The diploma thesis deals with the text-forming and pragmatic potential of phraseological units in advertising. The aim is to document the phraseological apparatus within the Czech and Slovak advertising space from 2017 to 2019. The theoretical basis of the work are the concepts of two dimensions of phraseology - forms and faces of the idioms, linguistic actualization and linguistic picture of the world. In the practical part, idioms in selected Czech and Slovak advertising communications are interpreted by a descriptive and comparative method through a qualitative analysis. The anthropocentric orientation of phraseology and the linguistic image of the world is confirmed, as well as the thesis about the dominance of somatic components in phraseological units (life and phraseological universals). Idioms, linguistic peculiarities, an aestheticizing factor with a charge of expressiveness, an attractive function and the ability to evoke a persuasive effect, have proven to be productive and effective means of expression of advertising messages that can present any message (social, economical, ecological, educational or cultural) in an understandable, entertaining and attractive way, helping to meet the basic requirements of advertising.

In this diploma thesis I deal with the topic of blogs. My main goal was to introduce the part of blogs called mommyblogs and to define it as a separate category in the theoretical background chapter. In the practical part, I decided to use quantitative methods of data collection through a questionnaire survey. The survey was aimed at both mommy bloggers and their readers. I supplemented the questionnaires with depth interviews with selected mommy bloggers. Which helped me to obtain even more detailed data, which enriched the data obtained from both questionnaires. I found out what motivates mommy bloggers to blog, but also what their attitude is towards cooperation with companies and how they select and label collaborations. Have they ever felt exploited either by companies or by social media? The respondents also touched on the topic of ethics and responsibility - either regarding the placement of photos of children on social media or regarding products whose promotion is bound by regulations. I tried to find out the ability of the readers to recognize advertisements on blogs and social networks of mommy bloggers. And also how the advertising message of mommy bloggers affects their readers. This thesis focuses only on bloggers from the Czech Republic.

The master thesis is focused on a proposal of communication mix for a fitness center located in the center of the Brno city. This thesis is divided into the theoretical, analytical and proposal part. The theoretical part describes the basic concepts of marketing, the analytical part contains selected analyzes from macro-environment and micro-environment, and their results are the basis for the proposal part of the thesis. The last part sets out proposals for a company's communication mix that will lead into increased competitiveness, raising awareness among potentional customers leading to a consequent increase in profit.

This Diploma Thesis deals with marketing strategy of Brisk, production cooperative. It contains theoretical knowledge from the field of marketing. The practical part focuses on the analysis of the current situation of the cooperative. Based on the information from marketing analyzes are recommended proposals for the imporvement of marketing policy of the cooperative.

Dissertation thesis deals with proposals of possible improvement in communication mix in selected company. The dissertation is divided into three main sections. The first section is theoretical research which is outlook for analysis of current situation of the company. Practical part's target is to suggest solution which will lead to improvement of company's marketing communication.

This thesis is concerned with a proposal of communication mix for the company Forst Agro s.r.o. It explains the most important terms and principles related to the current issues of marketing in the B2B segment. Furthermore, a detailed analysis of the current state of the company is made and also a specific proposal of new communication mix is created. This should lead to the fulfilment of defined goals.

This Diploma Thesis deals with marketing strategy of Brisk, production cooperative. It contains theoretical knowledge from the field of marketing. The practical part focuses on the analysis of the current situation of the cooperative. Based on the information from marketing analyzes are recommended proposals for the imporvement of marketing policy of the cooperative.

This master’s thesis deals with problems of risk management connected to the marketing activities of Innovatrics s.r.o. The thesis contains three main parts. First part includes theoretical basics, second part is consisted of information about company, marketing activities inside the company and risks, which are connected with activities. Final part of the thesis dedicates to suggestions for risk minimization.

The Master thesis is focused on the communication mix of the company U Badinů, s.r.o. The theoretical part of the thesis explains the most important concepts in marketing and selected analyses. In the analytical part there are information about the company, but especially all selected business environment analyses, market segmentation and SWOT analysis related to the described theoretical part are made. Part of the thesis is also marketing research and interpretation of the resulting values. The last part includes suggestins for improving the communication mix of the selected company.

Topic of diploma thesis is communication mix of Arkon Flow Systems, s.r.o. company. It focuses on specific communication mix of a product and it compares theoretical basis with real conditions. Diploma thesis also contains communication mix improvement suggestions for the distributors, customers and end users. Benefit of this study would be production, sales and profit growth in the field of measuring and regulation instruments. Diploma thesis focuses on international markets in Latin America, especially in Peru.