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ЦЕЛИ И ВЪЗМОЖНОСТИ НА ОНЛАЙН РЕКЛАМАТА

Author(s): Tsvetomira Trifonova / Language(s): Bulgarian Issue: 1/2018

An entirely new world is opening in front of advertisers after the Internet had invented. The opportunities offered by online advertising are increasing each year. While at the beginning the advertising is primarily a banner based and the only objective is popularization of the brand, today we have the ability to choose from a variety of formats, optimization for predefined goals, precise targeting and creating interactive ads. This is the reason that the specifics of the most actual ad formats on the web are explored in detail in this work with a focus on their capabilities and the objectives that could be achieved with them. Attention is paid to premium ads, results-oriented (performance) ads, and social media ads. In the paper the author explore the latest features offered by Google AdWords and Facebook Ads Manager.

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ARISING AND DEVELOPMENT OF PRINT ADVERTISING AROUND THE WORLD AND IN BULGARIA Gergana Marinova

Author(s): Gergana Marinova / Language(s): Bulgarian Issue: 4/2018

The seed of advertising was sown as early as the origins of humanity. Watered by the raindrops of socio-cultural changes it has successfully sprouted though it lacked at the beginning the sunrays of writing. After the sunlight came up however it started to grow, develop and building strength, firmly taking root in all spheres of human activity to thrive as a giant of control over the message. This article makes an overview of printed advertising as it is one of the oldest forms of mass media and a classic model on the basis of which the other types of advertising were built and further developed. Print advertising has been developed over thousands of years starting with the cuneiform – perhaps the oldest known form of written expression that appeared in Sumer around 3000 BC, followed by the appearance of paper claimed to be invented in China before the start of the new era, passing through the first Chinese newspaper (713) – “Kai Yuan Bulletin” and coming to Gutenberg’s printing press which set the start of printing revolution. The author aims to make a chronological overview of the emerging and development of print advertising both in the world and in our country; to track the dynamics in the forms and methods of depicting of this type of means of communications, the trends in the style of communication, the artistic layout, and the inclusion of different product categories in advertisements across different periods.

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THE IMPORTANCE OF SUPPORTING THE BUSINESS ACTIVITIES OF CREATIVE INDUSTRIES

Author(s): Emília Madudova / Language(s): English Issue: 1/2017

The legislative environment governing advertising agencies is of great importance tothe development of the advertising agency sector as a part of creative industry. The legislation implies both opportunities and threats to their line of business. This sector is specific by the necessity of creative potential. This is associated with barriers to entry the market and acting in this sector as well. Cultural and creative enterprises are not only innovative themselves in an above average way, they also trigger innovations in other sectors due to their marked tendency to cooperate with others. Creativity is a vital asset for innovation because innovation essentially involves the successful application of creative ideas. The paper describes the largest problems of advertising agencies operating in the Slovak Republic. Describes initiatives promoting the sector and defines the specificity of the sector as well. Paper also presents the research results connected to supportive environment, which advertising agencies currently surrounds. Finally,the manuscript describes proposals to improve the current state in the area of the advertising agencies connected to business support of the advertising agencies in the Slovak Republic and mainly the importance of supporting these business activities in this creative industry. As findings shown, legislation and policy makers should rebalance the current state of support in the creative industries and try to transfer the value that favors intermediaries, mainly advertising industry in order to sustain the economy of cultural industries. Creative talent is a very value added component of the creative industries. The creative community is the engine of innovation and can be defined as the important element for further sustainable development. Creative industries need supportive legal frameworks that protect the rights of creators and secure fair consideration, to boost economic growth and job creation at national level.

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Global or Adapted Advertising? Consumer Evaluation of Advertising Activity of Foreign Enterprises on the Polish Market

