SIA “Lattelecom” televīzijas kanāla “360TV” zīmola komunikācija un auditorijas attieksme
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Latvijas Universitāte
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lav
Abstract
Bakalaura darba mērķis ir noskaidrot un izvērtēt SIA Lattelecom televīzijas “360TV” zīmola komunikācijas procesus kā arī auditorijas informētību un attieksmi pret šo komunikāciju. Teorētiskais pamats ir teorija par zīmolu, zīmola identitāti, komunikāciju kā arī patērētāju uzvedību un attieksmi. Izvēlētās pētnieciskās metodes ir daļēji strukturētas intervijas, aptauja un fokusa grupas diskusija . Darbs sastāv no divām daļām – teorētiskās un pētnieciskās daļas.
The aim of this thesis is to determine and evaluate Lattelecom Lcc. television channel ‘’360TV’’ brand communication processes as well as audience awareness and attitude towards this communication. Theoretical research is based on theory about brand, brand identity, communication and consumers’ behavior and attitude. Chosen empirical research methods are partially structured interviews, survey and focus group discussion. Thesis consists of two main parts – theoretical and empirical.
The aim of this thesis is to determine and evaluate Lattelecom Lcc. television channel ‘’360TV’’ brand communication processes as well as audience awareness and attitude towards this communication. Theoretical research is based on theory about brand, brand identity, communication and consumers’ behavior and attitude. Chosen empirical research methods are partially structured interviews, survey and focus group discussion. Thesis consists of two main parts – theoretical and empirical.