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1

ATTITUDE TO ADVERTISING AS ITS SOCIAL EFFECT (Postoj k reklame jako jeji socialni efekt)

100%
Petrova I.
Communication Today
|
2011
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vol. 2
|
issue 2
78-88
EN
The article covers the attitude to advertising as the most dominant tool of marketing communication. Advertising and attitude to it certainly strongly influence the social behaviour and relationships between people. Here, we present the results of an empirical survey implemented on a selected group of respondents with secondary and university education under 50 years of age. The analysis presents dimensions and content namely of the affective component of this group's attitude towards advertising. Advertising is perceived as part of the present life, as a necessary commonplace also with a number of negative connotations. The attitude of this group of people can be characterized as ambivalent with obvious elements of stylization; most of the respondents declare their own independence on advertising, they exclude their consumption behaviour and decision-making processes to be influenced by advertising.
2

THEORY AND PRACTICE/FIGHTING THE RECIPE COOKBOOKS

100%
Pavlu D.
Communication Today
|
2011
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vol. 2
|
issue 2
66-77
EN
In the global world, new paradigms of social development are constantly established. Universities are at an intersection of two interests in the bachelor's degrees of education: the students are demanding more practical experience, but the educators condition the acquisition of practical skills also by a necessary level of understanding the phenomena through the necessary amount of theoretical knowledge of the domain. This paper points to this conflict of interest against the background of some of the global researches that unequivocally point to a higher theoretical education of staff, which allows implementing hands-on activities with a high degree of efficiency. It indicates a variety of approaches and views of the managerial and marketing theory today commenting on current phenomena in social development and at the same time presenting the writer's thought on possible directions of university study orientation in the field: marketing communications.
3

THE USAGE OF ANIMATED CHARACTERS IN ADVERTISEMENT (Wykorzystanie postaci animowanych w przekazie reklamowym)

100%
Makowski M.
Pieniądze i Więź
|
2009
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vol. 12
|
issue 3(44)
EN
Fictitious, animated characters appear in commercial transmission much more frequently than just a few years ago. The main reason for the popularity of this type of advertising production is significant technical and technological development that facilitates the work of creative graphic designers and animators. To explain the importance of the cartoon characters' usage in advertising the author used numerous examples of films emitted in Polish television. As a source of inspiration for creative advertisers the article presents also manga, a popularity gaining technique, in which there are prepared a number of animated advertising films in Japan. In this context, the author also proposed the introduction of two new concepts - 'mangavertising' and 'animevertising'.
4

Data Envelopment Analysis – A Key to the Museums’ ‘Secret Chamber’ of Marketing? Source: Communication Today

100%
LUKÁČ M., MIHÁLIK J.
Communication Today
|
2018
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vol. 9
|
issue 2
106–117
EN
Intensive financial investments in marketing communication of museums are connected, in parallel, to their visual presentation as well as to strengthening the communication efficiency toward public. However, the unresolved question remains whether these finances are spent effectively or rather whether the communication strategy plan attracts the adequate target audience. How many visitors did react to a given campaign? Unfortunately, there is no single and definite answer on how to measure the efficiency of marketing communication in museums. The aim of the study is to use the Data Envelopment Analysis method to introduce a model for helpful assessment of the marketing communication efficiency within museums. While searching for the solution, we were inspired by the production economics, from which we chose the statistical method of Data Envelopment Analysis. This allowed us to evaluate the efficiency of production units and also to identify inefficiencies. In the public and non-profit sector, this methodological approach appears very rarely, and according to our findings, it has not been applied yet in the museum sphere in Slovakia.
5

On the theme of marketing communication side effects

100%
Zich F.
Communication Today
|
2012
|
vol. 3
|
issue 1
70-82
EN
This article covers the issues of complex impacts of marketing communication on society. It focuses in particular on side effects, unwanted consequences of advertising. Based on data from an empiric survey which was focused on the target group of younger respondents with completed secondary and university education, it presents its findings about traceability of advertising and perception of side effects of advertising messages. It has been confirmed that a larger part of respondents does not deal with side effects of advertising; they do not know or cannot assess what are overall side effects of advertising on society. In assessment of ads promoting individual types of products, however, the side, unwanted effects are reported. However, rather negative social effects of advertising of the promoted product prevail. The achieved findings contribute to the methodology of recognition of the complex impact of marketing communication, especially of advertising, on society.
6
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QUALITY OF INFORMATION DELIVERED BY CUSTOMER CONTACT CENTERS (Jakosc informacji dostarczanych przez centra kontaktu z klientem)

