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Comparative advertising - the development of legal regulation in the Czech legal order
Kotva, Martin ; Horáček, Vít (advisor) ; Patěk, Daniel (referee)
This thesis is dedicated to analyzing the Czech legal regulation of competitive advertising since the year 1927, while the main focus point of the thesis lies within the analysis of European directives and Commercial code. The beginning of the thesis is dealing with the definition of several crucial terms needed for due orientation in the issue (particularly the terms "economic competition", "competitor", "general clause", "average consumer", "advertisement", "comparative advertising"). After that follows the analysis of the regulation of comparative advertising applicable in specific time periods. In the first analyzed period (1927-1950), comparative advertising was not explicitly regulated. Nonetheless it was being judged according to the general clause and special facts of the case included in the act. No 111/1927 Coll. of laws and decrees. The attitude of the legal practice towards comparative advertising was rather restrained at that time. During the next analyzed time period (1950-1991), economic competition and the regulation of unfair competition was substantially marginalized due to wide social changes. The time period 1992-2001 was, from the unfair competition regulation point of view, important, because it has seen an implementation of a relatively detailed legal regulation of the...
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Advertising of alcoholic Beverages and Tobacco Products and its legal Regulation
Kotva, Martin ; Boháček, Martin (advisor) ; Vavrečka, Jan (referee)
This thesis is devoted to the legal regulation of tobacco and alcohol advertising in the Czech Republic. This thesis aims to evaluate the current state of legal regulation, above all from the point of view of the degree of fulfillment of achieving the social targets which led to the passing of the current legal regulation and to eliminate ascertained deficiencies. This thesis sets out the social targets, provides an overview of the development of relevant acts since 1989 and assesses the current legal regulation as to the quality of the wording of relevant acts and also as to the derived marketing practice and the judgement-making practice of the courts and of the Arbitrary commission of Rada pro reklamu. The acquiring of data necessary for the assessment of the marketing practice was achieved through a qualitative field research. Many deficiencies in the current state of legal regulation have been revealed in the course of working on this thesis. These deficiencies are addressed in the form of new "de lege ferenda" proposals, which are the principal practical outcome of this thesis.
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Analysis of marketing communication of recreational resorts Tuxertal and Špindlerův Mlýn (comparison)
Kotva, Martin ; Bártová, Hilda (advisor) ; Vávra, Oldřich (referee)
The bachelor thesis has got the objective to map the status of today's marketing communication in the mountain resorts Tuxertal and Špindlerův mlýn, to compare the quality and means of marketing communication of both areas, to draw corresponding conclusions and to make relevant recommendations. The research has been conducted by assembling promotional materials, interviewing competent persons and by analyzing the collected information. The analysis has resulted in characteristics of the communication strategies of both resorts. In the comparison Tuxertal has fared better, nevertheless the difference is not too big. The mentioned comparison has shown strengths and weaknesses in marketing communication of both resorts.
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