komunikace, reklama, mediální plánování a nákup, brief, základní mediální veličiny, vliv kvalitativních parametrů, tisková inzerce, komunikační strategie, sestavování mediaplánů, schvalovací proces, kritéria výběru, cílové skupiny, prodaný náklad, čtenost, tradice tiskových titulů, redakční obsah, timing, výkyvy čtenosti, buyer, planner, produkt-médium, umístění inzerce, nové formáty, layout, cenová politika vydavatelství, způsob hodnocení, komplexní hodnotící systémy, úspěch značek, vývoj tiskového trhu, noviny, časopisy, zadavatel

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Práce se zbývá zobrazováním mužů a žen v inzerci českých a německých časopisů a porovnáním výsledků v těchto dvou zemích. Použitá metoda je obsahová analýza. Časopisy byly vybrány Der Spiegel a Týden. V metodické části je popsán proces marketingového výzkumu a obsahová analýza. V praktické části jsou charakteristiky časopisů a zemí, výsledky obsahové analýzy a vyhodnocení hypotéz.

The population genetic study was carried out on 188 unrelated individuals from 5 populations of the Sahel. Relationships of nomadic Fulani to sedentary populations of different linguistic backgrounds and geographic origins were inferred from 16 polymorphic Alu insertions. Bayesian clustering approaches could be applied due to biallelic multilocus nature of the data. Fulani were shown to be divergent from neighbouring sedentary populations (Kassena and Mossi) and similar to Somali of East Africa. In context of already published genetic data, these results could be interpreted as Saharan origin of Fulani diaspora that was caused by Sahara drying out around 6 000 BP. After this initial migration of nomads to West Africa, a primarily female gene flow (integration of females) must have influenced the Fulani population. In contrast to Fulani, Songhai have shown a signal of recent admixture in concordance with historical and linguistic assumptions. KEY WORDS Alu insertions, Fulani, population genetics, Sahel

One of the main goals of this Master's Thesis was to characterize the process of media planning and its organization, to determine the factors influencing this process and get to know the specifics of print media planning. Diffrent sources of information were used to study the process -- available literature, available analysis of the media market in the Czech Republic and also practical experience of media planners. Another important goal was to propose a media plan Spring 2004 for the Open University Czech Republic o.p.s. The analysis shows that media planning is very complex process involving many individual steps. The starting point is a deep analysis of the company and product. The next important step is then a selection of appropriate media strategy and creation of the the most effective media mix. During the print media planning must be taken into account factors such as the creativity of advertising, its format, campaign timing and the content of communication. In the practical part the Open University media plan for print and electronic media was designed. The media type has been chosen according to the target group of the potential students. The plan is based on the real situation of the company and therefore, together with other proposals for changes of the corporate communication, in the next period feasible.

Diploma Thesis Celebrity Marketing as a Tool for Marketing Communication: A Comparison of the Attitudes of the Brands Lancôme and Estée Lauder addresses the phenomenon of celebrity marketing and also how these brands work with celebrities in their advertising campaigns. The thesis is opened by a theoretical chapter that deals with the concept of celebrity, history of celebrity and celebrity marketing as well. It deals with the theories of choice of celebrities, as well as the advantages and disadvantages of using famous faces in the campaigns. In the descriptive part, there are descripted selected brands, their history, identity and ways of their working with the celebrities. The analytical part of the thesis examines how are celebrities used by both brands. For the analysis, the printed magazine (Elle, Marianne and Marie Claire) and the advertisements inside were selected. The main focus is on determining whether the celebrities are really used by the brands and how. It is believed that the brands use celebrities, but each brand works differently with them. The work primarily uses the methods of quantitative content analysis, but part of the research is also qualitative. The main goal of the thesis is to find out to what extent celebrities are used in the marketing campaigns of both brands and...

This master's thesis is focused on development of a small company in online advertising business. Based on gathered theoretical knowledge and research a business strategy was drawn up, which will ensure future growth of the company.

Master's thesis deals with theoretical analysis of tools and methods for staffing employees. It also describes the use of these methods in practice. For this purpose was chosen the company Vigour, which employs specialists working in the field of information technology. The presented methods and tools used in practice are confronted with the described theoretical knowledge and the results of the survey. This was done within the company at two levels - between employees and managers. The aim of confrontation is to identify weaknesses, including proposals for mitigation or elimination.

At the beginning of the theoretical part, the diploma thesis deals with the concept of the human resources. In subsequent chapters characterize the progress of recruitment, together with internal and external sources of the workers, followed by the principle of selection of employees and the most common methods. The practical part consists of an analysis of current advertising options, complemented by questionnaires and verification of hypothesis. The goal of the thesis is to determine the current state of the use of social networks for recruitment and resolve whether they are able to replace the use of job portals. In terms of verification of the hypothesis was confirmed that there is no difference between recruiters who use social networks every day in personal life and those who use them several times a month. There was also confirmed that there was a statistically significant difference in the use of social networking HR aged 18-34 years and 35-54 years. The latest statistics confirmed the hypothesis that there is no difference in use of social networking for recruiters in large and small companies.

The thesis focuses on regulation of advertising on the Internet. The aim of the thesis is to evaluate the current state and position of public regulation of online advertising, both in general and on the example of Google advertising network. The approach to achieve defined goals is to first present a theoretical overview of the legal regulation of advertising with an emphasis on online advertising, followed by a case study showing the practical functioning of online advertising rules in Google AdWords accompanied by qualitative research involving relevant representatives of the online advertising market. The conclusion is an assessment of the rules of online advertising and evaluation of the legal rules' role in relation to it.