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Creative Processes in Advertising Agencies
Řebíček, Jan ; Vondra, Zdeněk (advisor) ; Troják, Adam (referee)
Author in this design-thinking based thesis examines the role and procedure of creative teams participating in the production of one of the main parts of marketing communication - the creative concept. The key output of this thesis is the assessment of optimal creative process hypothesis based on connecting both the procedural and creative view of marketing communication. In order to assess the hypothesis, qualitative research based on modelling processes and use of design techniques was conducted. The placement of creative process into advertising agency environment is based on multimedia communication dissertation. Double Diamond Process, a part of Human Centered Design methodics, was complemented by Gamestorming method to illustrate the creative process. The form of optimal creative process hypothesis is verified by dialogues with Creative Directors of various advertising agencies. As mentioned, the primary contribution of this thesis is the assessment of optimal creative process. Achieving this contribution would not be possible without connecting procedural view of marketing communication with the creative point of view and without identifying the crucial requirements which have to be met to allow the whole process to be successful. First, the thesis describes marketing communication by using the communication model, which enables clear definition of the creative team goal. That is to encode producer need into a message that will change the behaviour of their target audience. Then, the thesis follows the contract advancement through advertising agency to establish the creative team role and to assess the optimal creative process hypothesis. The hypothesis is adjusted according to findings from dialogues with creative directors near the conclusion of the thesis.
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Longitudinal Monitoring of Efficiency in 400 m Womens's Running in the Top World Competitions in 1983-2005
Řebíček, Jan ; Kaplan, Aleš (advisor) ; Hojka, Vladimír (referee)
Title: Longitudinal monitoring of efficiency in 400 women's running in the top world competitions in 1983 -2005 Goals of the work: The main goal of this work is to compare the results of the finalists in women's 400 m runs at the world championships during 1983 - 2005. Results of competitors were always monitored from the run ups till the finals and we were concentrated on the times of the runs, ranking and speed of the competitors. The integral part of this monitoring was also comparing the anthropometric characteristics of the finalists. Philosophy of the work: In this part of my work we have concentrated on monitoring fmalists of the 400 m runs at each world championship (which means 8 fastest runners). For these runners, we have monitored the performance in all the sequential runs, in the run up, quarterfmal, semifinal and the final. We have also gathered the data consisting of times, ranking, running speed and anthropology characteristics of the finalist. We have mutually compared all these data. Results: Total average age of all fmalist that participated at world championships during 1983 - 2005 is 26,09 years. An average high of the fmalist in monitored period is 171,03 cm. An average body weight is 60,4 kg. An average values for individua! indexes are as follows: for BMI 20,66, for BI...
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