"Eye tracking" the Method and Psychology of Consumer Behaviour on the Market

Author(s): Wioletta Wereda / Language(s): English / Issue: 111/2016

Niniejsza publikacja przedstawia rolę, jaką odgrywa nowoczesna metoda "Eye tracking" w psychologii zachowań konsumenta na rynku. Metoda ta jest szczególnie wykorzystywana w medycynie i psychologii. W ostatnich latach znalazła ona również szerokie zastosowanie w naukach ekonomicznych, szczególnie w marketingu.(abstrakt oryginalny) This publication presents the role which the modern method called "Eye tracking" plays in the psychology of consumer behaviour on the market. This method is particularly used in medicine and psychology. In recent years, it has been also widely used in economic sciences, especially in marketing.(original abstract)

"PROJEKT LADY" TELEVISION REALITY SHOW AS A TOOL FOR RESAPING PERSONAL BRANDING

Author(s): Jerzy Gołuchowski,Irena Kamińska-Radomska,Anna Losa-Jonczyk / Language(s): English / Issue: 1/2/2016

Creating a personal brand is an important tool for professional development and success in life. The practical and research problem is the selection of the most effective methods of creating a personal brand. The aim of the article is an analysis of the innovative use of the reality show (The "Project Lady" in Polish Television TVN) as a method of shaping the personal brand using gamification. The paper deals with review of the process and the transformation of the personal image and with results of this program.

"YouTube" як найпотужніший інструмент просування музичних відеокліпів

Author(s): Nikita Bogdanov / Language(s): Ukrainian / Issue: 2/2017

Purpose of the work. The purpose of the work is to identify possible methods for using Social Media Marketing and the YouTube channel to promote video production. The research methodology consists in the use of functional, systemic, comparative and media analysis to consider the YouTube channel as a quality content for the promotion of video production. The scientific novelty of the work lies in the disclosure of the main provisions for the promotion of video products (music videos) on the channel "YouTube". For the first time, the methods of promoting video production in "YouTube" are considered, in the context of the development of Internet technologies. Conclusions. "YouTube" belongs to the most popular hosting, where you can rank and promote national video products for little money. Also, the video format is considered an important component in the work of marketers. Videos fully demonstrate the various characteristics of the product or create valuable educational or cultural and artistic content. Therefore, producers and marketers are constantly increasing the volume of financing the production of advertising videos and video clips in order to interest potential buyers. At the same time, there is a risk of copyright infringement in the network, so the problem of legislative regulation of the protection of the rights of modern music performers and popularization of their video production is still relevant.

(DIS)ADVANTAGES OF TOURISM IN THE CONDITIONS OF SELF-GOVERNMENT AND WAYS OF ITS EFFECTIVE PROMOTION

Author(s): Kristína Hoghová / Language(s): English / Issue: 1/2019

The creation of Slovak Republic as an independent state, globalization, and internationalization of society has brought an increase in competition between cities, not only at the national level, but beyond national borders also. This is also related to the city image and its communication after the year 1989, when the self-governments acquired a significant position thanks to the implementation of the law on municipal establishment. If cities want to keep their position in the urban market and be successful at the same time, it is necessary to remember the importance of marketing activities, as well as maintain a positive city image. Thus, paper focuses on the characteristics of internal marketing communication of the selected city. Based on the results of the survey conducted, we will proceed to our own proposals and recommendations for the city’s marketing communication in order to maintain its image and competitiveness.

(Para)literacki wymiar reklamy

Author(s): Magdalena Lachman / Language(s): Polish / Issue: 3/2016

The impulse to write this article came with the recognition that among the various ways to define and characterize advertising the ones which emphasize – either intentionally or unintentionally – the variously understood (para)literary nature of the phenomenon occupy a prominent position. The belief that advertising can be regarded as a variety or specific manifestations of literature reveals itself on various occasions and in a wide variety of sources (not necessarily oriented towards literary studies): in academic research, literary criticism, essay and column writing, journalism and popular publications. The author does not seek to determine whether and under what conditions advertising complies with the requirements of a literary work, but rather adopts a reconstructive attitude and looks for an answer to the question, due to what properties and factors advertising is sometimes viewed in literary (or, more broadly, artistic) terms, and what arguments are used in support of this thesis, as well as what results from this type of beliefs for literary art itself, its condition, cultural rank and status quo.

(Zlo)upotreba žene u reklamama

Author(s): Ana Marija Dunjić / Language(s): Serbian / Issue: 15/2010

Advertising as a powerful means of influence on customer’s behavior has great potential of understanding of gender in one’s society. Mostly based on gender stereotypes, advertising uses archetypical patterns to sell advertised product, followed by more or less jokey statements. Even nowadays, when the emancipation of women has reached its full power, we can find commercials which represent women as housewives, in typical roles attached to household or family. We take these commercials for granted because we decode the message form our collective experience. The aim of this work is to show that through decades, starting from the early fifties when advertising has become a profession – gender stereotypes has maintained, even though less than they used to, and traditional understanding of women roles is society is still active, although not as dominant as it was.

.eu TOP LEVEL DOMAIN NAME & FREE MOVEMENT OF SERVICES: THE EU POLICY OVER SINGLE DIGITAL MARKET

Author(s): Fahed Wahdani,Mohammad Alfaouri / Language(s): English / Issue: 1/2020

The .eu top-level domain name is a method for EU that represents its organizations to mirror their European identification in cyberspace. In this context, the study argues the matter that TLD represents an added value to a larger online exposure as well as advancing customer's needs. On the other hand, it works to enhance the development of the Digital Single Market. This article will try to give potential vision of the European policy related to.eu TLD over EU Single Digital Market, to explain how .eu TLD has led to establishing SDM and further applying for the free movement of services in EU digital zone.

