Bc. MELO, Martin: Marketing Communication on YouTube. [Diploma Thesis]. Technical University in Zvolen. Faculty of Wood Sciences and Technology. Department of Business Economics; Tutor: Ing. Miroslava Triznova, PhD. Defense: Zvolen 2017, Range: 92 pages, Level of qualification: EngineerThe objective of the thesis is to analyse YouTube internet advertising as well as to compare video ads of selected Slovak banks on YouTube. Particularly, the emphasis is put on the perception of YouTube video advertising by a bank customer. Furthermore, the proposals for their possible improvements and adjustments are presented. The first part of the thesis describes the terms of marketing communication and the communicational process from the theoretical point of view, including marketing communication mix components such as advertising, personal sales, sales promotion, public relations, and socio-ethical marketing. Next, new possibilities of communication and online communication are proposed. The second part of the thesis concerns the internet advertising possibilities of communication, the web and its current importance in marketing. YouTube is analysed from the theoretical point of view and more specifically as a marketing tool. Similarly, advertising on YouTube and its importance for promoting business is described. The analytical section analyses the most popular video ads of bank entities on YouTube according to Cialdini's six basic principles. The final part of the thesis is a questionnaire focusing on the perception of video ads of selected banks via YouTube from the bank client point of view. In addition, thesis has enclosed an email conversation with Tatra banka's marketing staff.