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Options of involvement of celebrities in marketing communication
 Jaroměřská, Martina ; Koudelka, Jan (advisor) ; Černá, Jitka (referee)
This bachalor thesis deals with involvement of celebrities in marketing communication. Its objective is to explore approaches to involvement of celebrities in marketing decisions primarily of younger consumers. The theoretical part discusses types and descriptions of reference groups and specific involvement of celebrities. The practical part presents content analysis of three different magazines with an objective to determine the occurrence and involvement of celebrities in advertising. Later, a personal survey determines the effect of celebrities on young consumers and how young people perceive celebrities in marketing communication. The practical part further contains a comparison of both methods, a general view of celebrities by Czech consumers in marketing, and recommendations for employing celebrities in advertising. The conclusion summarizes results of all parts of the thesis.
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