Srovnani trhu televizni reklamy v ČR a USA. V teoretické části popis marketingového, komunikačního mixu a procesu, reklamních agentur, medii. Dále pak vyjmenovány rysy televize, výhody a nevýhody inzerce v tv, popis mediálních ukazatelů,rozdělení typů reklamy. Analytická část se skládá z analýzy makroprostředí, historie televizní reklamy,popis televizních sítí.Parametry tv z hlediska reklamy, právní úprava televizní reklam.Dále popis forem finacování, cen reklmaního prostoru, výdaje. Uvedení základních festivalů a soutěží, popis problémů digitalizace v ČR.

The subject of this diploma thesis is to analyze the retirement reforms in the Czech Republic and in Slovakia and to find some recommendations for retirement system in the Czech Republic. There are different kinds of retirement systems described in the first part of this thesis. The second part solves economical, political and demographic aspects which have direct influence onto the retirement system. The third and the fourth chapter are devoted to analysis of current retirement systems in the Czech Republic and in Slovakia. All recommendations for retirement reforms in the Czech Republic, which come from the evolution of these reforms, are summarized in the last part of this thesis.

This thesis is focused on the influence of perception of brand and origin of beer on consumer behavior. Theoretical part elaborates on the characteristics of beer, history of brewing industry and beer production. The next part is oriented on current beer market from the view point of supply and demand in the Czech Republic with regards to current beer assortment and the best selling brands on domestic market. The following part is dedicated to characteristics of consumer behavior during beer purchasing and to main factors that influence consumers in the process of beer purchasing. The original part of the thesis is based on the questionnaires that were filled out by beer consumers. The aim of the practical part is to evaluate the influence of perception of brand, quality and origin of beer on consumer behavior in the Czech Republic. The conclusion of the thesis, based on the questionnaires, are recommendations for vendors and producers.

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