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Analysis of the bitter spirits category and the perception of the brand Becherovka Original in the czech market
Michelík, Martin ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
The aim of the thesis is to analyse the bitter alcohol drinks market and to evaluate the brand image of the Becherovka Original on the Czech market and to suggest appropriate recommendations for improvements in perception of the brand amongst the younger generation of customers. The theoretical basis is defined to understand the terms as customer behavior, consumers buying process, brand elements, brand equity, brand value and brand image. In order to achieve the main objective the primary research was carried out. The research was provided by online customer survey. Based on the collected data the whole Czech alcohol market was analysed, with emphasis on the spirits market, especially on the bitter spirits category. Also, the brands marketing strategy was analysed. At last, the perception of the brand Becherovka Original on the Czech market was analysed. The data for the analysis were obtained by the theoretical basis and by the research. The conclusion contains suggested recommendations for the future prosperity of the brand.
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Political marketing in the pre-election period
Baghdasarjan, Inesa ; Müller, Karel (advisor) ; Fleissner, Kamil (referee)
The purpose of this thesis is to analyze strategies of political marketing of the Czech Social Democratic Party and the political movement ANO 2011 in the Czech regional elections 2016. Furthermore, the work aims to analyze their media image in selected economic and political weeklies (Euro, Respect and Week). This thesis will attempt to answer the following questions through content analysis and qualitative interviews: What were the main differences in political strategies of those political parties? Were there some variations in interpretation of their media images in the selected magazines? The thesis is structured into four chapters. The first chapter defines the main terminology of political marketing. The second one is devoted to media-politics relations and to the Czech media. The third analytical part characterizes marketing strategies of the political parties. The last chapter interprets the results of content analysis.
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Care for Body, Health and Fitness by Seniors
Maxa, Vladimír ; Fialová, Ludmila (advisor) ; Potměšil, Jaroslav (referee)
Name: Care for Body, Health and Fitness by Seniors Objective: The objective of my graduation thesis is to detect the attitude of seniors towards their body and health and to discover the way they perceive the present-day ideas about body type that are presented by the media and accepted by the present-day population. Method: A questionnaire was used to collect data. The questionnaire involved questions relating to personal data, health state, activities connected with the body and exercise, body image, self-perception and life satisfaction. The form of the questions asked in the questionnaire was not uniform. Closed 'yes' or 'no' questions and ones using Lickert's 5- grade scales dominated the questionnaire. Results: The results summarize the attitude of seniors towards themselves and their values for evaluating their body, health and fitness. They clarify the motivation of seniors to exercise and explain their behaviour in relation to their diet. Furthermore, the results consider seniors' bodily proportions and conclude that the actual body type of seniors is not identical with their ideal body type. Key words: physical self-perception, seniors, senility, life style Powered by TCPDF (www.tcpdf.org)
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The Sunday Christ
Záruba - Pfeffermann, Josef ; Royt, Jan (advisor) ; Kubík, Viktor (referee) ; Klípa, Jan (referee)
The work is a monograph on the late medieval devotional image of Sunday Christ (Feiertagschristus, Christo della Domenica, Svjeta Nedelja, Christ du dimanche, Sváteční Kristus). The main aim of this research was to create a complete catalogue of all examples of the "Sunday Christ" image and explain its origins and development. Origins of this image are found in the various conceptions of the continual Christ's suffering for our sins. The author is using the recent bibliography on this image (Koman, Reiss, and Rigaux) but the concept of the development is based more on the definition by Gertrud Schiller. The origins are seen in the mystical images from the cloister environment.- Sponsus pierced by Sponsa, Mystical nailing, nailing with various tools, Arma Christi, fabrication of Arma Christi, and other motifs found especially in the art of female convents. The pastoral care of nuns was usually practiced by Dominicans and other preaching orders, which probably modified some of the images of perpetual passion for the use of laity. As a certain reflection of this contemplative phase we may consider the Casatanense Manuscript (Rome, MS 1404) and mystical visions of Archbishop John of Jenstein, (1379) which included an ecclesiastical image of Christ attacked by Christians. The mural paintings had been painted in...
