The aim of this publication is to offer the readers with deeper interest in advertising, a view of the state of the art of advertising theory. As it turned out, however, this is rather disproportionate. The publication has almost 1,200... more
The aim of this publication is to offer the readers with deeper interest in advertising, a view of the state of the art of advertising theory. As it turned out, however, this is rather disproportionate. The publication has almost 1,200 pages of the text, but it still covers only part of the theory of advertising as a whole.
Research Interests: Marketing and Advertising
Research Interests:
This empirical study aims to present a real case study in the form of drafting an effective communication strategy to implement the new digital waste management application, SOWA, for B2B customers. In the Czech Republic (and elsewhere)... more
This empirical study aims to present a real case study in the form of drafting an effective communication strategy to implement the new digital waste management application, SOWA, for B2B customers. In the Czech Republic (and elsewhere) businesses still do not accept that if they do not start working systematically with their waste, they will not have anything to produce in the future. They will not have space for their production and priority business areas. Moreover, in the rules of the new green policy, this area would become more expensive soon. However, the management of companies does not often realize the importance of innovations in this area of social, economic, and environmental reality. To effectively appeal to businesses often fighting to survive only by their social responsibility may not be a sufficiently strong argument in the current climate. At the same time, companies engaging in waste management solve the problem of how to improve their competitiveness, strengthen...
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Research Interests:
Communication Today ABSTRACT: 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... more
Communication Today ABSTRACT: 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 ...
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The aim of this publication is to offer the readers with deeper interest in advertising, a view of the state of the art of advertising theory. As it turned out, however, this is rather disproportionate. The publication has almost 1,200... more
The aim of this publication is to offer the readers with deeper interest in advertising, a view of the state of the art of advertising theory. As it turned out, however, this is rather disproportionate. The publication has almost 1,200 pages of the text, but it still covers only part of the theory of advertising as a whole.
Research Interests: Marketing and Advertising
Research Interests:
The aim of this publication is to offer the readers with deeper interest in advertising, a view of the state of the art of advertising theory. As it turned out, however, this is rather disproportionate. The publication has almost 1,200... more
The aim of this publication is to offer the readers with deeper interest in advertising, a view of the state of the art of advertising theory. As it turned out, however, this is rather disproportionate. The publication has almost 1,200 pages of the text, but it still covers only part of the theory of advertising as a whole.
Research Interests: Marketing and Advertising
Negative political advertising and its effectiveness has always been the concern of not only political scientists, but also sociologists and marketing experts. This specific form of advertising is also increasingly used in the Czech... more
Negative political advertising and its effectiveness has always been the concern of not only political scientists, but also sociologists and marketing experts. This specific form of advertising is also increasingly used in the Czech political environment. The author focused on the answers to such questions as: what are the effects of this form of political advertising from the perspective of persuasive linear models, which are actually based on cognition, emotion and conative/voting behavior. Based both on international research carried out in this area and facts from Czech republic, he notes that voters perceive this form of advertising as one that offers them more information, attracts a greater degree of attention and more trust than in the case of positive advertising. Taking into account emotional effects, this form of political advertising is often followed by disgust, fear and other negative reactions. These are, however, strong incentives that subsequently bring some negativ...
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Research Interests:
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Research Interests:
Přispěvek seznamuje odbornou veřejnost s výsledky výzkumu kulturnich dimenzi dle Hofstedeho metodiky, který byl uskutecněn mezi pedagogickými pracovniky regionalniho skolstvi. Ve druhe casti přispěvku se mohou ctenaři seznamit s výsledky... more
Přispěvek seznamuje odbornou veřejnost s výsledky výzkumu kulturnich dimenzi dle Hofstedeho metodiky, který byl uskutecněn mezi pedagogickými pracovniky regionalniho skolstvi. Ve druhe casti přispěvku se mohou ctenaři seznamit s výsledky obdobneho průzkumu, který byl zaměřen na zjistěni typů kulturnich hodnot (S. Schwartz) u ceských ucitelů v prvni polovině 90. let. Výsledky jsou davany do souvislosti s přistupem ucitelů ke změnam a inovacim v jejich praci.
Research Interests:
Research Interests:
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... more
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 researche...
Research Interests:
The main aim of the article is to understand the trend in production and consumption vegetables in Republic of Yemen within the period 1995–2009, and understand distribution of vegetables production in the country by governorate. The... more
The main aim of the article is to understand the trend in production and consumption vegetables in Republic of Yemen within the period 1995–2009, and understand distribution of vegetables production in the country by governorate. The authors analyze and interpret the data of the Ministry of agriculture and irrigation in the Republic of Yemen about the production and Available for consumption of vegetables in the form of secondary analysis during the mentioned period. Based on the result obtained, it was concluded that production of vegetables concentrated in six governorates (Hodeidah, Sana’a, Dhamar, Ibb, Taiz and Marib), represented 73.09 percent of the total vegetables production. On the other hand there was a statistical significance positive trend in the vegetable production which increased by 26.697 thousand tons per year with Compounded Annual Growth Rate amounted to 3.55 percent, and consumption of vegetables increased by 29.785 thousand tons per year with CAGR amounted 2.54...
The purpose of the research is to understand factors influencing consumer behaviour when buying vegetables in Republic of Yemen. Data collection was done by structured questionnaire administered through schools, universities, government... more
The purpose of the research is to understand factors influencing consumer behaviour when buying vegetables in Republic of Yemen. Data collection was done by structured questionnaire administered through schools, universities, government offices, and markets from 13 provinces in 5 governorates. Random convenience sampling technique was used. Total sample comprised of 463 completed questionnaires which were used for analysis. The respondents were classified into five categories on the base of their monthly income, age, education, gender, and type of settlement. Authors present the factors that can influence significantly this behaviour, e.g. price, quality, the location of seller, habit, personal relationship between consumer and seller, occasions, discount, sorting, word-mouth, time of purchase, the way of products display, and recommendation of friends and families. From the obtained results, it is obvious that there was high influence on the behaviour of Yemeni consumer when buying...