Author(s): Robert Nowacki / Language(s): English Issue: 4/2021

Intensification of globalization processes in the contemporary world entails consequences for all areas of socio-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global environment. Expansion into foreign markets presents enterprises with the dilemma of how to advertise their products and services. The specific question which appears in this context is whether to use standardized or adapted advertising. The attitude of the audience on the target market is of key importance. The present article also focuses on the impact of globalization on the recipients’ perception of the advertising activity of foreign companies operating in the Polish market. Assessment of the degree of acceptance of foreign enterprises’ standardized advertising activities on the Polish market, their attractiveness and impact on competitiveness, from the perspective of Polish consumers. The basis for the study are the findings of a survey conducted in 2019 and 2020 on a sample of Polish consumers aged 15+ selected using the quota method. The subject of the research were opinions on advertising activities used on the Polish market by foreign companies, taking into account the differentiation into global and adapted advertising. The respondents assessed the level of attractiveness and acceptance of activities related to advertising standardization procedures. The results of the research indicate that Polish consumers perceive the globalization of advertising and have mixed feelings about it. On the one hand, they appreciate the attractiveness of standardized advertisements, on the other, they assess their effectiveness as worse. However, the respondents also point out that they have a positive impact on the competitiveness of foreign companies. The perception of standardized advertising is generally not dependent on demographic characteristics. There is only a slight direct effect of age on the perception of attractiveness and effectiveness of standardized and adapted advertising.

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How Stable is Your Customer? Individual and Ipsative Consistency of Consumers’ Big Five Personality Traits

Author(s): Stefan Poier / Language(s): English Issue: 3/2022

In purchase behavior research, the personal dispositions of consumers can play a decisive role. This becomes relevant especially in very narrow target groups when socio-demographic constraints are very similar. In the present study, three types of continuity and change in the Big Five personality traits are investigated. While the Big Five personality traits have been extensively studied at the population level over the last decades, there is very little research at the individual level. This study is intended to fill the gap by investigating individual change and ipsative stability using representative panel data. Across four assessments, separated by four years, of the German Socio-Economic Panel (SOEP) from 2005 to 2017, a total of 58,502 participants (ages 16–103, 53% female) completed a 16-item personality short test. An exploratory structural equation analysis revealed very good model fit over age in all four observations. Individual change of a trait is examined by Asendorpf's IS indicator while ipsative stability is measured by the double-entry intra-class correlation coefficient. The results showed that in both domains, stability showed an inverse u-shape with a peak between the ages of 40 and 50.

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Determining Attributes for Discrete Choice Experiments in Consumer Research

Author(s): Pedro Longart / Language(s): English Issue: 2/2022

Attribute development for Discrete Choice Experiments (DCEs) through qualitative research is a shallowly covered area. Particularly, research is scant in terms of detail about attribute reduction and development. First of all, the paper reviews the literature and justify DCEs as an appropriate method for determining consumer preferences, with particular focus on services. The researcher conducted a DCE on preferences for restaurants for leisure purposes. Whilst finding there was not a clear guidance, the author proposes a clear methodology for guiding DCE researchers regarding the determination of attributes in consumer research, particularly in the service industry. The case study of restaurant attribute development is used. In this context, the first stage consisted in a thorough review of the literature combined with a thematic analysis of six focus group interviews conducted in the South East of the UK. Attribute reduction took place through constant comparison analysis and the method is comprehensively explained in the paper. The study also looked for control variables and found that occasion for eating out is a very salient variable to be tested in the following DCE which consisted in an Adaptive Choice Based Conjoint online survey (Sawtooth Software). It was found the that combining literature review with focus group interviews results in richer attributes because they are based on more complex and nuanced data. Finally, a proposal with nine steps for attribute development is provided.

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The Relevance of the Elaboration Likelihood Model (ELM) in the Consumer Buying Process in the Context of Persuasive Advertising

Author(s): Sunita Kumar,Shivi Khanna / Language(s): English Issue: 2/2022

The understanding of the consumer’s psyche has always been at the epicentre for targeted, niche-specific marketing. The marketers have used the Elaboration Likelihood Model (ELM) framework to identify the “route” (central or peripheral) for advertising various products and services. This research tries to understand the ELM from multifactorial perspectives. The diverse responses of 300 respondents have been fed to Python 3.8.8 and various analyses have been carried out (Exploratory analysis, ANOVA, Co-relation) to understand the impacts. The outcomes show that gender and place of residence significantly affect the “route” taken by consumers. The analyses have identified and segregated the product and advertisement features that influence consumers taking either “route” while also finding that the ELM holds even in cases where respondents were exposed to persuasive advertising. The study results can help marketers understand their consumers’ psyche and develop more appropriate advertising strategies.

