| | |

Archive search


Fulltext search
Advanced filter

ADVERTISING STRATEGY ACCORDING TO THE CONCEPT OF THE FCB MODEL IN THE CONDITIONS OF THE VARIOUS GENERATIONS

Kateřina Matušínská, Michal Stoklasa

Integrated marketing communication is an arrangement by which organizations organize their online and offline marketing communication tools to provide a clear, consistent, trusted, and competitive message about an organization and its offer (Fahy & Jobber, 2019). Organizations aim at attracting the target customers and communicating the value of the product (brand) to them clearly and convincingly (Kotler & Armstrong, 2018). Modern communication technologies and approaches nowadays allow customers a much higher level of information availability, so potential and loyal customers regularly check the quality of all organizations and choose the best offers for themselves according to the recommendations of their acquaintances, friends, or discussion forums (Petrů et al., 2020). Despite the large increase in the use of personal communication due to Internet penetration, advertising in mixture with other marketing communication tools has a substantial impact on consumer interest, brand building, and sales. Advertising is considered a positive as well as a negative element in society (Copley, 2004).
more

FINTECH SERVICES AND FACTORS DETERMINING THE EXPECTED BENEFITS OF USERS: EVIDENCE IN ROMANIA FOR MILLENNIALS AND GENERATION Z

Octavian Dospinescu, Nicoleta Dospinescu, Daniela-Tatiana Agheorghiesei

The purpose of this article is to identify the factors that have a decisive influence on the level of satisfaction of users of FinTech services in Romania. To explain the variables that have an effect, we conducted this study both in the entire population of FinTech users, as well as differentiated into two distinct generations: Millennials and Generation Z. From the point of view of age ranges, consumers in the Millennials category are also known in the specialty literature (Aichner & Shaltoni, 2019) as Generation Y, that are people born between the 1980s and the mid-1990s. According to Bucovetchi et al. (2019), Generation Z is the demographic cohort following Millennials and is made up of those born between the second half of the 1990s and early 2000s. These two generations have different behaviors, priorities and preferences when it comes to the use of information technologies.
more

Facebook Advertising and its Efficiency on the Slovak Market

Martin Vejačka

At the beginning of the 21st century web has changed into the new form. Web experts identified the trend of user generated content on the web and started to call it web 2.0. Typical examples of web 2.0 terms are blogs, wikis, virtual worlds and currently very popular social networking sites. The web social networks are virtual places where millions of people meet, chat, share their photos, videos, opinions on all possible topics.
more

Miesto symbolov v marketingovej komunikácii

Jaroslav Ďaďo, Zuzana Goliášová

more

?
NAPOVEDA
reguired
Language