Diploma thesis deals with children as a specific target group influencing adults decisions. The theoretical part defines terms related to children as consumers and commercialization of their childhood, advertisment and the typical media, which have a negative impact on children. The penultimate charter is devoted to the situation in the United States of America, where children are considered to be the biggest consumers. The practical part will be realized by own research among children and parents in order to determine an approximate situation in the Czech Republic. A part of empirical part will also be a comparison of Czech and American results.

This diploma thesis is focused on internet and mobile advertising and its usage in promoting the Qool.cz project. The beginning of thesis is dedicated to general possibilities of using mobile advertising, possible payment methods and advertising formats. Throughout the whole thesis, there is a focus on three main parts of the mobile environment - mobile web, mobile applications and mobile advertising. Practical part of the thesis focuses on using all these methods in promoting the Qool.cz project. The secondary goal of this thesis is to present a high-level perspective on using mobile technologies in a marketing mix.

The first part of this thesis, Monitoring website progress after the implementation of a language mutation, focuses on the theoretical foundations of web analytics (history of web analytics, data collection methods, basic metrics) and Internet marketing (importance of Internet marketing and its distribution, Pay Per Click advertising). An analytical tool Google Analytics is also presented in this part. The analytical and application part contains a presentation of Segway-Point company and its website. On this website the progress (sessions, bounce rate, users flow, conversions, etc.) before and after the implementation of a language mutation was monitored and the ads settings using Google AdWords was set up accordingly. The result is the evaluation of hypotheses and a list of advices and recommendations for Segway-Point company.

This diploma thesis focuses on Internet marketing of a tradesman. The theoretical part consisting of the first four chapters introduces Internet marketing and its tools, provides details about search engine optimization (SEO), search engine marketing (SEM) and Google Analytics - tool used to analyze website traffic. The final chapter focuses on Internet marketing of Mr. Škoch, a roofer from Lubná. The thesis analyzes his original website and strategy and then describes the process of creation of a new website, its optimization, creation of paid campaign and a Facebook page. Both websites and strategies are evaluated at the end of the chapter, recommendations are introduced and a list of steps for realization of Internet marketing is compiled. The aim of this thesis is to compile a summary of optimal Internet marketing tools universally applicable especially for tradesmen.

Healthy and active lifestyle is one of the biggest phenomena in today´s society. People want more than ever to look good, have a perfect figure, feel fit, take care of themselves a lot and try to eat a healthier way. They search for a variety of ways to exercise, lose weight and sculpt the figure. At the same time, they are daily overloaded with plenty of information and advertisements from this area, primarily from large fitness and sports centers that have advertising sufficient funds. However, smaller companies also have a chance to reach their potential customers and get them to buy if they choose a suitable form of marketing communication and differentiate sufficiently from their competitors. The aim of this thesis is to critically evaluate the current marketing communication of the Ladies Body Toning Studio MODELACE and then make recommendations for its improvement. The thesis is divided into theoretical and practical part. The theoretical part is focused on the meaning of marketing, as well as on communication process, marketing communication tools, trends in this area and marketing research. The practical part is dedicated to the Ladies Body Toning Studio MODELACE and its marketing communication. It is based on my own online questionnaire survey.

This thesis deals with the topic of social media, more specifically social network websites and their potential use for marketing purposes at the Czech market. The aim of this thesis is to prove that social network sites are an ideal place to build a relationship with customers, however, they are less suitable for selling products. The main contribution of this work is in assessing the social network site with the greatest potential for building relationships (Facebook) and further in deciding whether its potential for selling products and services directly from the site might have any significance for companies. The theoretical section includes comprehensive definitions and insights necessary for better understanding of the principles of social media environment. The analytical section compares selected social network sites and by using quantitative research methods analyzes the appropriateness of one of them -- Facebook - as sales or communication channel. In the last section I will be trying to suggest an improvement in social network communication.

Commercial communications is often accused of stereotyping when picturing women in commercials. To certain extent women expect and ask for "better and easier world" when it comes to advertising. In many cases however women tend to feel simplified. Both from advertising theory and practice insight is crucial for advertising to resonate with its target audience. If the communication is built on well-chosen insight the consumer gets a feeling that the brand understands him better. The main task of this work is thus to give insight into the mind of women as consumers and to find out how women perceive themselves in commercial communication. Two levels, theoretical and practical, are distinguished within this task that were later transformed into specific goals. Foreign literature gives evidence that insight is actually important part of both advertising theory and practice. No literature maps the attitude of practitioners in advertising in the Czech republic. Therefore the first goal is to map the role and understanding of insight in the Czech republic. To research this topic 12 in-depth interviews with advertisers and practitioners from communication and research agencies were executed. The in-depth interviews confirm the importance of insight also in the Czech republic. Second specific goal of the thesis is to map what kind of advertising Czech women consider as insightful. For the research purposes the insightfulness of communication is transformed into self-identification with media and commercial content. In the first part of this research respondents were asked to come up with content that evokes a feeling of understanding and self-identification. The research also verifies two hypotheses. H1: Stereotypes in advertising bother women. H2: Insights created in foreign countries can be applied in the Czech market. 200 women were interviewed through online questionnaire. As a stimuli television commercials with chosen parameters were used. It was found out that the self-identification with media content came through the identification with the main heroine, identification with realistic situations and through humour. The first hypothesis is not confirmed by the research. Women were not really bothered by stereotypes in advertising according to the research. The second hypothesis is not confirmed either. Foreign insights cannot be automatically used in the Czech market. There are national and cultural differences that need to be taken into account. The thesis is divided into 7 chapters including the introduction and the summary. The benefit of this work on the theoretical level is seen in mapping the topic in its complexity. The practical contribution is seen in how the work assesses insights, its creation but also expectations of the subjects in the market.

The advertising as one of the tools of the marketing mix has positive influence on sales and is differenciating the product from competition. According to persuasive view the advertising contributes to the differences in firms' cost conditions, creates abnormal profit and is able to deter the entry into the market. The question is whether the advertising can have such a influence on competition at the market.The goal of the thesis is to introduce the major views on advertising in economic theories and based on available emprical studies to define and describe the major differences in the views. The impact of advertisng on perfomance indicators is analyzed in own empirical study for the market of chocolate bars, covered and partially coverd wafers.

This diploma thesis mainly deals with the ethical rules of advertisement. In the general part, the thesis contains the definiton of advertisement and ethics, description of self-regulation in the Czech Republic, relationship between ethical and legal regulation and also self-regulation in other states. The second part analyses the number of complaints and ads discussed by Arbitration Committee. The diploma thesis is concluded with the opinions of consumers on advertisement in general, situation of self-regulation in the Czech Republic and ethical principles in advertisement.

This thesis is devoted to the legal regulation of tobacco and alcohol advertising in the Czech Republic. This thesis aims to evaluate the current state of legal regulation, above all from the point of view of the degree of fulfillment of achieving the social targets which led to the passing of the current legal regulation and to eliminate ascertained deficiencies. This thesis sets out the social targets, provides an overview of the development of relevant acts since 1989 and assesses the current legal regulation as to the quality of the wording of relevant acts and also as to the derived marketing practice and the judgement-making practice of the courts and of the Arbitrary commission of Rada pro reklamu. The acquiring of data necessary for the assessment of the marketing practice was achieved through a qualitative field research. Many deficiencies in the current state of legal regulation have been revealed in the course of working on this thesis. These deficiencies are addressed in the form of new "de lege ferenda" proposals, which are the principal practical outcome of this thesis.