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NATO and it's communication activities, case study of the Czech republic
Prchlík, Václav ; Shavit, Anna (advisor) ; Klimeš, David (referee)
This bachelor thesis named NATO and its communication activities, case study of the Czech republic is dedicated to the issues of public awareness about security political topics concerning the Czech republic. The theoretical part defines terms political and institutional communication. The North Atlantic Treaty Organization is presented subsequently, emphasising its main function, activities and relationship to the Czech Republic. Main communication channels of NATO in the Czech republic are stressed in the practical part of this bachelor thesis and priority communication topics and target groups of NATO's communication activities are defined. I describe both the global and local information platforms, including web and Facebook pages, information centre and special events dedicated to NATO. In the final part of this thesis, I analyse the content of chosen communication channels, paying attention to those priority communicational topics.
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Persuasive Communication of Food Companies in Educative Sphere
Mikulka, Jan ; Klabíková Rábová, Tereza (advisor) ; Klimeš, David (referee)
This bachelor thesis Persuasive Communication of Food Companies in Educative Sphere presents communication activities, which food companies exert on students of culinary schools, the future professionals of gastronomy. The aim is to describe persuasive techniques, which food companies use to influence students. The project contains descriptive analysis of language form used in commercials in textbooks for students. The issue of commercials in textbook is also included and described in general. The project contains statement of a Ministry of Education, Youth and Sports employee, author of one of the textbooks, and professional chefs.
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Analysis of Advertising Communication of The Private Universities in 2013
Holanová, Šárka ; Klabíková Rábová, Tereza (advisor) ; Klimeš, David (referee)
The thesis deals with the advertising communication of private higher educational institutions in Prague in 2013. The theoretical part describes the character of the marketplace of higher education in the Czech Republic at first, where the private higher educational institutions have to compete with the state universities. The next theoretical part focuses on the theory of marketing for educational institutions, the marketing mix, promotion, communication mix, and on advertising in particular. The theory is confronted with the practical use of marketing at several private higher educational institutions in Prague. Lastly, in the theoretical part there is a place decided to lighting up the relation between advertising and image of an institution. The final part of the thesis is focused on the linguistic analysis of chosen print and outdoor ads. The analysis aims primarily at description of the character this type of advertising communication.
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Marketing communication of Pivovar Svijany, a.s., after the year 2005
Kargerová, Diana ; Halada, Jan (advisor) ; Klimeš, David (referee)
The main theme of this work is to analyze the factors that make the previously unpopular brand Svijany one of the most profitable brand of beer in the Czech Republic. The work is first given to describe the tools of marketing communication that uses Brewery Svijany to its promotion and communication with the public. Each tool is theoretically characterized and subsequently described its use in Brewery Svijany communication practice. In the second part I analyze the impact of marketing communication on the growing popularity of the brand. A key issue is the quality of the beer brand Svijany, process and technologies used in its manufacture, as the major factors affecting the growing popularity and success of the Svijany brand.
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Diskursive approach to natural science in czech media in 2013
Hrabánková, Markéta ; Hejlová, Denisa (advisor) ; Klimeš, David (referee)
Master thesis "Discursive approach to natural science in Czech media in 2013" is focused on natural science and its presentation in Czech media in 2013. Main objectives of this master thesis are an interpretation of media picture of natural science and presentation of current communication trends which are typical for this topic. Moreover the master thesis is written for purpose to interpret the main discourse of natural science, narrative frames and structures which are used by media. Another part of the study aims to determine an existence of metanarrative of natural science, the big story of natural science. The master thesis is based on complex approach to analyzed theme - natural science. For purpose to achieve the objectives this master thesis analyses natural science from perspective of quantitative and qualitative research. First of all is made a pilot study and second of all quantitative content analysis. The topic is analyzed from perspective of discourse analysis and narrative analysis in qualitative part. Finally, there are presented some recommendations, how to improve science communication. Recommendations are proposed on a base of research results. This master thesis provides a complex research study, which enables me to interpret a media picture of natural science in Czech Republic...
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The Crisis Communication of the Government of the Czech Republic during the Bootleg Alcohol Affair in 2012
Hájek, Lukáš ; Shavit, Anna (advisor) ; Klimeš, David (referee)
Bachelor's thesis The Crisis Communication of the Czech Cabinet During the Bootleg Methyl Alcohol Affair of 2012 deals with the case study of the governmental institution's crisis communication during the unprecedented crisis. The theoretical background of a crisis communication is described in the first part of the thesis by several native Czech and foreign crisis communication experts. The image of an ideal crisis communication model is described by the findings of their studies and the conclusions drawn for them. The ideal crisis communication model defines the proper communication process and communication strategies for each phase. Then the thesis analyses the role of the Czech Cabinet, the main player of the crisis, and its communication structure. The unprecedented crisis of the so-called the bootleg methyl alcohol affair, is also described. Furthermore the thesis deals with the crisis communication of the Czech Cabinet and its governmental departments by analysis of communication outputs. The media reflection on the communication outputs of the Czech Cabinet is also delineated. In the end the crisis communication is judged by its success and by comparison to the conclusions of crisis communication specialists. The evaluation is accompanied by specific suggestions for improvement of the...
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Chodící lidé campaign 2011-2013 with focus on teaser campaign elements
Skopalová, Pavla ; Koudelková, Petra (advisor) ; Klimeš, David (referee)
Bachelor thesis Chodící lidé campaign 2011− 2013 with focus on teaser campaign elements analyses the communication of the two first phases of this campaign. The first theoretical part deals with the specifics of a teaser campaign. Furthermore it follows-up theoretical issues of the disabled people, naming issue, stereotyping and particular stereotypes towards handicapped. Next part is devoted to the first and the second phase of the campaign Chodící lidé itself, contracting authority, project funding, target group, timing and specific communication activities and its goals. The last part of the thesis is quantitative research which evaluates familiarity with the campaign and changes in attitudes towards disabled people through the analysis of data from post-tests for each phase of the campaign. The conclusion contains possible recommendation for the future based on the research and my studies of marketing communication.
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Comparison of corporate communication of Impact Hub via social network Twitter
Falzonová, Anna ; Máchová, Eva (advisor) ; Klimeš, David (referee)
This bachelor's thesis deals with corporate communication on Twitter. The theoretical part focuses on the basic characteristics of the platform, gaining popularity through time and its current position in the public and corporate sphere. Further it focuses on Twitter in the Czech Republic, user profile, influential accounts and its common use. Main part of this work constitutes of research which analyzes Twitter corporate communication of ten Czech companies in the period November 2014 - January 2015. Based on the quantitative analysis of 731 posts the communication strategy of individual companies is defined in the terms of sentiment, visual form, topics, functionalities and engagement rate. Further the overall corporate Twitter communication in the Czech Republic is characterized. In the concluding part of the thesis, research and theoretical findings are combined to compare the use of Twitter corporate communication in the Czech Republic and abroad.
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