Comparative advertisement - development of its regulation in Czech law In my diploma thesis I deal with comparative advertising in the Czech legal system. Its main goal is to monitor the development of legal regulation of this phenomenon in historical periods, with an emphasis on private law and its changes after harmonization amendment no. 370/2000 Coll. The work is divided into the introduction, seven chapters, which are further divided into subsections, and the conclusion. Following the introduction, there are three chapters, which are dealing with general topics that are connected with main theme of my thesis. The first chapter briefly allude to regulation of competition, including system of unfair competition with accentuation of the general clause. Next chapter is focused on the general term of advertising with the mention of its self-regulation, which serves as an alternative to legislation. In the third chapter is specification of theoretical frame of comparative advertising, including the list of different types of comparative advertising, which is followed by summary of different legal approaches to advertising comparison. Fourth chapter contains historical overview of legal regulation of comparative advertising in the Czech legal system covering the period from the First Republic to the...

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The theoretical part of the diploma thesis "The influence of media on perception of body image by adolescents" describes the developmental stage of adolescence, body image and terms connected with this issue. The period of adolescence is showed from many points of view. Subsequently, there follows the description of media, advertising and strategies which influnce the perception of media and also the adolescents' behavior as consumers. The empirical part contains the result of the questionnaire which was attended by a group of respondents aged between 15 to 20. The task was to determine the influence of advertising as means of media on body image by adolescents and how this youth groug perceives its body. In the final part there is a summary of findings of the perception of adolescents' body image and the influence of media on its perception.

The aim of this master´s thesis is to analyse the application of emotions in TV advertisement. The theoretical part is focusing on importace of emotions for human and its impact on consumer behavior. The thesis also describes the emotions and its use in marketing communication. Thesis also explains how to built positive association with brand through the emotions, moreover the methods how to measure the emotions. The practical part of the thesis is focusing on content analysis of TV advertisement. The analysis introduces some of the product cathegories. The aim of this analysis is to confirm or reject the hypotesis that given product cathegories use the same emotional appeals. Subsequent research determines, if the emotional appeal is really functional and how the respondents are influenced by TV advertisement.

The diploma thesis deals with internet marketing tools, the tools of own web pages and the tools of internet advertising. In connection with growing importance of internet marketing arises question how effective are internet marketing tools and what are their benefits. This thesis compares benefits and effectiveness to a sample of internet marketing tools based on the branch metrics and based on a Return On Investment. The research includes 10 apllied tools of internet marketing from 12 described in a theoretical part. The thesis showes different effectivity and benefits for a different internet marketing tools while the method of the research could be also different according to the specific internet marketing tool.

Podnikatelský plán je vypracován pro nově vznikající reklamní agenturu, kterou se zakladatelé rozhodli založit jako sdružení fyzických osob bez právní subjektivity s výhledem na transformaci na společnost s ručením omezeným do 1-2 let. Agentura bude používat obchodní jméno GOOD ONE. Základní pilíře úspěchu spatřuje v lidském potenciálu všeobecně a ve zkušenostech zakladatelů získaných předchozím působením v reklamní oboru. Hlavní specializací agentury budou podlinkové aktivity, produkci a incentivní turistiku. Plánovaný obchodní plán a na něj navazující finanční výkazy prokazují reálnost tohoto podnikatelského záměru a dokládají kladný hospodářský výsledek.

Diplomová práce popisuje oblast komerčních komunikací a současnou situaci na mediálním trhu v ČR. Stručně provádí mediálním plánováním a zahrnuje praktickou analýzu mediálního chování dvou vybraných cílových skupin. S vývojem společnosti klesá konzumace tradičních médií a objevují se moderní způsoby, jak spotřebitele ovlivnit. Nové trendy jsou zařazeny s ohledem na jejich využití v ČR a doplněny příklady ze zahraničí. Závěr shrnuje odhady vývoje mediální sféry v kratší časové perspektivě.

The diploma thesis deals with the issue of product placement and its legal aspects in the Czech republic. It analyses all the legal regulations, which strike upon product placement. The thesis also contains real law cases and two examples of contracts in this field. The author presents her own proposals and recommendations of how should product placement be regulated.

Práce popisuje průběh vývoje na poli mobilního marketingu v České republice. Výchozím bodem je situace na internetovém trhu. Práce se věnuje třem hlavním oblastem mobilního marketingu. Mobilnímu vyhledávání, sponzorovaným službám a bannerové reklamě v mobilu. Pro každou z oblastí je stanoven finanční přínos mobilního marketingu v závislosti na dostupných datech. Součástí kapitol je vyzdvižení výhod jednotlivých přístupů včetně rad a doporučení pro příslušné subjekty hodnotového řetězce mobilního marketingu.

The aim of my thesis is to analyse the potential of web 2.0 for commercial communication. Internet became due to web 2.0 services more fun. The number of internet users increases. People spend still longer time online to the prejudice of watching TV, reading papers or listening to the radio. This could be a problem for marketers who have relied on traditional mass media communiaction. In my thesis I try to find possibilities how to solve this problem. The theorethical part of the thesis provides characterization of the terms web 2.0 and commercial communication. Then I describe particular web 2.0 tools and general ways of internet advertising. In the practical part, I examine possibilities and significancy of these tools for commercial communication. Then I describe some successful web 2.0 projects and analyse two realized online advertising campaign. At the end I introduce my own proposal of online communication campaign for McDonald's using one of web 2.0 tools - social networking Facebook.