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IMPORTANCE OF EMOTIONS IN ADVERTISING: ASSESSMENT OF DIFFERENCES IN EMOTION LEVELS BETWEEN ADVERTISING TEXT CREATED BY COPYWRITERS AND AI IN THE PHARMACEUTICAL INDUSTRY

Author(s): Joseph Januszewicz,Marika Jarosz,Paweł Smoliński,Jacek Winiarski / Language(s): English Issue: 2/S/2022

Emotions are an important element of advertising and have a decisive influence on its effectiveness. The aim of the presented article is to assess the differences in the level of emotions present in advertising texts created by a copywriter and a text generator based on artificial intelligence (AI). Sentiment analysis performed through the IBM Watson NLU application was used to assess emotions. This study provides information on the emotions present in radio advertisements for pharmaceuticals, and enables the identification of differences between human and AI generated text sources. The results show that ads from both sources have a similar emotional level, with the exception of the category "disgust", which in this situation can be used as an indicator of the origin of the ads. The results described refer only to radio advertisements for pharmaceuticals. At the end of the article, recommendations for business are formulated and directions for future research are indicated.

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The Impact of Internal Marketing on Employee Satisfaction in the Vietnamese Telecommunication Industry

Author(s): Thi-Minh-Ngoc Luu,Phuong Mai Nguyen,Thi Huong Dang,Thi Minh Hien Vu / Language(s): English Issue: 4/2022

Internal marketing (IM) has become essential in service industries since employees are considered critical to excel in customer service due to fierce competition. Previous studies have examined and proved the role of IM in retaining happy and loyal customers in a variety of industries. However, little research on IM was conducted in the telecommunication industry in both developed and developing countries. Thus, this paper aims to test the impact of IM elements on employee satisfaction in the Vietnamese telecommunication industry, one of the fastest-growing industries in recent years. We developed a research model based on the social exchange theory and adopted seven IM elements from previous studies. Data was collected from a sample of 362 employees working in the Vietnamese telecommunication industry through an online questionnaire survey and analyzed in SmartPLS 3.0 using the PLS-SEM technique to test the hypotheses. Our analysis results showed that reward had the strongest impact on employee satisfaction, followed by internal communication and vision. The least influential factor on employee satisfaction was training and development. On the contrary, fairness was identified not to have statistical significance on employee satisfaction. Thus, practical implications for managers in the telecommunication industry were proposed to promote employee satisfaction and engagement with the company by using IM practices.

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SKINNER'S BOX AND AIDA MARKETING COMMUNICATION MODEL AS REFLEXIVE CONTROL TOOLS

Author(s): Maryna Chaikovska,Oleksandr Shkeda / Language(s): English Issue: 12/2021

The article examines the experiment with Skinner's box from the point of view of marketing and reflexive control in the context of digitalization. The relevance of this method is determined and a model of the Skinner box marketing strategy is formed. The main components of the last one are: emotional manipulation, information technology and big data. The principles of integrating the AIDA marketing communications model into the SBM strategy, that are oriented on the manipulation object and the information platform used, are formulated.

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Application of Augmented Reality in Product Packaging: Challenges and Development Opportunities

Author(s): Asta Kyguolienė,Reda Braziulytė / Language(s): English Issue: 88/2022

Augmented reality is considered to be one of the fastest growing and most promising trends in marketing. This paper analyses the use of augmented reality for advertising purposes by integrating augmented reality into product packaging. There are solutions for the application of augmented reality in product packaging around the world, but in Lithuania, the application of augmented reality in product packaging is still rare. Research problem is formulated as the question: what are the challenges and development opportunities for the application of augmented reality in product packaging? Expert opinion and the results of a customer survey, which show at which stages of the AIDA model using augmented reality in product packaging could be effective, are presented in this article.

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Budowanie przewagi konkurencyjnej na podstawie wartości i doświadczeń dla konsumentów z pokolenia Z na przykładzie rynku mody

Author(s): Kamila Szymańska / Language(s): Polish Issue: 4/2022

The aim of the paper is to present the importance of using the dimensions and modules of experience marketing and offering attractive values for customers in the process of building the attachment of consumers from generation Z to modern organisations. An additional objective is an attempt to find examples of the application of these solutions and concepts in the activity of traditional and online shops offering clothing, whose target group are demanding consumers born in 1995-2009. In the process of preparing this study, the analysis of secondary sources, both Polish and English-language ones, as well as conclusions from own observations concerning the activity of the indicated clothing providers on the Polish market were mainly used. Young consumers of generation Z, with their expectations and attitudes, are a challenge for entities wishing to attract and retain them – they require companies to be active in social media, clearly communicate their benefits, offer unique experiences, implement new technologies and innovative solutions in the organisation of trade, which will make clothes shopping a pleasure among friends.

