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Propagační strategie prodeje nábytku MEF
Patera, Martin ; Puchýř, Milan (advisor)
Propagace, šitá na míru konkrétní firmě, vychází zcela z marketingových cílů firmy a z marketingového mixu. Cílem propagace ( a to cílem jediným ) je komunikační cíl, jehož podstatou je předání určité informace zákazníkovi, rozšíření jeho znalosti, zvýšení známosti značky, vytvoření vhodné asociace atd. Komerční komunikace ( propagace ) je užším pohledem na marketingové komunikace. Zahrnují aktivity tzv. nad-linkové ( ATL = above the line ), označované také za klasickou reklamu a tzv. pod-linkové ( BTL = below the line ). Aktivity ATL zahrnují televizi, rádio ( rozhlas ), tisk a tzv. outdoor media, neboli bilboardy. Aktivity BTL zahrnují exhibitions, marchandising, direct marketing, event marketing, sampling, sales support, kuponing a in store. V úrovni ?na lince? se uvádí public relations a internet. Podrobněji o vybraných aktivitách viz. níže.
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Content Marketing for Lead Generation in B2B Educational and Consulting Services
Nykodýmová, Barbora ; Zamazalová, Marcela (advisor) ; Pospíchal, Tomáš (referee)
The aim of this thesis is to acquaint the reader with the issue of content marketing for generating leads and information about potential customers, then to analyze and offer some recommendations for its further use among B2B suppliers of educational and consulting services. The theoretical part discusses three key topics: the specifics of the services and B2B sector; content marketing and the reasons for its inclusion in marketing strategy; and the issue of lead generation as a possible metric of content marketing and sales tool. The practical part of the thesis approaches this topic from the perspective of four representatives of service suppliers, complemented by a point of view of the mediate company IVITERA. This company brings together one of the largest B2B communities in the services sector on the Czech market within its (especially online) media projects. Research was conducted through individual interviews with representatives of all five companies and by an analysis of secondary data, leads and keywords provided by the mediate company.
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Hacking in the context of artistict activism
Svatoš, Jonáš ; VOJTĚCHOVSKÝ, Miloš (advisor) ; VAVREČKA, Ondřej (referee)
The work deals with various aspects of the tactical tools and strategies designed to disrupt or disable transmission of information, in particular regarding to issue of intervention in information networks. The work addresses the issue of “hacking”, which also outlines in the historical context of media activism, as well as from the perspective of artistic practice.
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Aplication of SPM in study and modification of ultrathin films Pt, Co and graphene
Lišková, Zuzana ; Červenka,, Jiří (referee) ; Bartošík, Miroslav (advisor)
This diploma thesis deals with the preparation of the very thin films and their investigation by scanning probe microscopy methods. The ultrathin films of Pt on Pt(111) were created by pulsed laser deposition and the ultrathin films of Co on Pt(111) were deposited by thermal evaporation. The coverage of the substrate was much smaller than one monolayer (in order of hundredths of monolayer). The nucleation theory was verified by these experiments using so-called Onset method. Further graphene sheets were prepared on layer of Si/SiO2 by the mechanical exfoliation from the graphite crystal. The fabricated graphene sheets were studied by micro-Raman spectroscopy, microreflectometry, atomic force microscopy and similar techniques. These methods proved the thinnest graphite layers were consisted of two graphene monolayers.
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Between Kharkov and Moscow. Weekly magazine "Románové noviny" within the efforts to promote proletarian literature in the beginning of the 1930s
Huml, Michael ; Janáček, Pavel (advisor) ; Bílek, Petr (referee)
Práce je rozdělena do čtyř částí. V první části věnujeme pozornost základnímu historickému kontextu: zabýváme se dějinami KSČ v meziválečném období, literárním kontextem první poloviny 30. let, shrnujeme závěry charkovské konference o proletářské literatuře z roku 1930 a nastiňujeme základní systém komunistického tisku ve třicátých letech. Těžisko práce pak leží v její druhé, třetí a čtvrté části. Ve své druhé části se práce zabývá obecnou podobou Románových novin (1931-1934), komunistickým periodikem pro dělnické čtenářky, na jehož stránkách se projevily snahy o realizaci pokynů charkovské konference k vytvoření "nové" proletářské literatury. Jejími hlavními nositeli se měli stát spisovatelé z řad proletariátu (tzv. děldopové a roldopové), kteří měli být v technikách spisovatelského řemesla školeni profesionálním literáty. Práce se v této druhé části zaměřuje na popis mediální podoby Románových novin, tematickou strukturu časopisecké publicistiky a tematickou a syžetovou analýzu beletristické části obsahu (tzv. literárních seriálů - románů na pokračování). Ve třetí a čtvrté části práce věnujeme pozornost dvěma speciálním tématům s Románovými novinami spojenými. Třetí část naší práce je věnována spisovateli Václavu Kaplickému a jeho románu Bomba v parlamentě (1933), který představoval literárně...
