The Future of TV Advertising Targeting Young Slovak Consumers

Miklošík, Andrej; Štarchoň, Peter; Vokounová, Dana; Korcokova, Marína

doi:10.21272/mmi.2020.2-09

Cited by 6 publications

(5 citation statements)

References 33 publications

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“…At the same time, older people are more annoyed by advertisements than younger people. However, according to authors Miklošík, Starchon, Vokounová, Korcoková [40] the younger generation considers TV advertisements to be more annoying, which is why they tend to avoid the medium. Advertisements on television are considered to be a costly form of promotion, with the disadvantage of one-way interaction with the customer.…”

Section: Discussionmentioning

confidence: 99%

“…According to Efstathiou [39], traditional media are used for branding, and to action a sales promotion to drive revenue generation and profitability. Despite this, TV advertising is considered to have little influence on the customers; although it has been proven, that if it captures their attention, it can trigger further information research, often leading to a purchase decision [40]. Results of the study by Efstathiou indicated that radio advertising has the most significant influence on the customers.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Consumer Perception of Modern and Traditional Forms of Advertising

et al. 2020

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If a company wants to succeed in a tough competitive environment, it must consider all the options to be more visible. One of these possibilities is advertising, which exists in a considerable variety of forms. Therefore, our goal was to conduct a survey on the attitude of customers in Slovakia to several modern and traditional forms of advertising, which are used by companies for their visibility. Data were obtained from the questionnaires filled in by 244 respondents. We were interested in opinions on advertising oversaturation, the influence of advertising, annoyance by advertising, and credibility of advertising. In each of four topics, we investigated opinions on 21 different types of advertising, using non-parametric tests to determine the significance of differences, which means we used inductive statistics. According to respondents, the advertising on social networks has a higher influence than most other types of advertising. At the same time, it is not one of the most trusted forms, nor one of the most bothering forms. The right marketing strategy choice concerning time, money, form, and efficiency is a key factor to companies. Therefore, it is important for companies to use the right form or combination of forms of advertising to make themselves known depending on the type of product and its target group. To increase the sustainability of a company in the market, it is important to use the right form or combination of forms of advertising considering the product and the target group.

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Section: Discussionmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Consumer Perception of Modern and Traditional Forms of Advertising

et al. 2020

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“…Research on Slovakia students reveals that it still can be beneficial to include television advertisements in the communication mix aimed at these young consumers. To set all communication channels so that a brand in a TV advertisement can be considered in the consumer decision-making process consumer behavior need to be understood (Miklosik et al, 2020).…”

Section: The Use Of Marketing In the Context Of Different Age Consumersmentioning

confidence: 99%

Consumer Behavior Research in the Marketing Field in the Last Five Years: Literature Review

Gravite-Lapere

2022

SCMJ

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Introduction. In recent years, research about consumer behavior has not lost its relevance in the face of increased competition and global economic change. In the marketing field specialists are also constantly looking for new solutions that scientists are researching in consumer behavior and vice versa. Modern research on consumer behavior in the market has been conducted mainly by scientists in the USA, Germany and the United Kingdom. It should be noted that a large part of the research is based on the study of psychological and social aspects of consumer behavior, but less on the modeling and prediction of consumer behavior. Purpose and methods. The aim of this study is to investigate the effects of marketing on consumer behavior, including special attention to different age groups if they have been studied over the last five years and to answer the question – what is the role of marketing in customer behavior? To address the research question, the author conducted a systematic review of the literature following the rules proposed by David Denyer and David Tranfield. The process of the systematic literature review followed in this study aims to identify the relevant literature related to consumer behavior in relation to marketing and select and synthesize the themes with respect to the research question in a transparent, complete and rigorous manner. Results. Over the last five years, from 2018 to the beginning of 2022, research on consumer behavior in relation to different marketing directions has been studied extensively and in different countries. Marketing provides opportunities not only to learn about consumers, but also to tailor activities to appeal to new and existing products. Research has shown that green marketing seeks to change consumer behavior to make it more sustainable. Conclusions. Researchers' studies on consumer behavior is becoming more relevant. The role of marketing in consumer behavior is important regardless of the industry, country and customer age.

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“…Literature Review. Companies usually invest large amounts of funds to support marketing activities to support the company's image as an incentive to customers to making a purchase (Mura, 2020;Miklosik et al, 2020;Fedorko and Kakalejcik, 2015;Leboff, 2011;Keh et al, 2006). Smaizien and Jucevicius (2009) argue that companies choose to spotlight the image and omit their reputation.…”

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confidence: 99%

Can negative word-of-mouth have any impact on brand sustainability?

Kakalejčík¹,

Fedorko

Gavurová

et al. 2021

MMI

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Companies invest large amounts of funds to support their image as an incentive to make customers purchase the company's products. This paper's main objective is to estimate the impact of negative word-of-mouth on brand/product sustainability. As word-of-mouth represents customers' conversation regarding the quality of the company's products, the customer's voice is often analyzed to avoid negative experience outreach. History has carried several cases in which outreach could endanger a company's bottom line or even existence. The purpose of our study was to find out if this assumption could be supported. Approximately 100000 product reviews were collected in six selected categories in the Slovak market. The quantity of positive and negative word-of-mouth (PWOM/NWOM) was analyzed. It was found that there are approximately 15 times more positive reviews than negative ones. Based on previous studies' results, worst- and best-case scenarios were modeled to determine the possible impact of both PWOM and NWOM. It was found that in both cases, the direct reach of PWOM is higher than that of NWOM. On average, in the worst-case scenario, the reach of PWOM is 3.93 times higher than the reach of NWOM. In the best-case scenario, the reach of PWOM is 8.85 times higher than the reach of NWOM. According to the results, brand managers should focus on getting more positive reviews and thus positive word-of-mouth as it may have a stronger effect on the brand's sustainability. In other words, getting more ambassadors from the pool of customers satisfied with the brand might seem a reasonable strategy to avoid the potential danger from customers who were not satisfied with the products and willing to spread the word about their dissatisfaction.

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The Future of TV Advertising Targeting Young Slovak Consumers

Cited by 6 publications

References 33 publications

Consumer Perception of Modern and Traditional Forms of Advertising

Consumer Perception of Modern and Traditional Forms of Advertising

Consumer Behavior Research in the Marketing Field in the Last Five Years: Literature Review

Can negative word-of-mouth have any impact on brand sustainability?

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