This diploma thesis deals with the communication strategy of STUDENT AGENCY Company. The main aim is to analyze and describe all the principles, possibilities and targets of marketing communication, as well as show how the communication mix can be set and optimized. The theoretical part of the paper shows basic instruments of marketing known as 4P, one of which is promotion (as well known as marketing communication). Here we can find all the instruments of communication mix which can be used, as well as other needed information about the factors which affect the management of marketing communication. The practical part deals with a concrete situation in STUDENT AGENCY Company, explains relationships between the competitors and the whole transportation industry. Because the company operates also in tourism sector, these business activities are mentioned, too. The basic promotional mix of STUDENT AGENCY is introduced, as well as the most important reproaches. At the end the future line of marketing communication is foreshadowed. The main benefit of this paper is the complex vision of the company and its marketing communication, which helps to create a compact opinion to the present and future condition of the communication strategy of STUDENT AGENCY.

The master thesis is focus on issue of travel agency, which acts as a mediator in the sale of tours to travel agencies. The thesis is structured into three main chapters. The first one is called Theoretical Basis of Work, which explains the basic concepts associated with the problem. Subsequently, another chapter called Problem Analysis and Current Situation is created. This chapter is processed through relevant analyzes. Finally, there is a chapter that contains suggestions for improving the current situation, which contribute to more effective promotion of propagation.

This dissertation explored the differences in federal budget communication associated with the development and passage of the Federal Budget Resolution for Fiscal Years 1999, 2000, and 2001. A computer-aided (i.e., DICTION) content analysis was completed to explore Executive, Legislature, and Agency budget communication for source-based and party-based differences. Source-based differences were explored using the variables Activity, Realism, Optimism, Commonality, Certainty, Public Interest, Budget Concepts, and Functional Budget Categories. When reviewing the findings as a whole — and taking into account the variables, data, and time period analyzed - a distinct and predominant source-based perspective was not present in the federal budget communication associated with the development of the Congressional Budget Resolution. However, it was possible to identify predominant sources for individual variables Activity, Optimism, Commonality, and Certainty. Party-based differences were explored within seven themes: the use of Lakoff's value language; discussions of campaign actors; coalition building rhetoric; moral virtue and entrepreneurialism rhetoric; language of order, efficiency and unity; public interest; and, accusatory language. Variables included Liberal Language, Conservative Language, Party References, Voter References, Leader References, Commonality, Familiarity, Realism, Human Interest, Rapport, Praise, Inspiration, Liberation, Tenacity, Communication, Denial, Public Interest, Blame, and Pessimism. The analysis of party-based differences revealed that Democrats were more likely to incorporate language associated with the following variables: Liberal Language, Conservative Language, Party References, Voter References, Leader References, Human Interest, Rapport, Liberation, Blame, and Pessimism. Republicans were more likely to incorporate language associated with Familiarity, Realism, Tenacity, Communication, and Denial. This research illustrates that within our political institutions generally, and the budget specifically, there are significant source-based and party-based differences in the goals and values communicated by the actors within the federal budget process. If it is possible to gain a better understanding of how actors within this key process communicate, public administrators will be better equipped to engage each other in an honest dialogue and debate that facilitates agreement and understanding. Until source-based and party-based communication barriers have been broken down, the negative tenor in political communication and the public's apathy and frustration towards the political process will continue. / Ph. D.

This study presents an understanding of the role of transparency in the communication processes of agencies of the United States Federal Government, as guided by principles of stakeholder management, models of public relations, and a model for government agency communication. These theories and models all suggest that increased openness in organizations will result in improved organizational functioning and in some instances, increases in organizational trust. The perspectives presented in this paper were collected through eighteen semi-structured in-depth interviews of professional communicators for various agencies in the United States Federal Government. The data shows that government communicators recognize the need for transparency in a democratic government, and also illustrates factors that both enhance and constrain transparency. Most of the limited research on government agency communication has focused on media relations and agency spokespersons. The value this exploratory study provides is that it illustrates government communicators understand the value of transparency in communication practices and provides a model for transparency in government agency communication. The research also shows a need for future research to strengthen theory, expand models, and provide examples of how to effectively implement transparency enhancing practices in government communication.

