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Percepcja przekazów marketingowych jako element procesu komunikacji marketingowej

100%
Stochniałek-Mulas K.
Zarządzanie i Finanse
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2012
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vol. 2
|
issue 2
151-163
EN
Creating and then move to the market of ideas about the company and its offer is defined as marketing communications. Communication is a process that consists of three basic elements. They are: sender, receiver and transmission. The message is passed from sender to receiver through the communication channels by using the media. The purpose of message is to induce the recipient to decode the message and adopt a particular attitude. But the interpretation of coded information flowing to the potential recipient is dependent on the form of mental activity, which allows for define of stimuli contained in the transmission, that is perception. Therefore, the sender of message to increase the power of transfer often used persuasive message. This means that it is able to manipulate people and subject them persuasive treatments without having to resort to physical force.
2

READING SKILLS DEVELOPMENT IN SECONDARY SCHOOL: LEVEL OF DECODING AND READING COMPREHENSION OF IV-VIth GRADE STUDENTS AND ITS DETERMINANTS

100%
Brzezinska A.
Kolokwia Psychologiczne (Psychological Colloquia)
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2003
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vol. 11
135-154
EN
The aim of this paper is to present the results of empirical study on reading skills in pupils from IVth to VIth grades of secondary schools. Two aspects of reading skills were examined, i.e. decoding and reading comprehension. We used Ober's et al. Prolexia test, which is divided into two parts. The first part measures the level of decoding (44 chain-words), the second one - reading comprehension (31 chain-sentences). 463 students (248 girls and 215 boys) took part in the research. 30% of them came from IVth grades, 34% from Vth grades and 36% from VIth grades. These students lived in different residential areas: 27% - rural areas, 46% - small towns and 27% - the capital city (Warsaw). Three-way ANOVA indicated that all three factors, i.e. grade (age), sex of the child and type of residential area are significant as far as decoding and reading comprehension are concerned. The interaction 'sex x residential area' was also significant. Differences of decoding between students of IVth, Vth and VIth grades were bigger then differences of reading comprehension. Boys from each grade of rural and small town areas had lower level of both reading skills than girls. Students from Warsaw schools had the highest level of both reading skills. The factor 'residential area' turned out to be significant in the group of boys, but insignificant in the group of girls.
3

NEPOKOJNÉ SRDCIA MODERNISTOV

75%
Michalovič P.
Filozofia (Philosophy)
|
2009
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vol. 64
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issue 5
420-428
EN
The study deals with two types of artistic communication. The description of the first type is based on Ferdinand de Saussure's model of communication. This type presupposes identical codes of the sender and the addressee, what makes decreasing of the information noise in the communication possible. On one hand, the scale of the information noise is diminished, but on the other hand, in this type of communication the view of the event is lost. The second type of communication is based on (a smaller or larger) disproportion between the sender and the addressee. The disproportion results in the growing information noise. In this case, the transmission of meanings is secondary, since the process of signification becomes the primary one. In the artistic creativity based on the second type of communication, the event always precedes the structure.
4

Television News as an Information Source and Its Perception in Slovakia

63%
VIŠŇOVSKÝ J., GREGUŠ Ľ., MINÁRIKOVÁ J., KUBÍKOVÁ K.
Communication Today
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2019
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vol. 10
|
issue 1
40–61
EN
Television news reporting is one of the most significant information sources, through which the media audiences get acquainted with the current affairs related to all aspects of social life in order to understand them. The research study focuses on the issue of news perception and its interpretation by the recipients with emphasis put on acquiring new information. The theoretical outlines of the study reflect on specific demands and expectations of the society associated with TV news, as well as on today’s television audiences, the process of news perception and its determinants. The authors also offer results of their own research inquiry into television news reporting that aim to define the meaning of news in terms of everyday lives of its recipients, stressing out its information and educational function bound to social demands associated with media. This topic is also related to the recipients’ ability to ‘decode’ pieces of news and acquire the necessary information. The research was conducted by combining various research methods and tools – focus groups, standardised questionnaire surveys and a quantitative content analysis of selected news stories (in total 120 respondents were involved). The researchers used the selected research material consisting of news stories broadcast by Slovak commercial television station TV Markiza to examine the respondents’ ability to interpret news coverage with regard to its function as an information source.
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