|
| |
|
|
Analysis of the effectiveness of the use of marketing tools in the project „Nová Zbrojovka“
Borozdina, Valeriia ; Budíková, Michaela (referee) ; Dohnal, Radek (advisor)
The aim of the thesis is to analyze marketing tools used in the development project «Nová Zbrojovka». To assess their effectiveness and expediency of use in the future. The result of this work will be a proposal for the further use of the analyzed marketing tools. The theoretical part is devoted to the description of the construction market, strategy and marketing strategy, situation analysis and its tools. The basic concepts, divisions and structures are explained here. The practical part describes the project «Nová Zbrojovka», the current situation of using marketing tools and marketing strategy of the project, analysis of these tools and recommendations for their use in the future.
|
|
|
A case study on public diplomacy and nation branding - the Czech center in New York City
Richter, Daniel ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The bachelor thesis "A case study on public diplomacy and nation branding - the Czech center in New York City" focuses on the activities of Czech Centers, specifically the Center in New York, in communicating the objectives of the Czech Republic's foreign policy and building a positive image of the country amongst the foreign public. In the introductory theoretical part with the definition of the terms, public diplomacy and nation branding, it summarizes the mission, history and development of the Czech Centers and describes the government's concept of a unified foreign presentation of the Czech Republic. It also recalls the history of the New York Czech Center. The practical part is based on the author's research on a sample of the American and Czech public about their awareness of the existence of the Czech Centers, or the Czech Center in New York, and their preferences and recommendations regarding its program offerings. The author confronts these findings with the actual program of the New York Center. The thesis also focuses on the actual communication with the target groups of the New York Czech Center, drawing on published documents and interviews with representatives of the Czech Centers. The findings are summarized in an analysis, based on which the author presents brief recommendations...
|
|
|
Public relations 1. FK Příbram
Bauerová, Eva ; Janák, Vladimír (advisor) ; Voráček, Josef (referee)
Title: Public relations 1. FK Příbram Objectives: The objective is analysis and assessment tools and activities Public Relations, which football club 1. FK Pribram uses, both in communication with fans and interact with their partners. Based on the analysis tool will suggest scheme so that communication by Public relations have been effective and successful. Methods: To acheave goals was chosen the case study method, which helped to get detail information. Data collection was performed using the analysis of texts, documents and informal interview. Resulst: Results of the work are summarized in the practical part. Based on the knowledge I have developed references and recommendations to improve the quality of communication with fans and media representatives Keywords: public relations, business company, media relations
|
|
|
Interakcion of media and marketing media discourse on the media image of musician Tomáš Klus
Nováková, Kristýna ; Hejlová, Denisa (advisor) ; Štechová, Markéta (referee)
This diploma thesis Interaction of media and marketing discourse on the media image of musician Tomáš Klus examines the influence of the corporate agenda through the marketing and PR department of a record label Sony Music Entertainment Czech Republic s.r.o. on the agenda of the media, which represent the work of three full-scale Czech newspaper MF Dnes, Právo a Blesk. The theoretical approach is being built on the basic theses of media construction of reality and construction of media image, the concept of agenda setting and issue of the music industry. Thus, areas involved and influence the marketing and media world and form the basic framework of the theoretical structure of media reality. The empirical part is devoted to a particular process of agenda setting on an example of the media image of a Czech musician Tomáš Klus over three years through marketing and PR department of a record label Sony Music Entertainment Czech Republic s.r.o. sampled for analysis of print media - newspapers MF Dnes, Law and Flash. The goal is to trace how and to what extent the marketing discourse influences the media discourse and how does this interaction influence the musician's final media image.
|
|
|
The transformation of memory institutions in Europe and in the CR with focus on their "media acts"
Fridrich, Tomáš ; Bednařík, Petr (advisor) ; Sekera, Martin (referee)
The aim of the thesis "Memory institutions on the threshold of the 21st century: media activities of the National Film Archive and the Deutsches Filminstitut" is to explain the context in which the archives are acting, and in particular explore specific media operations of two leading European film archives. The focus of the first part of the text is to describe the changing conditions mainly related to digitalization. The traditionally rigid institutions must adapt to this new conditions if they want to onform to the standards of cultural institutions of the 21st century. The main part of the text then analyzes the media actions of the National Film Archive and reference institution Deutsches Filminstitut. The thesis analyzes the specific media actions from onlinepresentation of the institution up to the work with journalists and, if necessary, proposes the optimization of existing processes. The reason of focusing just on media activities is the increasing need to develop new audiences, recruited from persons who were up to this moment not interested in the activities of the archives, and last but not least, the fact that a good media activity can be a compelling argument when approaching sponsors from the private sector. In the perspective of continual reduction of state contributions to cultural...