在大型天然災害發生之後的黃金救援時期，災民存活率和救災效益之提昇極度仰賴於一個順暢的通訊系統。由歷年來大型災變的經驗中我們可知，行動通訊系統其實是不可靠且極為脆弱的，基地台之電力供應中斷或連接後端固定網路線路（Backhaul）之損毀都將使得通訊系統癱瘓而影響救災工作效率。 本研究提出一種新的應急通訊系統，利用原有行動通訊系統中未損毀但失去連網能力的基地台，藉由臨時供應的電力恢復其運轉，並以無線通訊設備與鄰近基地台互連建構一個臨時應急性的網路，稱為應急蜂巢式行動通訊網路（Contingency Cellular Network，CCN），供災區內手機用戶進行通訊。由於災區內部通訊的對象通常是一個特定的群組角色，而非一個特定人員，而災民與救災人員也不知彼此所在位置及聯絡的方式，因此無法以平常的撥號方式發起呼叫。本研究以CCN網路架構為基礎，設計並實作群組通訊模式，讓災區內人員以簡碼方式向任一群組發起呼叫並建立通話。 為驗證CCN群組通訊設計之可行性及效能，我們以IEEE802.11 Wi-Fi無線網路環境建置模擬系統，並以Android平台手機搭配VoIP軟體模擬手機與系統連線以進行通話。最後設計了一連串的實驗評估本模擬系統之效能。從實驗結果可知，本系統可於短時間內即時回應使用者註冊需求及完成通話連線處理；當通話數在30通以下時，Mouth-to-Ear Delay (MED) 值可維持在400ms以下，語音品質控制在一般VoIP使用者可容許的範圍之內。本實驗可作為未來改進系統功能和建置架構之參考依據。 / When stricken by a catastrophic natural disaster, the efficiency of disaster response operation is very critical to life saving. The efficiency of disaster response operation is greatly depending on communication systems. However, they were usually not dependable, including cellular networks, and often crashed due to power outage and backhaul link breakage. The failure of communication systems caused a big coordination problem to many disaster response operations. This thesis proposes a Contingency Cellular Network (CCN) by connecting isolated base stations to survival base stations using long-range wireless links to restore part of cellular network functionality. People can use their own cell phones for emergency communication in the disaster areas. CCN will be able to support many disaster response workers in the early hours of catastrophic natural disasters, thus to save many lives. Since the receiver of a phone call in a disaster area is usually a resource (agent), not a particular person, we designed a special Agency communication mode for CCN allowing CCN users to initiate a phone call to a nearby resource by dialing a designated agency number, instead of a real phone number. To verify our design, we implemented an emulated CCN system using an IEEE 802.11 Wireless LAN to mimic the CCN network and Android small phones with VoIP software to mimic user terminals. Finally, we conducted a series of experiments to evaluate the performance of the emulated system. The experimental results show that the emulated system can respond promptly to the user registration and call set-up requests. Mouth-to-Ear Delay (MED) can be effectively controlled below 400 ms when there is no more than 30 calls originated. This system may be used as reference for the future development of contingency communication networks.

歷年發生的大型天然災害中，行動通訊系統常常會因為道路、橋樑、電力的損毀而導致嚴重癱瘓，進而影響災後救援工作的進行，行動通訊系統其實是不可靠且極為脆弱的。為使災區能夠快速地恢復通訊，本研究提出一種應急通訊系統，利用無線通訊，將這些無連線能力的基地台連接起來，並利用存活可連至核心通訊網路的基地台，建構成為一個臨時性的通訊系統，稱為應急蜂巢式行動通訊網路(Contingency Cellular Network，CCN)，供使用者在災區內進行通訊。由於資料庫的可靠度在行動通訊網路中具有舉足輕重之地位，本論文旨在利用分散式架構提高CCN網路資料庫的可靠度，進而提高系統可靠度。我們先分析資料表的特性，並依據各資料表的特性以及資源之多寡，設計相應的分散式架構。 我們利用樹狀拓樸的簡單特性，提出三種分散式架構：(1)用於群組資料表的階層備援式架構、(2)用於HLR資料表的階層備援式架構，以及(3)用於HLR資料表的鄰近階層備援式架構。這三種架構都利用了樹狀拓樸的簡單特性，大幅簡化了資料庫的查詢及更新程序。我們以可用度及平均總成本，以評估各架構在不同的情形下之最合適架構，並觀察在各架構下，其系統可用度與平均總成本之間的關係，由結果可知，在群組資料表儲存架構中，若追求高系統可用度，可選擇高儲存密度之架構，反之，若追求較低的成本，可選擇低儲存密度之架構。而在HLR資料表儲存架構中，階層備援式的系統可用度與平均總成本比鄰近階層備援式來得高，表示階層備援式耗費較多成本，但可用度也較高，故在建置時可依實際情況來選擇合適的架構儲存。 最後，為驗證分散式資料庫架構之可行性，我們利用數部筆記型電腦及Android平台手機來建置階層備援式及鄰近階層備援式架構，並測量在此二種架構下於通話建立時所耗費的時間，從模擬結果可知，此二種架構皆可快速建置並可立即通訊，惟鄰近階層備援式所耗費的通話建立時間略長，但仍在可容許範圍之內。 / When stricken by a catastrophic natural disaster, the efficiency of disaster response operation is very critical to life saving. The efficiency of disaster response operation is greatly depending on communication systems. However, they were usually not dependable, including cellular networks, and often crashed due to power outage and backhaul link breakage. The failure of communication systems caused a big coordination problem to many disaster response operations. This thesis proposes a Contingency Cellular Network (CCN) by connecting isolated base stations to survival base stations using long-range wireless links to recover part of cellular network functionality. People can use their own cell phones for emergency communication in the disaster areas. CCN will be able to support a large number of disaster responders with limited resources in the early hours of disasters, thus to save many lives. Because the reliability of database plays a very important role in the CCN, this thesis proposes a distributed database architecture to improve the reliability of database so as the reliability of CCN. We take advantage of the simplicity of CCN tree topology to design three distributed database architectures: (1) Hierarchical Redundancy Architecture for “Group_Member ” table, (2) Hierarchical Redundancy Architecture for “HLR” table, and (3) Hierarchical Neighboring Redundancy Architecture for “HLR” table. The tree topology greatly simplified the query and update procedures. We use availability and average total cost to analytically evaluate all three architectures trying to identify the most appropriate architecture under different circumstances. Based on our evaluation results, CCN operators can choose the most appropriate architecture according to their realistic circumstances. Finally, in order to verify the feasibility of the proposed architectures, we implemented a simplified prototype using several laptops and Android mobile phones. The Hierarchical Redundancy Architecture and the Neighboring Redundancy Architecture were implemented. The results show that both architectures can be functional with reasonable performance except that Hierarchical Neighboring Redundancy Architecture may take longer time, but in a tolerable range, to setup a call.