Religion, religiosity and migration background make small explanatory contributions to the evaluation of advertising in four relevant dimensions, but in the overall picture prove to be less significant than sociodemographic and psychographic criteria beyond religion and origin.
This study attempts to provide insight into consumer decision-making, which has become increasingly difficult to understand and anticipate in today’s sustainable development environment. This research has implications for tourists, marketers, hotel managers, promoters, and customers.
In this article, the reader will learn which factors, such as stereotyping or serving stereotypes, have an influence on the perception in certain name bearers. The use of names in advertising, which classify certain names and thus people into groups, may not be suitable if discrimination is to be excluded.
Príspevok akcentuje postoje recipientov voči vybraným kontroverzným aspektom reklamy, a to konkrétne postoje voči reklame na cigarety, tvrdý alkohol, pivo, víno a lieky a postoje voči erotickým motívom v reklame. Východiskom realizácie výskumu bol výskum Česi a reklama pre rok 2020. Na Slovensku sa do výskumu zapojilo 726 respondentov.
V rámci procesu realizácie reklamnej kampane majú participujúce strany, primárne zadávateľ reklamy a reklamná agentúra, resp. komunikačná agentúra spoločenskú zodpovednosť, ktorá sa prejavuje v etickej rovine. Keďže realizácia reklamnej kampane je iniciovaná konkrétnym podnikom, či iným zadávateľom, jej recipienti či samotná cieľová skupina ju namiesto akceptácie nielenže …
Na prvý pohľad by sa mohlo zdať, že reklama parí len do oblasti marketingu. Aj túto súčasť marketingového mixu však podrobne reguluje slovenský zákonodarca. Z hľadiska systematiky práva je reklama upravená tak v oblasti verejného práva ako aj súkromného práva.
Retailers follow the trend of retro marketing and offer traditional products in retro-designed packaging to attract customers. The trend for retro marketing and packaging is something that re-occurs at regular intervals over successive time periods. This paper analyses consumer reactions (e.g. noticing, locating) to the promotion of products in retro-designed…
On my recent visit to Bratislava, I was enjoying a cup of coffee with my Slovakian friend, while he turned at me at some point: “I know Czech parliamentary elections are coming. What is that for a party, which paid for displaying the Czech national flag on all billboards along main roads?” The last marketing…
Nowadays advertising clutter in almost all media is forcing advertisers to use offensive and provocative appeals in ads. However, the various techniques used in such advertising, as well as effects of these ads, have not been adequately studied, especially when adapting advertising on the global market.
These days we are used to start our research papers, presentations, or business meetings that regard advertising with a deeply embedded presumption of and confidence in our knowledge about it. Throughout the modern history, each generation built its own understanding on this subject, reflecting the time and circumstances they lived in. What is interesting to observe is how each generation has the same confidence in knowing, but the knowledge itself is not the same.
