|
|
Presidents at war with media - paralels in media attitude towards presidents in USA and the Czech Republic
Pešková, Iva ; Miessler, Jan (advisor) ; Cebe, Jan (referee)
The aim of this thesis is to look for paralels in reactions and attitudes of Czech and American media towards offensive statements of presidents of the Czech Republic and USA with the focus on mainstream media. In a theoretical part of the thesis the role and function of media in liberal democracies are defined. Following part describes an actual media landscapes of USA and the Czech Republic. The main part - research, is based on the description of the media landscapes in both countries and analyzes the media reactions and attitudes towards one specific presidential statement (one by US president Donald Trump, one by Czech president Milos Zeman). Each statement had to be at most critical, attacking the media and had to raise high media response. Media reactions were afterwards analyzed using qualitative content analysis according to the principles of grounded theory. In the conclusion the categories given by the analysis are being compared and analyzed.
|
|
|
Analysis of the marketing communications and image of Ferrino company on the Czech market
Cichý, Jiří ; Postler, Milan (advisor) ; Nýdrle, Pavla (referee)
This diploma thesis deals with the brand image analysis of outdoor equipment manufacturer. Theoretical part offers explanation of marketing fundamental terms: brand, corporate identity, brand image, marketing & commercial communications and marketing mix. Practical part deals with the analysis of Ferrino's current brand image on the Czech market from the perspective of its prevailing customers. Besides the brand image analysis, the diploma thesis contains assessment of company's contemporary marketing activities in the digital world. The objective of the thesis is to ascertain the manner of how company's target group views the brand image. Furthermore, secondary objective focuses on assessment of efficiency of current online activities implemented by Ferrino and proposal of potential recommendations for future.
|
|
|
Proposal of a media strategy for MeetFactory
Langmajerová, Tereza ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The aim of this thesis is to create a media strategy for a non-profit organisation MeetFactory. The proposal is based on all steps of a media planning process - media brief, situation analysis, definition of goals and media strategy, as well as a mediaplan. The thesis gives a complete overview of the media market, respective mediatypes and creation of the media strategy. Since the thesis is based on the Google Ad Grants programme it contains detailed characteristics of the programme as well as creation of a Google search campaign.
|
|
|
Media strategy trends with focus on the Czech Republic
Skálová, Denisa ; Lhotáková, Markéta (advisor) ; Heřmanský, Pavel (referee)
The thesis Media strategy trends with focus on the Czech Republic provides the reader with a comprehensive overview of the use of media in marketing communications and trends in this area, complemented with future perspectives. The thesis aims to analyze the current trends in media strategies, to determine whether the new media share in the mediamix will continue to grow and also to compare global and local distinctions in this area.
|
|
|
Analysis of a media strategy in a non-profit organization
Čechová, Pavla ; Zamazalová, Marcela (advisor) ; Ksiazczak, Eva (referee)
This diploma thesis focuses on the communication of a non-profit organization with a stress on the area of media used for advertising. The thesis includes analysis and definition of the target audience for Konto Bariéry organization and comparison with the original definition. The thesis furthermore presents analysis of the advertising investments within the non-profit segment and also focuses on the main advertisers who belong to this segment. Based on these analysis the recommended mediamix and concrete media are introduced to effectively address the defined target audience.
|
guest ::
