The diploma thesis deals with marketing communication that employs celebrities. It is a way how to get the attention of consumers. Theoretical part shows the major steps in developing effective marketing communication. It is followed by main questions which are connected with the use of celebrities in marketing communication ( who is celebrity and how they influence us, history of use of celebrities, ways of using celebrities in marketing communication, threads connected with celebrities). Practical part presents the results of original survey dealing with overshadowing of brands by celebrities and difference in attitude of men, women and different age groups to the use of celebrities in marketing communication.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:9424 |
| Date | January 2008 |
| Creators | Adamová, Tereza |
| Contributors | Lhotáková, Markéta, Laschoberová, Libuše |
| 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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