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Virtual Image of the Czech Sports via Unstructured Data Analysis
Levý, Jan ; Jelínek, Ivan (advisor) ; Profousová, Lenka (referee)
Analysis of unstructured data from social media is an important and constantly growing part of information technologies' application in the marketing context. The aims of this bachelors' thesis include creating a trial platform for the analysis of un-structured data from Facebook, research and application of suitable methods and metrics for the analysis, summarizing the analysis' findings and visualisation of selected metrics by means of a dashboard. The thesis' structure corresponds to the methods used for metting the aims set and compo-ses of seven parts. The first part summarizes motives for social media analysis, deals with the approach to the topic in the contemporary scientific papers and discusses comercial tools that could be used for such analysis. The second part describes gathering of data with a crawler, setting the connection and getting the access rights to the data sources. The structure of downloaded documents and appropriate choice of data sources is also described in this part. The third part adresses the tools used for the analysis, namely Elas-ticsearch and Kibana. The fourth part defines possible questions that may be asked in the context of Czech sports image on Facebook. The fifth part identifies the metrics necessary for the questions assesment and describes corresponding data selection. The sixth part completes the analysis itself and summarizes its findnings. The seventh part describes Ki-bana's dashboard use for effective summarizing of selected metrics. The main bachelors' thesis contribution lies in the illustration of social media analysis pos-sibilities on the example of Czech sportsmen and Czech sports in general on Facebook. A crawler has been used to gather the data for the purpose of the analysis. The other em-ployed tools included Elasticsearch and Kibana, which have enabled the data selection and visualisation. The analytical approach consisted of four parts; definition of analytical que-stions, definition of methods and metrics to find answers to these questions, followed by the analysis itself and the summary of results. The following points belong to the analysis' findnings: identification of sportsman with the highest marketing potential, comparison of analysed sports according to the perceived image by fans and desgination of the pages with most interacting followers.
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The language and the world. Literary and art work of Jiří Kolář
Gemrothová, Adéla ; Špirit, Michael (advisor) ; Vojvodík, Josef (referee)
The literary and art work of Jiří Kolář make one integral entirety. Built up by one author's concept, specific artistic intention, which manifest itself as coherent in operation with different meidums of expression at the sphere of naturallanguage as well as at the sphere of visual images. There is in a same way apllied a princip of paraphrase and variacy, a multiplication of perspective, exploitation of authentic, assumed material, citation, aleathoric princip etc. Kolář is aimed at evident character of a reality and at the matter, how we experience it by understanding a world, particularly through the mediation of language. This effort motivate a permanent searching for a divers constructives methods. So the subject of author (a speaker), instead of own artistic representation ofworld, constitute a pluralistic, multilateraů work, which inquire possibilities of an attitude between a work of art and a real world, his participation on it.
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Outer factors influencing image creation of the USSR in Czechoslovakia between World Wars
Lomíček, Jan ; Jančík, Drahomír (referee) ; Štaif, Jiří (advisor)
There were several outer aspects influencing the image of Soviet Russia in Czechoslovakia between World Wars. On the one hand it was Soviet propaganda using all possible means at that time to create abroad a positive image of SSSR. On the other hand, there were various control mechanisms and institutions monitoring foreigners in the Soviet territory. It was VOKS (The All- Union Society for Cultural Relations with Foreign Countries ) and the Soviet state travel agency Intourist, to name the most significant of them. The amount of places the visitors were able to visit was limited, just as the available information and that is why the reality shown in their literary works was distorted. The writers who tried to present an objective description of the situation in the Soviet Union were often dependent on theoretical information without the possibility to verify their theories in practice. A significant number of leftwing intelectuals considered the dictatorship of the proletariat to be a political vanguard. They sticked to these beliefs because they did not have any opportunity to discover the real consequences of Bolshevik government on the people in the Soviet Union.
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