The final work deals with analysis of theoretical principles of advertisement, research methods of advertisement influence on consumer behavior and presentation of milk and meat products advertisement improvements.

This study is about gender stereotypes that occur in the magazines of ELLE and KING's advertisements in 2014. The purpose of this inquisition is by using a gender perspective to examine the interpretation of women and men, compare how they relate to the traditional gender stereotypes. To answer our purpose of this study, a selection of 400 advertisements were analyzed based on it's content and visual expression. Through a content analysis, we could measure the frequency of 18 variables and put them in relation to each other to grasp the differences that exist between the genders. The results are presented in bar charts based on the variables that proved most interesting outcome between the genders. Our result indicated that ELLE and KING's advertisements relates to many of the traditional gender stereotypes even today.

在行動裝置當道的社會中，行動廣告已成為業者進行產品推廣的新管道。根據過去文獻指出資訊性、娛樂性、干擾性、可信性皆會影響行動廣告效果，但對於加入適時適地性特質的行動廣告較少多加著墨。因此，本研究以Brackett and Carr (2001)提出的廣告態度模型為基礎，旨在探討行動廣告之定位性與即時性此兩特性對行動廣告效果的影響。本研究採量化分析，透過網路發放問卷，有效樣本共480份，研究中以SPSS與Smart PLS軟體進行結構方程模式分析。 研究結果發現，廣告前因之資訊性與娛樂性同屬一構面，本研究將此構面命名為「資訊娛樂性」。當資訊娛樂性越高時，則可信性越高，廣告效果越佳。但當資訊娛樂性越高時，消費者會覺得廣告帶給他越干擾的感覺。其次，在行動特性的影響之下，定位性與即時性對資訊娛樂性和干擾性有交互作用，表示具定位性與即時性的行動廣告確實會對消費者產生影響力。第三，廣告認知反應中只有可信性對行動廣告效果產生影響，干擾性不會影響行動廣告效果，當可信性越高，則行動廣告效果越正面。最後，資訊娛樂性確實會直接影廣告效果，且資訊娛樂性越高，則消費者對行動廣告的態度、廣告中產品的品牌態度及產品的購買意願都會越高。本研究之結果期望能提供學術界與實務界在行動廣告相關研究，及行動廣告設計與規劃運用之參考。

Ο στόχος της παρούσας έρευνας είναι να διερευνήσει αν τα μικρά παιδιά μπορούν να διακρίνουν τη διαφορά μεταξύ των φανταστικών καταστάσεων που προβάλλονται στις τηλεοπτικές διαφημίσεις και της πραγματικότητας. Με αυτό τον τρόπο θα μπορούσαμε να συνεισφέρουμε σε κάποιο βαθμό κατανόησης στο ζήτημα του πώς οι τηλεοπτικές διαφημίσεις επηρεάζουν τα μικρά παιδιά. Για να επιτευχθεί αυτός ο σκοπός, τα ερευνητικά ερωτήματα εστίασαν στην προσπάθεια εύρεσης απαντήσεων σχετικά με το πώς μπορεί να περιγραφεί η προοπτική των παιδιών για τα τηλεοπτικά διαφημιστικά μηνύματα, καθώς και πώς εκλαμβάνονται οι διαφορετικοί τύποι και τεχνικές της τηλεοπτικής διαφήμισης. Βασισμένοι σε αυτά τα ερευνητικά ερωτήματα, κάναμε μία βιβλιογραφική ανασκόπηση που οδήγησε σε ένα εννοιολογικό πλαίσιο, το οποίο μας καθοδήγησε ως προς το είδος των εμπειρικών δεδομένων που θα έπρεπε να συγκεντρωθούν. Αρχικά, καταγράφηκαν όλα τα τηλεοπτικά προγράμματα της πρωινής ζώνης τεσσάρων ημερών (Σαββάτου και Κυριακής), έτσι ώστε να συλλέξουμε όσο το δυνατόν περισσότερα διαφημιστικά μηνύματα είχαν ως κοινό-στόχο μικρά παιδιά. Βασιζόμενοι σε διάφορα κριτήρια επιλέξαμε οκτώ από αυτά για να τα επεξεργαστούμε με τα παιδιά. Έξι ακόμα επιλέχθηκαν για να διερευνήσουμε αν τα παιδιά μπορούσαν να ταυτίσουν το προβαλλόμενο στη διαφήμιση αντικείμενο με το πραγματικό. Για τη συλλογή των δεδομένων, ακολουθήθηκε ποιοτική ερευνητική προσέγγιση. Ομαδικές συνεντεύξεις με 32 νήπια από δύο σχολεία της Αθήνας έλαβαν χώρα. Τα ευρήματα αυτής της έρευνας αποκαλύπτουν ότι τα μικρά παιδιά έχουν δυσκολία στη διάκριση φαντασίας –πραγματικότητας, ιδιαίτερα όταν εμπλέκονται χαρακτήρες κινουμένων σχεδίων. Υπάρχουν κάποιες ενδείξεις ότι τα παιδιά των κατώτερων κοινωνικών τάξεων αναπτύσσουν τη ζητούμενη ικανότητα νωρίτερα από τους συνομηλίκους τους των ανώτερων κοινωνικών στρωμάτων. Όσον αφορά το κομμάτι της ταύτισης, ο πιο καθοριστικός παράγοντας για την επιτυχία ή αποτυχία φαίνεται να είναι η ύπαρξη ή η απουσία ενός εμβληματικού χαρακτήρα κινουμένων σχεδίων πάνω στη συσκευασία του προϊόντος. / The goal of the present study is to investigate whether young children distinguish between fastasy presented in television advertisements and reality. This way we could provide a better understanding of how television advertising affects young children. To reach this purpose, research questions focused on asking questions about how children’s perspective on TV advertising can be described, as well as how the different types and techniques of TV advertisement can be perceived. Based on these research questions, a literature review was conducted that resulted in a conceptual framework that provided what empirical data should be collected. We recorded all TV programmes of the morning zone of four days (Saturday and Sunday) so as to gather all tv advertisements which had young children as a target group. Based on several criteria we selected eight for discussion with children. Six more were picked to investigate whether children could identify the object they saw on TV when presented in front of them. In order to collect the data, a qualitative study approach was used. Group interviews with 32 kindergarden students from two schools of Attica then took place. The findings of this study reveal that young children have difficulty in distinguishing fantasy from real life, especially when cartoon characthers are involved. There is some evidence that children of lower classes develop the ability in question sooner than their peers of upper-classes. As far as the identification part is concerned, the most important factor for success of failure seems to be the existance or absence of a symbolic cartoon characther on the product packaging.

