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The factors of effective of advertising slogan and their consumer perception
 Marešová, Marcela ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The aim of this Bachelor Thesis is besides theoretical clarification of the necessary terms, defining characteristics of an effective advertising slogan and a demonstration of their use in practice with concrete examples too. Another aim of this work is using a questionnaire survey to clarify what characteristics of slogan respondents appreciate and determination of possible relation between the attainment of specified characteristics of slogan, knowledge of slogan and evaluation of slogan by respondents. To fulfil these objectives, the synthesis was used, especially in the theoretical part. The other methods used in the Thesis were the analysis of selected slogans and carried out questionnaire survey. Using these methods work came to conclusion which characteristics of efficiency slogan are most widely used and which of these characteristics have an effect on knowledge and evaluation of slogans by respondents.
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