The aim of this thesis is to analyze three Czech guerilla campaigns (Vodafone -- "Gone with fake reindeer", Postovni spořitelna -- "There is already closed, the bank at your post office is open", www.skoly.cz -- "I had to learn better"), which subsequently will evaluate and compare the individual results. Based on the results I show what consumers attitude to this type of marketing communication. In conclusion I create a guerilla campaign, for opening of a new tanning salon.

This master´s thesis deals with application of guerrilla marketing at the election campaign. The first part contains the theoretical basis, which explain the marketing communication, current trends in marketing communications and define the concept of guerilla marketing, including establishment of this marketing trend. The practical part at first analyse a real election campaign, at the development and application I have participated. The campaign took place before the municipal elections in Humpolec in the autumn 2014. Then the work continues by a questionnaire survey, where I want to examine the knowledge of the term guerilla marketing to the general public, including opinion on a particular campaign, which took place in the city. In conclusion, I included proposals to improve the campaign for its next use.

The municipality of Kalmar have a problem, how to reach and communicate with young people in Kalmar. In today’s changing media environment it gets more difficult to stand out and reach audience with messages and especially with the new forms of media that has revealed. Therefore, we have been commissioned to develop recommendations on how the municipality of Kalmar can communicate with young people in Kalmar.    The purpose with this study is to investigate which media channels young people in Kalmar use and their attitudes towards social media in particular. We wanted to find out how the municipality should communicate to reach them and what attitude youths have against the municipality in general. In our study we used a qualitative approach in order to go deeper into the study and find out what opinions young people have against the municipality instead of just scratching the surface.   Our conclusion from this study is that the municipality should make use of social media to communicate with the younger people living in Kalmar. This is the most popular form of media among youngsters and a way for the municipality to communicate with the young people’s platform. We also came to the conclusion that it is important to have a new thinking and creative mind when it comes to communication with young people through social media.

The theme of this thesis is "Guerilla marketing and its legal and advertising aspects". Guerilla marketing is a type of marketing tool used for nontraditional, innovative and sometimes shocking advertising campaigns. This thesis contains an analysis of the legal environment regulating this subject. Legal regulation of advertisement in the Czech Republic is a part of both the public and private law regulation. As a part of the thesis a questionnaire survey among the general public was carried out, the public was questioned about knowledge of the concept of guerilla marketing. Another part of the survey was carried out among professionals from communication agencies, their views of the current situation on the advertising market have been compiled. The practical part is concluded by a comparison of the Czech legislation with the legal regulation of advertising in American law.

The topic of my thesis is "Guerilla marketing and its use in commercial communications." The main objective of my thesis is to define new forms of marketing communication and to assess their possible application in the segment of small and medium-sized businesses, with particular emphasis on guerilla marketing. The thesis has three basic parts. The first two chapters present a theoretical view on marketing, commercial communications and new trends in the field, as well as on Guerilla marketing, through its definition, the definition of its main characteristics and basic types. The third chapter is formed by introducing two specific marketing campaigns using tools typical for Guerilla Marketing and was concluded with the analysis of the questionnaire.

The aim of the Diploma thesis is to create a measure-made and complex marketing plan for a family bakery, with the application of chosen modern methods in marketing.

