Title of the Master's Thesis: Tobacco Products Regulation Abstract: The submitted diploma thesis focuses on the issue of tobacco products regulation. The aim of the work is to analyse substantive law governing tobacco products in all its aspects so that the work provides a comprehensive overview of substantive law with regards to tobacco product's "life cycle", from production to consumer. The first chapter describes the methodology and existing literature, providing the reader with an overview of key sources on which it was possible to base the writing of the work. The second chapter deals with historical developments and applicable law at the European and international level. The following chapters deal with the individual aspects of tobacco product's regulation. Chapter 3 deals in great detail with the regulation of the product itself (i.e. product layout, content and ingredients, requirements for its packaging, and requirements for traceability and traceability of products). In the Czech Republic relatively benevolent regulation of tobacco products advertising is covered in Chapter 4. The issue of restrictions on use and sale of tobacco products can be found in Chapter 5, including the recently introduced ban on smoking in restaurants, bars, cafes and similar premises. To provide full overview, the last...

The thesis deals with the perception of internet advertising of mobile operators by consumers in the Czech and Slovak Republic. The aim of the thesis is to bring the recommendations regarding the usage of internet advertising tools for the major mobile operators. Online advertising is mainly compared with TV advertising due to the dominance of this type of promotion in the environment of mobile operators. In order to achieve the goal of the thesis, the qualitative research by interviews will be carried out as well as the quantitative research through a questionnaire survey.

Toufarová, I. The influence of a small-format advertisement of multimedia works on a consumer. Diploma thesis. Brno: Mendel University, 2017. Diploma thesis is solving problematic of an influence of a small-format advertisement of multimedia works on consumer. Nine assumes were formulated concentrated on an effectiveness of a small format posters of movies and theatres plays and their localization on hoardings. Eye tracking technology in connection with in-depth interviews and memorability tests were used to verify these assumes. In total were tested 57 students of Faculty of Business and Economics of Mendel University in Brno. All participants were separated into two groups because of using A/B testing. The main objective of this work is to provide general recommendations for making a small-format advertisement of multimedia works and their localization on hoardings.

The diploma thesis deals with finding suitable tools of marketing communication for seniors that companies could use in creation of communication strategy. The thesis is focused on identifying specifications of seniors target group and their perception of individual communication tools. The next aim is to present some general recommendations for creating the communication strategy to target the specific segment of seniors as much as possible. Primary and secondary data were analysed to achieve the goals. Quantitative and qualitative research though questionnaire surveys (n = 220) and in-depth interviews (n = 8) was used to collect primary data. According to the analyses results, the recommendations have been suggested to companies, regarding the use of communication channels, for targeting their product portfolio to seniors.

The thesis deals with representation of cyborgs in advertising on mobile phones from Apple and Samsung. The aim is to show how this theoretical concept - a cyborg as human in intimate relationship with technology - is depicted in advertising. The concept of the work deals with the origin of the term cyborg, its development and its display in art, literature, movies and in works in field of humanities. When examining cyborgs, we use notes from philosophers and science historians, D. Haraway, K. Hayles, A. Clark, W. Mitchell. Their concept of the cyborg is more about mental rather than physical connection to the machine. Here, the mobile phone is used as an extension of people's skills, mental and physical, even without having the device implanted into their body. It corresponds to the idea of human as a cyborg, because the phone as a technology and its user creates a single being, which is now part human part machine. For theoretical base, papers on visual communication, advertising and semiotics were used. This thesis intends to defend the idea of humans as cyborgs and to show how advertisements display relationship between humans and technology, and how new positions of power are created in this ideological environment.

The diploma thesis deals with ethics and legal regulation of promotion. In the first part of the thesis is promotion described from a marketing point of view. Afterwards are described legal and ethical instruments of regulation of promotion. The second part of the thesis deals with several cases of violation of the law and their economic impact. After these cases are described unethical cases of promotion. At the end of the thesis are suggested recommendations for business entities.

European law against unfair competition This diploma thesis deals with the regulation of European law against unfair competition in the Directive on unfair commercial practices as well as in the Directive concerning misleading and comparative advertising. The aim of this thesis is to provide a comprehensive explanation of the areas of the law against unfair competition regulated by these directives with regard to relevant jurisprudence of the Court of Justice of the European Union, another objective is to evaluate the success of transposition of this regulation into czech national law. After the introductary part, the thesis is diveded into six chapters. The first chapter briefly defines the status of the law against unfair competition in the legal system, interprets the basic terms and describes the role of the Court of Justice of the European Union. The second chapter is dedicated to the evolution of the law against unfair competition at the level of European Union. The third chapter is dedicated to misleading advertising and its regulation by the Directive concerning misleading and comparative advertising, the fourth chapter is dedicated to comparative advertising regulated by the same directive. The fifth chapter deals with unfair commercial practices in business to consumer relations regulated...

