Bc. Kristína Birošová

Bachelor's thesis

Dizajn reklamy z pohladu neuromarketingu

Advertising design from the perspective of neuromarketing
Abstract:
In this thesis, the author explored the impact of advertising design on consumer behavior. The main objective of this work was to determine the strength of the visual component's influence on consumers from a neuromarketing perspective. In the practical part, the author conducted qualitative research. This was carried out through interviews with twelve respondents, with the aim of observing the psychological …more
Abstract:
Autor sa v bakalárskej práci zaoberal vplyvom dizajnu reklamy na správanie spotrebiteľa. Hlavným cieľom tejto práce, bolo skúmanie sily vplyvu vizuálnej zložky reklamy na spotrebiteľa, z neuromarketingového hľadiska. V praktickej časti sa autor venoval kvalitatívnemu prieskumu. Ten, bol realizovaný formou rozhovorov s dvanástimi respondentmi za účelom pozorovania psychologických a fyziologických aspektov …more
 

Keywords

dizajn reklamy farby v reklame neuromarketing psychológia farieb reklama značka zamestnávateľa advertising advertising design colors in advertising color psychology employer branding
 
Language used: Slovak
Date on which the thesis was submitted / produced: 9. 7. 2024
Identifier: https://is.vsfs.cz/th/zpfd7/

Thesis defence

  • Date of defence: 26. 8. 2024
  • Supervisor: Ing. Pavel Rosenlacher, Ph.D.
  • Reader: Ing. Mgr. Oldřich Johannes Petr

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University of Finance and Administration

Bachelor programme / field:
Marketing Communication / Marketing Communication

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