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Advertising is evolving at a steady pace, and the challenges that it is facing are significantly different from what they used to be. Nevertheless, an initial advertising goal, the one that precedes any future goal, attracting consumers’ attention, remains the same. The consumer attention is being refered to as the gatekeeper for higher order advertising outcomes. Advertisers’ aim is, thus, effectively attract consumers’ attention and guide it towards their message. Relationship between the advertisement presentation and these higher order advertising outcomes, such as positive feelings towards the product, brand loyalty, actual purchase, etc. is rather small. Especially compared to other promotional and contextual factors such as inertia, loyalty and prior purchases which explain almost two thirds in the variability of consumer behavior in markets. The sheer amount of events transpiring between the advert presentation and the consumers’ behaviour can confound the total advertising effects. For this reason, it is marketers’ goal to positively influence each event under their direct control, and advertisement design is certainly one of them. The present research continues on the abundance of research aimed at discovering how to most effectively attract consumers’ attention which started in the 1990s. Such studies report that consumers are attending to advertisements differently based on their involvement with the brand, brand attitude and ad recall ; that advertisement’s property to effectively hijack viewers’ attention and increase the future ad recall is related to advert being perceived as obtrusive and distracting and ; that three factors thought to influence consumers’ allocation of attention to ad processing aside from the task at hand are consumers’ motivation, opportunity and ability. Throughout the previous period, various ad design characteristics have been tested for their attention attracting properties including advertisement’s size, number of letters and clearance from the road., etc. Surprisingly, despite the fact that more than half of all the advertisements show human face in them, the human face has not received enough researchers’ attention, as it did consumers’. This practice has been related with an easier advertisement recall and more positive attitudes and purchase intentions according to scarce literature on the matter. However, even those researches that did explore human face in advertising context, have not focused on the factors influencing face’s ability to automatically attract attention, nor what happens with consumers’ attention once it is captured by the human face in advert. Through the course of the dissertation it will be argued that potential mechanisms through which human face is efficient in attracting consumers’ attention towards the ad are the model’s eye gaze and emotional expression. Eyes are regarded as one of the most important social stimuli capable of expressing complex mental states such as beliefs, desires and emotions. Thus, we will argue that this evolutionary importance of attending and recognizing another’s gaze direction can be utilized as the way of either attracting attention to the ad itself, or to guide attention towards the specific ad element (to which the model is gazing at). Much like eye gaze, facial expression of emotion is a primary channel through which individual is expressing his emotional state. Following the same rationale, people have evolved mechanisms for quick detection and recognition of emotional expressions, since it was preferential for an individual to give themselves enough time to prepare for the possible fight or flight when confronted with an individual expressing anger, for example. Final factor being researched through the course of the present thesis is the consumers’ cognitive load. It is almost impossible to research advertisement without including consumers’ cognitive resources which are more readily invested in other activities than to advertisement. This problem has been emphasized by the proliferation of the new media channels which has led to consumers being exposed to a huge amount of advertisements presented simultaneously through different channels. Each of these stimuli is competing for the same resource, consumers’ attention. To test whether advertisements’ efficiency can be enhanced by the use of the evolutionary important social stimulus, such as human face, and how is this relationship dependent on the consumers’ cognitive load, two studies were designed. In each study, one type of cognitive load was manipulated. By increasing the complexity of the scene in which the advertisement stimuli were presented, external cognitive load (i.e. the amount of information presented in the visual field) is manipulated, and its effect on attention is examined for different types of advertisement stimuli. Participants’ internal cognitive load was manipulated in the second study by involving them with a memory task in which they are required to memorize a short (low load) or a long (high load) digit string for the duration of the study. This time, we had tested how does the ad design affect not only attention to advertised product, but also how the advertisement is perceived by the consumer depending on the different mental effort involved with advertisement processing. Results confirmed predictions from the evolutionary psychology that human face’s importance can be used as a way of increasing advertisements’ attention grabbing efficiency, but also the attitudes toward the presented ad. Possible reason for such finding is the ease with which the face is being processed and perceived due to its evolutionary importance which has made the face prioritized by humans’ cognitive system. Most importantly, we have gained a support for the observation that faces can be also used to point viewer’s attention to the certain place where the key advertisement message, or product is presented on advert. The mechanism through which the face acts as the efficient attention grabber is the increased saliency of the ad. When the advertised product’s saliency is significantly higher than the saliency of the surrounding stimuli, all other design characteristics are less important. This can be achieved in a number of ways, such as by varying the product’s colour, luminescence, size, orientation, etc. However, when the advertised product, or an ad itself does not automatically pop-out from its surrounding, consumers’ attention is being guided by the stimuli which are preferentially searched for, for example human face making the advertisement containing it more salient compared to its surrounding. Model’s emotional expression (happiness) significantly increased advertisements’ saliency, resulting in shorter search times compared to other emotional expression and other cue types. The same emotion was positively related with the ad evaluation. Eye gaze effect was not as strong as the emotional expression, although some reduction in time needed for reacting to a presented product was observed, effect was rather small. Finally, internal cognitive load, unlike the external one, was not associated with attention (i.e. reaction time) needed for clicking the advertised product. Instead, internal cognitive load had a significant effect on ad evaluation phase, with ads being perceived more positive when consumers had more of their cognitive resources at their disposal (low internal load).

