Given that public television is involved in the public and political life of our society, we believe that it should be necessary to study the debating skills of moderators and especially their role in stimulating public discussion. We explored the role of the moderator, socio-professional aspects of the profession, with emphasis on the study of verbal expression and specific speech acts, which are used in specific discourse. The aim of the study of the public television moderator's communication strategies is to focus on language skills, competences and facilities in terms of moderators defending the public interest - start from the Act on Czech Television and Czech Television Codex. We focused on specific techniques and strategies of the moderator's discourse. We investigated how the induction of the host achieves cooperation and clarity in communication, as well as how the moderator achieves a minimum of manipulative or persuasive communication. Moderators should in particular avoid any signs of manipulative or persuasive rhetoric, and they should be able to recognise this. For this they may use the entire system of the language and all types of speech acts.

<p><strong>Purpose/Aim:</strong> To create a communication strategy for PADI Nordic with the intention of getting Swedish divers, who have been certified abroad, to Swedish dive centers.</p><p><strong>Material/Method: </strong>The study is based on a number of personal interviews conducted with a) divers who are active in Sweden, b) divers who are not active in Sweden and c) representatives from PADI and PADI affiliated dive centers.</p><p><strong>Main results: </strong>The main reason that people who have been certified abroad do not dive in Sweden is that they regard it as being too complicated, too cold, too expensive and with nothing interesting to see. These might partly be misconceptions that can be corrected through a communication strategic effort. The best way to change this perception is by two different forms of communication. One will go from PADI Nordic straight to the divers through an email. This will have the purpose of getting their attention, making diving sound interesting and raise their awareness in preparation for the other part of the process. The other part is communication from PADI affiliated dive centres directed towards the divers. This will be in the form of more traditional marketing, and will have the purpose of making diving in Sweden sound easy, uncomplicated and price worthy. Hopefully this will bring people in to the dive centres, and in the ideal case they will in time also bring their friends along – by becoming the first link in a two step flow of communication.</p><p> </p>

Purpose/Aim: To create a communication strategy for PADI Nordic with the intention of getting Swedish divers, who have been certified abroad, to Swedish dive centers. Material/Method: The study is based on a number of personal interviews conducted with a) divers who are active in Sweden, b) divers who are not active in Sweden and c) representatives from PADI and PADI affiliated dive centers. Main results: The main reason that people who have been certified abroad do not dive in Sweden is that they regard it as being too complicated, too cold, too expensive and with nothing interesting to see. These might partly be misconceptions that can be corrected through a communication strategic effort. The best way to change this perception is by two different forms of communication. One will go from PADI Nordic straight to the divers through an email. This will have the purpose of getting their attention, making diving sound interesting and raise their awareness in preparation for the other part of the process. The other part is communication from PADI affiliated dive centres directed towards the divers. This will be in the form of more traditional marketing, and will have the purpose of making diving in Sweden sound easy, uncomplicated and price worthy. Hopefully this will bring people in to the dive centres, and in the ideal case they will in time also bring their friends along – by becoming the first link in a two step flow of communication.

Problem: As almost everyone has a cell phone today, keeping your customers is very important. An important group for cell phone carriers is young people. This is a group that uses cell phones more and more. However, attracting these people could be hard. One of the most common strategies to attract customers today is promotion through TV-commercials. Another strategy that has gained popularity is branding. We therefore asked ourselves how these strategies could affect each other and eventually young peoples’ choice of cell phone carrier. Purpose: Our purpose is to investigate how branding and communication strategies are best used in cell phone carriers TV- commercials, and how they affect young peoples’ consumer behavioral processes. Method: To solve the purpose of this thesis we have used an inductive approach. We have gathered both quantitative and qualitative data. Quantitative data have been collected from a questionnaire filled out by students from Jönköpings University and qualitative data from a focus group we have held. The results were analyzed with help from theories about communication strategies and branding. Conclusion: Branding has a strong influence on young peoples’ view on cell phone carriers TV- commercials. However cell phone carriers TV- commercials have no direct effect on young peoples’ choice of cell phone carrier. It just has an indirect effect since; TV- commercial can be considered a source of information or a way of forming attitudes.

