The thesis focuses on the developement and role of Czechoslovak advertising and promotional agency Merkur, which was the main organization for the management of the commercial and promotional activities of socialist Czechoslovakia. The aim of thesis is description of its origins, development as well as the concrete advertising campaigns to give a comprehensive picture of its existence and production. The work is divided into four main chapters. The first chapter is focused on the political and historical background of the agency's establishment. It brings important milestones in the media development and the overall social-political climate in the socialist promotion area not only during the establishment period but also throughout her existence. The second chapter is devoted to the position and characteristic of advertising in the Czechoslovak period. It describes the origin of television and radio advertising as well as the advertising agencies in Czechoslovakia, with an emphasis on foreign trade agency Rapid, which played an important role in Merkur's work. The penultimate part of the thesis deals with the origins and development of Merkur itself, the subject of its activity, its employment base and its structure. The final chapter describes the promotional tools used by the company and analyzes...

This thesis focuses on the influence of social media on adolescents. The aim is to find out through qualitative survey how the adolescents use social media, how are they affected by influencers, whether they are seen as role models and whether social media content or influencers influence their attitude. Also surveyed is the way adolescents distinguish between advertisement on social networks and their views about unlabeled advertisement. The school subject of social education is examined for its content, emphasis on social media and its contribution to media literacy of the students. Theoretical concepts and terminology are introduced in the theoretical section. Survey methods are described in the methodological section. The case study is a qualitative survey via focus group. Grounded theory methodology is used for analyzing the qualitative data. The outcomes of the survey are described, analyzed and interpreted in the analytical section. The conclusion concludes the outcomes of the survey and provides suggestions for further research.

The aim of the diploma thesis is to provide a set of recommendations for the manufacturers and distributors of the human pharmaceuticals to avoid a creation of an advertisement that violates the law. To achieve this goal the thesis will be divided into 2 parts: theoretical and practical part. The theoretical overview will cover definitions of human pharmaceuticals, the advertising and it will provide a summary of the legal regulations of the advertising on the human pharmaceuti-cals from the point of view of the public and private law in the European Union and in the Czech Republic. The practical part is divided into analysis of case laws, decisions of the supervision institutions and on the results of a questionnaire, which focuses on the sensitivity on the advertising on the human pharmaceutical and its regulation.

SKOKANOVÁ, I. Optimization of online marketing tools within small and medium sized businesses operating in the service sector. Dissertation. Brno: 2017, PEF MENDELU in Brno. This dissertation thesis is focusing on the optimization of online marketing tools within small and medium sized business operating in the service sector managed predominantly online. Most attention of the work is paid to the segment of Czech transportation services from intermediariers' point of view. Based on the ques-tionnaire and experiment conducted, contemporary attitudes, preferences and opinions of Czech citizens on the available transporation services are identified. Gathered data are further confirmed through a case study. The closing part of the dissertation offers a conclusion of attained results and forms suggestions for online marketing practices commonly used among transportation services' pro-viders.

Title: Possibilities of sponsorship activation during motorsports event Objectives: The aim of this thesis is to create model projects of sponsorship activation during motorsports event. Methods: Model projects of sponsorship activation were processed on the basis of structured interviews with managers of sponsoring companies, on the case study of researches of motorsport and on the basis of the analysis of secondary data from documents referring to motorsport. Results: Results of researches provided basis data for creation of the model projects of sponsorship activation for sponsoring companies of rally. These basis date are: conditions for sponsorship in rally, characteristics of sponsoring companies, sponsorship offers, channels for sponsorship, target groups and goals of sponsoring companies. Model projects were processed on existing strategies for sponsorship activation. Keywords: Rally, marketing and communications goals of companies, sponsorship, advertising.

