Reklama a její vnímání mladými lidmi

The work is dividend into two parts, theoretical part and part of own research. The first part is dealing with the categorization of commercial communications under the conception of marketing mix. It is researching the forms and tools of those communications and is evaluating their meanings. It is also describing the meaning of advertising as a one tool of commercial communications and evaluates the pros and cons of its placement in the different types of mass media. The first part of the work also shows the development of the investments into ATL and BTL communications and based on the data describes, how the prediction of the future development looks like. Second part is connected with the own research of the perception of advertising and the ratings of mass media among the young people. As a representative pattern on which the research accomplished was selected the pattern of students of secondary schools. This part is dividend into two chapters, the preparation of the research and the interpretation of the results of the research. Using the kvantitative research the goal is to find the popularity of the different types of mass media among the students and based on the ratings to forecast the future trend. Kvalitative part of the research concerns to the popularity of advertising. It is measuring the own relations to the advertising, its influence on the selected segment and the importance of different components and features of advertising. Based on those data it finds out, how the message should be formulated to make the advertising as successful as possible. The output of the research in the answer, how and via which channels to communicate with the selected pattern, to make the advertising efficient and successful.