The purpose of the research is to understand factors influencing consumer behaviour when buying vegetables in Republic of Yemen. Data collection was done by structured questionnaire administered through schools, universities, government... more
The purpose of the research is to understand factors influencing consumer behaviour when buying vegetables in Republic of Yemen. Data collection was done by structured questionnaire administered through schools, universities, government offices, and markets from 13 provinces in 5 governorates. Random convenience sampling technique was used. Total sample comprised of 463 completed questionnaires which were used for analysis. The respondents were classified into five categories on the base of their monthly income, age, education, gender, and type of settlement. Authors present the factors that can influence significantly this behaviour, e.g. price, quality, the location of seller, habit, personal relationship between consumer and seller, occasions, discount, sorting, word-mouth, time of purchase, the way of products display, and recommendation of friends and families. From the obtained results, it is obvious that there was high influence on the behaviour of Yemeni consumer when buying...
About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic... more
About the journal:
Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages.
Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection.
Content of the issue:
THEORETICAL STUDIES
- Systémová komunikace v multicentrickém světě (O čem vypovídá Luhmannova systémová teorie), Jiří Šubrt –
Barbora Pincová, p. 6
- Masmediálne právo na Slovensku v ére digitalizácie elektronických masmédií, Ján Drgonec, p. 20
- Na okraj pojmov noviny a časopis a ich diferenčných znakov, Juraj Vojtek, p. 34
- Media in election processes, Grazyna Piechota, p. 44
RESEARCH STUDIES
- České a slovenské kulturní dimenze a reklama, Jaroslav Světlík, p. 52
- Theory and practice/fighting the recipe cookbooks, Dušan Pavlů, p. 66
- Postoj k reklamě jako její sociální efekt, Iva Petrová, p. 78
- Mimoriadne udalosti a ich vplyv na štruktúru novín – prípad denníka SME, Ján Višňovský, p. 90
REVIEWS
- Podpora predaja v systéme marketingovej komunikácie na príklade automobilového priemyslu v Slovenskej
republike, Martin Solík, p. 108
- Patří lobbing do demokratické společnosti?, Dušan Pavlů, p. 109
- Chování zákazníka, Dáša Mendelová, p. 111
- Dejiny svetových novinárstiev (anglického a amerického), Silvia Struhárová, p. 113
- Centrum vzdelanosti alebo fabrika na diplomy, Ladislav Volko, p. 114
TODAY
- Konferencia Moderní vzdělávací postupy ve výuce marketingové komunikace v rámci terciárního vzdělávání,
Martin Solík, p. 118
- Karikatúra, žurnalistika a Oliver Solga, Jozef Tinka, p. 119
- Slavomír Rozenberg (1947 – 2011), Ladislav Volko, p. 120
- Pripravovaný študijný program Media Relations a jeho postavenie v študijnom odbore masmediálnych štúdií, Juliána Laluhová, p. 121
- Czesław Miłosz (1911 – 2004), Ladislav Volko, p. 123
- Today Caricaturist: Ivan Popovič (1944), Ladislav Volko, p. 124
Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages.
Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection.
Content of the issue:
THEORETICAL STUDIES
- Systémová komunikace v multicentrickém světě (O čem vypovídá Luhmannova systémová teorie), Jiří Šubrt –
Barbora Pincová, p. 6
- Masmediálne právo na Slovensku v ére digitalizácie elektronických masmédií, Ján Drgonec, p. 20
- Na okraj pojmov noviny a časopis a ich diferenčných znakov, Juraj Vojtek, p. 34
- Media in election processes, Grazyna Piechota, p. 44
RESEARCH STUDIES
- České a slovenské kulturní dimenze a reklama, Jaroslav Světlík, p. 52
- Theory and practice/fighting the recipe cookbooks, Dušan Pavlů, p. 66
- Postoj k reklamě jako její sociální efekt, Iva Petrová, p. 78
- Mimoriadne udalosti a ich vplyv na štruktúru novín – prípad denníka SME, Ján Višňovský, p. 90
REVIEWS
- Podpora predaja v systéme marketingovej komunikácie na príklade automobilového priemyslu v Slovenskej
republike, Martin Solík, p. 108
- Patří lobbing do demokratické společnosti?, Dušan Pavlů, p. 109
- Chování zákazníka, Dáša Mendelová, p. 111
- Dejiny svetových novinárstiev (anglického a amerického), Silvia Struhárová, p. 113
- Centrum vzdelanosti alebo fabrika na diplomy, Ladislav Volko, p. 114
TODAY
- Konferencia Moderní vzdělávací postupy ve výuce marketingové komunikace v rámci terciárního vzdělávání,
Martin Solík, p. 118
- Karikatúra, žurnalistika a Oliver Solga, Jozef Tinka, p. 119
- Slavomír Rozenberg (1947 – 2011), Ladislav Volko, p. 120
- Pripravovaný študijný program Media Relations a jeho postavenie v študijnom odbore masmediálnych štúdií, Juliána Laluhová, p. 121
- Czesław Miłosz (1911 – 2004), Ladislav Volko, p. 123
- Today Caricaturist: Ivan Popovič (1944), Ladislav Volko, p. 124