The aim of this diploma thesis is to find out how consumers perceive the chosen advertising tool and to create a proposal to use the obtained information. The thesis is divided in two parts. Theoretical part deals with concepts related to consumer´s attitudes and perception. For the practical part tender sheets of supermarket Terno were chosen as an advertising tool for analysis. Practical part includes the research involving final consumers from South Bohemia region, depth interviews with several consumers and interview with marketing director of the company. This three parts are processed and evaluated together. The conclusion of the thesis is focused on the analysis of results and proposals were created that the company could use.

It has been considered that spam is one of the worst advertising tools in the Internet because of wide range of porno, Viagra, luxury brands’ replicas and other unwanted mailings all over the world; nevertheless, a lot of companies continue to use this tool for products’ or services’ introduction to their potential clients and partners. According to the author’s personal four-year-experience in marketing field, the mostly asked question by companies is how to advertise the product or service to new potential partners or clients using spam without losing the reputation of the company. The author wishes to investigate whether it is possible by carefully thought-out and aimed at the right market spam advertisement to draw people’s attention. This study employs partly quantitative and partly qualitative research approach. Empirical data collection is organized through questionnaires and personal mailing experiment. Random people who filled in the first questionnaire were from the author’s personal network all over the world. Regarding the second questionnaire the author has chosen to research Commonwealth of Independent States (CIS) as the area of medium-sized companies’ location. The author used 2 million American e-mail addresses in her personal mailing experiment. In order to analyze the findings through a set of graphical techniques exploratory data analysis was used. Both questionnaires consisted from dichotomous (Yes-no) questions, alternative questions, wh-questions and descriptive questions, analysis of which incorporated through the literature review. In addition to this, personal mailing experiment is present in the study where the author tests the attitude towards spam and the perception of advertisement based on the literature review as well. It became clear that it is possible by carefully thought-out and aimed at the right market spam advertisement to draw people’s attention. The author’s experiment has proved that there are some people or the e-mail users who actually buy products advertised in spam e-mails. One of the factors that influence attitude towards e-mails might be because of the particular spam usefulness or low time consumption but the success of the online advertisement depends on people’s perception. In the particular case the attitude towards advertisement was determined by advertisement’s execution and feelings transferred by it. It is important to remember that advertisers have to take main nuances into account when introducing products or services to new clients or partners, such as clear understanding of spam mailing goals, topics of interest, perception of visual information, time of advertisement, and trust.

EDM son las siglas de Electronic Dance Music, es el género madre de la música electrónica moderna. Actualmente, el género Pop, Rock y Latín utilizan el EDM como género complementario y esto se ha visualizado en la publicidad. Desde los inicios de la publicidad, la música ha estado presente como un complemento de mensajes publicitarios con el fin de generar conexión con los consumidores. En esta investigación cualitativa nace con el objetivo de conocer como el EDM (Electronic Dance Music), mediante campañas publicitarias, genera determinadas motivaciones hacia un servicio. Con el objetivo general, nacieron cuatro objetivos específicos: Identificar el uso de música en las campañas publicitarias, identificar la percepción del EDM en las campañas publicitarias, analizar las motivaciones generadas con el EDM y su relación con las marcas de servicio; y diagnosticar al EDM como herramienta publicitaria. Se entrevistaron a 8 expertos de la publicidad para dialogar en base a su experiencia, conocimientos y dialogar de los casos de investigación: Plaza Vea-Campeonas todos los días y Saga Falabella-Colección #MossimoUnlimited. / EDM stands for Electronic Dance Music, it is the mother genre of modern electronic music. Currently, the Pop, Rock and Latin genre use EDM as a complementary genre and this has been seen in advertising. From the beginning advertising, music has been present as a complement to advertising messages to generate connection with consumers. In this qualitative research, it was born with the aim of knowing how EDM (Electronic Dance Music), through advertising campaigns, generates certain motivations towards a service. With the general objective, four specific objectives were born: Identify the use of music in advertising campaigns, identify the perception of EDM in advertising campaigns, analyze the motivations generated with EDM and its relationship with service brands; and diagnose EDM as an advertising tool. 8 advertising experts will be interviewed to dialogue based on their experience, knowledge and dialogue of the research cases: Plaza Vea-Campeonas every day and Falabella Saga-Collection #MossimoUnlimited. / Trabajo de investigación