Analýza působení reklamy na cílový segment

Abstract

The thesis deals with the effects of advertising on the target segment. For research was chosen the chocolate market, which focuses on both children and adults. Advertisements of chocolate products usually try to influence children, who after that affect their parents at purchase. The primary aim of thesis was to find out if it is an effective method of advertising. In the practical part there was used a method of collective interview with the parents and children. In addition to general questions we were realizing notes to Kinder and Milka brands. The adult respondents also filled in the questionnaire. The results of the thesis could be the basis for a deeper psychological research or a research of companies engaged in the chocolate production.