Humour in experiential marketing campaigns and its perception by Czech university students

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F15%3APU114009" target="_blank" >RIV/00216305:26510/15:PU114009 - isvavai.cz</a>

Výsledek na webu

<a href="http://acta.mendelu.cz/63/2/0587/" target="_blank" >http://acta.mendelu.cz/63/2/0587/</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.11118/actaun201563020587" target="_blank" >10.11118/actaun201563020587</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Humour in experiential marketing campaigns and its perception by Czech university students

Popis výsledku v původním jazyce

At present, it is necessary to monitor marketing communication strategy connected to actual customers’ needs and requirements. At the same time, there is important to respect gender of customers. The paper provides an overview of current marketing communication trends of the companies. Based on the theoretical data there are applied statistical methods, which should be achieved of main aim of the paper. The main aim of the paper is to find connections between communication and gender from point of view of humour. To support this approach theoretical information from the area of marketing communication connected with data from primary research were used. Success companies know customers’ needs for long-term strategic development of relationship marketing with customers. That is necessary to reach the customers’ emotion and their irrationality of purchase decision. For this contact companies try to use experiential marketing full of humour elements as the way to increase own turnover. Adequate communication campaigns could create acceptable background for effective marketing. The article is focused on dependency between genders and used marketing communication tools. The objective of this research is to verify intensity dependence of marketing communication in connection with respondents´ gender and to identify impacts of the marketing communication and to describe communication trend. The research was aimed in random chosen group of young people in the Czech Republic. It was made data processing by statistical software IBM SPSS Statistics 20 to obtain relevant answers.

Název v anglickém jazyce

Humour in experiential marketing campaigns and its perception by Czech university students

Popis výsledku anglicky

At present, it is necessary to monitor marketing communication strategy connected to actual customers’ needs and requirements. At the same time, there is important to respect gender of customers. The paper provides an overview of current marketing communication trends of the companies. Based on the theoretical data there are applied statistical methods, which should be achieved of main aim of the paper. The main aim of the paper is to find connections between communication and gender from point of view of humour. To support this approach theoretical information from the area of marketing communication connected with data from primary research were used. Success companies know customers’ needs for long-term strategic development of relationship marketing with customers. That is necessary to reach the customers’ emotion and their irrationality of purchase decision. For this contact companies try to use experiential marketing full of humour elements as the way to increase own turnover. Adequate communication campaigns could create acceptable background for effective marketing. The article is focused on dependency between genders and used marketing communication tools. The objective of this research is to verify intensity dependence of marketing communication in connection with respondents´ gender and to identify impacts of the marketing communication and to describe communication trend. The research was aimed in random chosen group of young people in the Czech Republic. It was made data processing by statistical software IBM SPSS Statistics 20 to obtain relevant answers.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50602 - Public administration

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2015

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

ISSN

1211-8516

e-ISSN

2464-8310

Svazek periodika

63

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

7

Strana od-do

587-593

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-84930013994