| Abstract [eng] |
In the theoretical part of the Master‘s work the concept of communication process is analyzed, the concept of advertizing as a means of communication is highlighted. Furthermore, contents, main principles, aims and functions of advertizing are highlighted as well and revelation of advertizing impact is stressed in this paper. Also, the correlation between communication process in advertizing and consumer satisfaction is revealed. On the basis of the data of the theoretical research (that is analysis and synthesis) communication process in advertizing is modeled in the aspect of consumer satisfaction. In order to complete the empirical research the questionnaire is prepared on the basis of the theoretical material and model. The results of the empirical research fully prove the scientific hypothesis that modeling of communication process of advertizing will be revealed if the correlation between this process and consumer satisfaction is evaluated on the basis of advertizing assessment criteria. |