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The effects of subjective knowledge, altruistic value and consumer self-confidence on the green purchase attitudes and green purchase behaviour of Chinese customers

Author(s): Shengyu Gu / Language(s): English,Polish Issue: 2/2022

In the current era of globalization, increases in marketing and advertising have enhanced customer knowledge and confidence. This study aims to investigate the effects of altruistic value, subjective knowledge and consumer self-confidence on green purchase attitudes and behaviour utilizing a cross-sectional data collection from hotel customers. First of all, the reliability and validity of the data were ensured, and later structural equational modelling was applied by AMOS. The results highlighted that consumer self-confidence, altruistic value and subjective knowledge have a positive and significant effect on green purchase behaviour and attitudes. The results also revealed that green purchase attitudes significantly mediate the relationships between green purchase behaviour and consumer self-confidence, altruistic value and subject knowledge. The study focused only on customers searching for a hotel and was limited to China. Future studies can use a similar model by focusing on any other country.

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Oyunlaştırma, Tüketici Katılımı, Marka Sadakati ve Uygulama Kullanmaya Devam Etme Niyeti Arasındaki İlişkilerin Belirlenmesi

Author(s): Leyla Gökmerdan Önder / Language(s): Turkish Issue: 2/2023

The concept of game has turned into the concept of gamification with the rapid development of digitalization. Increasingly used in many areas, gamification is a new and attractive way for businesses to connect with their consumers and strengthen their relationships. On the other hand, thanks to mobile applications attracting the attention of consumers, businesses can create brand loyalty by offering a pleasant experience to their consumers. With gamified mobile applications designed by combining gamification and mobile applications, it is aimed to increase customers' interest in the brand. Moreover, it will help repeat customer purchasing behavior, and to ensure that they continue to use the application by involving them in the process. From this point of view, the main objective of the research is to determine the relations between gamified mobile applications, consumer participation, brand loyalty, and intention to continue using. For this purpose, a survey study was conducted on consumers aged 18 years and old living in Ankara and using mobile applications of coffee chain brands. The model demonstrating the relations between the variables using the collected data was tested with the least squares path analysis using the Smart-PLS program. According to the results, story, mechanics, technology, and aesthetic dimensions used for designing gamified mobile applications that are predicted by the elemental tetrad model positively affect consumer participation. Moreover, the results show that consumer participation affects brand loyalty and intention to continue using.

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Zmodyfikowany indeks rozumienia i stosowania marketingu jako instrument oceny aktywności marketingowej aptek ogólnodostępnych w Polsce

Author(s): Konrad Żak / Language(s): Polish Issue: 4/2022

Marketing activity is essential to the operational activities of entities providing pharmaceutical services. However, it raises much controversy due to diﬃculties in understanding and proper application of particular marketing instruments. This situation, in turn, means that the emerging pathologies in providing pharmaceutical services equate with marketing, which, according to some representatives of the pharmaceutical community, serves only to increase sales for proﬁt. Such a narrowing of the marketing role indicates that it is not properly understood and used in pharmacy practice. Marketing should be seen as multifaceted because it is a complex category. Hence, it is deﬁned and understood in various ways. This multifaceted and multidimensional approach to marketing aﬀects the operational activities of community pharmacies, which, understood in various ways, are not always applied lege artis. Bearing in mind the emerging limitations in the proper understanding and use of marketing instruments, the concept of comprehension and marketing application index was created, which was extended and modiﬁed by the author (to version 2.0) so that it could be used in pharmacy practice. The article aims to present the idea of the modiﬁed comprehension and marketing application index, a system of multi-level and multifaceted assessment of understanding and applying marketing in a pharmacy. The essence of this index is a multidimensional, weighted assessment of the knowledge about the principles of applying marketing and marketing activity carried out during the conducted operating activity. The modiﬁed comprehension and marketing application index allows for the objectiﬁcation and minimization of limitations aﬀecting the assessment of the marketing activity in pharmacies, which results in the rationalization of the classiﬁcation of marketing management activities.

