Diploma thesis - Ministry of Transport communication campaign "Nemyslíš, zaplatíš" analysis - is divided into two parts - theoretical and practical. Theoretical part is concerned in marketing and commercial communication, social marketing and evaluation of communication campaign effectiveness. Practical part refers to BESIP, czech accident statistics and communication campaign "Nemyslíš, zaplatíš" analysis (introduction, communication strategy). Thesis also contains research concerning campaign effectiveness and awareness. Overall campaign evaluation is made at the end of thesis and completed with reccomendation for the future.

This Diploma thesis is focused on the complete analysis of the company Jan Becher - Karlovarská Becherovka, a.s. in the context of the history, present and future potential. The main objective is to independently analyze and assess the current position on the market of bitter herbal drinks, find out where could be a gap and demand for the new product. The aim would be to suggest directions for Becherovka, and its majority owner Pernod Ricard, based on market research. In conclusion, this thesis will introduce the marketing mix and strategy for the new product.

The aim of this thesis is to analyze Kladno kindergarten market in order to find out whether there is room for a new kindergarten operating according to forest kindergarten principles. The theoretical part of the thesis focuses on the nonprofit organizations marketing in general and its specifics. The thesis further deals with the idea of the forest kindergarten itself, describes its history and the current situation in the Czech Republic and finally it explores the conditions necessary for utilizing this alternative concept of pre-school education in the Czech Republic. In the practical part of the thesis the analysis of the pre-school education supply in Kladno is compared to local demographics, respectively the local demand. The market research part investigates possible clients' requirements for a kindergarten and reveals whether the respondents would be interested in a forest kindergarten being opened. Based on the results of the research a proposal of the new kindergarten is defined and a communication campaign suitable for the kindergarten's market entry is described.

Research into political satire programs show that they can be informative in the same way traditional news inform citizens and that the audience trust the information told by satirists. The political satire program Last Week Tonight with John Oliver has inspired the phenomenon ‘the John Oliver Effect’ due to comedian John Oliver’s ability to influence the world of politics and beyond with his in-depth investigations in serious subjects. In the author’s previous research Last Week Tonight has been portrayed by the media as being a credible source despite being the work of a comedian. This study therefore aimed to research what it is that makes Oliver and Last Week Tonight a credible source and whether some aspects of the reporting can be seen as communication campaign. With the theory of source credibility as part of its core, this study used the method of multimodality to ascertain that the main aspect that spoke to Oliver’s credibility was his perceived trustworthiness rather that his expertise or attractiveness. Using the same method but with the theory of communication campaign as part of its core, the study also ascertained that the program in general possessed some characteristics of a communication campaign but to be completely successful an episode had to possess all characteristics of a communication campaign. Merging this with previous research would indicate that subjectivity – Oliver’s authenticity and honest opinions and feelings – play an important part in his perceived credibility.

Diploma thesis named Proposal of communication strategy for Euro Frigo Praha aims at proposing communication campaign that perfectly responds needs and financial possibilities of chosen company. Euro Frigo Praha is a company that imports fish and seafood to Czech market. The management of company has not developed almost any marketing activities since the company was found many years ago. This thesis aims at proving that also small Czech company with very limited budget can implement effective communication campaign when choosing suitable marketing message and communication mix.

The importance of NGOs has been on the rise since the World War II. Amnesty International is one the best-known human rights nongovernmental organizations which has been globally successful in human rights agenda setting. This Diploma thesis analyzes the common features of three selected successful Amnesty International campaigns and aims to determine key attributes that can help to reach the goals of human rights campaigns.

Esta investigación tiene como objetivo principal determinar cuál sistema de etiquetado nutricional frontal tiene mayor eficacia comunicativa según la percepción de los usuarios de Lima Metropolitana. Se planteó como hipótesis que el sistema que cumpla con los principios funcional, estético y cognitivo del diseño de la información resulta ser el etiquetado mejor calificado por los usuarios. El diseño que se estableció para la presente investigación es mixto, pues se centró en obtener datos cualitativos y cuantitativos. Por un lado, se analizaron nueve etiquetados frontales con mayor relevancia a nivel global. Además, se realizaron entrevistas a informantes clave, expertos en diseño de la información, y a usuarios de Lima Metropolitana. Finalmente, se desarrolló una encuesta digital para estos últimos. Como resultados principales se señala que la mayor parte de usuarios vinculan el término sistema de etiquetado nutricional frontal al octógono de advertencia. Asimismo, consideran que esta herramienta logra influir en su percepción y decisión de compra. En cuanto a la percepción de los etiquetados, el semáforo nutricional, el octógono de advertencia y NutriScore son los mejor considerados por los usuarios que participaron en el estudio. Como conclusión se puede señalar que el semáforo nutricional tiene mayor eficacia comunicativa. Las características que refuerzan esto son la aplicación de colores de manera consistente, el texto y la neutralidad. Cabe resaltar que los usuarios tienen gran necesidad de comparar productos a través de este sistema y, por último, logra ser una influencia en la percepción de los usuarios. / The main objective of this research is to determine which front-of-pack label system has the greatest communication effectiveness according to the perception of consumers of Lima Metropolitan Area. The hypothesis is that the system that complies with the principles of information design is more effective in the perception of consumers in Lima Metropolitan Area. These principles are functional, aesthetic and cognitive. The design established for this research is mixed since it focused on obtaining qualitative and quantitative data. On the one hand, nine labels with greater global relevance were analyzed. On the other hand, key informant interviews to experts in information design and consumers in Lima Metropolitan Area were carried out. Finally, a digital survey was developed for the same consumers. The main findings are that most consumers link the term front-of-pack label system to the warning octagon label. They also consider that this tool manages to influence their perception and purchase decision. As for the perception of the labels, the traffic light label, the warning octagon label and NutriScore are the best considered by users of Metropolitan Lima Area. Conclusively, the traffic light label has the greatest communication efficiency. The characteristics that reinforce this are the application of colors in a consistent manner, text, and neutrality. Also, it is concluded that the labeling manages to influence the perception of consumers. Finally, the consumers have the need to compare products through labelling. / Trabajo de investigación

The master thesis deals with the potential of Czech seniors for Czech marketers. On the basis of secondary as well as primary researches the main elderly consumers' behavioral characteristics, their attitude to commercials and the best practise of communication mix are covered in the thesis. There is also the analysis of the practical example of communication campaign targeting at generation 55+, included its evaluation.

Direct presidential election is a new phenomenon in Czech Republic which brought a challenge for political marketing. There was no previous experience with presidential campaigns and therefore there were a number of expectations how the candidates are going to carry out the campaigns. The thesis focuses on the election campaigns of individual candidates for Czech president in 2013. On a basis of the theoretical framework is an ambition of the thesis to analyze and compare the campaigns and subsequently to evaluate whether they have played an important role in the election, influenced voters' decisions and election results

This master thesis analyzes the sport marketing practices of a successful ice-hockey club in the Czech Republic. After the theoretical definition of the terms, the thesis discusses the surrounding environment of the selected club and evaluates existing marketing activities. That creates a foundation for the following in-person interviews with visitors of the selected match and mainly for a quantitative survey researching fans' opinions on the marketing communications of the club. The output of the thesis is a proposed club’s communication campaign for the upcoming season.