Marketing research focused on the cultural aspects of television advertising

Tento článek je zaměřen na problematiku marketingového výzkumu s orientací na oblast kulturních aspektů využívaných v televizní reklamě. Je analyzováno sedm různých produktových kategoriíThis paper discusses the methodology of marketing research, which aims to analyze the cultural aspects reflected in television commercials. It used seven diverse product categories due to capture differences in perspective of the respondents. The methodology is based on results from research carried out on a sample of experts and further develop the research plan for the general public, which must be adapted to the knowledge of this group and their awareness of these problems. This paper does not deal with specific research results.