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Návrh segmentace posluchačů na českém trhu rozhlasových stanic

Diploma thesis deals with radio broadcasting, especially the behavior of listeners on the radio market and the perception of radio advertising. To determine the behavior of listeners while listening to the radio and their preferences the author used to questionnaire survey (n = 502). Based on the resulting data was perfomed the applicable segmentation of the audience on the Czech market radio stations. For more detailed understanding of the behavior and attitudes of listeners in-depth interviews were realized (n = 20). Part of this work was to evaluate the perceptions of advertising radio ads. Promotional block of 10 spots was tested on students of FBE MENDELU (n = 215). The results of this thesis were formulated into proposals and recommendations for providers of radio broadcasting as well as radio advertisers.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:251257
Date January 2016
CreatorsŠevelová, Veronika
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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