My master's thesis goes in for new term neuromarketing and its specific application in a quality marketing research. In a theoretical part I will present terms like marketing, marketing research and neuromarketing. In an application part I will introduce a company Vodafone, whose campaign will be analyze from many views. Firstly I will analyze an advertising campaign with a help of its emotional and rational value and I will show all the elements which catch our attention. Then I will provide a questionnaire survey. And I will compare its results with eye tracking survey from Millward Brown agency. This agency carries out neuromarketing research in the Czech Republic.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162331 |
| Date | January 2012 |
| Creators | Výletová, Kristýna |
| Contributors | Postler, Milan, Vysekalová, Jitka |
| 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 |
Page generated in 0.0023 seconds