Ing. Michal Kožešník
Bachelor's thesis
Úloha psychologie při tvorbě reklamy
The role of psychology in the creation of advertising
Abstract:
Cílem mé bakalářské práce bylo ujasnit úlohu psychologie při tvorbě a využívání reklamy. Toto téma je velmi zajímavé a aktuální. Pohled do historie však ukazuje, že už v pravěku a středověku se v reklamě začaly uplatňovat psychologické poznatky. A to platí mnohem více i v současné době. Při ovlivňování a rozhodování ke koupi u každého spotřebitele působí celá řada psychologických prvků, a proto část …moreAbstract:
The aim of my thesis was to clarify the role of psychology in the creation and using of advertising. This topic is very interesting and current. However, the insight view into the history shows that the psychological knowledge in advertising began already to assert in the prehistory and the middle ages. This applies even much more nowadays. A wide range of psychological elements effects on each consumer …moreKeywords
Důvěryhodnost reklamy emoce metody a techniky motivace návyky paměť pozornost psychologie reklamy psychologická segmentace reklama účinnost reklamy vnímání. Credibility of advertising emotion methods and techniques motivation habits memory attention psychology of advertising psychological segmentation advertising effectiveness of advertising perception.
Language used: Czech
Date on which the thesis was submitted / produced: 19. 4. 2012
Identifier:
https://is.vsfs.cz/th/my45m/
Thesis defence
- Date of defence: 4. 6. 2012
- Supervisor: PhDr. Zdeněk Frélich
- Reader: Mgr. Stanislava Borejová
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- no one
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Vysoká škola finanční a správníUniversity of Finance and Administration
Bachelor programme / field:
Economics and Management / Marketing Communication
Theses on a related topic
-
The Effectiveness of Programmatic Advertising Compared to the Classical Display Advertising: The Case of ABRA Software
František Vondrák -
The influence of cultural differences on the effectiveness of advertising appeals in social media ads in case of gen Z from Czechia, Finland and Turkey
František Hendl -
Effectiveness of Sex in the Advertisement: Compar ison of Consumer Reaction of British and Japanese
Uyuki Tanaka -
Effectiveness of advertising in different cultural environments (a case study of China)
Zongyuan Chi -
Effectiveness of advertising in different cultural environments (a case study of Coca-cola)
Uliana Mikhalets -
Effectiveness of comparative advertising in Czech Republic
Polina Gavrilova -
Psychologie reklamy a její využití pro podporu image podniku/Psychology Of Advertising And Its Use To Support The Image Of The Organization
Aneta Bencová -
Historical and present use of emotions in advertising
Daliya Khussainova