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Marketing relacji w pracy brokera innowacji

Author(s): Jakub Szczepkowski / Language(s): Polish Issue: 2/2022

An innovation broker plays an essential role in the commercialization process of scientific research with the participation of business representatives. He is the link between the two worlds – science and business. The main task of innovation brokers is to build relationships with scientists, as well as with the socio-economic environment. Long-term relationships based on loyalty and trust are the essence of relationship marketing. So, is it possible to use elements of relationship marketing in the daily work of an innovation broker? This article aims to try to identify how innovation brokers at Polish universities covered by the “The Excellence Initiative – Research University” program establish and build relationships with representatives of the world of science and business and to determine the impact of the coronavirus pandemic on these relations during and after it. Exploratory qualitative research was carried out using an open questions online questionnaire. The conducted research shows that the relationship marketing strategy applies in the work of an innovation broker.

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Country Logotype Visual Attractiveness: Eye-Tracking-Based Model

Author(s): Viktorija Grigaliūnaitė,Lina Pilelienė / Language(s): English Issue: 89/2023

Country logotype is always considered as a visual part of country branding. This research addresses the country logotype elaboration problem while answering the question: how to attract consumer attention to a country logotype using different combinations of its elements. The aim of the article is to develop an eye-tracking based model of country logotype visual attractiveness. The paper presents experimental research using an eye-tracking system; visual attention to logotypes of European countries was assessed to determine the specific eye-catching elements of a logotype. The analysis revealed that in order to attract consumer visual attention, no visual association with a country is necessary; also, the logotype is preferred to be colorful, having high complexity, and shaped letters must be used. The analysis of the research results enabled elaborating a model of country logotype visual attractiveness, which might be used to facilitate the creation of country logotype.

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OBRAZOVNA POTROŠNJA U BOSNI I HERCEGOVINI I ODABRANIM EVROPSKIM ZEMLJAMA

Author(s): Elma Cigura,Hatidža Jahić / Language(s): Bosnian Issue: 40/2022

For a high-quality education system, it is necessary to invest in the creation of human capital that can bring the state a comparative advantage, and educated individuals competitiveness on the labor market. This paper analyzes the characteristics of education in the European Union (EU) and the education system in Bosnia and Herzegovina (BiH), with special reference to the decentralized system, which is particularly pronounced in terms of educational spending and the institutional framework that supports it. On the basis of comparable and relevant statistical data, educational spending in BiH was analyzed in relation to selected EU members (Austria, Sweden, Hungary, Slovenia, Romania, Bulgaria and Croatia) and the countries of the Western Balkans that have the status of candidates for EU membership (Montenegro, North Macedonia and Serbia). The period of time during which educational spending was analyzed is 2014 to 2020. Educational consumption was analyzed according to sources and purpose of financing, structure (costs, investments in human resources, capital and other costs) and by education levels. The analysis of educational spending has significant practical implications for the creation of recommendations for decisionmakers and creators of relevant policies in relation to the good practices of the analyzed European countries.

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M MARKETING

Author(s): Mirela Dogaru,Ionica Oncioiu / Language(s): Romanian Issue: 55/2023

M Marketing is an innovative and transformative marketing approach that places emphasis on the attainment of effectiveness and impact. M Marketing employs cutting-edge marketing techniques and tools to develop highly customised campaigns that are specifically designed to meet the unique needs and preferences of individual customers.

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The Impact of Regional Economic Conditions on Place Branding Results: The Survival Analysis Approach

Author(s): Pavel Yu. Makarov,Anna A. Chub / Language(s): English Issue: 3/2023

Place branding became a part of regional development processes; therefore, regional conditions could affect the place branding success. Nevertheless, studies on place branding success are mostly focused on management issues, and the role of regional conditions is yet to be revealed. In this regard, the paper aims to explore how regional economic (including social and spatial) conditions affect the results of place branding activity. We assumed that regional conditions have a certain impact on place branding activities, yielding better or worse place brands survival, which we treated as the fact of observable place brand attributes continuing to exist. To test this hypothesis, a survival analysis on brands of 15 Russian regions was performed for the period from 2010 to 2021. Using the Kaplan-Meier method, we examined the impact of seven variables on place brands survival. The obtained findings confirm the positive impact on brands survival of such variables as gross regional product (GRP) per capita, regional investment, and migration attractiveness. The following variables have a negative impact: unemployment rate, the adjacency to regions already having place brands. Additionally, place brands of regions with administrative centres in smaller cities have a better survival rate than the ones with bigger cities. Finally, the impact of change of the federal subject’s head on survival was not confirmed. Thus, the present article contributes to place branding studies by unveiling the influence of regional conditions on place branding outputs and extends the methods of place branding research by using the survival analysis.

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