The diploma thesis describes the various aspects of an advertising in the period of Czechoslovakia. It follows the continuity of an interwar advertising culture in the cultural and historical context of the time. Furthermore it poses a different beliefs of advertising culture compared to today on the one hand and a very modern approach of advertising through the use of new media, advertising tactics, the amount of advertising studios or innovative design on the other hand. On the theoretical background is established an interpretation of selected product advertising posters to reveal unifying characteristics of poster creation of the time. At the final part is searched for a continuity and use of the topic in present art education.

Submitted by Monica Antunes do Couto (monicaacouto@hotmail.com) on 2018-01-26T00:10:28Z No. of bitstreams: 1 Dissertação_Monica Couto.pdf: 1486661 bytes, checksum: 95cbd57f52daf59e08cc96172f62c855 (MD5) / Rejected by Mayara Costa de Sousa (mayara.sousa@fgv.br), reason: Boa tarde Monica, Alguns ajustes devem ser realizados conforme normas: 1. O nome GETULIO não tem acento; 2. O título do trabalho deve estar todo em caixa alta; 3. As palavras-chave do abstract devem ser separadas por ponto e vírgula; 4. Elementos pré-textuais não devem ser inseridos no sumário - somente da introdução em diante; 5. Lista de tabelas, lista de figuras entram antes do sumário; Att, Mayara 3799-3438 on 2018-01-26T20:50:14Z (GMT) / Submitted by Monica Antunes do Couto (monicaacouto@hotmail.com) on 2018-01-28T23:19:47Z No. of bitstreams: 1 Dissertação_Monica Couto.pdf: 1487098 bytes, checksum: 9f91f6546893867e1e2c1acb4e39b06f (MD5) / Approved for entry into archive by Mayara Costa de Sousa (mayara.sousa@fgv.br) on 2018-01-29T20:48:08Z (GMT) No. of bitstreams: 1 Dissertação_Monica Couto.pdf: 1487098 bytes, checksum: 9f91f6546893867e1e2c1acb4e39b06f (MD5) / Made available in DSpace on 2018-01-30T11:26:19Z (GMT). No. of bitstreams: 1 Dissertação_Monica Couto.pdf: 1487098 bytes, checksum: 9f91f6546893867e1e2c1acb4e39b06f (MD5) Previous issue date: 2017-12-18 / O presente estudo tem como objetivo investigar a sensibilidade do consumidor a preço após promoções com diferentes percentuais de desconto em produtos líderes e não líderes e com duas maneiras distintas de comunicação da oferta. Tal questão é relevante, pois um plano de oferta otimizado possibilita ganho dos dois lados da cadeia: consumidor e varejista. O consumidor reconhece e valoriza a oferta e o supermercadista não sofre com o desperdício de recursos financeiros, ou com a aplicação de recursos em produtos que trazem pouco retorno à empresa. Além disso, se a empresa compreende o comportamento do cliente em períodos promocionais é possível projetar melhor as receitas e o estoque. Algumas variações de desconto não são reconhecidas pelos clientes e, portanto, não resultam em aumento na quantidade comprada. Além disso, a maneira que uma oferta é comunicada desempenha um papel fundamental para o sucesso de uma promoção de preço, seja ela para produtos líderes ou não líderes. Os resultados dos experimentos foram medidos de maneira comparativa entre os produtos analisados. A pesquisa foi realizada em uma rede de supermercados no interior do Estado de São Paulo e é quantitativa experimental. Este estudo pretende contribuir para a prática empresarial e acadêmica. No plano corporativo, possibilita um melhor entendimento de como variações no percentual de desconto de preço influenciam de maneira diferente na quantidade vendida, oferece alternativas que possibilitam aos varejistas a implantação de políticas de oferta mais eficientes, ampliando o conhecimento da relação: precificação e respostas dos consumidores, e mostra que mudanças simples na maneira de comunicar a oferta geram impactos importantes na quantidade vendida. Já no plano acadêmico, agrega conteúdo à literatura de precificação no varejo. Os resultados deste estudo trazem implicações para os varejistas e a indústria alimentícia. / The present study aims to investigate the price sensitivity of consumers to price and promotions with different percentages of price reduction in leading and non-leading products and to two different ways of communicating the offer. This investigation is relevant, since optimized alternatives allow the gain of both sides: consumer and retailer. To the consumers, as they recognize and value the price promotion, and to the supermarkets, as they will not suffer from the waste of financial resources, or the application of resources in products that bring little return to the company. In addition, if the company understands customer behavior during promotional efforts, sales and inventories can be better predicted. Some price promotional discount variations are not recognized by customers and therefore do not result in an increase in the quantity purchased. In addition, the way an offer is communicated plays a key role in the success of a price promotion, whether for leading or non-leading products. An empirical research through experimental design was conducted, allowing valuable comparisons among different products and different price and promotional alternatives. The research was carried out in a supermarket chain in cities of the State of São Paulo. This study offers contributions not only to conceptual frameworks, but also to business applications. At the corporate level, it contributes to: a better understanding of how variations in the percentage of price discounts influence the quantity sold, offers alternatives for retailers to implement more efficient promotional policies, broadens the knowledge about the relationship between pricing and consumer responses, and shows that simple changes in the way to communicate promotions can have significant impacts on the quantity sold. In the conceptual context, it aggregates knowledge to the literature of pricing in the retail industry. The results of this study have therefore implications for retailers and for the food industry.

