The concept of seduction has been conceptualized based on this literature review by qualitative coding techniques. The key stakeholders experiencing brand seduction were interviewed to verify the suitability of the theoretical concept. The results show the correspondence of the concept of brand seduction with the stakeholder´s experience.
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…
The paper at hand demonstrates a methodology of teaching intercultural differences, based on an exercise using the analysis of advertisements. The method was used in two MOOCs (Massive Open Online Courses) called cope 14 and cope 15 and, in slightly adapted form, in a lecture in cross-cultural management on Bachelor Level. This method aims at reflecting the own expectations on how the other side will react to different marketing messages and to learn about cultural differences…
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.