The aim of this thesis is to present Chinese advertisement and media market to European entrepreneurs. Effective marketing is a very important factor for the success of every business strategy, especially in China. When talking about marketing and commercial communications, it is important to mention culture that has strong influence on the whole economy. First part of my thesis contains basic information about Chinese business environment.Onwards I deal with crucial cultural factors, which have in my opinion the biggest influence on the Chinese's behavior. The very same factors cause many problems to foreign entrepreneurs coming to China. I asses the evolution of Chinese media market in the second part of my thesis. In this part, I pay attention especially to expenditures on advertisement in different means. I use the comparison with United States -- example of a country with mature advertisement and media market, in the analysis. Third part of my thesis is about EXPO 2010, which will take place in Shanghai. I consider mainly the Czech participation.

In the first part of my master thesis I will describe theoretical fundamentals which are necessary for analyzing any market of telecommunication providers and their marketing campaigns. Practical part is divided into two parts. In the first one I will summarize information about all four Czech mobile telecommunication providers. The main topic of the second one is to characterize contemporary marketing communication of the O2 brand including an analysis of the particular O2 NEON campaign. I will also evaluate this campaign according to accessible information and add my personal suggestion.

This diploma thesis deals with the relationship between advertisement and ethics. Many people think that anything is possible in the advertisements, this, however, is not true. The area is restricted both by the law and by the non-legal institutions, e.g. A Czech initiative of advertising agencies, media and advertisers - "Rada pro reklamu" - Advertisement council. This council might recommend advertisement's cancellation. The media scene experts claim that the media market reflects the consumers' wishes. Thus, in the absence of protests against an "anti-women" advertisement, the advertisement might be considered ethical for the particular market. As we can see, the ethics is a very delicate term and what one perceives as ethical, might be considered unethical by anybody else.

Aim of this Master's thesis is to describe a business plan of complex internet agency, which will provide wide range of services related to internet businesses. Theoretical section defines the legal framework, internet environment and possible entry strategies. The practical part elaborates the business plan. Staffing and descriptions of working positions is done first. Competition analysis, together with information about the market, provides base for realistic expectation in sales planning. Financial part consists of products' cost calculations, financial reporting and five years forecast. Business plan ends with a SWOT analysis.

This thesis deals with the use of videomapping projections in the advertising industry. The subject of this thesis is videomapping, use of videomapng currently and the reflection of using in the future. The partial aim is to introduce the concept of videomapping process and the creation of individual projections. The benefit of this work is to compare videomappings advertisement and static advertisement on a concrete example, in the campaign Štědrá dovolená 2016. Work is supplemented by examples of videomapping´s screenings, which were held in various places, projected on different subjects and for different purposes. The conclusion presented arguments supporting the use videomapping ads in the future.

The master’s thesis is focused on the changes in the functioning of the cultural project, which is organized by an allowance organization. The aim of this work is to make changes that will improve the economic situation of the project, will increase the attention and interest of visitors and also offers new possible sources of financing. The thesis begins with basic information about organization and the project as such, describes the role of marketing in the non-profit sector. The practical part consists of the proposed changes in the promotion of the project, its financing and organization.