions with their main activities and functions in the system of export support of Czech Republic. The last part of the thesis analyses the present Export strategy of Czech Republic for the period of 2012-2020 with the description of main visions, goals and implements of the development and support of the export in Czech Republic.
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Applying the ISO 9001 Standard at a Company Providing Services
Pospíšilová, Zuzana ; Klosová, Anna (advisor) ; Dúbravská, Pavla (referee)
This thesis deals with the application of ISO 9001:2008 requirements on documentation in an international company providing services. First, it approaches the importance of the ISO 9001 and shows documentation requirements introduced in the standard. The analytic part presents how the standard was applied in the quality documentation of Germanischer Lloyd. Special emphasis is laid on a project which focused on a complete revision of the quality documentation in the company. The greatest changes include a new structure of documentation, an update of the majority of the documents and increasing the user friendliness of the documents' organisation.
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Competitiveness of Czech industry in EU
Kratochvíl, Jakub ; Klosová, Anna (advisor) ; Dúbravská, Pavla (referee)
Czech Republic has been always traditional industrial country and the importance of its industry will not diminish, even in spite of the growing share of services on GDP. The goal of this thesis is therefore to analyze strong and weak points of Czech manufacturing and its particular sectors. Measuring various indicators of macroeconomic competitiveness, the results for the Czech Republic have revealed relatively low labour costs, at least in comparison with the EU average, but this comparative advantage can be depleted over time. The challenge for the Czech manufacturing is thus to pass over to upper levels of production with higher margins and higher value added. The thesis is also dealing with different points of view on the topic of industrial policy and the role of government in this policy. The thesis introduces two strategical documents as well, Europe 2020 strategy published by the European Commission and Back on Top strategy published by Czech Ministry of Industry and Trade.
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The solution of the crisis in Ireland and Portugal: comparative analysis
Flešár, Martin ; Klosová, Anna (advisor) ; Dúbravská, Pavla (referee)
The aim of this thesis is to describe the progress of the debt crisis in Ireland and Portugal, two countries, except of Greece, that have been the most affected by current developments and forced to ask for international financial assistance. The first chapter describes the historical and economic context that shaped the long-term development of these economies and is essential for the proper understanding of the present situation. The second chapter focuses on specific causes of the crisis, in Ireland, it analyzes the housing bubble puffed up after the adoption of the euro and in Portugal, it underlines the long-term and persistent structural problems. The third chapter discusses the conditions of granting the international loans, along with the planned national measures and the last chapter evaluates success of the implementation of these policies and the expected development in the near future for both countries.
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Úloha státu v procesu otevírání ekonomiky ČR po roce 1990
Sluková, Zuzana ; Klosová, Anna (advisor) ; Dúbravská, Pavla (referee)
Bachelor thesis deals with opening the czechoslovak (later czech) market and the role of the state in this process. In the first part the thesis summarizes the role of the state in the economy and ways how state can affect economic processes. Further the thesis handles basic steps of the process of economic transformation and describes particular measures, that were neccessary to be taken during the process of opening the economy. In the last part the thesis compiles the effects and impact of the transformation process and opening the czech economy on foreign trade relations and on the development of the foreign trade activity of the Czech Republic. Last part also comprises the membership of the Czech Republic in European union and also the changes in economy that had to be taken after entering the EU.
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Vliv přímých zahraničních investic na rozvoj Olomouckého kraje. Analýza dopadu PZI na vybranou firmu v regionu.
Marek, Jakub ; Klosová, Anna (advisor) ; Dúbravská, Pavla (referee)
This thesis focuses on foreign direct investment flowing into the Czech republic and its impact on the economic performance of the Olomouc Region and selected company in the region. The first part summarizes the theory of FDI with its fundamental division and potential impacts on host economy. Next part discusses the historical development of FDI in the Czech Republic also with the introduction of the government support for its inflow. Application part of the thesis deals with the economic situation, the structure of FDI and investment climate of the Olomouc region and analyzes the impact of FDI on the development of selected macroeconomic indicators. The last chapter evaluates the entry of foreign investor to selected company in the region in terms of qualitative changes occuring in the organizational structure and economic performance of the company and benefits for the region.
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Transformace české ekonomiky - silné a slabé stránky
Tolkach, Vira ; Klosová, Anna (advisor) ; Dúbravská, Pavla (referee)
The aim of this work is to evaluate and analyze the process of the transformation of the Czech economy and it's impact on the development of foreign trade and of the Czech economy. The work is divided into two parts. The first part of this work should help to understand and describe the transformation process in general. It is dedicated to description of individual transformation steps. The main part of my thesis is the second chapter. This chapter aims to analyze the development of foreign trade in the context of the transition and to try to figure out how the development of this aspect has influenced the Czech economy.
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