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Navigation of mobile robots
Rozman, Jaroslav ; Matoušek,, Václav (referee) ; Šolc, František (referee) ; Zbořil, František (advisor)
Mobile robotics has been very discussed and wide spread topic recently. This due to the development in the computer technology that allows us to create better and more sophisticated robots. The goal of this effort is to create robots that will be able to autonomously move in the chosen environment. To achieve this goal, it is necessary for the robot to create the map of its environment, where the motion planning will occur. Nowadays, the probabilistic algorithms based on the SLAM algorithm are considered standard in the mapping in these times. This Phd. thesis deals with the proposal of the motion planning of the robot with stereocamera placed on the pan-and-tilt unit. The motion planning is designed with regard to the use of algorithms, which will look for the significant features in the pair of the images. With the use of the triangulation the map, or a model will be created. The benefits of this work can be divided into three parts. In the first one the way of marking the free area, where the robot will plan its motion, is described. The second part describes the motion planning of the robot in this free area. It takes into account the properties of the SLAM algorithm and it tries to plan the exploration in order to create the most precise map. The motion of the pan-and-tilt unit is described in the third part. It takes advantage of the fact that the robot can observe places that are in the different directions than the robot moves. This allows us to observe much bigger space without losing the information about the precision of the movements.
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From Radioart to Musical Theatre
Jiřička, Lukáš ; KLÍMA, Miloslav (advisor) ; NOVOTNÝ, Pavel (referee)
This dissertation From Radioart to Musical Theatre aims at showing connections between seemingly different fields ? mainly sound-drama radioart, which in German is called Hörspiel, and musical theatre. In my dissertation, I try to define the characteristics as well as structural principles of text, space, sound, voice, acting, music and body in these transdisciplinary forms and genres, which have never retained any kind of purity in the traditional sense.In the analytical and introductory historical part of my dissertation, various seemingly different areas were introduced and discussed. These areas were musical or sound theatre in its general as well as specific form and its interrelation with sound installations, performance, radioart in form of Hörspiel, musical composition and sound art. In the following chapters, I used examples of several pivotal personalities from the German speaking area skilled in musical composition as well as directing and dramatics to present for instance the influence of musical structure on composition and other performing activities or the relationship of dramatic or literary model to its scenographic adaptation. The whole issue of relationships of disparate art forms is being showed on the examples of several artists ? directing composers who create these links thanks to their activity in various fields, as they intertwine musical and performing worlds on the level of structure, motifs and dramatics. The creators of such heterogeneous artworks using the strategy of the so-called negative dramatics are inherently split personalities - Heiner Goebbels, Helmut Oehring, Olga Neuwirth and Andreas Ammer. Goebbels as well as Oehring, Neuwirth and Ammer are able to make use of their experience with musical composition and/or work for the radio in the creation of musical performances in the way that they let particular composition techniques and staging be freely influenced by the knowledge of other media. Besides the above mentioned group of artists, I mention also other significant authors from the 20th and 21st century, who dealt with radioart, musical composition, collage and montage, performance and musical theatre - Bertolt Brecht, Dziga Vertov, Emil František Burian, Walter Ruttmann, John Cage, Karlheinz Stockhausen, Dieter Schnebel, Georg Katzer, Friedrich Schenker, FM Einheit či Laurie Anderson and Georges Aperghis. Without the influence of the last fifty year-history of radioart, musical theatre would certainly not be such an important form of alternative theatre and performing art as such. Especially nowadays, when thanks to the emancipation and stressing of sound at the expense of acting a new stage language is being created within musical theatre, and the form itself transforms into yet little analysed field of the so-called postspectacular or mechanical theatre without actors.
