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Barriers and perspectives of collaboration between the EU and NATO
Mazal, Jakub ; Rolenc, Jan Martin (advisor) ; Mlýnek, Miroslav (referee)
In 2008 the world economy fell into the worst economic crisis since the 1930s, which forced most of the European countries to extensive cuts inter alia on the defence spending. In spite of insufficient capacities and capabilities, Europe must deal with new security threats and challenges (e.g. terrorism, organised crime, proliferation of weapons of mass destruction, cyberthreats). Therefore, a possible solution provides close collaboration between the EU and NATO in the field of collective defence and security. The main reason represent 21 European countries, which are members of both organizations. Hence, this bachelor's thesis focuses on identification of barriers and prospective perspectives to improve this relation. Its structure composes of three main parts. The first part analyses strategic documents and aims of both organizations, preconditions for collaboration set down in the Berlin Plus agreements and reactions to the economic crises. The second chapter compares missions of both organizations and duplications in the field of practical collaboration. The last chapter is devoted to the conflict between Turkey, Cyprus and Greece together with other political and institutional barriers including their possible solutions, which might streamline the collaboration.
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Media planning with focus on buying TV campaigns
Bártová, Pavla ; Karlíček, Miroslav (advisor) ; Mlýnek, Martin (referee)
The topic of this diploma thesis is media planning and buying of TV campaigns. The objective of the thesis is a comprehensive analysis of the media planning process with a focus on buying of television campaigns. The introductory part of the thesis deals with the beginnings of the advertising industry and the contemporary modern advertisement. The theoretical part is focused on detailed explanations of the planning process and basic media terms. While depicting the media planning process the author accentuates TV campaigns planning. The following text is dedicated to a background important for the decision to include TV in the communication mix. The practical part starts with an analysis of the TV market. Emphasis is put on the analysis of ratings of individual TV channels, investments, and the top advertisers. This chapter also includes creating profiles of viewers of measured channels. The last chapter describes in detail the business models of particular media houses. The last step of media planning is to produce a media plan; therefore, the work included a practical example. In the example the author shows how the media planning works in practice. The thesis is finalized by establishing a model for planning TV campaigns.
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