In my thesis, I will entertain analysis of the company's marketing mix Wellness Trade, s.r.o, which deals with the sale and production of private and public wellness products. Marketing mix is a summary of the basic marketing tools and forms an integral part of the business. Entities use the marketing mix to achieve their goals. The theoretical part will be engaged in a description of components of the marketing mix, especially 4P. In the practical part I shall deal with the analysis of the marketing mix of the company subsequent to the evaluation and recommendation of actions for the next year.

Marketing research, as far as it exists, is definitely an essential part of every company that provides products or services to customers. Marketing surveys show exact data and give their submitters important information and feedback. However, the process of creating marketing research of media also brings certain difficulties and specialties, with which the media market deals these days. This diploma thesis focuses especially on the process of creating surveys concerning television broadcast audience. The diploma thesis deals with the matters of measuring TV ratings. The first part of the work focuses on historical progress in this field since the introduction of TV broadcasting, the earliest measurements of TV audience, up to its current electronic form ? all concerning the Czech Republic and other foreign countries. The contemporary, electronic form, is thoroughly described in the thesis. An essential aspect of the work is information about the usage of the collected data by TV and the advertising market. Another part of the work concerns international comparison of similar projects focusing on audience measurement in selected countries. The last part of the thesis focuses on possible future of the measuring of audiovisual content ? touching upon consumer behavior. The research is mainly based on controlled interviews with TV or research field workers and on an analysis of available documents concerning this topic.

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Master´s thesis Viral and Guerilla Marketing in Culture rises on the definiton of viral marketing as a way of spreading information and guerilla marketing as an attitude. Viral spreading of the information is as old as the advertisment itself but new media provided another dimension and context. For art viral and guerilla marketing represent utilized capacity as culture can take advantage of its viral character (spreading) and guerilla character (fight for a better world, surprise moment, search for new ways of promotion). Basic statement of this thesis is that cultural organizations do not trade on the potential of viral and guerilla marketing. The statement was confirmed by analysing the audience of arts, specifics of arts marketing compared to the marketing of goods, defining viral´s and guerilla´s strong points and weaknesses, activation of the public space in favor of arts and in last but not least analysing of the case studies and research of knowledge and usage of viral marketing in Czech arts organizations.

This thesis deals with the influence of advertising of mobile operators on consumers and their deciding about the choice of the mobile operator. A research was conducted on a sample of 565 respondents. The data were processed and analysed using the statistical software Statistica 10. from the results of the research a perception of the advertising campaings was evaluated by the consumers, recommendations for improving the effectiveness of advertising campaigns on consumer preferences were proposed and a specific advertising campaign and economic evaluation was assessed. The research showed that there is an impact of advertising of mobile operators to consumers. Consumers decide about the operator primarily by the price and special offers.

This diploma thesis with selected marketing tools and legal regulation of unfair competition according to the Commercial code. Whole thesis is divided into two parts. Basic terms important for understanding of issue of unfair competition ac-cording to the Commercial code are analysed in theoretical part. Specifically this dis-sertation aims at selected facts of the case that are described in characterised more detailed. Furthermore, the marketing tools: advertising, guerrilla marketing and viral marketing are explained here. Practical part consists of an evaluation of chosen ad-vertising campaigns from point of view of marketing and legal. A summary of the most common mistakes in marketing communication from point of view of unfair competition and subsequent recommendation of using selected tools from the per-spective of unfair competition action is included as well.

In the diploma thesis, I will compound an advertising portfolio for a medium-sized company. This set of materials will be made in a practical implementation and published in supplements of my thesis. All creative and professional work will considerably be liable to requirements of a customer and partly to his taste as well. In acomplishing of the work I will take account of the functional, rather than the artistic aspect of the work, because all the advertising materials are strictly functional. My thesis, especilly the theoretical part, concerns the functional and artistic analysis of methods of work. I will also try to see the issue from the view of the advertising marketing and to weigh up the financial demands of the individual projects. I will also describe (rather than the theoretical principals of the work) my authentic ways of work and reflections in relation to inviolability of my own {\clqq}know-how`` and {\clqq}know-how`` of the particular company. I would also like to mention complications and problems which appeared during the practical aplicaton of the work.

Marketing makes money and brings success. About online marketing we can say much more. The main topic and the objektive of this thesis was to define some ways of using online marketing in the aplication for two companies, to compare their access to the advertising, get a view of the internet users to the online advertising and promotion of products and services. These two companies are very different. The thesis was separated into five parts. After the first part, which was about studium specialized literature, four other parts followed {--} analysis of the companies concerning online advertising, the respektive research and its data evaluation and interpretation, expressing the ends and recommendations.

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