Title: Football recruitment campaign in the Czech Republic Objectives: The main objective of this study is based on mapping and analysis of current practice and implemented recruitment campaigns in Czech football to find the flaws and the ideal model for devising measures to improve and effectiveness of these campaigns. Then identify and get to know the target group of parents of young footballers. Methods: In this work we were used methods of case studies, statistical data analysis and involved observation in the context of mapping the current practice of football recruitment campaigns in the Czech Republic. Further, a questionnaire survey among parents of current footballers to 18 years to identify the target group of football recruitment campaigns. Everything was supplemented by expert interview with a representative of the FACR. Results: In the Czech Republic there are two major football recruitment campaign, My first club and My first goal. Communication channels and tools of both campaigns were analysed in detail and presented their results. The questionnaire survey brought the identification of target groups for these recruitment campaigns. Thanks to lessons learned were proposed recommendations for researched campaigns. Keywords: football, campaign, marketing, communication, recruitment,

The master thesis focuses on description of the market of digital advertising agencies that create digital, online and mobile campaigns for their clients. The first part of the thesis addresses the advertising market and its role in the marketing mix. The author gives the summary of the evolution of digital marketing and its tools in the digital and creative procedure of preparing advertising concept. One of the chapters presents changes in media spends towards online and changes of marketing budgets of advertisers. The empirical part describes the Czech digital advertising market, exclusion of digital agencies from the field of classical full service agencies. The empirical part also focuses on global trends in digital agencies and digital marketing and emphasizes how those trends affected the Czech advertising market. The author also gives a description of the workflow in digital agency and covers tools and solutions that are usually used in digital campaign. The empirical part shows examples of business strategy of Nydrle Digital that led the agency to the top of the market. The part is based on internal documents from the company and on interviews with the management of the agency. The author also shows the important case studies that affected the business development of Nydrle Digital.

The diploma thesis deals with the analysis of marketing activities of chosen commercial corporation. The thesis is divided into two parts. The first, theoretical, part covers key concepts for this thesis which are retail and marketing. Retail is presented in context with business, individual retail store formats and retail trends. Then there are described marketing tasks, marketing process including marketing strategy, marketing plan with marketing mix and estimate costing. Components of communication mix are described in a closer detail. The practical part covers introduction of the company, its history and structure. Then analyzes main competitors, customers and includes SWOT analysis. From these analyses deduces company's objectives. Then there are described and analyzed single components of marketing mix, and elaborately communication activities. The communication activities are in context with the communication campaign started at the end of the year 2010. At the end of the practical part there are suggestions and improvement proposals followed from foregoing analysis.

Main goal of this thesis is to show to the reader process of planning, realisation and management in real international enterprise Hewlett-Packard. Second goal is to distinguish the specifics of work of the local marketing department and central marketing department of HP. For evaluation of both this goals is used the comparation between theory and real situation. The whole process of planning, preparation and management is shown on the example of real campaign HP forum.

Emotion acts as a primer for our memory retention and encoding processes. In the 2016 election, we saw an increase in negative or hostile rhetoric from candidates. I argue this is due to the use of Twitter and the physical representation of engagement. This paper examines the effect of enthusiasm, anxiety, and hostility in response to political tweets. Tweets from Republican presidential candidates, Donald Trump, Ted Cruz, and Marco Rubio were analyzed for emotional response content to explore mean differences in retweets from the three emotions.

The thesis deals with the analysis of the marketing communication and advertising campaign of the running event Nike Run Prague, which took place in Prague 3 September 2011. It also deals with semiotic and narrative means and with the research of the effectiveness of the campaign. Nike Run Prague is a 10 km long run throughout Prague and it was organized by Nike for the very first time. The running event was amply publicized and within its advertising campaign adopted the marketing strategy targeted on the youthfulness, amusement and brand image, utilizing the various communication channels. Nike Run Prague relies on originality, interactivity, contact with registered runners and on promoting by unusual kinds of advertising and media contents. These types of advertising and used media messages, visual, verbal and nonverbal means are analyzed in this thesis. For each type of advertising is placed an emphasis on narrative and semiotic analysis. Further quantitative research was carried out that examined the effectiveness of the means utilized in the advertising campaign Nike Run Prague. The research target group is formed by individuals aged 18 to 24 years in which the campaign was targeted. After subsequent analysis of obtained data they were explicated and finally the effectiveness of the used...

The diploma thesis in its theoretical part treats of marketing communications within the marketing process with focus to below-the-line communication activities that are crucial to the communication in the tobacco industry. The second part already characterizes the specifics of the market and the regulation in the tobacco industry. The third part describes in detail the target group of adult smokers and the application of the marketing communications in the marketing of tobacco products, both in the B2B and B2C area. The last part outlines the opportunities and threats based on the current situation on the market and its estimated development and defines what are the key focus areas and both strategic and tactical steps could ensure a potential growth and brand building.

This diploma work deals with marketing problems of bank services. The theory of marketing bank mix is described in it, creation of marketing campaign and control of relations with clients. The goal is a detection of an embarrassment of marketing methods and campaigns used in Česká spořitelna, then evaluation of this methods and finally making some concept how to solve this situation.

The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.