THE SHIFT OF VALUE TYPES OF THE CZECH POPULATION AND ITS INFLUENCE ON THE FORMATION OF CREATIVE ADVERTISING STRATEGY
THE SHIFT OF VALUE TYPES OF THE CZECH POPULATION AND ITS INFLUENCE ON THE FORMATION OF CREATIVE ADVERTISING STRATEGY

Summary/Abstract: Content of conference paper was built on extensive former research of value types defined by S. Schwartz twelve years ago and carried out comparison of the results of the current survey undertaken this year. Some interesting shifts in the values of Czech society were found. These shifts in cultural values were transformed into definition of the appropriate advertising appeals that would reflect these changes and could in terms of cultural types effectively reach the target groups. Significant differences in the results for individual segments indicate the need for more thorough adaptation of creative strategies and defining personas as well as from the perspective of cultural differences within Czech society. This step requires additional, more robust research in this area, which would confirm identified assumptions.

• Details
• Contents