Analýza vlivu rozhlasové reklamy na spotřebitele

Abstract

This thesis is focused on the analysis of the influence of radio advertising on consumers. The thesis is divided into two parts. The theoretical one, containing the characteristics of the market. It describes the evolution of the advertising market, its price value, the different media advertising markets and the prices of these advertising spaces. Furthermore, the thesis focused on the theoretical background of advertising. In these, its definition and functions, the different types of advertising, the communication process and the communication mix were described. The customer's perception of advertising and emotions are explained. The main objective of the thesis was to analyze and find out the influence of radio advertising on consumers. The practical part of the thesis dealt with the research methodology and then the analysis. The objective was achieved by using questionnaire survey method. Furthermore, the analysis and interpretation of the obtained research results was carried out. The research results were subjected to certain statistical tests. Based on these results, certain suggestions and recommendations were made. The work has fulfilled the objective and solved the research problem.