Made available in DSpace on 2016-08-03T12:31:09Z (GMT). No. of bitstreams: 1 Capa.pdf: 133871 bytes, checksum: e9bcc63d0176ef1e0b62168a9e5948b2 (MD5) Previous issue date: 2010-04-12 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / The research proposal is based on the theme marketing integrated communication for the boarding of the acting of the communicative competence, selling promotion, on the internet and of the e-promotion emerging, as the selling point message extension. The objective is to verify how these new communication technologies, specifically the internet, have been modifying the manner of making selling promotion. The methodology to be applied in the project consists in a qualitative research with exploratory character through a succinct bibliographic research that intends to investigate many works referring to the communication themes, selling promotion, digital marketing and e-commerce, in the studying of multiple case of companies that use the off-line promotion and the e-promotion as a communicative tool. The conclusion points to hybrid actions and apparent lack of promotions that work in its entirety in the offline environment.(AU) / A proposta de pesquisa se baseia no tema comunicação integrada de marketing pela abordagem da atuação da competência comunicacional, promoção de vendas, na internet e do surgimento do e-promotion, como extensão da mensagem do ponto-de-venda. O objetivo é verificar como estas novas tecnologias de comunicação, especificamente a internet, estão modificando a forma de fazer promoção de vendas. A metodologia a ser aplicada no projeto consiste em uma pesquisa qualitativa com caráter exploratório através de uma pesquisa bibliográfica concisa que pretende investigar as muitas obras referentes aos temas de comunicação, promoção de vendas, marketing digital e e-commerce, no estudo de caso múltiplo de empresas que utilizam as promoções offline e o e-promotion como ferramenta comunicacional. A conclusão apontou para ações híbridas e aparente ausência de promoções que atuam em sua totalidade no ambiente offline.(AU)

Title: Marketing strategy of product Xanil application on the Czech pharmaceutical market Objective: Design marketing strategy of product Xanil application on the Czech pharmaceutical market Methods: Written interview, descriptive analysis Results: The result is a design marketing strategies for new drug Xanil. The marketing strategy process segmentation of potential customers, targeted to competition and proposes a structure of the marketing mix. The strategy is the development of the concept of promotion, including the estimated financial costs. Key words: Marketing strategy, marketing mix, customer segmentation, competition, brand positioning, Eli Lilly company, Xanil, promotional strategy

