Reklama a spotřebitelské chování

Abstract

Nowadays there is an enormous competition caused by increasing variety of supply. Producers and sellers have to support sales by advertisement to be able to compete in these conditions. First of all, an advertisement serves to business purpose. It also advises and informs general public about products and services. The kowledge of advertisement is important for every consumer because of easy disclose manipulation and false advertising. Consumer behaviour is closely related to advertisement because the object of advertisement is influencing consumer´s behaviour. According to some people, the comsume is the image of contemporary society – people just do not buy products because they need them but they want to enriche themselves, make their lifes variegate and comfortable. The functioning of advertisement and its relation with cosumption trend effect is the main object of this Bachelor´s work which is especially aimed for the recipient of advertising message. The work wants also describe the advertising phenomen in general, instrumentals, mechanisms and strategy of advertisement and explain its relation with consumer behaviour. The introduction chapture contains basic terms. The teoretic frame of comunication, advertising message and cosumption are followed by second part which is engaged in psychology of advertisement, consumption and the face of contemporary advertisement. In addition that part is about their connections and relation with media. The last chapture brings variants for working out of that problematic in media by interview, article and feuilleton.