Background and Problem discussion: Consumers are reached by an average of 3000 marketing messages daily which proves that a company’s marketing needs to be strong and characteristic in order not to lose customers. It is of even greater importance that marketing reaches the chosen target group and is designed in accordance with the company’s vision and is shown where the target group sees it. Purpose: The aim of this bachelor thesis is to study how small businesses use marketing and to recommend appropriate marketing measures given their size, limited budget and secluded location. Method: This study has been made in accordance with a qualitative method with an analytical abduction approach using a case study where the case is Vita Renen. To achieve the aim of this study the authors combined secondary and primary data such as previous conducted research with interviews with the owners and staff of Vita Renen. Result and Conclusion: The result demonstrates that untraditional marketing would be the best option for Vita Renen because they are a company with limited marketing budget and this type of advertising is based on creative thinking and design on pre-existing resources. The result also showed that untraditional marketing stands out among other advertisements and is therefore appropriate for a company who is located remotely. The conclusion is that Vita Renen should conduct a guerrilla marketing as a method to increase brand awareness about the company. Suggestion for future research: It would be of interest to investigate similar small businesses in the same sector and with the same conditions as Vita Renen to see if the result of the study can be generalized or not. / Bakgrund och problem: En konsument nås genomsnittligen av 3000 budskap dagligen vilket bidrar till att det är av stor vikt att företagets marknadsföring är genomslagskraftig då många företag försöker attrahera samma kunder. Det är av ännu större vikt att marknadsföringen når rätt målgrupp, är utformad i enlighet med företagets vision och placeras så att budskapet kan ses av den tänkta målgruppen. Syfte: Syftet med denna kandidatuppsats är att studera hur småföretag använder sig av marknadsföring idag för att kunna rekommendera lämplig marknadsföringsåtgärd med tanke på företagets storlek, limiterade budget och avskilda placering. Metod: Studien har gjorts i enlighet med en kvalitativ metod med en analytisk abduktion som ansats och i form av en fallstudie då fallet som undersöks är Vita Renen. För att uppnå syftet har författarna kombinerat sekundär- och primärdata i form av tidigare genomförd forskning samt djupintervjuer med ägare och anställda utförda hos det berörda företaget Vita Renen. Resultat och Slutsatser: Resultatet påvisar att otraditionell marknadsföring vid rätt utförande skulle vara det mest lämpade alternativet för Vita Renen då de har en limiterad marknadsföringsbudget då denna typ av reklam bygger på kreativt tänkande och utformade med redan befintliga resurser. Resultatet visade även att otraditionell marknadsföring är utstickande reklam och är därför passande för ett företag beläget avsides. Slutsatsen är att Vita Renen bör genomföra guerillamarknadsföring som en åtgärd för att öka varumärkeskännedomen kring företaget. Förslag på vidare forskning: Det vore av intresse att undersöka liknande småföretag inom samma sektor samt med samma förutsättningar som Vita Renen för att undersöka om studiens resultat går att generalisera eller inte.

In last few years marketing become one of the key processes in libraries. Marketing is used as an efficient tool of competitive struggle and means for defining the identity of the library, it is also new way of communication with library users. Libraries could use tools of classic marketing, which are primarly intended for profit organizations, but they have to be aware of differences between profit and nonprofite sector. These differences are goals of the organization, its directions and management of finances. The base of quality marketing is environment analysis, user analysis, segmentation, targeting and positioning. Current trends lead libraries to use new marketing methods. Most popular methods are guerilla marketing, social media marketing, mobile marketing and green marketing. Guerilla marketing and social media marketing are useful for libraries because of their low costs. Creating of campaigns requires investment of information, knowlege and creativity. Mobil marketing allows library to reach its users in any life situation. Green marketing helps library to promote itself as organization with human face, which care about the environment. Creation of marketing campaign have to follow these procedure: determine the reasons for creating of the campaign, take into consideration real opportunities of...

The Purpose of the thesis is in the theoretical part to describe the complete marketing as a whole including marketing mix with a special focus on the new trends in the marketing having regard to the pharmaceutical industry. The practical part will be focussed to an aplication the new trends in marketing to the pharmaceutical industry with respect to the etic code and to the law in the Czech Republic.

My diploma thesis deals with external communication with a view to public relations. It´s applied on Robert Bosch company, spol. s r. o., Ceske Budejovice. The main objective was creating an own proposal of external communication for year 2012, aimed at one interest group of the company. This group includes university students with technical and economic specialization = potential future employees of the company. In my proposal there are some suitable elements from new trends in marketing communication (viral marketing, guerilla marketing, event marketing).