Background: Online marketing tactics designed to have a minimized impact on consumer experience have emerged recently whereas native advertising is one concept. Native advertising is an approach designed to decrease interruptions in consumers’ online experience by matching the form and functions of the platform in which the advertisement appears. It occurs online, with the one characteristic in common that it should not disrupt or negatively affect consumer experience. The desire to minimize consumer disruption has led to that native advertising in its most effective nature can be difficult for the reader to identify, which leads to the discussion of whether the tactic is deceptive. It is found that ad disclosures are frequently the only thing that separates native ads from commercial content. Unexplored areas in the literature exist, which include if native ad disclosures can be made more efficient with the use of brand disclosures.  Purpose: The purpose of this thesis is to investigate if brand disclosure in native advertisements affects consumers’ native ad recognition ability.  Method: Data was collected through an eye-tracking experiment, exploring if brand disclosures affect the native ad recognition ability. The experiment was created in Tobii Pro Lab which tracked participants’ real-time physiological reactions. Results were complemented with a questionnaire and data was analyzed in SPSS. The sample consisted of 60 students at Jönköping University.  Findings: The analysis illustrates that the experimental test group which received brand disclosures of high prominence showed an increased ability to recognize and identify native advertisements as promotional content compared to the control group. By implementing Mann-Whitney U tests and a Chi-Square test in order to test the hypotheses, results were found significant. The hypotheses were supported and could not be rejected, which resulted in the conclusion that brand disclosures increase the native ad recognition ability.

This thesis is focused on identifying key aspects of mechanics graphs regarded by students and experts. It also contains observations of student's attention focused on each graph. This data was collected using eye tracking camera. 23 high school students and 14 experts participated in this research. Our group of experts contained graduate and post-graduate students as well as researchers from faculty of Mathematics and Physics at Charles University. Our results suggest that experts were able to memorize more information from each graph than high school students. Difference in focus on relevant parts of graphs was obvious from analyzing correct and incorrect answers of high school students and they consider axes and their labeling as the key parts of graphs in contrast to the students. Incorrectly answering students were more focused on parts with no relevance to the task in question. On the contrary, students with correct answers spent less time looking on non-relevant parts of graphs. Ideas of incorrectly answering students were mostly focused on wrong idea about graph as a sketch of real situation, or picture resembling physical situation.

This diploma thesis is focused on the perception and utilization of a photography connected with visual materials used for a marketing communication on social sites. Thanks to applying the researches of an eye tracking, in-depth interview and questionnaire survey were identified the factors that have an effect on a consumer and have influence on his perception and preferences. The attention was paid mainly to the effect of a coloured photography in comparison with a black and white picture, to the effect of a visualization of a bigger space on the photography in comparison with the detail view, to the effect of different number of people in the photography, and to a different depth of field in the photography. By the analysis of all these factors was achieved the main goal of this thesis that is the proposal of appropriate recommendations regarding the marketing communication on social sites when using photographs. These recommendations were suggested mainly for energy drinks sector.

Plotzerová, A. Sponsorship and ambush marketing in sport. Brno, 2017. Master thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor Ing. Stanislav Mokrý, PhD. This diploma thesis deals with sponsorship and ambush marketing in sport. Its goal is to define the nature, character and use of sponsorship and ambush marketing in sport. This work deals with consumer behavior and examines how sponsoring affects consumers in various places and on various occasions, and how sponsoring in general is perceived by the consumer. Quantitative research, eye-tracking and in-depth interviews have been used in the practical part of this thesis. Based on the results of the conducted research, recommendations for practical applications were made.

This dissertation deals with the visual perception of the destination types of the Czech Republic used for tourism purposes. Methods of quantitative content analysis, questionnaire containing visual method, eye tracking and Q-method are used to identify the crucial factors that affect the perception of the destination types and visualized persons. Analysis of these factors is conducted. Analysis of destination types characteristic for the Czech Republic results in the abstraction of recommendations that may be used mostly in the management of the destination types.

The dissertation focuses on the area of in-store communication, its perception and visual attention within the elements of the point of sale. The aim of the thesis is to evaluate the influence of selected visual instruments of the sales point on attention of the consumer from generation Y. To realize this aim were used eye-tracking method (n = 54), in-depth interviews (n = 54) and focus groups (n = 32) with consumers, in-depth interviews with specialist (n = 12) and questionnaire (n = 1456). The result of the work is the evaluation of the importance of these visual elements across the different categories of foods, the comparison of the findings with the theory and practice and the proposal of recommendations applicable in practice

This thesis deals with product placement in Czech music videos. The aim of this thesis is to define the principle, position and application of product placement in Czech music videos and then submit recommendations and suggestions for effec-tive use of this form of promotion in practice. The thesis uses quantitative ques-tionnaire survey and qualitative methods of eye-tracking research and in-depth interviews.

KOPŠÍKOVÁ, MONIKA. On-line consumer behaviour buying natural cosmetic products. Brno, 2019. Diploma thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor Ing. Stanislav Mokrý, Ph.D. Submitted diploma thesis deals with the issues of women consumer behaviour while buying natural cosmetics on-line. Eye tracking and controlled in-depth interview were the main research methods which were used to identify factors and motives which influence buying decisions. The attention was paid to preferences and the aim was also to find out the purchase places of cosmetics products including the reasons of natural cosmetics preferences. The aim of the diploma thesis was achieved by the analysis of the factors. For instance, suggestions with appropriate recommendations for marketing communication subjects who do on-line business on the market with natural cosmetics.

Sova, A. Factors influencing impulsive buying behavior in online grocery shopping. Diploma thesis. Brno: Mendel University in Brno, 2019. This diploma thesis identifies factors, which influence purchase behaviour in online grocery shopping. To determinate these factors the orientation analysis was created. Based on the analysis was determined research questions and questionnaire. The research was further supported by user experience testing by using the technology of eye tracking and in-depth interviews. The outputs of the parts of the research are recommendations for businesses operating on the online grocery market.

The aim of this diploma thesis is to explore Generation Y consumers' behavior in the process of buying apparel online and to identify the factors that affect it in order to propose recommendations for subjects operating in the apparel e-commerce market. To this end, a questionnaire survey (n = 254) was used, as well as eye-tracking research (n = 11) supplemented by in-depth interviews (n = 11), which helped to further explain consumer behavior. Based on the results, recommendations are suggested and the results of the research are compared with relevant expert studies in this field.