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Persuation of commercial articles in lifestyle magazines ELLE and Instyle
Spilková, Tereza ; Šoltys, Otakar (advisor) ; Osvaldová, Barbora (referee)
This bachelor thesis is focused on language of persuasive elements in advertising texts In two Czech lifestyle magazines - Elle and InStyle. The thesis focuses on the psychology of advertising, the media and the language that advertisement uses to address and persuade readers. Lifestyle magazines have a specific way and language of communication. Subject will be texts labeled as "promotion". The range of sample will be 6 issues of the Elle magazine and 2 issues of the Instyle magazine. The first chapter is dedicated to the theory of media, mass media and their influence on society. The second chapter is dedicated to lifestyle magazines and their history. In the third chapter the author deals with the theory of persuasion and language. And the fourth will focus on advertising and its ability to influence opinions and attitudes. The second part of the bachelor thesis describes the method of content analysis and description of the monitored data set. The thesis analysis individual advertising messages and examines the linguistic persuasive elements contained in them. At the end, the author will try to show what elements of persuasion appear most frequently in the advertising texts, what products they focus on and whether the texts and their language corresponds to the specialized literature about the...
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Business Plan - Migraine-help z. s., Patient Organisation for People with Migraine
Blažejovská, Tereza ; Vrzáček, Petr (advisor) ; Povolná, Pavla (referee)
In its first part, the thesis theoretically discusses the issue of planning the establishment of an organisation, by presenting the successive steps of business planning as reflected in the literature. The organisation's strategic planning process is presented first, and then the marketing, personnel, financial and legislative planning processes. The practical part of the work then practically applies these expert recommendations when planning the creation of a specific organization in the form of a strategic and business plan for the establishment of a non-profit patient organization supporting people with migraine and their loved ones bearing the name Migraine-help, z.s. Key words Business plan, patient organisation, nonprofit organisation, planning, strategy, marketing, PR, financial management, migraine.
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Mobile operator's corporate magazines - ČiliChilli and Charger
Vičar, Jakub ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
The bachelor thesis entitled "Mobile operator's corporate magazines: ČiliChili and Charger" aims to cover contents of corporate magazines for customers. Issues of two separate magazines are analysed over a span of three-year period from 2017 to 2019, when total of 35 prints and 22 web adaptations were published. As these types of magazines vary from the titles published for the general public, the present thesis' theory covers their history, specifics and blending with fields such as marketing and PR. It also offers a view into making of native advertising, content marketing or journalism, which intertwine with the marketing tool which corporate publishing is. The practical part of the thesis uses methods of quantitative content analysis to quantify the ratios of different topics categorized into content unrelated with business activities of the particular company as well as commercial articles, CSR themes and many others. By using these methods, the thesis unfolds real ratios of commercial communication compared to the total volume of chosen titles, which sometimes amounts up to the half of the total contents of the publications. It also identifies key topics and development of their communication together with possible trends in that field. Research results state that the choice of key topics and dividing...
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The Transformation of the Sports Journalist's Job and the Operation of the Sports Newsrooms. The case of the World Ice Hockey Championships
Borovský, Jakub ; Chladová, Marta (advisor) ; Macková, Veronika (referee)
This diploma thesis deals with the transformation of the sports journalists work during the World Hockey Championships over last thirty years. The aim of this thesis is to summarise the changes that journalists have adapted to and describe the greatest effect of them. The theoretical part contains the definitions of basic concepts and classifies the influences which, according to the reference literature, significantly affected the journalists' work. These includes mainly digitization, convergence, the inception of the Internet and social networks. The methodological part includes the qualitative and phenomenological research, which is the analytical part based on. The analytical part presents experiences which are gained from the interviews with the sports journalists. The research confirmed the assumptions designed in the theoretical part. Some of them are found to be significant while the others are considered as commonplace.
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Marketing communication of the Czech ski school of amputees non-profit organization
Poulová, Barbora ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: Marketing communication of the non-profit organization Czech ski school of amputees Objectives: The main goal of the diploma thesis is to create a proposal to innovation marketing communication of a non-profit organization Czech ski school of amputees z.ú. First it is necessary to find out the current state of communication of this organization. Afterwards, how does the founder perceive the current communication situation and how it is perceived by the founder of the organization, its clients and an independent expert on marketing communication. Then, according to the findings, propose recommendations for their innovation. Methods: The work uses the method of qualitative research using the literature. It is important to mention the work procedure. For this work were chosen two types of interviews - in-depth interview and interview in a mini-group. Three groups were used as a research set, where one group was interviewed by the mini-group type and the other two were interviewed by the in-depth type. The first group contained three non-profit clients and the remaining two interviews were conducted with an independent marketing communications expert and the founder of the Czech ski school of amputees z.ú. Results: The perception of current marketing communication is relatively insufficient from...
