The topic of the thesis is evaluation of marketing communication. In the theoretical part is performed literature review within which are characterized important concepts for this elaboration. They are marketing, communication, marketing communication, communication mix and marketing research. Practical part is completed by marketing research which was performed in the fairs in Bratislala and Prague. In the second part of thesis are applied theoretical solutions to the analysis of marketing communication of particular company which is for purposes of this thesis JV Pohoda, s. r. o. selling luxury furniture. The aim of the evaluation was to determine what is the shopping behavior of visitors of the fair, which is their awareness of communication mix of company, and if fairs are valuable form of communication for the company. Based of the evaluation results will be submitted suggestions for improve efficiency of communication activities of the company. They are outcome and part of this thesis.

This thesis deals with marketing communications. Describes marketing communication tools that are applied to the final consumer. The theoretical part focuses on the first part of the definition of marketing, its definition and historical development. The following section describes first general marketing communication and the communication process. Another part deals with various tools of communication mix. The last subchapter discusses the concept of product placement (PP). Characterizes the meaning of product placement, defines types and forms, and in the last part describes the situation regarding the placement of products on the Czech market. The research builds on the theoretical basis of the first chapter. It focuses primarily on product placement in the Czech Republic. It characterizes the product placement in TV shows and series. The second part of this work is focused on collecting and processing information regarding awareness abbreviated PP and that information are statistically tested. In the last chapter are results of research concluded, interpreted and evaluated.

The paper focuses on the issues of the marketing communication. The main goal of the paper is to suggest recommandation for the improvement of the marketing communication of the company Cajova kvetina s.r.o. (Ltd) with a focus on Matcha Tea product. The theory part delimits the terms marketing, marketing mix and the marketing communication. Later there is the preparation of the effective marketing communication defined. The practical part analyses the marketing mix with a focus on marketing communication of Matcha Tea product followed by a survay research in the form of personal questioning. The result shows that 37 per cent of the respondents are aware of the existence of Matcha Tea product, 81 per cent of them has already tried it, and 87 per cent of those are satisfied. In the conclusion part there is an evaluation of the returnability of the discount coupons that received all the respondents after filling in the questionaire. The 15% discount coupon for one packaging of Matcha Tea + shaker is used by 29% ofrespondents. Based on the questionaire research it is suggested and recommanded to improve marketing communication for Matcha Tea product. The primary goal of the suggestion is the increase of the Matcha Tea sales by 10% during the following six months and the secondary goal is the increased visibility on the market. In order to reach these goals, the following models of marketing communication were chosen: personal selling, sales promotion, word-of-mouth marketing, interactive marketing and advertising.

This graduation theses concerned with creation of human resource branding. The teoretical part is based on the general plane of this theme, given notion and context focused on the importace. The human resource branding was in past a overlooked branch in the company s strategy, which is now increasingly used for the development of companies. While processing was drawn from professional Czech and foreign literature. On the issue was seen both in terms of personnel management in the field of employer branding focuses on current and potential future employees. Correspondingly, a stable position in the labor market. The second is the strategic management and marketing, where it is mostly about brand perception among consumers and company, linking brand and man in the organization. Mention is also beneficial use of advertising in brand building. Practical part of theses is oriented to Goodmills Česko s.r.o. company. The aim of this thesis is to define an effective employer branding strategy for the mentioned organization. When processing the issue to take into account several factors, mainly the issue of marginalization of employer branding by Czech companies that use outdated and mostly already outdated tools, which do not help to improve their competitiveness in the labor market. To determine the current status questionnaire survey was used both by staff and by management. Furthermore, a survey was conducted in the vicinity of society, as seen in the labor market and potential employees.

This thesis deals with one of the key marketing communication tool of Tesco company, which is a promotional leaflet. The aim is to evaluate how is visual design and user friendliness of leaflet perceived independently and in relation to competing leaflets. The first part defines the theoretical basis of the areas of marketing, marketing communications and marketing research. The following practical part of the thesis contains a two-phase marketing research composed of individual in-depth interviews, which is followed a survey. In conclusion, the research results are summarized. Based on the results proposals are recommended for possible improvements of the current version of leaflet.

This masters thesis titled "Hollywood mainstream marketing tools analysis: Has Hollywood marketing outrun the production itself?" aims to describe the state and issues of contemporary film marketing. It poses the question of whether the marketing behind the films is so sophisticated that it gets ahead of the movies. Furthermore, the thesis deals with the fact that this excessive attention to endless refinement of promotional materials for the film - together with the individual marketing tools - ultimately harms the impression from the movie in the eyes of its viewers. They can often feel dissatisfied or even defrauded. This hypothesis is demonstrated and disproved on the basis of specific examples and partial analysis.

This Thesis deals with marketing communication. The main objective of this thesis is to propose recommendations to improve marketing communication in Bohemilk a.s. The theoretical part describes marketing mix, marketing communication and its tools such as advertisement, sales promotions, personal selling, public relations, direct marketing and sponsoring. The practical part deals with company presentation, analyses marketing mix and marketing communication. Then Thesis evaluates the marketing communication in the company of Bohemilk and suggests recommendations that could improve the marketing communication.

The Master´s thesis is dealing with characteristic of a firm in competitive environment. The theoretical part describes various forms of markets, both perfect and imperfect competition. Furthermore, in this part will be characterized the concept of marketing mix, internal and external environment of a company, and also selected analyses from both these environments. The main part of the thesis is focused on three media agencies, which will be described in detail. Also, locations where these agencies operate will be described. Locations determine positions of these firms in the market and their respective competitive powers. In the analysis section, I will apply the Porter Five Forces model and the SWOT analysis on these selected firms. Subsequently, I will be dealing with advertisement since it is a crucial part of the marketing mix, very important for comparison of the agencies. The practical part will present a research and a questionnaire. The research is focused on the influence of advertisement on public. The questionnaire is dealing with cultural events. The thesis compares total revenues, analyses results of the investigation, and proposes ways that the selected agencies could achieve better position in the market.

The aim of this thesis is to analyze dependence of development of the Internet and informatic technologies with regard to the impact of financial situation of the chosen company on trade fair industry. In conlusion a correlation relating selected indicators of trends in the number of exhibitors, number of visitors to trade fairs and exhibitions, exhibition space will be used to analyze the impact of Internet development on the exhibition industry. By using factors of financial situation of the company represented by corporate performance of selected company, asset turnover, liquidity ratios, debt ratios and the development of added value will be used to analyze the impact of Internet development on the exhibiton industry. Based on analysis of the impact of information technology and Internet on the development of the exhibition industry solutions will be exploit possible opportunities for the company in the emerging information environment and eliminiate the threats associated with it.

The thesis is specialized on issue of influence of not only TV advertising on adult consumers, especially from the point of view of psychology. At first, in the theoretical part, besides the important characteristics of advertising and marketing communication, the thesis deals with basic milestones in the history of advertising and its connection with psychology. The next chapters are focused on models of consumer behavior and the personal characteristics of consumers are analyzed on the base of their main sociocultural characteristics. Attention is also paid to the important psychological concepts associated with advertising such as perception, attention, memory, association and forgetting. Part of the thesis focuses on emotional advertising appeals and it devotes with the effects of emotions, colours and humor in advertising on consumers. Practical part of the thesis is based on quantitative research, which confirms or rejects the theoretical background. Effect of emotions is illustrated on a selected TV commercial, which is part of a questionnaire filled in by respondents from the Highland region and South Bohemia region.