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Analysis of communication and sport institutions media plan draft
Peckelová, Martina ; Vondra, Zdeněk (advisor) ; Krsek, Libor (referee)
Centre for Physical Education and Sport is an important department operating under the University of Economics in Prague, where it has been providing physical education for over 60 years. The aim of this work is to compare the communications mix and visual stylization of CTVS with organizations with similar characteristics from profit and non-profit sectors. The analysis will be based on an evaluation of methods and effectiveness of CTVS communication and image and will draw inspiration for the overall promotion change. Furthermore, the aim is to prepare documentation for creating media plans in this field of industry by comparing prices and suitability for the target group. The outcome of this bachelor thesis should be a new proposal of standardized design of communication strategy including graphic design and media plan easily usable by all CTVS employees. The thesis is divided into two parts. The theoretical part explains terms such as communication, communications mix, communications mix of sport institutions, integrated communication, visual information processing, media and their advantages, disadvantages and planning. Practical part is based on the theoretical part and includes analysis of sports institutions concerning all these aspects. In the final section the whole research will be applied to CTVS and accompanied by recommendations for improvements.

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