Vnímanie reklamy používateľmi vybraného sociálneho média

Abstract

This diploma thesis deals with attention and perception of advertisements on YouTube. The research aims to determine how respondents from the Czech Republic and Slovakia aged 18 and over perceive ads that interrupt the video they are watching at the beginning and in the middle. The research also monitors how the attention of viewers affects perception of advertisements, or whether there is a relationship between the level of attention and the perception of ads. Within the theoretical foundations of advertising in marketing communication, the position of advertising, attention and the importance of attention in advertising are described. The third chapter presents the social media YouTube and the advertising formats that can be encountered on it. The research was conducted in the form of an online questionnaire and 154 respondents participated. Based on the correctness of the answers to the samples, 3 categories of the respondents' attention levels were created - low, medium and high, which were further tested within the framework of the perception of advertisements. The results showed that the level of attention affects the perception of ads that interrupt the video in the middle. Mood also influences the perception of advertising, indirectly confirming Kahneman's theory of capacity resources. The research also found that the position of an advertisement can influences its overall positive or negative perception. Recommendations provide suggestions for individual ad placements.