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This bachelor thesis deals with the application of peak-end effect in the realm of advertisement. The aim of the thesis is to explain the peak-end effect and to try to observe the rule's effect with regard to commercial advertisement. Consecutively the thesis presented 3 different commercials each presenting 3 different commercial products to the participants. Participants' enjoyment was recorded throughout the screening of the commercial with the help of a sliding bar. The results were then visualized using graphs and subsequently examined to try to determine if the peak-end effect was present or if it had any affect on the participants in any way.

The diploma thesis deals with the text-forming and pragmatic potential of phraseological units in advertising. The aim is to document the phraseological apparatus within the Czech and Slovak advertising space from 2017 to 2019. The theoretical basis of the work are the concepts of two dimensions of phraseology - forms and faces of the idioms, linguistic actualization and linguistic picture of the world. In the practical part, idioms in selected Czech and Slovak advertising communications are interpreted by a descriptive and comparative method through a qualitative analysis. The anthropocentric orientation of phraseology and the linguistic image of the world is confirmed, as well as the thesis about the dominance of somatic components in phraseological units (life and phraseological universals). Idioms, linguistic peculiarities, an aestheticizing factor with a charge of expressiveness, an attractive function and the ability to evoke a persuasive effect, have proven to be productive and effective means of expression of advertising messages that can present any message (social, economical, ecological, educational or cultural) in an understandable, entertaining and attractive way, helping to meet the basic requirements of advertising.

This bachelor thesis was focused on the attitudes of children to representations of childhood in the media. The images of children are often used as content of storytelling in advertising. The literature review aimed to analyse attitudes towards childhood across history in Western society, and like them with the representation of childhood in advertising. Qualitative research in the form of focus groups was chosen for its practical part. The research consisted of three forty-five minutes long focus groups, carried out in the primary school environment, which were attended by 18 child participants in total. Division of the research into three thematic units assisted to precisely answer two selected research questions: How do children perceive the media representation of childhood in advertising? Which of the selected characteristics do they prefer, and why? Research has shown, that children responded positively to a media representation of childhood that was identical to their own experience, in the case the innocent childhood.

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...

The topic of the diploma thesis is testimonial and influencer marketing. The aim of this work is to find out whether influencer increases the likelihood of purchasing a healthy nutritional product for Slovak women aged 20-40 years, and also whether Peter Sagana as a testimonial enhances brand credibility. The theoretical part deals with general communication and presentation of testimonial and marketing influence, their categories and examples. The practical part of the thesis is set into the environment of healthy nutrition. It shows an example of a marketing communication for a company that uses this specific type of marketing. Futhermore, own qualitative and quantitative research is included.

Communication strategy of software tool for monitoring of employees. Bachelor thesis. Brno, 2016. This bachelor thesis focuses on promoting of monitoring software of employees from the company Norwes technologies, s.r.o. The aim of the thesis is to propose suitable communication strategy of the product oriented on concrete target group. The part of thesis is also characteristics of product, analysis of internal and departmental enviroments and analysis of general environment through STEP analysis. Through quantitative research in small and medium companies in Slovakia and Czech republic I will find out which way the management of these companies is looking for new products of this type. Based on these findings I will propose the suitable communication strategy of the product.

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.

Bachelor thesis is focused on exploring promotion of brands and companies on specific Czech fashion blogs. At the same time investigates the reaction of readers and awareness on the promotion of blogs and its actual impact on these readers. The theoretical part contains information about marketing, communication process, forms of communication, communication and communication mix on the internet. Further information in this section is about social networks and their use in business, the characteristics of a blog, the blog history, whether abroad or in the Czech Republic. The practical part presents the analysis of co-operation brands with specific Czech fashion bloggers and results of a questionnaire survey among the readers.

