Effective Marketing Communication Tools in the Market of Czech Singles
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F15%3A%230003573" target="_blank" >RIV/47813059:19520/15:#0003573 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Effective Marketing Communication Tools in the Market of Czech Singles
Original language description
The article deals with consumer behaviour of specific target group "Singles" in the Czech Republic with emphasis on marketing communication tools. This article describes only a partial output of the primary marketing research related to the market of Czech Singles. The aim of the article is to assess the significance and market potential of this segment, as well as propose adequate marketing communication approaches. Article determinates the theoretical concept of marketing communication in the introductory section. The major part of paper is devoted to primary marketing research. For purpose of collecting data, the method of questioning (combination of off-line and on-line approach) was chosen with the use of social networks. The questionnaire was given to 390 respondents living in the Czech Republic. The data were analysed by Statistical Package for the Social Sciences software. Mobile advertising has been evaluated as a lowest to have an impact on consumer decision to buy a product.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2015
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 - Explosion of Innovations
ISBN
978-80-8105-666-6
ISSN
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e-ISSN
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Number of pages
13
Pages from-to
43-55
Publisher name
Fakulta Masmediálnej Komunikácie Univerzity Sv. Cyrila a Metoda v Trnavě
Place of publication
Trnava
Event location
Smolenice, Slovensko
Event date
Nov 4, 2014
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000358899600003