Analýza a vyhodnocení mediální kampaně zaměřené na změnu postojů Slováků vůči Romům

Mgr. Václav HŘÍCH

Master's thesis

Analysis and an evaluation of advertising campaign that aimed at changing the attitude of the Slovaks towards the Roma people.

Abstract:

Diplomová práca sa zaoberá analýzou a vyhodnotením mediálnej kampane zameranej na zmenu postoja Slovákov voči Rómom. Opisuje východiskový stav pred kampaňou a súčasti pripravovanej mediálnej kampane. Analzuje navrhnuté kreatívne koncepty a navrhuje ich úpravy pred spustením kampane. Obsahuje pre test a post test postojov obyvateľov Slovenska k diskriminácií a vztahu Rómov a majoritného obyvateľstva. V závere komentuje dopad tejto kampane a možné vrianty jej optimalizácie v budúcnosti. Autor práce je spolumajiteľ a riaditeľ agentúry pre marketingový výskum trhu reklamy a medií AKO, problematike marketingových výskumov sa venuje od roku 1998.

Abstract:

The thesis "Analysis and an evaluation of advertising campaign that aimed at changing the attitude of the Slovaks towards the Roma people" attempts to provide an analysis and an evaluation of the advertising campaign ``Living Together{\crqq} that ran in the Slovak media in the course of the year 2006 and that aimed at changing the attitude of the Slovaks towards the Roma people. It describes the initial situation before the advertising was released and specifies the individual constituents of the prepared campaign. It also presents an analysis of the proposed creative concepts and suggests further changes and adjustments to the campaign prior to its official start. Furthermore, the thesis includes `before{\crq} and `after{\crq} tests of the attitudes of the Slovaks towards discrimination and of their relationship with the Roma population. In the concluding chapter, the impact of the advertising campaign and the possibilities of its optimization for the future are being discussed. The author of the thesis is a part-owner and the managing director of the company AKO, an agency focusing on marketing research of the advertising and media market. He has been dealing with marketing research since 1998.

Keywords

marketingový výskum, focus group, omnibus, dotazník, scenár, reklamná kampaň, Róm, ACEC, pre test, post test, reklamný spot

Language used: Czech

Date on which the thesis was submitted / produced: 20. 4. 2007

Identifier: 4939

Thesis defence

• Date of defence: 28. 5. 2007

Tomas Bata University in Zlín

Faculty of Multimedia Communications

Master programme / field:
Media and communication studies / Marketing communications