Retromarketing a nostalgie v televizní reklamě

The aim of the bachelor thesis is to show the elements of nostalgia and retromarketing in television advertising. After gathering theoretical information about nostalgia, retromarketing, advertising and consumer behavior, the research led to already broadcast television commercials. The elements that occurred in these commercials were defined here. For a more objective identification of the elements and to understand how the public perceives nostalgia and retromarketing, a questionnaire was created, from which the primary data were derived. The MML-TGI media manual and the websites of selected companies were used for the secondary data. At the end of the work, marketing recommendations were written.