The main subject of this bachelor thesis is the evaluation of the current wage system and its efficiency in a selected company, which is Garnea, a. s. After introducing the company and describing the structure of employees by gender and education, the current wage system and its different components provided to employees were described. Furthermore, the ratio of personal expenses to total expenses and the ratio of service order for each employee were calculated. To evaluate efficiency, productivity formulas were utilized, where the inputs were the average converted number of employees and personal expenses, and the outputs were total expenses, added value, and total revenues. The results of each indicator were compared over time, specifically for the period 2016 to 2021. In the efficiency assessment, it was found that the company invests only 4 % in personal expenses. Based on this result, it was evaluated that employees have lower labour productivity because the growth rate is faster than labour productivity. For these reasons, the company was recommended to use some of the proposed measures, including the introduction of a premium rate, contribution to transportation to work, and implementing a cafeteria system. Financial statements of the company revealed that the enterprise achieves hight turnovers. Therefore, it was recommended for the company to invest in improving the wage system by utilizing at least one of the proposed measures. These measures will increase labour productivity and create a more effective wage system in the company.

This diploma thesis deals with the topic of the public procurement effectiveness in the Czech republic. Main goal of this thesis is to determine the effectiveness by using selected indicators such as transparency indicator, potential risk indicator, administrative capacity indicator. From indices of mentioned indicators, the arithmetic average score was calculated, which implicate index of good procurement. According to the final index is efficiency assessed within the comparison among states in Visegrad Group. To determine the results, a detailed analysis and visualization of data was used in PowerBI program which offers business intelligence functionality. At the very end of this thesis, conclusion and specific steps are formulated. These steps could increase the effectiveness of public procurement in the Czech republic.

Contracting waste management services is one of the most commonly used approaches to the delivery of this service and this topic is clearly in the focus of frequent academic research. The goal of this article is to examine trends in the area of solid waste collection and disposal on the municipal level for the Czech Republic and Slovakia in terms of developments over the past 20 years with a focus on the share of inter-municipal cooperation in the delivery of this service. In contrast to Western European countries, which are undergoing re-municipalization, the data obtained for Slovakia and the Czech Republic over 20 years show that the municipal solid waste management service is dominated by contracting, which has increased over the examined period. This fact is apparently a reflection of the high rate of fragmentation in municipal structures and the low willingness among municipalities to cooperate. The data obtained also indicate that using external suppliers seems to bring marginal savings that could certainly be substantially larger; potential increases in efficiency via contracting are unequivocally limited by the low quality of contract management. Regarding our core question, we found that the proportion of inter-municipal cooperation between service delivery modes did not significantly increase during the investigated period. The experts interviewed almost uniformly agreed on three critical limits related to the issue of inter-municipal cooperation in MSW management delivery - transaction costs of different types, non-existent regular comparisons of best solutions, and limited motivation to select optimal service delivery modes Kontrahování nakládání s odpady je jedním z nejčastěji používaných přístupů k poskytování této služby a toto téma je zjevně v centru častých