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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
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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Changes of topics and their adaptation in the magazine Lidé a země in the years 1970, 1990 and 2015
 Kargerová, Diana ; Halada, Jan (advisor) ; Čeňková, Jana (referee)
The work focuses on changes of topics and their adaptations in the travel magazine Lidé a Země in three periods of Czech history. Namely the years 1970, 1990 and 2015. Magazine Lidé a Země is one of the longest continuously published magazine in our country, based on the Czech market since 1952. It therefore serves as a good example of a magazine, which reflects the political and social situation in Czechoslovakia, respectively Czech Republic, from the mid-20th century to the present. The quantitative and qualitative content analysis of the magazine is focused on how the content of the magazine reflected the political and social changes in 1970 and 1990. Research on these two years was monitoring the number of mentions mainly dealing with states so-called Western countries and the so-called East countries. Years 1970 and 1990 were then compared in a comparative analysis. Furthermore, the work is focused on current media trends that are described on the example of the year 2015.
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