Analýza marketingové komunikace filmu F1 na americkém trhu

Abstract

The bachelor thesis focused on the analysis of the marketing communication of the film F1 in the U.S. market. The thesis was divided into a theoretical and a practical part. The theoretical part defined key concepts such as marketing communication, the communication mix, and the specifics of film marketing, including the tools of film marketing communication, the characteristics of the audience and its role in film communication. The theoretical part also included a characterization of the F1 film project, its production background, and the context of the Formula 1 brand in the U.S. market. The practical part analyzed the results of qualitative research conducted through two online focus groups with American respondents. The collected data were processed and evaluated using qualitative content analysis. Based on the research findings, recommendations were formulated for future film projects of a similar type.