Analýza image regionálního rádia

Abstract

This bachelor thesis deals with the analysis of the image of the regional radio station Radio Čas. The aim of the thesis is to find out the current state of the image from the point of view of listeners and people who do not actively listen to the radio. The theoretical part is devoted to defining concepts such as image, basic elements of the brand and basic characteristics of the radio under study. The practical part of the thesis evaluates the data that was collected in the form of a questionnaire and an in-depth interview that was conducted with the marketing director of the radio under study. The data are sorted into first and second level classification. On the basis of the data collected and its subsequent analysis, options are suggested that have the potential to improve the image of Radio Čas. Among the most important results are the findings that listeners know the logo and slogan of the studied radio station.