The thesis discusses the topic of body image and its connection to the media. The author is focusing her attention mostly to women. The aim of the thesis is to inspect the importance of looks for women and how media and advertisement influence the attitude and decision making of women as consumers. A partial aim is identifying how stereotypes about the roles of women in society are perceived. The theoretical part serves to present the topic and define some main terms. The practical part uses a quantitative approach in the form of secondary research sources and a qualitative research conducted as semi-structured interviews. Examples of real-life advertising campaigns whose subject focuses on the body image are presented in the last chapter. The thesis contributes to widening the complexity of the topic as viewed by women themselves.

This bachelor thesis deals with tools of marketing . The goal of thesis is to raise the saleability of pet supplies. The theoretical part defines basic concepts, respective tools of the marketing, definition and specification of pet supplies, which are used in practical part. In the practical part are designed recommendations to increase the effectiveness of using the sales promotion of pet supplies, based on the analyses of marketing mix and saleability of the products.

MAREČKOVÁ, K., The internet promotion for language school SAVY.Bachelor thesis.MENDELU Brno, 2013. The bachelors thesis deals with suggestion of internet promotion and advertising of language school SAVY and distribution of founds to suggested solution. At the begging the thesis describes the theory that studies issue, examines the current state of advertising language school, compares notoriety and usage of search engine and portals on the selected sample of respondents. Research is converted on the results of questionnaire survey. The results of this thesis lead of three variants of promotion from which language school will be able to choose the best for it.

The advertising as one of the tools of the marketing mix has positive influence on sales and is differenciating the product from competition. According to persuasive view the advertising contributes to the differences in firms' cost conditions, creates abnormal profit and is able to deter the entry into the market. The question is whether the advertising can have such a influence on competition at the market.The goal of the thesis is to introduce the major views on advertising in economic theories and based on available emprical studies to define and describe the major differences in the views. The impact of advertisng on perfomance indicators is analyzed in own empirical study for the market of chocolate bars, covered and partially coverd wafers.

This Bachelor's thesis deals with problems of misleading advertising. The thesis is divided into two main parts - theoretical and practical. The theoretical part concerns advertisement, some of its kinds and ways of its regulation. There are a historical overview of regulation of advertisements and part about implementation of community law to the national legislation. The practical part adds different examples of advertisement, actually judgements of The Czech Advertising Standards Council. In the final discussion, will be included recommendations for the management, which is going to prepare advertising, or is harmed by advertising.

The bachelor's thesis deals with the impact of alcohol advertising in relation to the user. The aim of this work is to prove or disprove the assumption that advertising for alcoholic beverages affects patterns of alcohol use. The survey is done by questionnaire aimed at determining the extent to perceptions of specific advertising campaigns presented in the mass media, social media and direct marketing, that is analyzed with regard to specific patterns of alcohol use. I give, collect and evaluate anonymous questionnaire by myself. Quantitative results is processed in the form of a pivot analysis, in which we compare the impact of advertising on more or less risk alcohol users. The first part is theoretical, focusing on the impact of advertising on the individual, assessment of legislation aimed at limiting the negative impact of advertising, in the second part of this work results is evaluated and it is discussed the effectiveness of control measures. The results of questionnaire research did not unambigously demonstrate the influence of the advertising on comsumption of alcohol, however according to them we can observe that individual consumers choose the brand of alcoholic beverages according to the advertising.

The heart of this work is a critical analysis of the impact of advertising on places which basically belong to everyone and are necessary to be protected against any damage. The introduction contains the world and Czechoslovak history of advertising and promotion recording the most important historical events that had formed the character of modern consumer influencing to buy the advertised product . The following part of the text deals with the attributes of the current advertising, its ways of acquiring customers and potential consequences of disruption of the public space, in which it penetrates more and more. The further attention is given to problems rising at the country and city level. The presented problems are mainly ecological, aesthetical, safety and social. As a summary, the work draws attention to the risks possibly associated with living space overfilled by advertising and defines basic options to solve the situation.