100%
Lotko A.
Marketing i Rynek
|
2012
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vol. 19
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issue 1
28-32
EN
Modern marketing communication encompasses, among other, the interchange of information between organization and its customers with the use of distant, telecommunication contact channels, integrated by customer contact centers. In the article, results of the empirical research on the perceived quality of information obtained during interactions with customer contact centers are discussed.
7

SENSORY MARKETING – SENSORY COMMUNICATION AND ITS SOCIAL PERCEPTION

88%
KOSZEMBAR-WIKLIK M.
Communication Today
|
2019
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vol. 10
|
issue 2
146–156
EN
In the past few years, sensory marketing has been developing dynamically. Companies, in search of new methods of reaching the customer, refer to all of their senses. The business is more and more aware of the effectiveness of the impact that sensory marketing has. Especially large enterprises, having a network of points of sale, use this method of manipulating customers’ emotions. Malls are one of such places where sensory marketing is being used on a large scale. The consumer who engages more senses to assess the product offer of the company will better memorise information on a given product or place. The study tackles the issue of influencing various senses of the customers. What is more, the author presents the results of her own research. The research concerns the perception the customers have of different forms of sensory marketing. It was carried out in front of a shopping mall. The respondents had difficulties in identifying a specific place where they encountered the impact on different senses. The respondents had the greatest difficulty with specifying where taste is used, claiming that the most noticeably used sense is smell. As it stems from the declarations of the respondents, the brands associated with smell are more memorable than those associated with other elements of sensory marketing.
8

Influencer Marketing as a Modern Phenomenon Creating a New Frontier of Virtual Opportunities

88%
KÁDEKOVÁ Z., HOLIENČINOVÁ M.
Communication Today
|
2018
|
vol. 9
|
issue 2
90–105
EN
Social media influencers are winning over the Internet with their outstanding work and presence. Their opinions have a powerful impact on people, especially on young generation. We can mark them as a modern phenomenon that has seen a huge increase in cooperation with marketing agencies over recent years. More and more people are following such influencers so that they do not miss out on their content. Brands flock to such influencers for mentions, reviews and recommendations. Even though influencer marketing is a relatively new strategy, it continues to be a viable solution for marketers who are willing to think outside the box while building relationships with their target market. The aim of the study is to offer a comprehensive reflection on influencer marketing opportunities and determine the impact of influencers on consumer behaviour of Generations Y and Z. We wanted to find out whether influencers, who promote products, can attract potential customers and encourage them for purchase, as well as find differences between the given consumer generations. In order to meet the objectives of the study, own research was conducted (459 respondents from the Slovak Republic belonging to Generations Y and Z were involved in the inquiry). The research findings confirm that there are significant differences between the above-mentioned consumer generations in the area of impact of influencers on consumer behaviour, which leads to different marketing opportunities. For statistical processing of the results, we used the Kruskal-Wallis Test, Kolmogorov-Smirnov Test, Fisher’s Exact Test and Dunn’s Test of Contrasts.
9

COMMUNICATION OF LOCAL FARMERS’ PRODUCTS THROUGH FACEBOOK: THE CASE STUDY OF NAŠE-VAŠE

88%
PETRIĽÁK M., JANŠO E., HORSKÁ E.
Communication Today
|
2020
|
vol. 11
|
issue 1
150 – 163
EN
Social media are currently not only used for communication between individuals but an increasing number of companies use these means as simple and fast sales and communication channels. The importance of communication with consumers through social networks, such as Facebook, is essential in today’s marketplace for small businesses, for which this tool is one of the cheapest alternatives to communicating and selling products. This trend did not escape agriculture-specific local farmers who process fresh local products. The study’s objective is to highlight the importance of social media communication in the agri-food sector, specifically in the sub-sector of local fresh products, as well as to determine which consumers are most interested in local products from farmers communicated through Facebook. We conducted the research using our Facebook page called Ours-Yours (in Slovak Naše-Vaše). This account was created for research purposes and has a clearly defined objective of supporting and promoting local fresh products from small Slovak farmers. Research involved 42 small farms that sell fresh local dairy products. From these farmers we discovered what form of marketing communication they had used in the past. Afterwards, we visited eight selected farms, took professional photos of their products, and promoted them under one brand using our Facebook page Ours-Yours (Naše-Vaše). The methodology of the research was based on an analysis of Facebook posts, which were visualised, uniformly graphically processed photographs of the products. Contributions were advertised on radio located 50 kilometres from the farms to ensure local marketing of the products. We measured demographic factors (gender and age) and users’ interaction with individual posts. Research has shown that women between the ages of 45 – 64, who follow Facebook mostly from their mobile phones, are most interested in Facebook posts with local fresh products (and information about them).
10