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Digital communication of the Czech olympic team at The 2018 Winter Olympics
Moravcová, Gabriela ; Halada, Jan (advisor) ; Turková, Kateřina (referee)
This diploma thesis named Digital Communication of the Czech Olympic Team at the 2018 Winter Olympics deals with the communication of the Czech Olympic Committee, focusing on social media profiles - the Czech Olympic Team, which the Czech Olympic Committee manages and communicates through them to the target audience. The diploma thesis analyzes communication specifically during the XXIII. Winter Olympic Games in PyeongChang, South Korea and focuses on communication on Instagram and YouTube. The theoretical part outlines the history of the Olympic Games, explains the basic concepts of marketing and PR and the connection of these disciplines to sports and social networks. The analytical part explains the functioning of the Czech Olympic Committee and analyzes the communication on Instagram and YouTube during the Olympics. The analysis was partly based on data from the Czech Olympic production and partly my own research and analysis of posts from the period under review. To the analysis are added findings from a structured interview with the head of digital communication and is followed up with recommendations for future communication of this association.
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Sport Events Crisis Management by RunCzech during the Pandemic
Stiborová, Daniela ; Crossan, William Morea (advisor) ; Šíma, Jan (referee)
Title: Sport Events Crisis Management by RunCzech during the Pandemic Objectives: The main goal of this bachelor thesis is to provide an objective view on the possible form of crisis management in the context of mass sports events and coronavirus crisis. Methods: The research was done thanks to qualitative methods when the needed data were gathered by interview and by documents and virtual data content analysis. Virtual and documents data were collected throughout the first wave of the coronavirus crisis in the Czech Republic. The interviews were done with Saša Belovski, the Business Development Director for RunCzech, after the first wave of the coronavirus crisis. Results: The results of this research were processed with a case study. That allows a detailed analysis of the occurred crisis, which impacted not only the organization (the RunCzech in this case) but also its stakeholders. The results prove mainly the importance of pre-crisis prevention, timely and precise crisis communication and also the need for flexible adjusting to the occurred crisis. Keywords: PR, Sport Events, Crisis, Natural Disaster, Crisis Communication
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Preparation and optical properties of scintillation oxide layers
Hanuš, Martin ; Kučera, Miroslav (advisor)
In this work we studied properties of garnet scintillator layers (RxLu3-xAl5O12, RxY3-xAl5O12) doped by rare earth ions (Ce, Pr, Tb), orthosilicates (Y2SiO5; R = Ce, Tb) and influence of Sc codoping on Pr3+ and Tb3+ emissions. The Zr codoping on Ce3+ emission in orthosilicates was also studied. The samples were prepared by liquid phase epitaxy. The studied materials show high quantum efficiency and good chemical and mechanical stability. They represent ideal materials for 2D imaging devices. We studied optical absorption, excitation and emission spectra and scintillation properties (radiolunescence and photoelectron yield). The aim was to determine the properties of grown layers and their comparison to Czochralski grown single crystals. We looked for the impact of melt and growth conditions on measured layer properties. We also tried to determine optimal amount of dopants in layer. We used PbO - B2O3 and BaO - BaF2 - B2O3 fluxes. Using these fluxes, we succeeded in growing layers with less intrinsic defects in crystal lattice in comparison to single crystals. In grown layers of thickness from 1 to 30 µm higher dopant concentration was achieved than in single crystals.
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Strategie rozvoje PR vybrané společnosti
Drnovská, Kateřina
Goal of the bachelor thesis is to come up with the strategy of activities leading to development of public relations for Southwestern Advantage in Brno. Thesis is divided into 3 sections. First one is theoretical where author is citing information and phrases from important resources. Second analytical part describes the situation, factors influencing PR of the company as well as its strengths and weaknesses. Practical part puts together recommendations based on analysis and puts together a strategy of development of PR for the group. All activities are focused on main groups with the goal of sharing positive information and creating positive opinion about this opportunity.
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Marketing communication of Česká zbrojovka Uherský Brod after 1992
Mach, Jan ; Halada, Jan (advisor) ; Švec, Kamil (referee)
The first part of this thesis is focused on the history of traditional marketing and arms marketing, defining the key marketing concepts of this sector and most importantly it deals with the influence of legislation on individual elements of the marketing mix in the Czech Republic since 1992 until the forthcoming amendment to the Weapons Act during 2019. Furthermore, this part covers the terms and conditions of social media and web browsers that regulate content involving weapons and their accessories. In its second, practical part, this thesis deals with the traditional Czech manufacturer of weapons, a company named Česká zbrojovka. It presents its rich history and development of its manufactured assortment up to the present. In addition, this part contains an analysis of individual marketing activities and their development since 1992. In particular, it characterizes the development of advertising in selected professional media, PR activities directed towards the general public, state apparatus and employees, discusses the history and achievements of the shooting team of Česká zbrojovka, event marketing, communication in point of sale including analysis of product catalogs. Furthermore, it deals with the communication of Česká zbrojovka at trade fairs and exhibitions, namely at the IWA, IDET and...
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