Stereotyping of male and female roles is currently the subject of many discussions in various spheres of society. Stereotypes are widely used in the advertising industry, where they aim to make it easier for potential customers to identify with the product and support the company's image. Choosing the right gender for a particular advertisement depends on the nature of the product as well as on the target group. Some product groups are more gender- differentiated than others. An exemplary group are household cleaning products. Related advertisements traditionally show female characters more often than male characters. However, the time when cleaning products were promoted exclusively by women is over and nowadays, men appear in these kinds of advertisements too. The growing number of characters who are portrayed in non-stereotyped gender roles in television commercials began to be discussed more prominently as early as the end of the 20th century. From a sociological point of view, the gender role is a set of socially defined behavioral norms, reflecting what society usually expects from a man or a woman. For this reason, the portrayal of characters in inverse gender positions that is a step in the right direction in the pursuit of greater gender equality in society. The aim of this work is to find out...

This Master's thesis focuses on the current luxury print media, which are published in the Czech Republic and are intended for the general public. At first, a theoretical part introduces the entire contemporary print media market, with an emphasis on periodically published titles. The thesis also deals with factors, that affect the form of these titles and media in general, using knowledge of a political economy of communication. Subsequently, the thesis shifts attention to its main topic - a luxury in general and luxury magazines. These magazines are described and set in the context of niche media. The thesis also summarizes knowledge about advertising. The research uses a qualitative research method with a partial application of a quantitative method: categorization, description, and comparison. It brings a summary of all currently published luxury periodicals, which are categorized based on thematic focus, periodicity, price, and publisher. The main part of the research is an analysis of ten titles (53x11, Můj dům, Motorbike, Dolce Vita, Bylinky Revue, SCORE, Kreativ, Vesmír, FC and dTest), in which a self- presentation, a target reader, a content, and a graphic design are described and evaluated. Part of the analysis also deals with advertising content and its relationship to editorial content....

v anglickém jazyce Abstract The theoretical part of the dissertation thesis dealing with the "Phonetics of Advertising in terms of Perception Assessment" studies literature sources focusing on spoken utterances, namely on language elements of various Czech pronunciation styles and characterizes both radio as a medium and basic principles of the theory and practical aspects of radio advertising. It outlines the grounds for description of phonetic aspects at both segmental and suprasegmental level. It provides basic features describing phonetic characteristics of the Czech language in light of its orthoepic standard. Based on the results of a quantitative survey and namely the perception tests, the goal of the paper is to show potential applicability of phonetics in marketing communications, specifically concerning the variability of the verbal part of commercials reflecting different products and target consumer groups, i.e. to show the potential the Czech language is offering at present and ways of making the most of this potential in radio advertising.

In my diploma thesis I deal with symbolism of the representation of lion in current marketing. My thesis follows the conviction that animals have been playing the important role since the beginning of human history. On the grounds of this persuasion I suppose that the animal symbolism is very easy to decode for people because of their previous experience. In the first instance I define the relationship between semiotics and marketing in my thesis. After mentioning several types of prior texts I maintain the position that the image of lion and its symbolism are identically perceived on the basis of and according with the symbolism of lion in those prior texts in current marketing as well. During the studying of the "lion" symbolism I use the terminology of some important authors and theoreticians of semiotics - particularly Roland Barthes's levels of denotation and connotation and distinction of a sign to icon, index and symbol according to Charles Sanders Peirce's theory. I also employ the theory of visual rhetorical figures. I end my thesis with a simple questionnaire which is supposed to complete and confirm my assumptions of the comprehension of the image of lion in marketing - hence the lion usually appears as a patriotic symbol, secondly as a protector, thirdly as a strong and fighting animal.

This thesis deals with advertising and its specifics characteristic for contemporary media environment. Research is realized on the example of five visual adverts which are parts of Absolut vodka advertising campaign. Absolut London, Absolut Brussels, Absolut Barcelona, Absolut Bangkok and Absolut Prague were chosen and conquered in the semiotics and visual analysis. The main part of the thesis is focused on character of adverts. The attention is also drawn to Mukařovský's aesthetics, Peirce's icon-index-symbol, Barthes's denotation, conotation, myth or theory of photography. There are mentioned not only qualities of imaging of objects but also its anchoring in the media environment. The results of the analysis are connected with processes of globalization. The principles of Ulrich Beck are applied to visual adverts of Absolut vodka. The main question is if and how the globalization influences the adverts and their visual form. It is shown at the example of internet and television media. One part of thesis is also devoted to phenomenon of glocalization and its influence on advertising.