USE OF MEDIA TO RAISE AWARENESS OF ECO-INNOVATIONS

88%
KRAJČOVIČ P.
Communication Today
|
2019
|
vol. 10
|
issue 2
120–131
EN
The study deals with the use of media to raise awareness of eco-innovations. Its aim is to identify public interest in environmental issues and the extent of use of mobile geolocation-enabled applications. Building on these research areas, statistical dependence is explored, between age, interest in environmental issues, and the use of mobile applications. The text further examines and analyses what media are used by respondents when obtaining information on environmental issues, whether they have encountered promotions for eco-innovations in the media, and which media are considered by them to be the most suitable for sharing information on eco-innovations. Attention is also paid to the concept of SoLoMo as a current trend in marketing communication. From the theoretical point of view, the study provides an overview of current bases and definitions of eco-innovations, the influence of media and the selection of suitable media for communication from domestic and foreign scholarly sources.
11

Using Heuristic Methods in The Process of Retail Shops Placement in the Context of Marketing Communication Effect Maximisation

75%
FAŠIANG T., GEŽÍK P.
Communication Today
|
2017
|
vol. 8
|
issue 2
42–57
EN
The topic of this empirical study is focused on applying usage of heuristic methods in the process of retail shops placement as a starting point of putting into effect targeted communication of retail shops with a customer in their radius of action. Subsequently, maximisation of communication strategy’s effect is based on appropriate communication with the target market within a limited area determined by buying stream, which affects the target customers and influences their shopping decisions and the volume of realised purchases in the given retail shop. The study is based on two mutually interconnected levels of related knowledge. On the first level, it deals with an analysis of relationships between selected macroeconomic indicators in the Slovak Republic and points out their direct influence on development of retail takings as a basic economic premise of retail shop functioning. On the second level the authors focus on the specific application of heuristic methods in the field of optimisation of retail shops placement in the context of maximisation of their radius of action and target group service, in which an ideal precondition for targeted and efficient communication with a customer occurs. The aim of the contribution is to point out, using practical application of heuristic methods ADD and DROP, the optimisation possibilities of retail shops placement with special emphasis on delimitation of direct communication space. The aim of application of the above mentioned methods is to practically use the outcomes of the realised research and obtained statistical data.
12

Strategie marketingove komunikace v turbulentni krizove dobe

75%
Pavlu D.
Communication Today
|
2010
|
vol. 1
|
issue 2
82-92
EN
There is no doubt that governments, scientific teams, specialists in the theory as well as in manufacturing, business and communication and the practice of the countries undergoing the current crisis seek all possibilities to contribute to the economic recovery and help start the expected economic growth. We can see different opinions in the communication theory and practice about the level of intensity in the use of marketing communications at this turbulent time. The paper strongly suggests it is right to seek the competitive advantage in this situation and by a strategically thought out and creatively perfectly managed communication prepare good starting points for the post-crisis stage in the development of the economic life of the country.
13

MARKETINGOVÁ KOMUNIKÁCIA PODNIKOV CESTOVNÉHO RUCHU – TVORBA A OPTIMALIZÁCIA KOMUNIKAČNÉHO MIXU

63%
Majtan Š., Frianová V.
Ekonomický časopis (Journal of Economics)
|
2011
|
vol. 59
|
issue 2
178 – 193
EN
Intensification of competition at the market requires paying more attention to marketing communication issues. Marketing communication based on effective communication strategy including the using of optimal communication mix can be considered just as a source of competitive advantage for service-base enterprises in tourism, too. That is why the authors focused their research on this issue. The article presents partly results and conclusions of theoretical research and also empirical survey of marketing communication of service-base enterprises in tourism from region Liptov. In the last part of the article they present one of the options or ways how to optimize decision-making process of the marketing communication tools choosing or the optimal communication mix compilation. They give the example of the application of multi-criterion valuation of more variants/alternatives. Decision making process is supported by programme Expert Choice.
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