RAČKO, Martin: 2019. Advertisement and Promotional Events Influence in Generation Y: [Diploma thesis]. Zvolen: Technical University in Zvolen. Department of Marketing, Trade and World Forestry. Thesis supervisor: Ing. Hana Maťová, PhD. 73 p. 1 appendix.The subject of this diploma thesis was to research how advertisements and promotional events influence the consumers' behavioural responses in generation Y. The thesis is divided into theoretical and analytical part.The first part of the thesis is based on the theoretical framework of selected source literature. Theory interpretation was required to grasp the given topic as well as to achieve a major goal of this paper. The first introductory chapters deal with topics such as generation, communication, communication channels, communication process, marketing communication objectives, advertisement and its targets, advertisement impact hierarchy and advertisement recognition in Slovakia. Presented theoretical background is necessary for demographic classification of baby boomers, generation X, generation Y, generation Z and generation Alpha.The second, analytical part deals with the primary aim of this paper: to analyze the Generation Y consumer behavior. Data to conduct analysis were extracted from the online survey. The evaluation of the survey is projected into visual representation. Data analysation was achieved by using two dimensional analysis. Data from respondents of the questionnaire are evaluated by graphical representation. The thesis concludes with suggested recommendations and discussion, in which the situation and results of the survey for the target group of generation Y were evaluated.