The master thesis consists of two parts. In the theoretical part, applied and computer graphics, fonts, and promotion are discussed. The practical part is aimed at applied graphics based on the graphic art extended by mixed media. Matrices made of zinc-galvanized sheets were etched in nitric acid. A set of graphic works was printed on watercolour papers. Individual graphics were placed at a promotional brochure of the company Printing House David. The brochure promotes the printing house equipment. When prepared the brochure, the software CorelDraw was used. Photos taken on the Printing House David and edited with the use of Adobe Photoshop software package are thematically focused on "printing machines" of the company. The photos are attached to the thesis in a form of sketches.

The model of peruvian collective relations: from interventionist and restrictive to promotionalThe article begins by considering a system or democratic model of labor relations implies a significant degree of self-gravitating through the presence of collective autonomy as self-regulation agreed in relations between the representatives of workers and employers. That collides with the fact thatin Latin America, with the exception of Uruguay, the model is remarkably restrictive. Although our country since the Constitutionof 1979 explicitly ascribes to the model of Social State of Law – which in the labor field was expressed in the consecration of a democratic model of labor relations, this has not had correlation with the infra-constitutional regulation.Then, the article presents the main characteristics of a democratic model of labor relations which has as main features: i.–The dialectical conception of labor relations and assignment to the conflict of a functional role within the constitutional scheme, ii.– The consecration of collective autonomy as an essential piece of the regulatory system, iii.– The promotional intervention and feeder system from the state as a notion of closure of exceptional transcendence. Finally, the article points out the principalnovelties on the subject contained in the Project of General Labor Law, the same that is in line within the new Latin American context of impulse of the collective autonomy that exists in countries like Brazil, Paraguay, Dominican Republic, Uruguay and also seeks to promote the gradual substitution of decentralized and dysfunctional model for the functioning of the country, establishing a certain preference for the sectorial bargaining. / El artículo parte de considerar que un sistema o modelo democrático de relaciones de trabajo implica un grado significativo de autodeterminación, mediante la presencia gravitante de la autonomía colectiva como la autorregulación pactada en las relaciones entre los representantes de los trabajadores y empleadores. Ello colisiona con el hecho de que en América Latina, con excepción de Uruguay, el modelo es marcadamente restrictivo. Si bien nuestro país desde la Constitución de 1979 se adscribe explícitamente al modelo de Estado Social de Derecho —lo que en el campo laboral se expresabaen la consagración de un modelo democrático de relaciones laborales—, esto no ha tenido correlato en la regulación infraconstitucional. Seguidamente, el artículo nos presenta las principales características de un modelo democrático de relaciones laborales que tiene como principales rasgos: i. La concepción dialéctica de las relaciones de trabajo y asignación al conflicto de un papel funcional dentro del esquema constitucional; ii. La consagración de la autonomía colectiva como pieza esencial del sistema normativo; iii. La intervención promocional y alimentadora del sistema por parte del Estado como noción de cierre de excepcional trascendencia. Finalmente, el artículo señala las principales novedades que sobre el tema contiene el Proyecto de Ley General de Trabajo, el cual se enmarca dentro del nuevo contextolatinoamericano de impulso de la autonomía colectiva que se vive en países como Brasil, Paraguay, República Dominicana y Uruguay, y que además busca impulsar la paulatina sustitución del modelo descentralizado y disfuncional para el funcionamiento del país, estableciendo una cierta preferencia por la negociación sectorial.

