Title: Miesto symbolov v marketingovej komunikácii
Other Titles: Place of symbols in marketing communication
Authors: Ďaďo, Jaroslav
Goliášová, Zuzana
Citation: E+M. Ekonomie a Management = Economics and Management. 2008, č. 3, s. 98-108.
Issue Date: 2008
Publisher: Technická univerzita v Liberci
Document type: článek
URI: http://www.ekonomie-management.cz/download/1331826684_9552/09_dado_goliasova.pdf
ISSN: 1212-3609 (Print)
2336-5604 (Online)
Keywords: symboly;marketingová komunikace;vnímání symbolů
Keywords in different language: symbols;marketing communication;perception of symbols
Abstract in different language: The article is concentrated on a marketing research in the area of application symbols in marke- ting communication. The research has two tendencies. First side observes appearance of symbols in Slovak printed periodic. The research finds out, that symbols occur in advertising, but not all sorts of symbols in the same volume. Colors and persons appear the most frequently. Second side of the research follows perception and appreciation of symbols in commercials sidelong consumers. Outcomes from the research shows that customers realize occurrence of symbols in advertising, thereinafter that symbols influence perception of products and purchase decisions and that differences in perception of symbols exist in dependence on demographic groups. Sponsors and commercial creators of advertising, following the results of the research - it is con- venient to use symbols in communication with market, but it is necessary to consider the selection of a concrete symbol. Within limits it is convenient to involve animals and colors as the symbols in advertisements because they are easily identifiable. Proposals relate to extension of investigation in the area of the application symbols in a marketing communication. Specific orientations are suggested.
Rights: © Technická univerzita v Liberci
CC BY-NC 4.0
Appears in Collections:Číslo 3 (2008)
Číslo 3 (2008)

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