This master thesis deals with the determination of meaning of body image for generation Y. Its goal is to identify the perception of body image by young generation and compare this perception with body image which is communicated via commercial messages focusing Czech generation Y. In the theoretical part of this thesis there is a description of the evolution of beauty ideal, the impact of media on the perception of elements of body image and theoretical conception the role of body image for market segmentation. The analytical part of this thesis deals with the evaluation of communication using content analysis of commercial messages and description of posture of generation Y to the elements related to body image and lifestyle of the target group. The posture of target group is described by analysis MML -- TGI data. Based on results of this thesis it is possible to assess the importance of meaning of individual components of body image for target group of young people and interpret described data for purposes of market segmentation and marketing communication.

The aim of this thesis is to evaluate current marketing strategy in STOCK Plzeň-Božkov s.r.o. with emphasis on Fernet Stock brand, which is acting on herbal and bitter liqueurs spirits market, and to suggest appropriate recommendations for its improvement with focus on young consumers. At first the theoretical basis is defined to understand a concept of marketing strategy, analysis of external and internal environment, brand equity and marketing communication. To achieve the main objective, the primary and secondary research was carried out. The primary data were obtained by on-line consumer survey and field research. Based on these data the whole spirits market of Czech Republic was analysed with emphasis on herbal and bitter liqueurs spirits market. Furthermore, there was a Fernet Stock brand marketing analysis based on data from theoretical basis and both researches. The conclusion contains suggested recommendations to be implemented in current marketing strategy.

The aim of this thesis entitled "The application of product placement in music videos and its perception by target groups" to contribute to the understanding of the product placement in the music industry and to analyze the attitude of the target group to it. The theoretical part includes the various forms of marketing communication and definition of product placement. The brief history of this tool and its advantages and disadvantages are also described, including its legal definition and ethical aspects. There is also the classification of forms of product placement, where more attention is paid to the importance of product placement in music videos. Another part of the theory is an analysis of the effectiveness of product placement with a focus on the factors affecting its effectiveness. The practical part is based on the analysis of music videos and interviews in focus group. Conclusion should bring confirm or refute the hypothesis, that there is a likelihood of changes in audience perceptions and attitude towards the brand after seeing a video, which contains product placement. Also, the aim is to determine whether this discovery may even affect consumer behavior.

This thesis analyzes the communication of BMW Group Czech Republic on the social networks (mainly on Facebook, Twitter and Instagram). The first part of the thesis describes different forms of commercial communications with an emphasis on online communication. The second part consists of the introduction of the BMW brand and its activities in the Czech Republic. The practical part consists of 2 parts. The communication of the BMW brand on social networks (Facebook, Twitter and Instagram) is analyzed in the first part. The second part consists of one realized project - the Instagram competition and one project proposal - the cooperation between the BMW brand and Czech bloggers.

The aim of this master's thesis is to evaluate the implementation of the B2B marketing strategy of John Deere on a specific example. The theoretical part of the thesis focuses on defining the basics of modern marketing communications. Next it deals with defining the concept of B2B marketing and related strategies. The practical part focuses on the characterisation of the agricultural machinery industry and the slovak agricultural sector. Further it includes the introduction of other B2B marketing tools of John Deere in practice.

Subbmited thesis devotes causes of strategic analysis in conditions of small-size companies. Chosing appropriate methods thesis researches internal and external environment of company Joinery Kašpar. On that base thesis determines company's position on defined markets and afterwards proposes a set of tactic measures, which are primary focused on communication efficiency increase and presentation of company by various communication tools.

Title: Sponsorship activation of partners of Czech Athletic Federation Objectives: The aim of thesis is to create proposals for activating sponsorship for intentionally selected entities in connection with the Czech Athletic Federation on the basis of their own observations, case studies and in- depth interviews. The secondary goal is to evaluate the profile of companies in the role of sponsors and to determine the proposal for activations as a new discipline. Methods: Qualitative research based on in-depth interviews with representatives of selected companies, a case study and analysis of secondary data from documents dealing with athletics were used to determine specific activation proposals. Results: The results obtained from the research and the analysis of the profile of the Czech Athletic Federation and selected companies were used to determine specific proposals for activations for individual companies with involvement in Czech sports practice. Keywords: athletics, marketing communication, new media, sponsorship activation

The master’s thesis deals with the analysis of marketing communication of the community interest society Elim Letovice. It is focused primarily on the analysis of environment and individual components of the communication mix of Elim Letovice. The thesis includes a questionnaire survey, which was aimed at disclosing weaknesses of the society Elim Letovice. The SWOT analysis was elaborated on the grounds of the analysis of the environment and obtained information. In the next part of this thesis, there are submitted propositions and recommendations in the area of marketing communication.

The diploma thesis describes the issue of using social networks of a selected com-pany in marketing communication. The aim of the thesis is to analyze the current situation in the company and to suggest a new solution, the marketing tools, which the company can use in the future. The first part summarizes the issues of marke-ting communication, marketing and communication mix and social networks. The analytical part includes analysis of the internal and external environment, analysis of the competitive position of the company, as well as SWOT analysis. The final proposal then explores the communication channels currently in use and shows new possibilities for using communication channels along with the expected costs.

This diploma thesis deals with the design of an appropriate communication strategy for the Prazirna Kyjov s.r.o cafe. The proposal itself precedes the analysis of the current state of the company and its own marketing survey. The first part of the thesis contains theoretical knowledge, the second part introduces the company itself and analyzes its current situation. In the following section, based on a marketing survey conducted through a questionnaire survey, a company's appropriate communication strategy is designed to help address new and existing customers and raise awareness of the company