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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Conscious and subconscious response of customer to marketing communication
 Kovářová, Veronika ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This Diploma Thesis analyzes the customer´s perception of the conscious and subconscious response. The goal is to find out how visual marketing communication affects consumers in the form of product placement appearing in the film in comparison between conscious and subconscious response. Respectively, whether the customer responds to some subconscious incentives and whether he is aware of this fact. The theoretical part describes the relatively new marketing direction Neuromarketing, its techniques, benefits and limitations. It also includes literary research describing the stimulation of the customer, specifically his subconscious, for the purpose of marketing success. This is complemented by ethical attitudes of experts. The next part describes the eye-tracking analysis, which is complemented by interviews. The results in the form of heat maps are supplemented by the knowledge gained from the personal interview and interpreted on the basis of the theoretical knowledge.
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Význam vybraných stimulů v reklamě
 Rejsková, Pavlína ; Průša, Přemysl (advisor) ; Postler, Milan (referee)
Práce se zabývá komunikačním procesem, a to konkrétně působením jednotlivých reklamních stimulů v tisku, rozhlase a televizi. Praktická část potom objasňuje jaký vliv má hudební doprovod v reklamě, jaké hudební žánry se nejčastěji využívají pro určité skupiny a jaké další prvky a stimuly kladně působí na spotřebitele.
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