No abstract

Rational and irrational consumer behavior has already been the subject of several studies. Although their attention was mostly focused on traditional brands, these studies and their conclusions may also serve as a model for private label research, which is now increasingly coming to the forefront. Private labels are gradually becoming an adequate purchase alternative to traditional brands. The aim of the paper was to find out the influence of packaging and chosen marketing communication tools, on consumer purchasing decisions in the dairy segment. An anonymous questionnaire survey was chosen as the main research method, where participated 1,116 respondents from all over Slovakia; which was subsequently supplemented by the blind test involving 20 respondents under the age of up to 25 years. Seven chocolate-flavored yogurt samples were examined in the blind test; while the samples were such traditional brands by traditional producers as well as private labels. Interestingly, identical products were investigated ”“ products from the traditional producer, both under its brand and under the retailer's private label. The results of our research proved some interesting findings ”“ more than 28% of respondents buy private label products regularly and more than 53% buy them sporadically; whereas respondents do not buy private labels, mainly because of their lack of interest to try something new, assuming poor product quality and inadequate price; they buy them mainly because of lower prices compared to traditional product brands, comparable quality to traditional brands and good experience; respondents perceive private labels as good products of adequate quality and private labels evoke that products are adequate quality at a reasonable price. Although most respondents have no opinion on the packaging of private label products, more than 31% of them consider their packaging as unattractive and almost 36% think that their packaging does not affect them, but the results of the blind test partially refused this opinion.

Advertising as the dominant tool of marketing management and marketing communication has become an inextricable part of culture and society. Its influence significantly affects its immediate surroundings. The current period, characterized by a communication boom, allows for a more aggressive application of advertising in public contexts as well as in managerial solutions. Advertising thus penetrates all aspects of life and its setup can be found in both commercial and non-commercial spheres. Thanks to perception, advertising becomes an incentive that stimulates purchase of products, services, but also ideas. Perception reflects reality through the sense organs, and each instance of perception is complemented by subjective factors, a process linked to past experiences. The study presents partial results of research that examined perception of commercial and social advertising by the Generation Y customer segment in the Czech Republic. The research used the method of data collection by questionnaire with implementation of the semantic differential method with a seven-point rating scale to find out what denotative and connotative meanings Generation Y respondents attach to the terms commercial and social advertising. The research data were processed using descriptive and inferential statistics. The resulting findings are related to perception of the terms commercial and social advertising by the examined Generation Y group in their semantic space. The findings show that the concept of commercial advertising is perceived in predominantly negative connotations for the entire research group, and to absence of distinction on their part between the terms commercial and social advertising.

The spread of the infectious disease COVID-19 throughout the world in 2020 caused a global pandemic, which, with subsequent measures, seriously affected the global tourism industry. The main purpose of the research study was to identify and analyse the use of marketing communication tools in tourism in accommodation facilities in the Czech Republic during the COVID-19 pandemic. This paper adds to the existing literature by offering a better understanding of the link between the effectiveness of marketing communication tools within the marketing strategy and the financial losses of the hotel sector. As part of the research, a total of 140 controlled, structured interviews were conducted with managers of selected accommodation facilities, in which the scope and primary forms of use of marketing communication tools during the COVID-19 pandemic were investigated. Research objectives were verified through research questions and hypotheses. The main findings of the research revealed that more than half of the monitored accommodation establishments in the Czech Republic did not change their promotion strategy during the pandemic. In contrast, almost 13% of the accommodation establishments surveyed did not use any tools to communicate with the customer. The research also showed that marketing communication of accommodation facilities takes place mainly in the form of websites and social media, while the most effective communication is via social networks. Therefore, the authors recommend professional associations operating in tourism and hospitality focus their educational activities on the possibilities of using innovative marketing communication tools to communicate with customers. The research was carried out for the requirements and needs of society and practice in connection with the effects of the pandemic crisis so that it was possible to communicate more effectively with the customer segment in the tourism sector.

The language of art could not be studied by a simple transposition of linguistic models, as Jakobson and certain structuralists still insisted. Parallel with concept of intertextuality, Lotman elaborated a notion of art as a „secondary modeling system”. Based on natural language, art is evertheless of another, „superstructural” order: it redistributes the primary logic of language according to new logical rules, conferring on humanity new mental (or, as one would say today, new cognitive) possibilities, different principles of logic for the reconstruction of the self and the world. The aim of the article is to show relevant relationships between aesthetics and advertising.