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dc.contributor.authorĎaďo, Jaroslav
dc.contributor.authorGoliášová, Zuzana
dc.identifier.citationE+M. Ekonomie a Management = Economics and Management. 2008, č. 3, s. 98-108.cs
dc.identifier.issn1212-3609 (Print)
dc.identifier.issn2336-5604 (Online)
dc.format11 s.
dc.publisherTechnická univerzita v Libercics
dc.relation.ispartofseriesE+M. Ekonomie a Management = Economics and Managementcs
dc.rights© Technická univerzita v Libercics
dc.rightsCC BY-NC 4.0cs
dc.subjectmarketingová komunikacecs
dc.subjectvnímání symbolůcs
dc.titleMiesto symbolov v marketingovej komunikáciisk
dc.title.alternativePlace of symbols in marketing communicationen
dc.description.abstract-translatedThe 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.en
dc.subject.translatedmarketing communicationen
dc.subject.translatedperception of symbolsen
Appears in Collections:Číslo 3 (2008)
Číslo 3 (2008)

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