The role and significance of market research in all stages of development of efficient advertisement campaign

Bc. Gabriela Kratochvílová

Master's thesis

Anotácia:

The object of this diploma thesis is an analysis of the role and significance of market research in all stages of development of efficient advertisement campaign. The first part of the thesis focuses on definition of an advertisement, as part of marketing communication, and the process of its creating. Next part considers character and types of market research. The analytical part focuses on analyzing secondary data gained by observation in the theoretical part and primary data gained by questioning companies situated on the market positions that are experienced in creating advertisement campaign and by questioning marketing expert. On the basis of gained information the importance of marketing research in all stages of creating an advertising campaign in practice is suggested.

Abstract:

The object of this diploma thesis is an analysis of the role and significance of market research in all stages of development of efficient advertisement campaign. The first part of the thesis focuses on definition of an advertisement, as part of marketing communication, and the process of its creating. Next part considers character and types of market research. The analytical part focuses on analyzing secondary data gained by observation in the theoretical part and primary data gained by questioning companies situated on the market positions that are experienced in creating advertisement campaign and by questioning marketing expert. On the basis of gained information the importance of marketing research in all stages of creating an advertising campaign in practice is suggested.

Keywords

Marketing, Marketing Communication, Market research, Advertisement, Advertising campaign, Media

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 30. 9. 2014

Obhajoba závěrečné práce

• Obhajoba proběhla 3. 11. 2014
• Vedúci: M.A. Ondřej Kotouč
• Oponent: Ing. Jiří Šnajdar

University of Finance and Administration

Master programme / odbor:
Economics and Management / Marketing Communication