akademických výzkumů. Cílem tohoto článku je prozkoumat trendy v oblasti sběru a odstraňování pevných odpadů na komunální úrovni pro Českou republiku a Slovensko z hlediska vývoje za posledních 20 let se zaměřením na podíl meziobecní spolupráce na dodání této služby. Na rozdíl od západoevropských zemí, které procházejí rekomunalizací, data získaná za Slovensko a Českou republiku za 20 let ukazují, že v nakládání s komunálním odpadem dominuje kontraktace, která ve zkoumaném období narůstá. Tato skutečnost je zřejmě odrazem vysoké míry fragmentace v obecních strukturách a nízké ochoty obcí spolupracovat. Získaná data rovněž naznačují, že využití externích dodavatelů zřejmě přináší marginální úspory, které by jistě mohly být podstatně větší; potenciální zvýšení efektivity prostřednictvím uzavírání smluv je jednoznačně omezeno nízkou kvalitou řízení zakázek. Co se týče naší základní otázky, zjistili jsme, že podíl meziobecní spolupráce mezi způsoby poskytování služeb se během zkoumaného období významně nezvýšil. Dotazovaní odborníci se téměř jednotně shodli na třech kritických limitech souvisejících s problematikou meziobecní spolupráce při dodávkách TKO – transakční náklady různých typů, neexistující pravidelná porovnávání nejlepších řešení a omezená motivace k výběru optimálních způsobů poskytování služeb. Contracting waste management services is one of the most commonly used approaches to the delivery of this service and this topic is clearly in the focus of frequent academic research. The goal of this article is to examine trends in the area of solid waste collection and disposal on the municipal level for the Czech Republic and Slovakia in terms of developments over the past 20 years with a focus on the share of inter-municipal cooperation in the delivery of this service. In contrast to Western European countries, which are undergoing re-municipalization, the data obtained for Slovakia and the Czech Republic over 20 years show that the municipal solid waste management service is dominated by contracting, which has increased over the examined period. This fact is apparently a reflection of the high rate of fragmentation in municipal structures and the low willingness among municipalities to cooperate. The data obtained also indicate that using external suppliers seems to bring marginal savings that could certainly be substantially larger; potential increases in efficiency via contracting are unequivocally limited by the low quality of contract management. Regarding our core question, we found that the proportion of inter-municipal cooperation between service delivery modes did not significantly increase during the investigated period. The experts interviewed almost uniformly agreed on three critical limits related to the issue of inter-municipal cooperation in MSW management delivery - transaction costs of different types, non-existent regular comparisons of best solutions, and limited motivation to select optimal service delivery modes

The aim of this thesis is to propose options for increasing the efficiency of the chosen company. Using chosen methods of productivity and financial analysis of ratio indicators, results on the financial situation in the company are obtained. Data from the financial statements - balance sheet, profit and loss account and notes to the financial statements in the period 2016-2020 are used for measurements of efficiency. The theoretical part of the thesis focuses on the characteristics of efficiency, factors of the production, labor productivity, wage productivity, capital productivity, sources of the company data and it shows methods for measuring of efficiency. In the practical part there are the data from financial statements used to patterns of labor productivity, wage productivity, capital productivity and financial analysis of ratio indicators - profitability ratios, liquidity ratios, activity ratios and leverage ratios. Data from the chosen company ABC are compared with the data of three other rival companies. This is so-called benchmarking. The end of the bachelor thesis is devoted to proposals for increasing the efficiency of the company on the basis of the measurement and evaluation of the obtained data.

