Reklama v rozhlasovém a televizním vysílání a její vliv na spotřebitele

Abstract

The bachelor thesis is focused on radio and television advertising, legal and ethical regulation of advertising and its impact on consumers. The aim of the thesis is to describe the legal and ethical regulation of advertising in radio and television broadcasting. The further aim is, through marketing research, to find out the extent to which advertising in radio and television affects consumers, what is their attitude to advertising in general and what is their knowledge about advertising regulation in these media. In the theoretical part, there is advertising determined from the point of view of marketing, its definition, history and particular types of advertising. It also focuses on marketing communication, consumers, their behavior and the psychology of advertising. Regulation of advertising in radio and television broadcasting is approached by its legal and ethical point of view. The practical part of the thesis is devoted to marketing research and its evaluation. The research compared the opinions and knowledge of primary school pupils and university students. In the conclusion, the author's observations on the issue are presented.