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Advertising and its perception among the young people
Justián, Josef ; Postler, Milan (advisor) ; Krátký, Marek (referee)
The work is dividend into two parts, theoretical part and part of own research. The first part is dealing with the categorization of commercial communications under the conception of marketing mix. It is researching the forms and tools of those communications and is evaluating their meanings. It is also describing the meaning of advertising as a one tool of commercial communications and evaluates the pros and cons of its placement in the different types of mass media. The first part of the work also shows the development of the investments into ATL and BTL communications and based on the data describes, how the prediction of the future development looks like. Second part is connected with the own research of the perception of advertising and the ratings of mass media among the young people. As a representative pattern on which the research accomplished was selected the pattern of students of secondary schools. This part is dividend into two chapters, the preparation of the research and the interpretation of the results of the research. Using the kvantitative research the goal is to find the popularity of the different types of mass media among the students and based on the ratings to forecast the future trend. Kvalitative part of the research concerns to the popularity of advertising. It is measuring the own relations to the advertising, its influence on the selected segment and the importance of different components and features of advertising. Based on those data it finds out, how the message should be formulated to make the advertising as successful as possible. The output of the research in the answer, how and via which channels to communicate with the selected pattern, to make the advertising efficient and successful.
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Research on Tourism
Špačková, Martina ; Jarolímková, Liběna (advisor) ; Mlejnková, Lena (referee)
The thesis acquaints with issues and problems of research on tourism, summarizes existing knowledge and development of this theme. It also addresses the issue of institutional, legislative and financial security of research in the Czech Republic (research in general and specifically research on tourism) and the current problems with which the research on tourism meets in the Czech Republic. The thesis also maps out the research activities of some foreign institutions and organizations. Part of the thesis forms the design of the concept "research on tourism" definition and its division into basic and applied research.
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Výzkum řízení zahraničních manažerů v českých podnicích
Hanková, Lucie ; Dědina, Jiří (advisor) ; Cejthamr, Václav (referee)
The aim of my master thesis is the research and comparison of knowledge level of the Czech and British managers and also the research of an influence of British managers on the organizational structure in the Czech company. I tried to find some recommendations for both Czech and British managers how to improve the relationship between them, and how to help British managers to join the Czech company and how to better adapt themselves on the Czech culture. The first part of my master thesis is only theoretical. In the following part I focus on evaluation of the questionnaires. In conclusion I summarize the obtaited data and information.
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How to streamline public expendictures on research, development and innovation in Czech Republic
Najmanová, Hana ; Petrášek, František (advisor) ; Ždímal, Martin (referee)
The theoretical background of this work is based on Schumpeter's theory of economic cycle and the rationalisation for state intervention in the market research, development and innovation. Consequently is described the general background, which is based on the Seventh Framework Program and the definitions contained in the Frascati manual, and the Oslo manual. The analytical part consists of a sub-analysis, which focus on legislative and institucional framework in the Czech Republic and the expenditure, human resources and outputs of research and development. The sub-analysis is supplemented by comparisons with the position of Finland and the European Union. Part of the analytical section is an overview of programs to support research, development and innovation activities. Subsequently, the entire analytical part is summarized with the SWOT analysis. In conclusion of this work are outlined possible solutions to streamline the existing system in the Czech Republic in research, development and innovation.
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Management of the Shell brand
Skopcová, Radka ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The aim of this thesis is to describe how the company Royal Dutch Shell plc takes care of its brand and find out what image of the Shell brand has in the Czech Republic. The thesis is divided into theoretical and practical part. In the theoretical part I deal with the process of brand management. I describe here brand equity and its building, brand strategies, brand valuation. Onwards I describe brand research with an emphasis on the semantic differential. Semantic differential is a method of qualitative research used in the practical part of this thesis. In the practical part I deal with the activities and history of the company Royal Dutch Shell plc and the company Shell Czech Republic a.s. This part also contains research of the Shell brand, which forms the key part of this thesis. Based on this research, I find out image of the Shell brand and I compare it with a competitive brand OMV.
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Education, science and research in EU funding instruments
Medková, Anna ; Abrhám, Josef (advisor)
Subject of this thesis are the issues concerning financial subsidies from the EU funding instruments. The thesis focuses on education, science and research, and briefly describes their current situation in the Czech Republic. The main possible instruments financing these areas are the Structural Funds and the Community Programs. In the second part, there is given detailed instructions on how to prepare an application for a grant. The instructions are more amenable to the Operational Programs administrated in the Czech Republic, but its principles and structure of the project cycle can be used for any project or application.
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Image of the brand Kofola
Dolinská, Tatiana ; Zamazalová, Marcela (advisor) ; Černá, Jitka (referee)
The aim of this work is to analyse brand awareness and brand image of soft drink Kofola and on basis of their opinions provide recommendations for improvement of its total image. Project work is divided into three chapters. It includes 4 pictures, 13 graphs, 1 table and 3 appendices. First chapter clarifies bases of a brand theory. It deals with brand value, identity, image and personality. Following chapter characterizes profile of the producer Kofola a.s. as well as with non -- alcoholic beverage Kofola and its image. Last chapeter presents results and interpretation of data obtained by conducted research. Results of research draw attention to attributes that are according to consumers, typical for Vinea brand (traditional, czech) as well as to qualities it lacks (healthy). Conclusions indicate possibilities of improvement of the brand Kofola.
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The roles of the state and its support of research and development in the private sector
Pivoňková, Jana ; Zemplinerová, Alena (advisor) ; Zabranská, Monika (referee)
This project is aimed at the roles of the state and its support of research and development in the private sector. The core part of this project is focused on view and judgment of the roles of the state institutions in the research and development process. Is should be also mentioned that substantial part is focused on the following four dominant institutions: Ministry of Education, Youth and Sports; Academy of Sciences of the Czech Republic; Ministry of Industry and Trade and Grant Agency of the Czech Republic. My primal interest is aimed at comparison of public and private expenses relating to the research and development and evaluation of all effects connected with these expenses. The key aspects of this project are supported by economic theories such as The Theory of Bureaucracy, Public Interests, Government and Market Failure or The State Regulation Theory. The whole point of this project is to find out reasons for state intervention in the research and development areas. Particular attention is paid to the current empirical studies and results related to these studies.
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