The bachelor thesis deals with the issue of advertising to children. It aims to evaluate the extent of children's exposure to advertising on television, to analyse instruments used in this kind of advertisements and products presented in them. The thesis also aims to find out the opinion of parents on the subject, their view of the influence of advertising on children and the impact their children have on their parents' purchasing decisions. The theoretical part contains the definition of advertising and other terms connected with this topic, the qualification of the children as target audience followed up with specification of individual age categories and the most impactful instruments in different ages. The practical part consists of two parts. The first one deals with own research of advertisements directed at children on television, the second one deals with the questionnaire answered by parents.

The diploma thesis concerns with the specifics of fashion industry and marketing of fashion brands, with a closer focus and attention on a Spanish clothing brand Zara.The purpose of this work is to offer the reader an overview of marketing methods and tools used by fashion brands to reach, get and keep customers and to specify the actual forms of marketing communication used by the renowned Zara. The goal of the thesis is to find out the awareness of these marketing tools among Czech customers, what they think of the brand itself and then provide suggestions to improve its existing image. The first part gives an overview of available theory on fashion industry and marketing, and it describes and characterises the marketing communication of Zara. The second part is based on own marketing research with the purpose of defining the activity of the brand in Czech environment and unveiling the marketing goals of Zara in the Czech Republic. The aim is to find out the impact of the brand on Czech consumers and whether its idea of own positioning corresponds with the outcome of the consumer reasearch.

(in English): Thesis describes advertising in the broader context as a part of commercial marketing and marketing communications, summarizes the definitions and looks at advertising. Introduces to the history of advertising in the world and in the Czech Republic. Talks about the legislative adjustment, self- regulation and institutionalization of advertising in the Czech Republic. Own research focuses on young people's (Generazion Y) attitudes towards the advertising and its impact on them, using different sociodemographic characteristics. Powered by TCPDF (www.tcpdf.org)

This thesis The Portrayal of women in Slovak print media advertising 1992-2012 addresses the way women are depicted in advertising in three selected Slovak magazines, at three points in time; 1992, 2002 and 2012. The work aims to discover in what direction the portrayal of women in magazine advertisements has evolved during this period when advertising occupies more and more space in the media. This work deals with gender issues and focuses mainly on the roles in which women are represented in advertising. Their passivity or activity and sexual objectification are examined through content and semiotic analysis. The dual mode of analysis will allow us to better understand the mechanisms of the depiction of women in advertising and compare the different ways women are portrayed in the media depending on the target audience.

The bachelor's thesis deals with the issue of the impact of advertising on children. The first part of the thesis presents teoretical beckground of this subject as are terms as marketing, advertising and children. The reader is also reffered to the issue because of already completed studies. Practical part contains of the interview with director marketing of chocolate CZ/SK from Kraft Foods and of my own research. The research is based on a questionnaire which is dedicated to parents. The obtained data are evaluated and recommendations are inferred.

The bachelor thesis deals with the analysis of marketing communication of the swiss company LAUFEN and its office in Czech republic and launching new line of products TIGO to the market. The aim is to assess the current strategy and to propose the practical recommendations for the future. The theoretical part of the thesis is focused on the basic concepts of marketing and communication strategy and its well-known tools and methods. In the practical part company is presented and analyzed. The thesis is based on the evaluation of the current use and application of communication strategy. In conclusion, on the basis of evaluated data, are made corresponding recommendations and possible changes.

Aim of this thesis is to map how they can live on their own media carrier marketing strategy and media promotions. Through case study - Prima Cool TV - I dissert on the monitoring of its anchorage in the media environment through their own television channel, but also the cooperating contact channels created by the proprietor of the station. The thesis presents couple of theoretical insights from marketing and media strategy, particularly in the application for the media. It analyzes in detail the concept of strategy and position in the marketing, various forms of strategy - thinking and management. It elaborates forms of strategic management, monitors media strategy, as a form of marketing and the usefulness of the media (media providers) in their own media in particular. To obtain an objective view on the subject work brings several known methods. Expert theories are confronted with (by) the Prima Cool TV case study. In this tracked subject the thesis analyzes the usefulness of its own media space for marketing and media strategies. The analysis subject is the TV audience, program structure, communication with recipients and fostering awareness of the TV station in the Czech media market. Above all it confronts theoretical knowledge to specific steps of FTV Prima, in the frame of examined issue....

