Advertising is an integral part of our lives. We meet with advertising at every step. Adults can, for the most part, distinguish and understand advertising, but what about children? How advertising influences children? Are they ready for it? The aim of this thesisis to introduce the concept of advertising, advertising history in our country, legislation and also analysis of the impact of advertising on children.The first part of this analysis is given to parents and seeing how they perceive advertising, respectively its impact on children. The second part of the thesis represents the analysis of the impact of advertising on children, in a breakdown by the given ages.The work is aimed at children up to seven years, mainly on children attending a kindergarten. These children are divided by age into three categories, namely children under three years old, children under five years of age and children under seven years of age. The conclusion of the thesis summarizes the findings of my own analysis and presents possible recommendations.

Modern marketing communication is in recent years often discussed topic not only because of the internet. This thesis examines in detail the current trends in internet marketing, especially banner and mobile advertising. The aim of this thesis is to decribe a shift of the media cost from traditional media like print or radio advert to online advertising, as well as outline the expected developments in mobile advertising and application of theoretical knowledge in practice. The theoretical part deals with the very concept of marketing, marketing communications but also describes the problems of marketing research and the development of the Internet in the world and in the Czech Republic. The practical part then describes in detail the various processes that involves banner advertising and comments the current trends in mobile advertising.

Online Advertising Specifics with regards to Unfair Competition Law Abstract This thesis analyses advertising which is strictly connected to the internet environment with regards to the unfair competition law. The importance of unfair competition regulations in the dynamic internet environment is emphasized by presenting the most problematic areas of online advertising. The great flexibility of the general clause is often the only possible way how to prosecute the new methods of online advertising. Due to the insufficient development of the Czech jurisprudence in online advertising, there are judgments of the European Court of Justice and the judgments from other member states presented in this thesis. There are detailed analyses of six different advertising practices - keywords abuse, metatags abuse, linking, fake online reviews, advertisements on online platforms, and ad blocking software. The main goal of the paper is to draw the limits of these six advertising practices by analysing and comparing various fact patterns in foreign judgments. Some of the judgments presented in the thesis are introduced in the Czech legal environment for the first time. Furthermore, the thesis focuses on the specifics which distinguish online advertising from the traditional ones. The specific characteristics of internet...

The subject of this thesis is to find out on the basis of comparative research what is the perception and evaluation of TV commercials for shower gels of cosmetic companies Dermacol, Radox, Dove and Nivea. The theoretical part covers mainly the issues of advertising, advertising psychology and marketing. The thesis also focuses on identifying the relationship and attitudes of customers towards the advertisement of shower gels. The overview of secondary data focused on cosmetic products and advertising is presented together with evaluation and interpretation of primary data obtained from electronic polling and personal interviews. At the end of the thesis, marketing recommendations and marketing campaign proposal for Dermacol Cosmetics Company are assigned.

- the market through the campaign RETRO Týden comparing fifteen "retro" packages that were sold during socialistic era fifteen "present" s'

The diploma thesis deals with contextual advertising with a view to Google AdWords. The aim of the thesis is to build a Google AdWords account for a non-profit organization TJ Sokol and to evaluate successfulness as well as potential of these form of advertising in non-profit organizations. In theoretical framework there is a definition of contextual advertising, briefly described its history, principle, advantages and disadvantages. Furthermore there are various contextual advertising systems in Czech Republic compared to each other. The thesis focuses in detail on Google AdWords system description from the initial account creation to its basic parts -- campaigns, ad groups, keywords, ads and conversions. This part also deals with the connection to web analytical service Google Analytics. The account creation for non-profit organization TJ Sokol is described in practical section of the thesis. The preparations which needed to be done, account development and account optimization are mentioned in this section as well. Final Google AdWords performance evaluation is generalized to small non-profit organizations and general recommendations for effective and successful ad campaigns are made based on this evaluation.

This work deals with internet advertising. Describes the basic characteristics of Internet marketing, survey errors that nascent entrepreneurs engage in formulating goals. Discusses the different types of advertising on the Internet usable in terms of functionality, payment options. It also offers an overview of advertising systems that provide these types of ads. In connection with advertising, the work deals with the problem of blocking. On show are the best known systems that block ads, but also ways to bypass such systems. The aim is to give people who want to invest money into advertising, relevant information about our services and help them choose the right type of promotion for your website. According to predefined criteria to verify the suitability of advertising and advertising system on the guesthouse accommodation in Spindleruv Mlyn. The performance is selected advertising system, its functions, a detailed procedure for creating the campaign and its optimization. The results presented show that the ad was chosen correctly. In addition, there are suggested ways to improve an existing campaign.

This research seeks to address the topic of the influence of the YouTube advertising on society as seen by the members of hipster subculture. This work aims to explore the attitude of hipsters towards the YouTube thanks to an analysis of the interviews and also with the help of a theoretical framework of core concepts such as subculture, hipster, lifestyle or advertising practices. The reason I address hipster attitudes is the fact, that hipster phenomenon has become widespread nowadays. Moreover, those individuals are associated with skeptical stance towards the mainstream trends. Therefore, I have decided to confront the ostensibly distrustful view of hipsters towards YouTube as a representative of modern mainstream and then analyze self-proclaimed attitudes of hipsters as such.

The focus of this thesis is on the subject of social advertising. The first part of the thesis presents a theoretical base related to the subject. This part is focused on a specific type of social advertising, its characteristics, the differences between theory and practice in terms of social marketing and its objectives. Along with these topics, the history of social marketing, its methodology and implementation in the Czech Republic and United States of America will be revealed as well. There are also specified differences between social and commercial marketing, common subjects of social advertising and ethical aspects of social marketing. This part is also implicated with an evaluation of effectiveness of social marketing, non-profit organizations and societal responsibility. The practical part of this thesis is examined using the semiotic and image analysis; a sample of twenty-seven campaigns of social advertising which have appeared in the Czech media scene during the years of 2012 and 2013. The objects of this analysis are printed advertisements, outdoor campaigns and several commercial spots of social advertising. In the last part of the thesis, there are mentioned areas of social advertisements which are currently the most focused on. That is examined using the content analysis.

Prohibited comparative advertising The Diploma thesis, Prohibited comparative advertising, deals with prohibited comparative advertising according to Czech legislation and legislation of the European Union. The aim of the thesis is primarily to deal with what makes comparative advertising unlawful. The diploma thesis is divided into four chapters: terminology, development of the legislation in the Czech Republic, comparative advertising legislation in the Czech Republic and the EU legislation, and self regulation of advertising. The attitude of the society to advertising as such has been developing as well as the attitude of the society to the comparative advertising. The legal regulation of unfair competition in the Czech Republic has its origins in the Austro-Hungarian monarchy. After the First World War, the newly created state of the Czechoslovak Republic, became a member state of the Paris Convention for the Protection of Industrial Property. Thus, it bound itself to ensure appropriate legal remedies for nationals of other countries in the Union to suppress unfair competition. Based on this commitment, the Act on Protection Against Unfair Competition, which is the inspiration for the currently valid legislation on unfair competition, was adopted. The legal regulation of comparative advertising...