Perception of commercial advertising by Generation y in intentions of transaction Aanalysis
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F19%3AN0000052" target="_blank" >RIV/04130081:_____/19:N0000052 - isvavai.cz</a>
Result on the web
<a href="https://fmk.sk/download/MI2019_AJ_final-1.pdf" target="_blank" >https://fmk.sk/download/MI2019_AJ_final-1.pdf</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Perception of commercial advertising by Generation y in intentions of transaction Aanalysis
Original language description
Advertising is the dominant tool of marketing communication between companies and customer segments. It participates in raising awareness of the promoted product or service by encouraging attention towards the target groups. At present, changes in consumer behaviour can be observed as a result of technological progress, a changing society and, last but not least, the market saturation with advertising. The paper deals with the perception of the commercial advertising concept in the generation Y customers segment in the Czech Republic in terms of transaction analysis. The research method of data collection was a questionnaire with semantic differential implementation. The resulting findings point to the perception of the commercial advertising concept in the semantic space of the generation Y at the level of activation of the mental components of Ego states, which are part of the individual’s personality structure according to Eric Berne’s theoretical concept.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
N - Vyzkumna aktivita podporovana z neverejnych zdroju
Others
Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Marketing Identity. Offline Is the New Online
ISBN
978-80-572-0038-3
ISSN
1339-5726
e-ISSN
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Number of pages
17
Pages from-to
454-470
Publisher name
Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava
Place of publication
Trnava
Event location
Smolenice
Event date
Nov 5, 2019
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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