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Využití neuromarketingu v komunikaci města s občany na příkladu města Trenčína
Široká, Martina
Široká, Martina. Use of neuromarketing in the public sector communication on Trencin city example. Diploma thesis. Brno : FRRMS MENDELU v Brně, Czech Republic, 2015. The diploma thesis deals with the topic of neuromarketing, related to the public sector marketing communication, using the example of Slovakian city Trencin. The goal of the submitted thesis is to assess the possibility of use of neuromarketing techniques in the communication of a city and public. A graphical billboard draft, based on the results of visual left-right perception neuromarketing research, is the tool to reach the main goal. The diploma thesis consists of the theoretical part, which introduces the basic terms regarding the importance and possibilities of communication in public sector, followed by neuromarketing issue and its techniques description. The practical part, with an initial proposal of a billboard design, aims to public sector purposes in Trencin city. It uses the results of the undertaken opinion poll and neuromarketing research. The final part is generalizing possibilities of the use of neuromarketing in the public sector communication.
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