Vliv reklamy na postoje spotřebitelů

Abstract

This bachelor’s thesis examines the impact of television advertising on consumer attitudes. The main objective of the thesis was to determine the extent to which television advertising influences viewers and to assess its effectiveness. The theoretical section of the thesis focused on defining basic concepts related to advertising and to consumers themselves. Subsequently, this section also analyzed the Czech media market, current consumer attitudes, and the legislative framework for advertising. The research was conducted in the form of a questionnaire survey. A total of 194 respondents participated in this survey, with 175 respondents completing the full questionnaire after the first screening question. The results of the research confirmed significant advertising oversaturation. At the same time the data also revealed the popularity of certain advertising elements, such as humor, originality, and creative execution. The findings of this study thus shed light on consumer attitudes and can serve as a useful basis for advertisers.