This thesis deals with the topic of social media, more specifically social network websites and their potential use for marketing purposes at the Czech market. The aim of this thesis is to prove that social network sites are an ideal place to build a relationship with customers, however, they are less suitable for selling products. The main contribution of this work is in assessing the social network site with the greatest potential for building relationships (Facebook) and further in deciding whether its potential for selling products and services directly from the site might have any significance for companies. The theoretical section includes comprehensive definitions and insights necessary for better understanding of the principles of social media environment. The analytical section compares selected social network sites and by using quantitative research methods analyzes the appropriateness of one of them -- Facebook - as sales or communication channel. In the last section I will be trying to suggest an improvement in social network communication.

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.

The field of financial consulting is becoming more and more demanded and attractive. It is a part of the financial sector that has not a long tradition in Slovakia and this is reflecting the unconsciousness of people to use the services in the financial consulting. The structure of the bachelor thesis is laid out in a sense to clarify and specify the marketing strategy of the selected company, PARTNERS GROUP SK by using knowledge from scientific literature and internal information from the selected company. Bachelor thesis looks closely the services in the financial sector which are offered by the company PARTNERS GROUP SK through its marketing activity, access and final added value for the client.

The main objective of this thesis is to analyze the marketing communication of two clubs, BK Iskra Svit in Slovakia and Czech BK Levharti Chomutov. Next, the instruments and means of communication used by them, are compared and discussed in the form of strengths and weaknesses in the SWOT analysis. There are the proposal and tips how to improve the communication used by the clubs in the conclusion of this thesis. The work is divided into two parts. In the first one, the theoretical part, there is a general marketing and marketing communication which are discussed and then connected with marketing communication in sports with help of the literature and articles. In the second one, the practical part, there is analyzed marketing communication of those two clubs. In conclusion, the findings and summarizes are followed with recommendations and proposals for the change of using of marketing communication.

The goal of my thesis is to find out what people imagine under the term of human beauty and whether physical beauty is a key factor these days, thanks to which commercials are interesting and unforgettable. A research will be provided by a technique called ZMET (Zaltman Metaphor Elicitaion Technique), this method is based on conducting an in-depth interviews, this will uncover hidden thoughts of my respondents. For this research was used a special sample of respondents aged from 20 to 30years, this sample was also divided according the sex. Results of this ZMET research will be processed, evaluated and compared in the comparative analysis.

This bachelor thesis deals with the functioning of the Internet social networks and their usage for marketing purpose. The aim of the thesis is to present the current social networking sites and to describe the procedure of creating an advertisement on these sites. At the final section, the author summarizes data collected about marketing and social networks. On the basis of her own research that concerns the social networking sites and the advertising on them, as much as perception of this type of marketing by the consumer, the author makes conclusion about the most convenient type of the social network marketing. She also gives an advice to the companies about the creation of advertisements on social networking sites according to the results of her research.

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.

This bachelor thesis deals with the marketing communication of the football club - MŠK Žilina. The aim of the thesis is to analyze current components of the club's communication with public. The theoretical part is discussing elements of marketing, knowledge of which is inevitable for writing of the practical part. Firstly marketing, its content and essence, are defined, which is followed by a brief description of the marketing's history. Furthermore, aspects of marketing communication are elaborated. The last section of the theoretical part deals with the area of sports marketing. Specifically the role marketing plays in sports, marketing communication in sports and lastly advertising and sponsoring in the sports. In the practical part, the theoretical knowledge discussed in the previous section is applied to the mentioned football club. Based on the analysis, the recent marketing communication of the football club is evaluated and procedures are designed for its improvement.