Title: Evaluation of efficiency of professional football clubs Objectives: The aim of this thesis is to identify the efficiency of English Premier League football clubs in the 2015/16 to 2018/19 seasons using two selected data envelopment analysis models and compare the results. Subsequently, to define what optimisation of inputs and outputs would lead to maximum efficiency. Methods: The method of data envelopment analysis, based on linear programming, was used to determine the effectiveness. There were chosen two approaches to this method, each with a different set of inputs and outputs, both assuming variable returns to scale and focusing on inputs. Results: Two clubs were identified as being maximally effective throughout the whole period. Some relegated clubs were also rated as 100% efficient. The optimization of the variables primarily proposed a reduction of inputs. Keywords: football, efficiency, data envelopment analysis, decision making unit, DEA-BCC

Od samih začetaka različitih oblika oglašavanja, masovni mediji načinili su najveći preokret početkom 20. stoljeća. Svijet bez masovnih medija u modernom dobu 21. stoljeća čini se nezamislivim. Stvoreni znanjem i umijećem čovjeka, postali su neizostavni dio modernoga društva, oblik poslovanja, vođenje evidencija i analiza te dio suvremene potrebe odnosa s javnošću. Suvremeni oblik oglašavanja putem masovnih medija otkrio je novu dimenziju prepoznatljivosti novih, ali i starih poznatih tvrtki, poslovnica, brendova, kao i trendova u svijetu. Ovaj rad sastoji se od devet naslovljenih poglavlja. U prvom poglavlju govorimo o samoj svrsi završnoga rada kao i predmetu i cilju koji su okvir teme. Drugo poglavlje svjedoči o rasprostranjenosti medija, masovnih medija i oblicima oglašavanja. Nakon uvoda i značaja masovnih medija i njihovih oblika, osvrt iduće točke rada je na prošlost medija i prvim značajnim oblicima oglašavanja, tj. načinu na koji su izrealizirane reklamne kampanje i njihova efektivnost. I u nastavku u sljedećem poglavlju proći ćemo kroz uspješne i manje uspješne reklamne kampanje u Republici Hrvatskoj u začetcima 20. stoljeća. Aktualni oblik oglašavanja putem virtualnih mreža iduće je poglavlje koje govori o ozbiljnoj zastupljenosti oglasa na internetu, njihovoj zastupljenosti, svrsi i navikama u suvremenom svijetu. Virtualne platforme su iduća točka koja govori o korištenju i prednostima raznih platformi poput Instagrama, Facebooka i Twittera i njihovim laganim, kratkim, ali efektivnim načinima stjecanja pozornosti od strane korisnika, kao i njihovih administratora. Nakon virtualnih platformi, u sedmom se poglavlju spominje kohezija između oglašavanja i reklamiranja prehrambenih dijetalnih i zdravih proizvoda putem Facebook platforme, točnije istoimene društvene mreže. Vezano uz to, osvrnut ću se na stari poznati brand Kraša „Životinjsko carstvo“, kao primjer starog oblika oglašavanja i njegovu učinkovitost na prodaju. Nakon primjene oglašavanja rezultatima ankete će se prikazati rezultati istraživanja, stavovi ispitanika te učestalost gledanja reklamnih poruka kupaca na primjeru praćenja reklama prehrambenih zdravih proizvoda te zainteresiranost gledatelja za isto. From the beginnings of the advertising form, the mass media made the greatest turnaround at the beginning of the twentieth century. It is impossible to imagine today's modern age, the twenty-first century, without a world without mass media. Created by human knowledge and skill, mass media have become an indispensable part of modern society, a form of business, record keeping, and analysis, and they have become part of today's need for public relations. Today's form of advertising through the mass media has opened up a new dimension of awareness of new and old well-known companies, subsidiaries, industries, brands and trends in the world. This paper consists of 9 chapters with different titles. The first chapter deals with the actual purpose of the thesis as well as the topic and objective that frame the topic. The second chapter deals with the dissemination of media, mass media and forms of advertising. After the introduction and importance of mass media itself and its forms, the next point of the thesis is about the past of media and the first significant forms of advertising. The way in which advertising campaigns were carried out and their effectiveness for the continuation of the whole are discussed in the fourth chapter, based on successful and less successful advertising campaigns in the Republic of Croatia at the beginning of the 20th century. The modern form of advertising through virtual networks is the next chapter, which deals with the serious presentation of advertising on the Internet, its presentation and its purpose and habit in the modern world. Virtual platforms are the next point of continuation, which deals with the use and advantages of different platforms such as (Instagram, Facebook and Twitter) and their simple, concise, but effective way of attracting the attention of users and their administrators. After the virtual platforms, the seventh chapter mentions the relationship between advertising and promotion of dietary and healthy products through Facebook platform i.e. social network. In addition, a review of the old known brand „Kraš“; "Životinjsko carstvo" is touched upon as a review of the old form of advertising and its sales effectiveness. Following the application of advertising will be a survey based on the respondents the frequency of viewing advertising by customers on the example of watching advertisements for healthy food products and the interest of viewers as well.