the first chapter deals with the theoretical background as a base for this thesis. It defines the terms marketing communication and commercial communication. In the second half it deals with market research. The second chapter introduces Billa as a part of REWE Group and an important player on the czech market. A Big part of this chapter deals with Billa's communication campaigns. The last chapter introduces one particular campaign and analyses it, using data that were provided by Billa for this purpous.

The Monaco shore extention project consists of few housing resorts, floating breakwater, commertial zones and a harbour. The largest and most complex is the Skyscraper resort on an artificial semifloating island in the middle of a lagoon between the shore and the floating breakwater. Its main purpose is housing which is situated to several floors of the base ring, to the white wings protruding from the skyscraper and to the skyscraper itself. There is also a hotel for 500 visitors in this structure as well as the visitors center, observation platform, technical support, wellness and fit centrum. The resort is accesible via two main connecting streets – one going from the Hercule harbour, second comming to the resort from the main Monaco roundabout next to the Fairmont hotel. Traffic is than in front of the skyscraper redirected either to the hotel frontyard or to the underground parking wings for visitors, or to the parking zones for residents or to the supply zones. Other functions the resort offers are 2 commertial promenades on the gound and 2np floors accesible from the perimetr of the island’s harbour, other commertial zone is more to the the middle of the island, where the visitor, cultural, wellness and restaurant centers are also situated. The cultural multipurpose center accompanies cinema, theater and exhibition features as well as the School of fine arts. For the residents themselves the resort features several facilities – endless swimming pool, the chapel, relaxation pools, 2 parks and all the facilities accessible also for visitors. The island is constructed as semifloating – partly supperted by large piles and coissons, partly floating. Energetic selfsufficience is provided by desaltation plant, solar fotovoltaic plant, energetic piles and gray water treatment plant.