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Execution of Advertising and Celebrity Endorsement

100%
Mikuláš P., Světlík J.
Communication Today
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2016
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vol. 7
|
issue 1
92–103
EN
The article focuses on the topic of celebrity endorsement in TV commercials in terms of their perception by Generation Y. For the purposes of the study effectiveness of advertising was reduced on recall of commercials – in the sense of one’s ability to correctly link the celebrity to promoted brand/product. The aim of the text is to verify the effectiveness of celebrity endorsement concepts both on the basis of particular attributes and qualities of the endorser and on the execution of commercials. This approach allows operative assessment of validity of some established theories regarding the celebrity endorsement. In the pre-research phase we applied a hybrid post-testing methodology, namely the recall method, to select two groups of celebrity endorsers: successful and unsuccessful ones. In the following research we employed a method of polarity profile on selected celebrity endorsers, while five adjective groups were chosen. These groups represented the examined dimensions of attractiveness, credibility, expertise, and the attitude towards the advertisement. Results of the study confirm little evidence which would support ability to recall linkage of the celebrity with the promoted product/brand. However, the research approves presence of some irritating elements related to the perception of commercials, which were identified as applicable to effective celebrity endorsement. These findings emphasise the relevance of proper execution of commercials which, in the context of celebrity endorsement, could be thought of as a relatively marginalised issue.
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Differences in the usage of online marketing and social media tools: evidence from Czech, Slovakian and Hungarian SMEs

81%
Civelek M., Gajdka K., Světlík J., Vavrečka V.
Equilibrium. Quarterly Journal of Economics and Economic Policy
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2020
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vol. 15
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issue 3
537-563
EN
Research background: Because of the rapid improvements in advanced technological tools and widely usage of the Internet among the world, most of SMEs in various countries have become able to apply their marketing activities through online marketing and social media platforms that are less costly for them. Since SMEs encounter many financing constraints, these marketing options might be very beneficial for them to use for their marketing activities. However, socio-economic and cultural factors differ in each corner of the globe. Purpose of the article: This paper aims to investigate international differences between usage of online marketing and social media platforms by SMEs. Methods: The authors of this paper have selected 1156 Czech, Slovakian and Hungarian SMEs from Cribis database by employing random sampling method. An online questionnaire was directed by the researchers to have responses from managers and owners of SMEs. To find differences in selected variables, the researchers perform ANOVA analyses with Post-Hoc tests in SPSS statistical program. Findings & Value added: Regarding the size of businesses, Hungarian SMEs in both size categories: micro and small-medium sized, apply social media platforms in their operations more than Czech and Slovakian SMEs. When it comes to marketing activities, some similarities are in existence depending on size and age of SMEs. In detail, propensities of Slovakian and Hungarian older SMEs (that have been operating more than 10 years) and microenterprises to apply online marketing channels are higher than Czech older SMEs and Czech microenterprises. Corresponding to social media usage, Czech and Slovakian SMEs and older enterprises do not differ. But Hungarian SMEs and older Hungarian firms are more prone to apply social media channels than Czech and Slovakian SMEs and older Czech and Slovakian enterprises. This paper is a unique study that makes comparison between some Central European countries? SMEs that are in the Visegrad Group regarding their usage of their online marketing and social media tools. Thus, this paper also fulfills some gap in the marketing literature.
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