Effective Marketing Communication Tools in the Market of Czech Singles

Kód výsledku v 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>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Effective Marketing Communication Tools in the Market of Czech Singles

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Effective Marketing Communication Tools in the Market of Czech Singles

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

—

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 statě ve sborníku

Marketing Identity - Explosion of Innovations

ISBN

978-80-8105-666-6

ISSN

—

e-ISSN

—

Počet stran výsledku

13

Strana od-do

43-55

Název nakladatele

Fakulta Masmediálnej Komunikácie Univerzity Sv. Cyrila a Metoda v Trnavě

Místo vydání

Trnava

Místo konání akce

Smolenice, Slovensko

Datum konání akce

4. 11. 2014

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000358899600003