Title: Effectiveness of advertising in Czech hockey league stadiums for the sponsoring companies. Objectives: Expression and evaluation of efficiency of advertising in Czech hockey league stadiums. Methods: Quantitative research among the Czech hockey league stadiums and comparison of acquired data within defined regional units. Used research methods are the descriptive analysis, qualitative polling, content analysis, calculation of media indicators and the comparison method. Results: Effectiveness of advertising in Czech ice hockey league stadiums was mathematically expressed, including statistic and graphic analysis. Index of effectiveness of stadiums and advert types was compared. Due to the low number of stadiums involved in research, the most and less effective advertising type and place was determinate only as a theoretical conclusion. Keywords: effectiveness, advertising efficiency, sport advertising, sport sponsorship

Title: Evaluation of the effectiveness of communication campaigns O2TV Objectives: The main objective of this diploma thesis is to evaluate the effectiveness of launching campaign O2 Sport (2015) and to compare O2TV campaigns for the years 2015, 2016 and 2017. After that, improvements are proposed for the overall communication of O2 television and its sports channels both in the Czech Republic and Slovakia. Methods: Used method in the thesis was analysing documents. This method was used to evaluate the O2 Sport launching campaign and to evaluate other campaigns from 2015, 2016, 2017. Results: The results of the work revealed that the O2 Sport launching campaign was sophisticated and effective. Even comparison of the campaigns throughout the evaluated years and based on all considerations, the most successful year was 2015 when the O2 Sport campaign was also launched. Keywords: marketing communication, analysis, communication, advertising, sport

The objective of this work is to analyze the currently used marketing concept, way of communication and PR activities connected with International Festival of Outdoor Films (hereinafter MFOF) with respect to the target group and type of event. The main objective was to create a certain design improvements lead to the success of the festival.

The aim of diploma thesis is to cover the evolution and transformation of advertisement in connection with political, economical and social changes in the society in years 1918-1989. The work is primarily focused on nonverbal parts of the advertisement (image, color, graphics). For understanding of the advertisement as a whole it is necessary to take into account a verbal part too. Diploma thesis tries further to confirm or disprove a theory that advertisement can be one of the sources for cognition of values and standards of society. The work is divided into two big parts ? a theoretical and a practical part. The theoretical part contains general information about the advertisement that gives a summary about nature and functioning of the advertisement in particular historical periods. The theoretical part brings knowledge about an advertising discourse and its components (verbal and nonverbal) too. The important part of the work is classification of the advertisement into four stages of Czechoslovak society evolution in years 1918-1989. The second part of the work is focused on an analysis of acquired material that became the base for creation of whole this work. The database consists of six thousand advertisements acquired from printed journals. The material was collected in a period of more than one year. The basic sources were daily newspapers and between them especially their continuity in publishing was preferred. Due to the fact that the work tries to cover the period of seventy years long, the period of 1918-1989 is divided into four historical phases. Milestones of division into phases are important historical events that in consequence meant transformation of Czechoslovak society. Based on these social changes, changes of the advertisement and its nonverbal parts are monitored.

My thesis deals with the subject of advertising, both as a specific kind of information as well as a phenomenon within society. My focus is given to its influence on a person and the description of those mechanisms, as well as its influence. It also concerns the biological and psychological predispositions and the sensitivity of a person towards advertising. The central theme is to examine all of these special mechanisms of advertising messages within modern society. The practical part contains the elaboration and evaluation of a questionnaire and a television survey through common available channels. The records are evaluated in these given charts.

The subject of the thesis is an analysis of the effectiveness of marketing communication strategy in private health care facility of optometry, evaluation of customer perception and design measures to encourage business performance. The first part describes the theories, which knowledge of is necessary to build a communication plan. The second part is an analysis of the current external communication within the organization and evaluation of its effectiveness based on a questionnaire survey. The final part includes suggestions for changes and appropriate communication measures to increase business performance.

This thesis deals with the issue of marketing activities within the selected company. In the practical part there are suggestions and recommendations made on the basis of theoretical grounds and complex analysis. They are supposed to lead to brand building, improving the situation on the market and to attracting customers. In the practical part there is also a marketing campaign plan using modern marketing tools.

Ethical regulation of advertising Abstract This thesis deals with the regulation of ethical elements in advertising. Advertising is regulated by law, which protects the most important ethical interests of society that may be violated in advertising. In addition to this an important role is played by regulation standing outside the law, provided by the advertising industry itself. The aim of this paper is to analyze the current position of self-regulation of advertising in the Czech Republic and to assess whether the existing mechanisms are sufficient. This will be accomplished by illustrating the application of self-regulatory rules on specific adverts. The thesis is composed of four chapters. Chapter One defines the term advertising as a social phenomenon from a marketing practice perspective. The chapter focuses on definitions of this term provided by both national and European legislation. Chapter Two gives the definition of ethics as a theory of morality and the term good manners, which is mostly used in legal literature. After providing a brief outline of legal regulation of advertising Chapter Three analyses the most important self-regulatory body in the Czech Republic - the Czech Advertising Standards Council and its decision-making process. The thesis illustrates which ethical aspects are protected...

Improvements of neuroscience tools and their wider availability complements previously used qualitative and quantitative research methods and techniques with neurophysiological methods and techniques to help us find out what respondents really think. In the Czech Republic, these methods are relatively new. Agencies focusing on market research have started using these methods in 2010 and currently are in the process of establishing neurological and neurophysiological techniques in the portfolio of offered services. There are not many studies on the techniques in the academic world, there is no guide for sociologists and students of sociology and this paper therefore aims to present neurological and neurophysiological research methods and techniques, to define their place in research methods, to highlight their advantages, disadvantages and limitations as a tool for marketing (eventually sociological) research in comparison with traditional methods and techniques, to map the current situation of their use in the Czech Republic, to reflect on the ethical issue of using the methods and their future.

This thesis deals with the legal regulation of comparative advertising in the Czech Republic and the Federal Republic of Germany. The aim of this thesis is to explain the correspondences and differences between the legal regulation of comparative advertising in the Czech Republic and Germany using analysis and comparison with particular focus on the European regulation of this institute. The first chapter presents the underlying theoretical system and sets the examined institute into the general framework of legal order. It defines the terms advertising and comparative advertising. Emphasis is put on explaining different approaches of legal orders to comparative advertising as a foundation for an analysis in subsequent parts of this thesis. The first chapter also introduces types of comparative advertising distinguished by doctrine. The second chapter is, due to the irreplaceable position of European legal regulation, dedicated to the genesis of legal regulation of comparative advertising in the European law. This section contains an analysis of single directives and their effects in chronological order. The third chapter uses the knowledge of European law to analyse the evolution of legal regulation of comparative advertising in national legal orders of the Czech Republic and Germany. Historical...