Návrh guerilla kampaně basketbalového klubu

Abstract

This bachelor thesis deals with the design of a guerrilla campaign for the basketball club Sportovní basketbalová škola Ostrava. Due to low fan attendance at women's home matches and the club's low advertising budget, a design for a low-cost guerrilla campaign was developed. To create a campaign, it was necessary to undergo a questionnaire investigation, which ascertained the characteristics of fans, the reasons for participation and non-participation in matches. The research also included examples of guerrilla ads that fans were asked to subjectively evaluate. The research showed that more than half of respondents liked the ads very much and would be willing to share them on their social networks. The conclusion of the thesis contains a campaign design, which was created based on selected features that fans liked the most about the ads.