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National Repository of Grey Literature 2 records found  Search took 0.02 seconds. 
Evaluation of media outputs in PR
 Šroufková, Lenka ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The main goal of the submitted thesis is to summarize theoretical knowledge of the PR, then analyze and compare the most important media outputs evaluation methods. Another aim of this work is to answer to the question which method is the most suitable for the product communication and which one for corporate communication. The thesis is divided into two parts. In the first part I summarize the theory of public relations using the literature. In this part I study the definition of public and public opinion as a foundation of public relations, definition of public relations and its goals. Further I point out the differences between PR and advertising. Conclusion of this part discusses the various types of PR tools and their communication channels. The second part of my thesis describes the characteristics of basic types of evaluation PR. Then I focus on explaining the evaluation of PR activities using five different methods (guaranteed number of outputs, advertising value, use of indicators number of edition and readness, AVE and use of software Medplan). I describe the advantages and disadvantages and apply them to a specific example. This part should be a practical guide for evaluation of media outputs. The thesis is concluded with my recommendation of a specific method.
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Launch of Windows 7 in Czech republic
 Bínová, Eva ; Mikeš, Jiří (advisor) ; Hyan, Robert (referee)
The aim of this diploma thesis is to describe complexly the marketing plan and strategy of launch Windows 7 in Czech republic, to describe the phase of execution of the campaign, to evaluate the effectiveness and productivity of marketing activities on the basis of the analysis of marketing and communication targets fulfillment and then to evaluate the effectiveness of PR as one of the tool of communications mix.
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