Analýza vlivu televizních reklamních spotů na spotřebitele

Abstract

This bachelor's thesis is dedicated to the issue of short commercials and their impact on consumers in the context of the perception of the product and TV broadcast. Among the sub-objectives are to determine whether the audience during advertising spots watch this spots or switch to other channels, as they operate under complaint, and how the viewer perceives changes in volume when switching from program to ad block and back. The thesis is divided into chapters, namely the characteristics of the media market, especially in the Czech Republic. Following theoretical bases containing an overview of the communications mix and advertising.This chapter follows the methodology of thesis describing the process of the investigation and then chapter devoted to the evaluation of data gained from the research. Conclusion of thesis complements the chapter recommendations and conclusion.To meet the objectives held secondary research books and Internet sources, primary data was obtained from written and electronic inquiries. Data evaluation was carried out mainly by means of frequency analysis and contingency. The research showed that the objectivity and attraction od advertising campaigns broadcast on television is decreasing. Advertising on television is losing popularity and viewership and attention is shifting to the online sphere. The viewer sees on television advertising and advertising blocks included in the broadcast negative. Appropriate, then, is to focus our attention on new types of advertising to use up the world of Internet advertising and try to do otherwise.