This bachelor thesis aims to determine what is the impact of marketing activities on children, especially advertising, by creating the eating habits. The theoretical part deals with marketing communications and particular types of marketing communication tools. Further it focuses on the most famous communication tool, advertising and its effect on the children. In the theoretical part also deals with consumer behavior and factors that affect the individual consumers in the buying behavior, where this section will focus on children as consumers and customers. The last part deals with the eating habits of children and factors that affect their creation. The practical part contains own research, where by results of the survey were from primary school children received and evaluated information and finally arrived at the conclusion.

The goal of the Master's thesis is an analysis of actual communication mix in Kotva departing store and a proposal for its improvement. The theoretical part provides the basis for descriptive and methodological chapter at the practical part. It begins with introducing of department store Kotva, following with description and analysis of existing marketing tools used in the communication mix and a new image campaign, which is also the main subject of own questionnaire research. The last chapter discusses the situational analysis, based on which are made the appreciation of the communication mix and the recommendations for improvement and icrease in effectivity of marketing activities. Detailed proposal is ilustrated in the chart of the action plan, followed by the budget.

As the topic of my thesis, which I chose is the issue of effectiveness of the celebrity involvement in marketing and advertising activities. The work is divided into two parts. The first part deals with the theory and its background, which I can continue to lean on. The second part is applied to its own research and analysis of the data. The aim of this study was based on the research, which should confirm or deny the problem about the effectiveness of the process of involving celebrities in advertising, where its presence in advertising helps the brand, while it will not be overshadowed. Besides the distinguishability of celebrity and the brand was under investigation, so far as celebrities in advertising have a positive influence for the recipient of the advertisement.

The role of ethics in business is often underestimated and we often come across an argument that a company will prefer its own profit instead of ethics. The aim of this thesis is to prove that ethics has its proper place in business and that its assertion can benefit all parties involved. This is demonstrated in three chosen areas including advertising, customer relations and relations to employees. This thesis also introduces the corporate social responsibility model, as well as the role of ethics in it.

The topic of the Bachelor Thesis is the advantages and disadvantages of celebrity endorsement in marketing. The work explains, firstly, the terms celebrity and celebrity endorsement in general and their appearance in different kinds of industry. Secondly, it describes the methods of selection of a particular celebrity to represent a brand and it also analyses different ways of their presentation together with both successful and unsuccessful practical examples. The work contains a brief look at the legal code concerning these problems and the prognosis of its future trend. The second part of the work is focused on the marketing strategy of celebrity endorsement of Nike brand. The aim of the Thesis is to either confirm or disprove the idea of the effectiveness of celebrity endorsement as a marketing strategy to promote a brand.

This work is dedicated to the issue of body image in marketing communications with a focus on displaying the female body in advertisements. The theoretical section contains basic definitions of the marketing communication, media, advertising and body image. The practical part is devoted to content analysis of selected journals and the questionnaire.

This bachelor thesis provides an overview of possibilities, potential risks and threats on the Internet to citizens as its users, in scope of valid Slovak legislative. The Internet as such presents a specific source of information. It is so specific that in order to get any information about a particular thing one does not need to spend hours of his/her free time, but just to log onto the network and find the information in a much shorter time. The laws and regulations for using the Internet are the same as for other information sources. For example, advertising of tobacco products or weapons is prohibited. Hence it is impossible to carry out any illegal activity. The Internet is supervised by the Ministry of Information Posts and Telecommunications of Slovakian republic as well as other various interest groups like the "People Against Racism", dealing with the breach of laws or seeking to help victims in a way of consultancies. In my bachelor thesis I have provided a list of laws and actions that may not to be carried out on the Internet within legal systems of some countries, particularly within that of the Slovak Republic. In the thesis there are also present various statistics on number of Internet users in Slovakia and from its development several years ago as well as technologies which were used in the past in comparison to what today is used for connecting to the Internet. The second chapter is dedicated to the history of the Internet, how it has evolved, for what purpose etc. In addition differences in prices of Internet providers in Slovakia compared to previous years are released too. In the end of this work a list of potential threats to the internet environment is mentioned -from impending threats by psychologically disturbed individuals or hackers to the every day threats casual users are exposed to.