The diploma thesis clarifies the concrete usage of symbols in marketing communication on the base of examination of the symbol's problems and the marketing research. It was finding out by the research how the symbolism is perceived in marketing communication, how and how much are consumers influenced by symbols, if they even realize the influence, how symbols impress them, which symbols impress them positively or negatively and which symbols they prefer. From the accomplished analysis of the results of questionnaire research follows that the most of consumers realize the symbolism in marketing communication and they are able to recognize it. Respondests were able to match concrete symbols with concrete products in many cases. Different symbols cause different reactions at respondents, which depends on gender, age and education. The usage of symbolism in marketing communication has to respect definite rules and recommendation. Usage of unsuitable symbol can lead to totally different result than was planned. That is why it is necessary to be thorough and to pay attention to the usage of symbolism in marketing communication. The usage of symbols helps the product to penetrate better the awareness of consumers and mainly to ground hard and stay in their mind.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:72040 |
| Date | January 2009 |
| Creators | Junková, Tereza |
| Contributors | Hesková, Marie, Jelínková, Linda |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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