Promotion of tobacco products and consumer attitude towards it was the main topic of the masters thesis. After the introductory word, the reader is presented with the problem, subject and objectives of the thesis, as well as the metodology and hypothesis which were to be analysed. Following the introduction, the second chapter describes and defines essential terms, such as marketing, marketing mix and promotion as a key part of understanding the paper. An insight into the importance of promotion in the modern business world is also presented, as well as promotion in the tobacco industry, Third part of the thesis describes the history and developement of the modern tobacco industry; the beginnings to the modern status symbol, as well as the negative side effects of cigarette consumption. An insight into the current state of the industry is also presented in the chapter. Part four comprises of promotion in the tobacco industry – the laws, bans and restrictions with which the tobacco companies are facing. Examples of various marketing campaigns involving tobacco are also presented, as a means to describe the change the industry is facing over strict laws. The chapter is closed with examples of modern campaigns in the industry. The empirical part of the thesis is analysing consumer attitude regarding the tobacco promotion, concluding that smokers can't be easily won over by promotional materials such as lighters; they are loyal to the brand they smoke nevertheless they are given a free promotional item or not. The thesis is closed with the conclusion, list of used literature and a list of tables, graphs and pictures.