Eye tracking v marketingové komunikaci: Analýza nabídek bankovních produktů – Bc. Tomáš Paďour
Bc. Tomáš Paďour
Master's thesis
Eye tracking v marketingové komunikaci: Analýza nabídek bankovních produktů
Eye tracking in marketing communication: Analizing offer of a bank product
Abstract:
Práce se ve své teoretické části zabývá vysvětlením pojmu marketingová komunikace a psychologickými faktory, které působí na potenciální zákazníky. Vysvětlen je pojem integrovaná marketingová komunikace. Práce také představuje některé z kanálů, kterými mohou být lidé marketingovou komunikací oslovováni. Ty jsou popsány s ohledem na jejich silné stránky a vhodné využití v praxi. V praktické části byly …moreAbstract:
In its theoretical part, the thesis deals with the explanation of the term marketing communication and explains some of the psychological factors that affect potential customers. The concept of integrated marketing communication is also explained. Main channels of marketing communications are explained and described with regard to their strengths and appropriate use in practice.In the practical part …more
Language used: Czech
Date on which the thesis was submitted / produced: 18. 5. 2018
Thesis defence
- Supervisor: doc. Ing. Pavel Štrach, Ph.D. Ph.D.
Citation record
ISO 690-compliant citation record:
PAĎOUR, Tomáš. \textit{Eye tracking v~marketingové komunikaci: Analýza nabídek bankovních produktů} Online. Master's thesis. Mladá Boleslav: Škoda Auto Vysoká Škola o.p.s. 2018. Available from: https://theses.cz/id/rgec78/. [cit. 2024-04-18].
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Institution archiving the thesis and making it accessible: ŠKODA AUTO a.s., ŠKODA AUTO VYSOKÁ ŠKOLA o.p.s.ŠKODA AUTO a.s.
ŠKODA AUTO VYSOKÁ ŠKOLA o.p.s.Master programme / field:
Economics and Management / Marketing Management in the Global Environment
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