Resumé Community Law Against Unfair Competition The purpose of my thesis is to analyze the European legislation on unfair competition, its application by Court of Justice of the European Union (hereinafter referred to as "CJ EU") and its implementation into Czech law. The thesis is composed of six chapters. Chapter One is dedicated to the general explanation and description of the unfair competition and its subjects. Chapter Two examines the background and evolution of the harmonization process on unfair competition on European level and summarizes present applicable directives. It also provides a brief note on respective Czech regulation in which these European directives were implemented. Chapter Three is dedicated to the subject of misleading advertising as defined by the Directive 2006/114/EC. The first part of this chapter provides a description of misleading advertising, second part illustrates the approach of CJ EU in its decisions. Third part is concerned with the Czech regulation of misleading advertising while it can be concluded that Czech regulation is sufficient according to required European standard without further need of implementation. Chapter Four is concerned with the comparative advertising and is subdivided into three main parts. Its first part contains a summary of conditions under...

European Law Against Unfair Competition Resumé This diploma thesis deals with the European (EU) law against unfair competition, or more specifically with the legal regulation of two directives of European Union, which are the ones for the european law against unfair competition most significant, Misleading and Comparative Advertising Directive and Unfair Commercial Practices Directive. The purpose of this thesis is to provide comprehensive and understandable overview of the legal regulation of both above mentioned directives, to analyze selected judicature of the Court of Justice of the European Union related to these directives, to briefly outline interpretation problems arising from the transposition of both directives to the Czech legal order, which were identified by professional literature. The content of this diploma thesis is divided into 5 main chapters. After the Introduction follows the chapter briefly defining the main notions, economic competition, competition law, the law against unfair competition and unfair competition. The second chapter deals with the development of the European Law against unfair competition till the present day. The third chapter provides overview of the legal regulation of Misleading and Comparative Advertising Directive, describes factual basis of the misleading...

Šio darbo tema yra aktuali, nes socialinė reklama yra sąlyginai naujas reiškinys posovietinėje erdvėje ir dėl to svarbu jį tirti ir nagrinėti. tema aktuali ir dėl to, kad verslo organizacijai remti socialinę reklamą ir socialines akcijas yra naudinga, nors tai ne visuomet viešinama. Aktuali ir socialinės atsakomybės svarba verslui šiandieniniame pasaulyje. Socialinių akcijų rėmimas yra vienas iš socialinės atsakomybės naudojamų instrumentų. Temos aktualumas išryškėja siekime patikrinti, ar Lietuvos kompanijos tik deklaruoja socialinę atsakomybę, ar išties yra socialiai atsakingos. Šio darbo tikslas - perprasti socialinės reklamos esmę, vertę bei suvokti priežastis, kurios skatina Lietuvos privataus verslo kompanijas remti, užsakyti socialinę reklamą ar socialines akcijas bei elgtis socialiai atsakingai. Šio darbo pagrindiniai uždaviniai: išnagrinėti socialinės reklamos reiškinį lyginamuoju, istoriniu vertės pjūviais; suvokti socialinio marketingo reikšmę ir įtaką visuomenei; įvertinti socialinės atsakomybės svarbą organizacijos strateginėje politikoje; analizuojant tyrimo medžiagą išsiaiškinti kokie motyvai skatina Lietuvos verslo organizacijas elgtis socialiai atsakingai bei remti socialines akcijas, ir socialinę reklamą. Šio darbo objektu yra pasirinkta socialinė reklama bei jos rėmimo tikslai. Tiksliau tariant šiame darbe nagrinėjami socialinės reklamos bei socialinių akcijų kaip vieno iš socialiai atsakingo verslo įrankių rėmimo tikslai. Taip pat darbe analizuojama... [toliau žr. visą tekstą] / SOCIAL ADVERTISING, THE STANDPOINT OF ITS CUSTOMERS AND SPONSORS: SEARCHING OF COMERCIAL AVAIL OR MANIFESTATION OF SOCIAL RESPONSABILITY?” The subject of this work is relevant because social advertising is conditionally new expression in the postsovietical space, and that is why it is important to analyse it. The subject is also relevant because it is gainful for the bussiness organisations to sponsor the social advertising and social actions though this reason is not always made public. The importance of social responsibility is also relevant to the business in today’s world. The sponsorship of social actions is one of the instruments, which are used in social responsibility. The relevance of the subject shows up in trying to examine the Lithuanian companies, if they only declare their social responsibility or if they are socially responsible indeed. The purpose of this work is to realize the essence of social advertising, its value and to understand the reasons, which stimulate the Lithuanian private business companies to sponsor, to indent the social advertising or social actions and to behave socially responsible. The main goals of this work are: to inspect the expression of social advertising, using comparative, historical methods; to understand the sence and influence to the society of social marketing; to value the importance of social responsibility in the strategic policy of the organisation; to analyse the research material, trying to explore what kind of reasons... [to full text]