Měření účinnosti televizní reklamy značky Dove

The goal of the bachelor's thesis was to measure the effectiveness of Dove brand television commercial in 2022. We were interested in how much impact the advertisement had, whether the brand and customer needs were displayed correctly and if the commercial evoked strong emotions. The research method was quantitative research on a representative sample of the adult online population of the Czech Republic. A sample of 1,000 respondents was obtained using the CAWI method on the Behavio Labs Trendaro panel. Data collection took place from November 9th to November 14th, 2022. The research results were compared with the Behavio Labs benchmark table. The results showed, the brand was shown averagely in the advertisement as well as the emotions evoked in the population were also average. Respondents assigned pre-defined associations and customer needs shown in the commercial even below average. Even so, the commercial had a big impact and helped build salience in a given shopping situation. From my point of view, the campaign was targeted more at women, who more often correctly assigned the brand and overall liked the commercial above average. Based on the analysis, I recommend that the brand uses all strong emotional moments in advertising and displays the brand in them, as this increases the chances of subsequent higher brand awareness. I also recommend using the golden Dove symbol in campaigns, due to which people remember the Dove brand correctly and at the same time evokes very positive emotions in them. I would also focus on what needs are important and deficient for customers and display them better in campaigns. If the brand would like to acquire a new group of customers or to focus more on men in its commercials, I would recommend first finding out what is important and deficient for them with further research and testing before launching whether the commercial meets the prerequisites for being successful.