Diploma thesis focus on topic about marketing communication chosen bank. Aim of this thesis is analyze current marketing communication of Waldviertler Sparkasse Bank AG and propose recommendation. Structure of this thesis is three parts, theoretical, practical and final recommendations. First part is focused on marketing theory and communication mix of services. First chapter of practical part contained presentation of chosen bank and analyses current marketing activities. Bank was compared with other competing bank subjects with positioning map, semantic differential and my own observation. For purpose of thesis were used two survey, first survey compared chosen bank institutions and second was about bank marketing. At the end was evaluated current communication of Waldviertler Sparkasse Bank AG and recommendation how improve communication for more effectiveness.

Předmětem diplomové práce je problematika komunikace institucí státní správy a samosprávy s veřejností a médii. První část textu obsahuje deskripci jednotlivých aspektů externí komunikace veřejné správy. Samostatnými problémovými okruhy jsou marketing ve veřejné správě a public relations. Případová studie se zabývá participací veřejnosti na rozhodování o poloze hlavního železničního nádraží v Brně.

This work deals with marketing communication of famous football club AC Sparta Praha, playing the first football league in the Czech Republic. You can find 4 ways of communication: to fans, to media, to business partners and employees (players, management, ...). The biggest part of this work is dedicated to communication to fans. There are some results and proposals for more effective communication strategy at the end.

The main objective of my diploma thesis is on the basis of the analysis and comparison of advertising campaigns of selected banks to find answer for questions, how people perceive the bank advertisement, what character have bank advertisement, what target groups the banks in advertising messages to achieve, what media they use, how high sums they spend for purchase of media space by year, how these advertising campaigns show in profits of banks and to propose the banks new possibilities of communication, which they can direct the current and potential clients.

The topic of this diploma thesis is comparison of online marketing communication in the Czech Republic and in Austria. The aim of this thesis to compare online marketing communication in the Czech Republic and Austria, describe its characteristics, identify main differences and analyze essential reasons for the differences. After the introduction part, in the second chapter, the theoretical grounds of marketing communication, internet, its characteristics and history, as well as online marketing communications are described. In the third chapter, both markets are described in detail, in terms of internet users, situation on the marketing communications markets and in terms of media consumption. In the fourth chapter, main common features and differences are analyzed. In the last chapter, the most significant reasons for the differences are analyzed, first in terms of macroeconomic influences, second in terms of the industry itself and third in terms of individual preferences. The main sources for the diploma thesis were theoretical books concerned with marketing communication, online marketing communication and internet, written in Czech, English and German. Furthermore, statistical data of national statistical offices, articles from magazines and online sources, printed and online studies of selected associations or companies as well as interviews with experts are used.

The diploma thesis deals with marketing communication that employs celebrities. It is a way how to get the attention of consumers. Theoretical part shows the major steps in developing effective marketing communication. It is followed by main questions which are connected with the use of celebrities in marketing communication ( who is celebrity and how they influence us, history of use of celebrities, ways of using celebrities in marketing communication, threads connected with celebrities). Practical part presents the results of original survey dealing with overshadowing of brands by celebrities and difference in attitude of men, women and different age groups to the use of celebrities in marketing communication.

The main aim of the diploma thesis is a detailed desciption of the cosmetic industry in the Czech republic. Development of market shares of the most significant local cosmetic brands in sales value and sales volume during time period from November 2006 to December 2008 is used as a key source of data. The latter target is a specification of adidas' brand positioning and its marketing strategy in comparision with competition, consumers'preferences and purchase habits.

The dissertation deals with analysis of marketing communication Company Profile. The aim is primarily to describe, evaluate and compare with the competition, the current operation of the bank's marketing communications and propose any innovation or change.

The graduation thesis describes the Zlín district and its marketing communication in the field of travel movement since the formation of districts in the Czech Republic. The whole marketing promotion is consequently evaluated and the author recommends some steps for its improvement. The part of this theses is also the description of the most visited sights and the evaluation of its marketing activities. The last part represents author's own research. The goal was to address the subjects acting in the sector of travelling and to find out the attitude of this subjects towards the marketing promotion of the Zlín district.

The thesis describes the media planning proces of each media type. Analyses actual situation on the media market, main competitors and proposes a new media campaign for Kit Kat.