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Regulation of retailer-supplier relatiohships within the food chain
Mokrejšová, Veronika ; Zadražilová, Dana (advisor) ; Klosová, Anna (referee) ; Zeman, Jiří (referee) ; Vyhnálek, Petr (referee)
This thesis deals with retailer-supplier relationships within the food chain, and with possibilities of their regulation. The aim is to assess the effect of regulation of retailer-supplier relationship, through "Act on Significant Market Power and Abuse thereof" on particular food chain members, and eventually to propose an alternative solution of their regulation. The thesis states the following hypothesis: The Act on Significant Market Power does not change bargaining power between suppliers and retailers. The thesis is divided into five parts. The first of those defines the issue of retailer-supplier relationship, especially the so called "unfair practices". The mind-set of the European Commission which judges the unfairness of a practice, according to its impact on consumer, investment and competition is stressed. When comparing market shares and profit abilities, it is obvious that supplier sector is not disadvantaged in relation to retailing, however, there are cases of small and medium enterprises over which retailers can impose their bargaining power. Retroactive changes and excessive risk transfer on a business partner are then indicated as unfair, which is confirmed by microeconomic analysis. The second part maps means of regulation, through hard and soft law in the EU and its member states with focus on the Czech Republic, where the Act No. 395/2009 Coll., on Significant Market Power in the Sale of Agricultural and Food Products and Abuse thereof is applied. It is found that regulation within the EU is heterogeneous and the results of different regulatory mechanism in different countries differ. The third part talks about self-regulatory possibilities constituted by corporate social responsibility. The main solution of retailer-supplier relationships is represented by stakeholder dialogue, in which contractual parties look for the basis of their antagonistic positions (which are hidden in their interests and needs), and try to identify mutual needs and to create shared value. This approach increases the created value, which is advantageous for both partners, instead of redistributing the value to the benefit of the stronger partner. The fourth part presents the results of a survey conducted among retailers, retailer suppliers and farmers, their opinions about the Act on Significant Market Power, about changes caused by this Act and about particular unfair practices. It was realised that the Act does not help the suppliers very much, in that the bargaining position was improved only with a tiny part of the respondents, and the Act even did not fulfil the role of small and medium sized enterprises protection. The everyday practice of retailer-supplier relationships remains (after changing few legal formulations in the contracts) almost the same as it was before the Act came into force. The only considerable change is shortening the payment period to 30 days; however, there are suppliers that are not content about this provision. The farmers do not feel any consequences of the Act; retailers regard it as business barrier and excessive regulation. Thus, this part confirms the hypothesis. The final part of the thesis proposes a solution to this issue by engaging many stakeholders: the business partners (self-regulation), the State (regulation through general universal act), consumers, non-governmental organisations and media (generating demand for responsible behaviour of firms).
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Framing nature in Lifestyle Magazines
Hausenblasová, Jitka ; Novák, Arnošt (advisor) ; Křeček, Jan (referee)
This diploma thesis is a content analysis of lifestyle magazines Elle and Esquire. Through combining two basic approaches to content analysis (qualitative and quantitative) the thesis shall answer the question how the nature is depicted in Elle and Esquire magazines. The study is based on the theory of framing. Qualitative frame analysis leads to identification, description, definition and interpretation of the frames of nature that occur in surveyed content of magazines. Quantitative content analysis is instrumental towards quantification of the frames. It helps to explore what are the most frequent frames and which of them are not present at all. The analysis is preceded by a broad theoretical part. This part specifies the issues of different perception of nature, media and common concepts of nature. The frame analysis comes after. Particular depictions of nature have been organised into categories that represent nine frames of nature. At first, these frames are identificated right in the content and then interpreted. The analysis concerns not only on particular depictions of nature in the textual and visual part of the content, it takes into account wider context as well. And more than that, it gives special attention to advertising part of the content analysing the way how the advertisements depict the...
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Secondary prepositions in English and Czech contemporary journalistic texts
Melíšková, Petra ; Klégr, Aleš (referee) ; Malá, Markéta (advisor)
Secondary prepositions constitute an interesting field of study, making it possible for the class of prepositions to expand. In the present thesis we shall try to address several questions which pose themselves in connection with this sub-class. The class appears to be heterogeneous with respect to the origin, semantic characteristics, and the degree to which the prepositions can be considered well-established or of a more ad hoc, occasional nature. This may also be influenced by the style of the text in which they are used. We shall focus on secondary prepositions in contemporary British newspapers, comparing their occurrence in the quality papers and in tabloids. We shall compare our findings with the situation in contemporary Czech newspapers, using Mladá fronta DNES and Blesk as sources of excerption. In the Czech language secondary prepositions seem to be a typical feature of technical style where the phenomenona examined has to be expressed absolutely precisely. Secondary prepositions have been penetrating from the scientific functional style into other styles, mainly to journalistic texts. Hence, the main goal of our dissertation will be collection of language material (secondary prepositions) from English newspaper and its further analysis observing the criteria stated in further sections of this...
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