This thesis defines advertising very broadly - as any information that form consumers such that they change their consumption. Microeconomic models assume that consumers choose their consumption independently, and do not take into account that their wants can be changed due to actions of other market participants, which this thesis criticizes. Advertising is modelled with the Cobb-Douglas function as a good that is complementary to the good that is advertised. The models show that advertising decreases the total welfare only in some cases. If it is profitable for a firm to advertise, its production usually increases the total welfare. 1

Olbrecht, V. Impact of the Institutional Framework on Firm's Performance during the Economic Contraction. Diploma thesis. Brno: Mendel University in Brno, 2015. The diploma thesis focuses on exploring the impacts of the institutional framework on the firm's performance in the stage of economic contraction. The thesis extends current research by using microeconomic approach, the stage of economic contraction and TFP approach. By using panel regression with fixed effects it results in different effects and importance of some of the institutional factors. Political and legal environment is overvalued in the developed countries, in contradiction to the post-transition economies where improvements of this environment could contribute to economic performance. The size of government is overall negatively correlated with the performance while the openness of the economy to the foreign trade is correlated positively. Surprisingly, the worse macroeconomic condition is connected with increased firm's performance.

The practical part of this work, which product is called Project "ME08", based on update content, methodic and didactic elements of distance education{\crq}s textbook called Základy pro porozumění tržní ekonomice (Bases Principles to Knowledge of Marked Economy) by PhDr. Pavel Hejtman, CSc. The main part of this work was to get acquainted with main content, methodic and didactic elements principles how to write and prepare training publication and concept parts of updates. In this area there is the head part how to make best of Internet{\crq}s information source, how to usage knowledge about based studies materials for www together with graphics aspects of documents, how to usage illustration and documentation counterparts which have been written by students like student{\crq}s projects. Outcome of practical part of this work is modern distance learning e-book, which is wider than normal textbook. This e-book is included in this theoretical part as a CD-ROM (demo version). A theoretical part is directed at write and prepares publication for distance education and how to use this known ledges in practical part of Project "ME08". In another part there are description updates of older digital version "EDEN3", which has been setup on Internet education platform e-Amos until this date. At last part there is a description of the new part of e-book Project "ME08".

In this work we will deal with financial analysis of construction company and design possible solutions for stabilization. In the theoretical part of this work we will first focus briefly on the basic issues of macroeconomics, microeconomics, economic situation, especially in construction and perceive financial analysis of company. Based on this knowledge we will analyze a specific company and will draw possible solutions enabling us to achieve a profit or at least overcome the crisis period. For financial analysis will be the part of this work used primarily horizontal and vertical analysis ratios and analysis of financial statements.