The goal of this disertation work is to find a mathematical model, which could help marketing workers to decide in which media to invest money for advertising. It includes decription of each media channel (TV, radio, press and internet), the mathematical model and it's computation based on two methods and a real-life example.

Diploma thesis focuses on main forms of ATL and BTL communication and describes the most important factors of creating a successful ad-campaign. It's importance is ilustrated on three real examples.

Aim of this Master's thesis is to describe a business plan of complex internet agency, which will provide wide range of services related to internet businesses. Theoretical section defines the legal framework, internet environment and possible entry strategies. The practical part elaborates the business plan. Staffing and descriptions of working positions is done first. Competition analysis, together with information about the market, provides base for realistic expectation in sales planning. Financial part consists of products' cost calculations, financial reporting and five years forecast. Business plan ends with a SWOT analysis.

The diploma thesis deals with semiotics, its derivative analysis and it is focusing on analysis of selected commercial spots of Apple Inc. In first place it defines semiotic, semiotic analysis and concepts contained in it. Next step is about analysis commercial spots in the depth from several points of view based on the theoretical foundation.

The thesis dedicated to the issue of body image in the context of marketing communication emphasizing female body imaging in advertising. The aim of Master's thesis is to identify differences in the perception of beauty between the German and Czechoslovak culture. The theoretical part is intended to explain the body image issues, including historical development. Furthermore points out the influence of mass media on women's physical self-concept. The practical part deals with content analysis of selected Czech and German magazines and identification of differences in the perception of beauty between these cultures based on frequency of body image components. The last section contains output and evaluation of a questionnaire survey conducted among members of the two cultures. The aim is to detect differences in the perception of body image and influence of media.

The aim of this thesis is with use of case study to describe and subsequently create audiovisual advertising spot for a particular sponsor. Advertising spot should be created efficiently focusing on costs, so target group would be tempted to buy advertised product as much as possible. At the beginning of the work in theoretical part is basic theoretical knowledge of marketing, advertising history, advertising legislation regulation and advertising is also characterized as part of the creative industries. On this theoretical background is linking practical part in which are proposed three options for creating audiovisual spot and subsequently using the methods of management decision making the most appropriate option is selected. In conclusion, we have created the very commercials based on defined process and selected variant.

This thesis deals with the use of videomapping projections in the advertising industry. The subject of this thesis is videomapping, use of videomapng currently and the reflection of using in the future. The partial aim is to introduce the concept of videomapping process and the creation of individual projections. The benefit of this work is to compare videomappings advertisement and static advertisement on a concrete example, in the campaign Štědrá dovolená 2016. Work is supplemented by examples of videomapping´s screenings, which were held in various places, projected on different subjects and for different purposes. The conclusion presented arguments supporting the use videomapping ads in the future.

The master’s thesis is focused on the changes in the functioning of the cultural project, which is organized by an allowance organization. The aim of this work is to make changes that will improve the economic situation of the project, will increase the attention and interest of visitors and also offers new possible sources of financing. The thesis begins with basic information about organization and the project as such, describes the role of marketing in the non-profit sector. The practical part consists of the proposed changes in the promotion of the project, its financing and organization.

Charles University in Prague Dissertation Work Faculty of Physical Education and Sport Bibliographical Identification: Author`s first name and surname: Sašo Belovski Title of the doctoral thesis: Comparison of Benefits and Drawbacks of Sport Sponsorship as Opposed to Traditional Advertising Department: Department of Sport Management Supervisor: doc. Ing. Eva Čáslavová, CSc. The year of presentation: 2017 Abstract The objective of this work is to answer if marketing decision makers prefer and tend to use advertising or sport sponsorship, and which are the crucial factors that can persuade them to be inclined towards the first or the second promotional tool. The main research relies on qualitative method of 'phenomenological study', with the goal to understand how individuals (managers) perceive certain experience in every day processes that makes logic in real life i.e. which is the meaning and how their experiences are structured in regards to the given phenomenon (the two promotional tools)? This knowledge was captured through personal interviews with relevant decision makers of eight renowned brands. They received a semi structured questionnaire with open questions that motivated them to share their opinion and feelings. The results of the interviews were interpreted in a narrative form. A matrix table...

Title: Proposal of advertising concept for sport hall TJ Sokol Praha Vršovice Objectives: The main aim was to colect information about using advertising space in sport halls in top leagues in Czech republic and then build an advertising concept for sport hall TJ Sokol Praha Vršovice based on collected data. Methods: There were used both methods of analysis qualitative and quantitative - observation, document analysis, interview. Results: The results of a repeated analysis showed an advance in use of advertising space in handball sport halls. Collected data were compared to advertising space options of chosen sport hall. The result was advertising concept regarding to options of chosen sport hall and financial opportunities of team. Keywords: handball, sport hall, advertisement, sport advertisement, advertising concept