Reklama z pohledu spotřebitele

Abstract

Advertising from a consumer perspective Bachelor thesis focuses on the effects of advertising on consumers. The aim was to find opinions of advertising in the Zlin region. Information was collected through a questionnaire.

The first chapter is devoted to communication, the communication mix and its tools, ie. advertising, personal selling, sales promotion, public relations, direct marketing and sponsorships. It is focused on advertising, its history and types.

The second chapter deals with the regulation of advertising. Legal and non-legal. Contains characteristics of two major organizations, Advertising Council and the Association of Czech advertising agencies and marketing communications.

The results are analyzed and the conclusions are defined in the analytical part.