Vliv reklamy na chování spotřebitelů

Abstract

This bachelor thesis focuses on television advertising and its impact on consumers. Specifically, it examines the extent to which consumers will be influenced by television advertising to make the actual purchase. The bachelor thesis is divided into several chapters. The first chapter is an introduction where the topic is introduced. The next chapter focuses on the theoretical background of advertising and consumer decision making. The third chapter discusses in more detail the characteristics of the Czech advertising market and the characteristics of the macro environment. The next chapter presents the data collection methodology. The fifth chapter is devoted to the research that investigates the extent to which consumers are influenced to purchase after watching a television advertisement. The next chapter proposes options and recommendations on how the research information can be used in the media environment. Finally, the aims and procedures of the thesis are summarised.