No último século, a inserção de temas explorados segundo características figurativas, alegóricas e narrativas tornou-se freqüente em locais voltados para comércio e lazer. Estes chamados Espaços Temáticos encontram paralelo em cidades que, visando o turismo, passaram a adotar elementos do modelo temático em escala urbana. Este trabalho procura identificar as possibilidades de utilização do temático no espaço urbano, associando-o ao marketing de lugar. Além disso, relaciona reflexos do temático na produção arquitetônica contemporânea, como a utilização do figurativo, mas, especialmente, o caráter espetacular que permeia a arquitetura atual. / Throughout the last century, the inclusion of themes exploited according to figurative, allegorical and narrative characteristics, has become frequent in commercial and leisure oriented places. These so called Themed Places find similarities in cities that, aiming for tourism, adopt elements of the theme formula in urban scale. This research intends to identify different possibilities on theming urban space, according to place marketing. Also, it finds reflexes of the theme formula in contemporary architectural production, such as the use of figurative, but most of all, the exploitation of spectacle present in nowadays architecture.

For an eSports commentator, the ability to promote the rivalry between the competitors is just as important as fast and accurate commentary. Thus, it is of interest how an experienced commentator achieves this promotional language per some theoretical framework. Using the relatively new and unexplored linguistic field of promotional metadiscourse the quality of commentary can be evaluated quantifiably. Thus, this paper investigates the promotional language used by accomplished eSports commentators, in contrast to inexperienced novices, in the game StarCraft II. This is achieved with a lexical analysis of two StarCraft II commentaries using categories of promotional language previously identified in press releases. Experienced commentators were found to have a much more extensive and varied vocabulary than their inexperienced counterparts, adopting stronger evaluative adjectives and adverbs, as well as metaphorical language, in their commentaries. After comparing the commentaries with each other, the comments of two experienced commentators were compared. In this analysis, the same results were found in regards to commentator experience, as the less experienced commentator in this team featured less varied and weaker evaluative language than his more experienced co-commentator, yet more varied and evaluative than the novices. This paper shows that metadiscursive analysis methods can be fruitfully applied to non-academic discourses, as well as shining a light on the entertainment genre of eSports as a subject for further study. / Denna uppsats utforskar språket som används av etablerade eSportskommentatorer, i jämförelse med oerfarna nybörjare, i spelet StarCraft II. Detta har gjorts genom att analysera eSportskommentarmaterialet från två matcher med hjälp av en modell med kategorier för befrämjande språk, framställd för pressmeddelanden. Analysen fann att erfarna kommentatorer hade ett betydligt bredare och mer varierat ordförråd än sina mer oerfarna motparter, till exempel, genom användandet av mer starkt värderande adjektiv, förstärkande adverb och metaforer. Efter analysen av de två kommentarmaterialen gjordes en analys för liknande mönster av de två erfarna kommentatorernas språk. Denna jämförande analys fann att skillnaden i ordvalet även var knuten till kommentatorns erfarenhet, då den mindre erfarne kommentatorn hade ett mer begränsat och mindre varierat ordförråd än den mer erfarne kommentatorn, men betydligt mer varierat än noviserna. Denna uppsats visar att metadiskursiva metoder kan användas för att analysera icke-akademiskt språk, samtidigt som den visar på ett behov att undersöka E-sportsspråket som en genre.

This study explores the use of English in the texts of product packages sold in Swedish retail. This includes looking at the proportion of English of the packages of four brands God Morgon, Froosh, Oatly and Wellness, as well as exploring what moves are most likely to be in English and furthermore, what cultural values are conveyed by the texts. The most significant findings are that the proportion of English varies among both between and within the brands, depending on the specific niche the products have. Furthermore, in line with previous studies, English is mainly found in the attention-grabbing moves such as headlines and leads, whereas Swedish is more frequent in the copy which serves a more explanatory and detailing function. This is true except for the texts of the brand Oatly, with the main copy also in English. The cultural values conveyed by the texts, finally, both support previous findings, but it may be suggested that some of the values, such as nature and morality, have just recently begun to be associated to English.

The aim of diploma thesis is an analysis of HR marketing focusing on university students using the example of selected company. The theoretical part deals with an explanation of general terms continuing to concrete description of used analysis. Analyses in the practical part are followed by recommendation to improve the current situation of HR marketing focused on university students in selected company.