Purpose: The purpose of this study is to see what implications the new communication channel of Covert Virals has on acknowledged communication strategies and whether or not these strategies are still viable within Covert Virals.   Background: The term Covert Viral has been given to pieces of advertisement, spread through the medium of electronic word of mouth over social networks, which are designed to look user made. With the defense mechanisms towards traditional advertisements in mind, and the extensive growth of the social networks, it is of high interest to understand how traditional branding strategies work in this new communication channel.  Method: To answer our research questions, and thereby conclude our purpose, we have used quantitative data which was collected through the use of non-random sampling. This was analyzed within the SPSS statistics software, using both descriptive and inferential statistics.  Conclusion: The implications this communication channel brings to traditional branding strategies has been divided into two categories, Brand Awareness strategy implications, and Brand Attitude strategy implications. Within Brand Awareness strategies it was found that Covert Virals were unfit to execute brand recall strategies. However, Brand recognition strategies were found to still apply, with a possible negative backlash of advertising for a competitor‟s brand. Within Brand Attitude Strategies, we found that a new restriction has been placed on the traditional strategies. This restriction is the obligatory use of emotional branding. Furthermore, this emotional branding must be constructed in such a way so that it caters to both the viral intent of the advertisement, and the branding intent. / Syfte: Syftet med denna studie är att fasställa vilken inverkan den nya kommunikationskanalen Covert Virals har på existerande teorier gällande varumärkeskommunikation och om dessa teorier är tillämpliga på Covert Virals.  Bakgrund: Covert Virals är en term för reklam som har spridit sig via så kallad elektronisk „mun till mun‟ -marknadsföring via sociala nätverk där upphovsmannen framställs som icke företagsrelaterad. På grund av svårigheter att nå kunder via traditionell  marknadsföring och den omfattande tillväxten inom sociala nätverk på senare år, är det av största vikt att förstå hur företag ska marknadsföra sig genom denna nya kommunikationskanal.  Metod: För att uppfylla vårt syfte har vi använt oss av en kvantitativ undersökning som har samlats in genom ett icke slumpmässigt  urval. Svaren analyserades både med hjälp av trendanalys och beskrivande statistik genom mjukvaran SPSS Statistics.  Slutsats: Utfallen av undersökningen är uppdelade i medvetenhet om, respektive attityd till, varumärket. Covert Virals är inte lämpliga för att öka tittarnas förmåga att erinra sig ett varumärke, men fungerar väl för att skapa igenkännelse av varumärket. Det finns en risk att de positiva effekterna av en covert viral tillkommer konkurrenter i lika stor eller större utsträckning som det egna varumärket. När det gäller attityd till ett varumärke så har studien visat att det finns en ny begränsning i det att en Covert Viral måste använda sig av känsloladdade budskap. Detta känsloladdade budskap måste dels skapa en stark vilja att vidarebefordra meddelandet samt förmedla den känslan marknadsföraren vill associera med varumärket.

Wireless sensor networks (WSNs) are characterized by limited amount of energy supply at sensor nodes. Hence, energy efficiency is an important issue in system design and operation of WSNs. In this work we focus on solving the energy efficiency problems of data gathering processes in WSNs. We first address this problem on a macroscopic level by investigating the efficiency of data gathering trees when data sent by different sensors are correlated. Such correlation aware data gathering strategies typically shift the aggregation structure from a default shortest-path tree (SPT) to a steiner minimum tree (SMT) in order to achieve the required efficiency. We study the energy efficiency of correlation aware data aggregation trees under various sensor network conditions and the tradeoffs involved in using them. Comprehensive simulation results as well as inferences and theoretical analysis of those results are presented in the thesis. Based on the insights gained through the investigation, we propose a simple, scalable and distributed correlation aware aggregation structure that achieves good energy performance across a wide range of sensor network configurations, and at the same time addresses the practical challenges of establishing a correlation aware data aggregation structure in resource-constrained WSNs. On a microscopic level, we propose a novel communication strategy called Communication through Silence (CtS) to achieve energy-efficient data gathering without significant degradation on overall throughput in WSNs. The proposed scheme primarily uses time, along with a minimal amount of energy to deliver information among sensors. CtS can be used to replace the conventional energy-based transmissions between each pair of sensor nodes during a data gathering process. We analyze in detail the primary energy-throughput tradeoff inherent in this approach as well as other challenges related to the realization of the proposed communication strategy. Finally, we propose a practical realization of CtS strategy that includes radio technology, MAC layer, and higher layer solutions. Performance evaluation results prove that this solution effectively realizes the CtS strategy in a WSN setting, at the same time achieves considerable energy savings compared to conventional communication strategies.

