In order to have successful television advertising spot, it is important to define the specifics typical for the product which are acceptable in the country where the spot will air. The purpose of coffee as a product is to appeal to senses and to whet the appetite, preferably in a good company where peace, joy and pleasant atmosphere dominates. The important part of an advertising spot is also demonstration of drinking and preparing coffee so that the consumer can learn how to prepare coffee properly. This product has clearly delimited target audience. In case of instant coffee, the target audience, are men and women from 25 to 35 years. On the other hand, ground coffee is appreciated by men and women in their forties.

Companies are forced to looking for a new ways to reach customers because of an increasing market competition. That is the reason why the search is moving beyond companies borders and they are commming together and cooperating. The diploma thesis is analysing the ways of cooperation by a law firm and recommending a proposals for improving of the current level of cooperation in selected areas and better using of the communication tools.

The main objective of this diploma thesis was to identify price, quality and the time priority of consumers in relation to food and to define the attitudes of the Czech consumers to organic food, respectively to individual bio commodities through a consumer research, then the basic shopping preferences and motivators/barriers.

The aim of this thesis is to analyze the brand perception. The practical part of this thesis consists of the applicaton of the theoretical knowledge to the Budweiser Budvar brand with the respect to its values and communication campaign. The main part of this thesis consists of the questionnaire. The summary of this thesis is made of the results of questionnares and proposal of improvements to this brand in the Czech Republic.

The aim of the thesis was to analyze shopping behaviour of online supermarket customers in South Bohemia region and to suggests, which strategies could help the company improve its marketing communication. For this thesis was chosen an e-shop with grocery Plná taška ltd. Plná taška is the first e-shop with grocery in South Bohemia. The whole thesis is divided into a theoretical and a practical part. Theoretical part is based on study of scientific literature and especially on more recent internet resources. In theoretical part are described terms such as consumer behaviour, specifics of retailing, e-commerce and details of online sale of food are defined. The practical part includes analyses of buying behaviour in the field of the purchasing grocery online. The analyses are based on results of questionnaire survey with data collection from 404 respondents. Based on the results of research three target groups were defined. For these groups more specific consumer behaviour was determined. Based on this consumer behaviour personas and recommendations for marketing communication for them were defined. The thesis includes proposals of banner, which can be used on social network Facebook.

The aim of this graduation thesis was to analyze some possibilities of marketing communication in tourism. For this analize were chosen travel agencies in Tábor. The partial objects consisted in the analysis of supply of researched travel agencies including their marketing communication. There was found out also demand of products in tourism. After analyses were prepared some recommendations for improvement.

The objective of this diploma thesis is evaluation of marketing communication tools which are used by company Bohemia Trade CZ s.r.o., afterthat the concept of solution of improvement in this sphere. The base of elaboration of this thesis and achieving the objective was processing of data and information, which were gathered from intercompany materials and supplied by examinated company.

Diploma thesis named Proposal of communication strategy for Euro Frigo Praha aims at proposing communication campaign that perfectly responds needs and financial possibilities of chosen company. Euro Frigo Praha is a company that imports fish and seafood to Czech market. The management of company has not developed almost any marketing activities since the company was found many years ago. This thesis aims at proving that also small Czech company with very limited budget can implement effective communication campaign when choosing suitable marketing message and communication mix.

This master’s thesis deals with the e-shop marketing communication. The first part is focused on the theoretical knowledge from this area. The content of the next section is a detailed analysis of the marketing communication mix and the most used tools in internet advertising. In the last section, there are included suggestions to improve the e-shop marketing communication, especially by optimizing those internet advertising campaigns that are already used.

Abstract The thesis deals with marketing communication of the ČSOB Pojišťovna Pardubice ice-hockey club with the main focus on the communication with visitors and fans and the promotion of the club's commercial partners. It makes suggestion on possible ways of development of the given marketing communication where the club's fans' communication represents the most important part of it. Not only it proposes improvement of the current tools and proceses, but it also introduces new, modern means of marketing communication. The aim of the proposal is to increase the general awareness of the club and its atractiveness.