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What are Czech Readers Willing to Pay For: The Defining Aspects of Paid Content of the Deník N News Website
Havlík, Tomáš ; Křeček, Jan (advisor) ; Miessler, Jan (referee)
This diploma thesis examines the trend of subscription news content on the internet. It deals with the use of paywall as one of the possible future business models of media in the digital sphere in contrast to the advertising-based business models that dominate in the Czech Republic now. This phenomenon is explored on the example of the relatively new journal, Deník N. The theoretical part of this paper examines the transformation of the media industry in the world and in the Czech Republic and the challenges this transformation brings. Based on a comparison and analysis of a number of academic papers and examples from practice, this thesis examines the defining aspects of publishing news content on the internet and the possibilities of its monetization. Furthermore, this thesis presents a detailed profile of Deník N, with the help of public data and interviews with the management of its newsroom. This theoretical framework then provides the background for the following research methodology and its implementation. The practical part of this paper is a quantitative analysis of the content of Deník N in comparison with the digital news platform Aktuálně. This analysis deals with the specifics of paid content in comparison with content available for free, and it questions the added value of Deník N...
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Proposal of Changes in the Human Resources Concept Focused on the Recruitment of Workers
Straková, Kateřina ; Kodýtková, Renata (referee) ; Konečná, Zdeňka (advisor)
The subject of the master thesis is to propose changes in the human resources concept focused on the recruitment of workers in manual professions in the company FAKSASTRAKA, Ltd. In the theoretical part, the thesis deals with basic concepts closely related to human resources and personnel work. In the practical part, there is an analysis of the current state of the abovementioned company and labour market especially, then a research using a questionnaire survey is created as well. There are elaborated proposals in the field of recruitment for workers in manual professions.
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Influence of Advertisers on Media Coverage on the example of Motoring Magazines
Formánek, Vojtěch ; Nečas, Vlastimil (advisor) ; Miessler, Jan (referee)
This thesis examines the influence of advertisers on the content of printed motoring magazines through the method of quantitative content analysis. The thesis asks whether an increasement of advertising can or can not influence media's reporting on advertisers' products. The thesis examines three Czech printed motoring magazines: Svět motorů, Automobil revue and auto motor a sport. The theoretical part deals with the dual-market topic, in other words the theory of two types of media's customers: paying readers and paying advertisers. They can - and according to the theory they often do - differ in their interests. The advertiser is interested in showing his products in the media in the best possible light, on the contrary, the reader is interested in being informed as objectively as possible. The theoretical part is based mainly on McQuail (2009) and Jirák and Köpplová (2015), who deal, inter alia, with the dilemma of two customers. Part of the theory is devoted to several other research which have examined the same topic; e. g. in the context of Italian fashion magazines. The work itself is based on research questions that ask about a correlation between the amount of advertising and amount (and tonality) of editorial content devoted to the advertisers as well as a possible influence of...
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On-Line Advertisement System
Zito, Andrej ; Bidlo, Radek (referee) ; Blatný, Petr (advisor)
Tato práce se zabýva návrhem a realizací on-line inzertního systému. Cílem bylo navrhnout a vytvořit funkční aplikaci poskytující základní úlohy pro koncové uživatele umožňující jim přidávat, přehlížet a vyhledávat inzeráty, registrovat se, posílat příspevky a soukromé vzkazy. Systém byl implementován za použití následujících technologií: XHTML, PHP, MySQL, CSS, JavaScript, DOM and AJAX.
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Analysis of advertising in Czech PC gaming magazines 1998 - 215
Dovole, David ; Vlasák, Zbyněk (advisor) ; Švelch, Jaroslav (referee)
In my work I analyze advertising income in computer gaming magazines Score and Level from August 1998 to January 2015. I find this topic interesting for two reasons: first, I was a longtime reader of both these magazines and second, I worked in one of them for quite a time. My work consists of two parts - theoretical and practical. In the theoretical part I will try to describe the economic situation accompanying the period under review, including the global economic crisis of 2008-2009. I will try to summarize its origin and impacts on the Czech economy as well as the history of gaming journalism in the Czech Republic. In the practical part of the thesis I try to analyze by means of qualitative - quantitative analysis the advertising income in both monitored magazines during the monitored period. Based on the outcomes of this analysis, I will try to draw a context with which it would be possible to evaluate the approach of both magazines to the impacts of the economic crisis and to determine which of them managed to deal better with the crisis.
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The Influence of Advertisers on Media Content of Lifestyle Magazines
Pouzarová, Jana ; Osvaldová, Barbora (advisor) ; Moravec, Václav (referee)
The aim of this thesis is to find out whether advertisers can influence the content of lifestyle media. The first part of this work deals with the theory of media economics, the market of printed magazines and the various influences on the media; followed by a definition of the ethical and legal framework for advertising. It also includes a description of selected media, an overview of their market position and the degree of financial dependence on advertising. Two lifestyle magazines, namely Cosmopolitan, representing women's magazines, and ForMen, as a men-oriented magazine, were selected for analysis. The second part of the thesis deals with the definition of the methodological framework and the description of the research method used, i.e. quantitative content analysis. Three different phenomena are explored using six research sub-questions, namely the ratio of advertising and editorial content, the degree of linking advertising with editorial materials (brand reciprocity), and finally the use of advertorials, their labelling and distinguishability from other content. The third section of the work elaborates on research results. The thesis concludes that while certain dependence and influences can be traced, not all possible manifestations of the relationship between publishers and advertisers...
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Celebrity marketing as a tool of marketing communication - Comparison of attitude of the brands Lancome and Estée Lauder
Damková, Jitka ; Koudelková, Petra (advisor) ; Hrabánková, Markéta (referee)
Diploma Thesis Celebrity Marketing as a Tool for Marketing Communication: A Comparison of the Attitudes of the Brands Lancôme and Estée Lauder addresses the phenomenon of celebrity marketing and also how these brands work with celebrities in their advertising campaigns. The thesis is opened by a theoretical chapter that deals with the concept of celebrity, history of celebrity and celebrity marketing as well. It deals with the theories of choice of celebrities, as well as the advantages and disadvantages of using famous faces in the campaigns. In the descriptive part, there are descripted selected brands, their history, identity and ways of their working with the celebrities. The analytical part of the thesis examines how are celebrities used by both brands. For the analysis, the printed magazine (Elle, Marianne and Marie Claire) and the advertisements inside were selected. The main focus is on determining whether the celebrities are really used by the brands and how. It is believed that the brands use celebrities, but each brand works differently with them. The work primarily uses the methods of quantitative content analysis, but part of the research is also qualitative. The main goal of the thesis is to find out to what extent celebrities are used in the marketing campaigns of both brands and...
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Advertising within weekly publications in times of the economic crisis 2007-2011
Tůmová, Michala ; Vlasák, Zbyněk (advisor) ; Zápotocký, Jan (referee)
This bachelor thesis Advertising within weekly publications in times of the economic crisis 2007-2011 uses quantitative content method to figure out frequency of advertisement placed by economic subjects in weekly magazines Respekt, Reflex and Týden. Time range was set from June 2007 to June 2011. The goal of this thesis is to ascertain behavior of these economic subjects before the crisis, in it's early period until the half of it. Theoretical part brings the explanation of the cause of the financial crisis, explains relations between advertisement and media, describes the evolution of chosen periodicals and introduces readers to used research method. Empirical part presents and illustrates obtained data which leads to conclusions. The appraisal of the study helped to make clear conclusions that proves the impact of financial crisis on economical subjects.
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