Submitted by Suelen Reis (suziy.ellen@gmail.com) on 2013-05-08T16:50:18Z No. of bitstreams: 1 Dissertacao_Archimedes Amazonas.pdf: 558765 bytes, checksum: 74bdafd05629dbb54ec8c68f5c96d628 (MD5) / Approved for entry into archive by Alda Lima da Silva(sivalda@ufba.br) on 2013-05-08T18:30:32Z (GMT) No. of bitstreams: 1 Dissertacao_Archimedes Amazonas.pdf: 558765 bytes, checksum: 74bdafd05629dbb54ec8c68f5c96d628 (MD5) / Made available in DSpace on 2013-05-08T18:30:32Z (GMT). No. of bitstreams: 1 Dissertacao_Archimedes Amazonas.pdf: 558765 bytes, checksum: 74bdafd05629dbb54ec8c68f5c96d628 (MD5) Previous issue date: 2009 / Nesta presente dissertação refletimos sobre os principais problemas enfrentados atualmente pelos museus e tendo por objetivo geral investigar as representações e imagens dos museus de Salvador, junto ao público universitário. Mais especificamente, buscamos conhecer em que medida os museus fazem parte das opções de lazer desse público que, dado o seu grau de escolaridade, é um dos públicos potenciais dos museus. Quatro hipóteses orientam nossa investigação: (1) Os museus de Salvador não são vistos como opção de lazer; (2) poucos são aqueles que o público sabe que existe; (3) são poucos os museus visitados por este público e (4) a frequência de visitação é baixa. Realizamos uma pesquisa de campo com dados coletados através de questionários. A análise dos dados mostra que o público-alvo desconhece a existência da maioria dos museus locais; que os museus de Salvador não são considerados como uma opção de lazer e entretenimento, nem mesmo de lazer cultural e que poucos universitários têm o hábito de visitar museus em Salvador. A pesquisa constata a necessidade de desenvolvimento de estratégias de comunicação e de construção de uma imagem institucional ou de marca por parte da maioria dos museus de Salvador. / Salvador

The master thesis is concerned with the effect of the clame superfood and its impact in consumer behaviour. The aim of this thesis is to find out how consumers perceive the phenomenon of superfoods and how this claim effect their consumer behaviour. The theoretical part of the thesis defines and explains the terminology related to the key term superfoods such as functional foods, superfruits and organic foods. Subsequently the thesis edentifies the rules of a food labeling with the emphasis on health and nutrition-related claims. The thesis then examines the recent development of the superfoods market with its trends either from the local and the global point of view. The theoretical part is ended by the analysis of the methodology The Six Elements of Superfruits Success, which defines the six elements leading to a successful business strategy in a field of superfoods industry. The empirical part of the thesis shows the survey results of the effect of the clame superfoods and organic foods on products and its impact in consumer behaviour in the Czech Republic. The thesis then deals with the case study Jeřáb (a product containing a superfood). The thesis draws up a draft proposal for a new communication strategy of Jeřáb with the emphasis on the fact that Jeřáb is a product containing a superfood.

This Masters Thesis deals with an analysis of promotion mix of the company Enterprise. The objective of this thesis is to introduce company Enterprise Holdings along with its marketing and communication strategies. Furthermore, it includes a survey that was conducted in order to discover respondents awareness of Enterprise Rent A Car marketing activities and additional products. The recommendations are introduced on the basis of the surveys results. Moreover, in the theoretical part there are explained the basic marketing terms, e.g., integrated marketing communication, marketing mix, SWOT analysis and communication strategies. These strategies are crucial for understanding the thesis practical part. The marketing research and the methods of information collection are explained in the last chapter of the thesis theoretical part. The practical part is divided into three main chapters. The company Enterprise Holdings is introduced in the first chapter including its brands. There were conducted two analyses in the first chapter: a competitive analysis and SWOT analysis. The second and also the most elaborated part is focused on the marketing and communication strategies of the company. Additionally, the objectives of the entire company are described there as well as the goal achievement. The conclusion does not include only the survey evaluation but also the authors recommendations. These recommendations target at companys weak points and try to increase awareness of the company among European citizens.

Diploma thesis named Proposal of communication strategy for Euro Frigo Praha aims at proposing communication campaign that perfectly responds needs and financial possibilities of chosen company. Euro Frigo Praha is a company that imports fish and seafood to Czech market. The management of company has not developed almost any marketing activities since the company was found many years ago. This thesis aims at proving that also small Czech company with very limited budget can implement effective communication campaign when choosing suitable marketing message and communication mix.