Aim of this thesis was to find out an attitude of internet users toward selected internet advertisement. Theoretical part introduces internet marketing and chosen types of internet advertisement. Hypotheses stated in advance were answered in a practical part by method of questionnaire. Result of thesis is recommendation for companies who are making business on internet or using internet for their business.

Target of my final thesis is to explore elements of body image in TV commercials. In the thesis I focused on body image, marketing communication and advertisement. I tried to map what are people like in TV spots through content analysis. I did also analyze marketing research data of Market & Media & Lifestyle agency. I chose those data with due regard for perception of body image by consumers and I focused on TV advertisements issues.

This thesis deals with the effect of advertising on children and their degree of personal autonomy, which is an attempt to evaluate the topic from the perspective of parents. The aim is to analyze how parents perceive the impact of advertising on their children and what is the purchasing power of children not only in terms of its own funds, but also the impact of children on family purchasing decisions. Primary data were collected by an electronic survey, when for a period of one week was obtained 96 questionnaires. Based on the results of own survey it is possible to say that children are susceptible target group for which the advertising is engaging and they remember its story. Children are able to distinguish different brands and can thus significantly influence the purchasing decisions of the family, because in most cases, parents want to satisfy the wishes of their children. Children usually receive pocket money only occasionally and if they want to buy something, the parents want to have an overview about it. The power of children as consumers therefore lies primarily in the possibility to participate in the purchase decision.

The main goal of this diploma thesis is to identify the usage of augmented reality in contemporary marketing practice and the expectations of marketers for the future use. This will be achieved by conducting a quantitative and qualitative research among existing creative and advertising companies. Secondary goal is introducing the concept of augmented reality from the theoretical point of view and also description of potential utilization based on known examples. The tools for the practical part are an online questionnaire and personal interviews.

The diploma thesis deals with the current internet advertising legislation and self-regulation and provides a summary of the internet advertising forms. For analysis the thesis uses the standards of national and international self-regulatory organisations and complements them with Czech legislation. The thesis compiles and compares particular standards and legislation and on this basis it reviews the current state of advertising regulation, discusses the necessity of legal regulation and efficiency of self-regulation.

This Thesis examines the communication strategy of the Ford Motor Company in the Czech Republic. The emphasis is on ATL communication and media planning. The theory of the functioning and the workings of commercial communications on consumers' decision-making and the characteristics of available resources (communication and media mix) is the core of this Thesis. The subject of this Thesis is the introduction of the Ford Motor Company ltd. including a portfolio on the offered products and the typology of the target group. This of course includes a brief overview of the history of the Ford Motor Company itself. In addition, this Thesis focuses on the practical usage of the elements of the communication mix and it describes some specific sub-categories in detail. The analytical part is concluded by the evaluation of the effectiveness of the strategy, its time flow and a comparison with competitors. This Thesis is then concluded by summarizing the results and recommendations for possible future improvements.

This thesis studies massive multiplayer online role-playing games (MMORPG) and their business models. Purpose of this work is to analyze current MMORPG market and business models which are currently used. The main goal and asset of this thesis is concept of new business and payment models that could be used in MMORPGs in order to increase number of customers and to raise profits. Part of the concept is the analysis of possibilities of player's history to create a profile suitable for personalized advertising. The last goal is analysis of ways that developers of MMORPGs use to motivate players to to play long-term, so they use the service and generate profit.

The aim of this master's thesis is to examine the options and advantages of using online marketing by cultural organisations, especially theatres. The introductory part of this thesis explains essential terms related to online marketing and specifics of internet media. It also gives an overview of internet marketing tools, which can be effectively used in communication of cultural organizations. A second part of the thesis is focused on developing online marketing strategy for the Divadlo v Řeznické Theatre. The strategy is based on information obtained from a research carried out by the author of this thesis. The research includes a situation analysis, benchmarking, interview with marketing manager of Divadlo v Řeznické and a survey research made among the theatre visitors.

Abstract: The work deals with the possibilities of using emotional appeals in advertising. The main goal was classification and definition of emotions and emotional appeals with regard to marketing. The work focused on emotional appeals in Czech TV adverts and found out the way how emotional appeals are used in these adverts. Research question used in this work concerned the problem of which emmotional appeals are in adverts the most. Research sample consisting of 150 TV adverts was divided into several homogeneous groups according to industry. Research method applied to the sample was content analysis. All findings showed that emotional appeals are essential part of TV adverts but as the secondary factors additional to the whole advertising message. Key words: Emotions, marketing, advertising, advertising appeals, emotional appeals

The thesis focuses on regulation of advertising on the Internet. The aim of the thesis is to evaluate the current state and position of public regulation of online advertising, both in general and on the example of Google advertising network. The approach to achieve defined goals is to first present a theoretical overview of the legal regulation of advertising with an emphasis on online advertising, followed by a case study showing the practical functioning of online advertising rules in Google AdWords accompanied by qualitative research involving relevant representatives of the online advertising market. The conclusion is an assessment of the rules of online advertising and evaluation of the legal rules' role in relation to it.