|
|
|
Preparation and optical properties of scintillation oxide layers
Hanuš, Martin ; Kučera, Miroslav (advisor) ; Čuba, Václav (referee) ; Pejchal, Jan (referee)
In this work we studied properties of garnet scintillator layers (RxLu3-xAl5O12, RxY3-xAl5O12) doped by rare earth ions (Ce, Pr, Tb), orthosilicates (Y2SiO5; R = Ce, Tb) and influence of Sc codoping on Pr3+ and Tb3+ emissions. The Zr codoping on Ce3+ emission in orthosilicates was also studied. The samples were prepared by liquid phase epitaxy. The studied materials show high quantum efficiency and good chemical and mechanical stability. They represent ideal materials for 2D imaging devices. We studied optical absorption, excitation and emission spectra and scintillation properties (radiolunescence and photoelectron yield). The aim was to determine the properties of grown layers and their comparison to Czochralski grown single crystals. We looked for the impact of melt and growth conditions on measured layer properties. We also tried to determine optimal amount of dopants in layer. We used PbO - B2O3 and BaO - BaF2 - B2O3 fluxes. Using these fluxes, we succeeded in growing layers with less intrinsic defects in crystal lattice in comparison to single crystals. In grown layers of thickness from 1 to 30 µm higher dopant concentration was achieved than in single crystals.
|
|
|
Persuation of commercial articles in lifestyle magazines ELLE and Instyle
Spilková, Tereza ; Šoltys, Otakar (advisor) ; Osvaldová, Barbora (referee)
This bachelor thesis is focused on language of persuasive elements in advertising texts In two Czech lifestyle magazines - Elle and InStyle. The thesis focuses on the psychology of advertising, the media and the language that advertisement uses to address and persuade readers. Lifestyle magazines have a specific way and language of communication. Subject will be texts labeled as "promotion". The range of sample will be 6 issues of the Elle magazine and 2 issues of the Instyle magazine. The first chapter is dedicated to the theory of media, mass media and their influence on society. The second chapter is dedicated to lifestyle magazines and their history. In the third chapter the author deals with the theory of persuasion and language. And the fourth will focus on advertising and its ability to influence opinions and attitudes. The second part of the bachelor thesis describes the method of content analysis and description of the monitored data set. The thesis analysis individual advertising messages and examines the linguistic persuasive elements contained in them. At the end, the author will try to show what elements of persuasion appear most frequently in the advertising texts, what products they focus on and whether the texts and their language corresponds to the specialized literature about the...
|
|
|
Business Plan - Migraine-help z. s., Patient Organisation for People with Migraine
Blažejovská, Tereza ; Vrzáček, Petr (advisor) ; Povolná, Pavla (referee)
In its first part, the thesis theoretically discusses the issue of planning the establishment of an organisation, by presenting the successive steps of business planning as reflected in the literature. The organisation's strategic planning process is presented first, and then the marketing, personnel, financial and legislative planning processes. The practical part of the work then practically applies these expert recommendations when planning the creation of a specific organization in the form of a strategic and business plan for the establishment of a non-profit patient organization supporting people with migraine and their loved ones bearing the name Migraine-help, z.s. Key words Business plan, patient organisation, nonprofit organisation, planning, strategy, marketing, PR, financial management, migraine.
|
|
|
Mobile operator's corporate magazines - ČiliChilli and Charger
Vičar, Jakub ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
The bachelor thesis entitled "Mobile operator's corporate magazines: ČiliChili and Charger" aims to cover contents of corporate magazines for customers. Issues of two separate magazines are analysed over a span of three-year period from 2017 to 2019, when total of 35 prints and 22 web adaptations were published. As these types of magazines vary from the titles published for the general public, the present thesis' theory covers their history, specifics and blending with fields such as marketing and PR. It also offers a view into making of native advertising, content marketing or journalism, which intertwine with the marketing tool which corporate publishing is. The practical part of the thesis uses methods of quantitative content analysis to quantify the ratios of different topics categorized into content unrelated with business activities of the particular company as well as commercial articles, CSR themes and many others. By using these methods, the thesis unfolds real ratios of commercial communication compared to the total volume of chosen titles, which sometimes amounts up to the half of the total contents of the publications. It also identifies key topics and development of their communication together with possible trends in that field. Research results state that the choice of key topics and dividing...
|
guest ::