1. kapitola: Vplyv komunikácie na zákazníka v prostredí silnejúcej globálnej konkurencie

Author(s): Štefan Kassay / Language(s): Slovak / Issue: 4/2019

Vplyv komunikácie z hľadiska pôsobenia na zákazníka je ťažko merateľný, jednoznačne však možno konštatovať, že je menej účinný ako v minulosti. Menia sa atribúty utvárajúce komunikačnú silu, prechádzajúcu niekedy do extrému hraničiaceho s komunikačnou agresiou. Vyplýva to z diferencovanosti spoločensky uznávaných hodnôt, individuálnej axiológie súbežne s rastom vzdelanosti a odporom k dirigizmu z akéhokoľvek zdroja. Prúd rôznorodých spoločenských smerovaní celkom prirodzene spôsobuje skokovité a zvlášť individuálne diferencované premeny životných podmienok a tým aj životného štýlu zákazníkov koexistujúcich trhových segmentov a zákazníckych generácií.

13th International Congress on Public and Nonprofit Marketing

Author(s): Ana Pap,Jelena Franjković / Language(s): English / Issue: S/2015

17 years of service-dominant logic: Vargo and Lusch’s contributions

Author(s): Alexander Joseph Ibnu Wibowo,Ujang Sumarwan,Budi Suharjo,Megawati Simanjuntak / Language(s): English / Issue: 2/2021

This article aims to examine the contribution of Vargo and Lusch (V&L) to service-dominant logic (S-D logic) thinking from the first time it appeared until now. No previous study has specifically analyzed all contributions of V&L since the phenomenon appearance of their article about this perspective in 2004. We identified a total of 146 titles of scientific publications by V&L with other authors on the S-D logic perspective over a period of 17 years (2004–2020). Each publication was analyzed through content analysis in several key aspects. This study found that the types of publications were dominated by journal articles and book chapters. There are 95 names of authors who have collaborated with V&L, mostly from the Americas and Europe. Based on the organization of origin of the researcher, 64 organizations have collaborated with V&L. All V&L publications are spread across 44 scientific journals, which include marketing and non-marketing journals or those from other social sciences. As a novelty, this study succeeds in explaining the evolution of S-D logic research over time based on V&L works through a systematic investigation. In this study, V&L’s efforts to institutionalize S-D logic can be traced.

1990 VE 2000 SENELERİ ARASINDA TV REKLAMLARINDA ERKEK KİMLİĞİNİN SUNUMU

Author(s): Hakan Yüksel / Language(s): Turkish / Issue: 39/2018

The world, which has undergone a the cycle of rapid change since the 1990s, has begun to directly influence economic and social life with a process called globalization. In this global cycle, where large capital owners are involved, the media phenomenon is felt to be ineffective and the integration of technology and traditional media tools has become inevitable. As a matter of fact, switching to private broadcasting on television and radio has changed the content presented and formal formats with new communication technologies.

2. kapitola: Komunikácia verzus marketing

Author(s): Štefan Kassay / Language(s): Slovak / Issue: 1/2019

Nové komunikačné technológie výrazným spôsobom ovplyvnili trh. Zmena trhu si vyžaduje aj zmenu spôsobu „trhových operácií“. Ak je trh pod enormným komunikačným atakom, potom aj spôsob jeho zvládania (marketing) sa musí zmeniť. Staré spôsoby v nových podmienkach nemôžu byť efektívne. V dnešnom svete, v ktorom vzácnosťou sú zákazníci, a nie produkty, je potrebné klasické marketingové koncepcie znovu premyslieť, novo definovať a rozšíriť tak, aby odrážali túto novú skutočnosť. Hlavným dynamickým faktorom tvorby a implementácie je nová paradigma marketingu opierajúca sa o všadeprítomnú elektronickú konektivitu a interaktivitu medzi podnikmi, zákazníkmi a v rámci sietí spolupracujúcich subjektov.

2. kapitola: Riadenie zákazníckych procesov v kontexte inovácie CRM systémov

Author(s): Štefan Kassay / Language(s): Slovak / Issue: 4/2019

V prostredí totálnej konkurencie zvýšenie hodnoty podniku je existenčnou otázkou a je preto predmetom dlhodobého úsilia a hľadania optimálnych riešení. Kľúčové sú teoretické poznatky a modely, ktoré sa formujú a obnovujú. Dôležitý základ integrovaného riadenia podnikovej výkonnosti predstavuje CRM. Rozumie sa aplikácia princípov CRM od strategickej až po operatívnu úroveň riadenia. Získavaním nových poznatkov a skúseností v praxi, ako aj v dôsledku rastúceho konkurenčného tlaku sa CRM systematicky zdokonaľuje. Inováciu CRM chápeme v dvoch vzájomne sa prelínajúcich rovinách.

2016 YILI İMDB’DE İLK 5’E GİREN FİLM AFİŞLERİNİN TİPOGRAFİK AÇIDAN İNCELENMESİ

Author(s): Birsen Çeken,Asuman Aypek Arslan,A. Çisem Yayçili Özen / Language(s): Turkish / Issue: 10/2017

Posters are one of the advertising tools used to promote a product. Especially in the cinema sector, the tools used to attract viewer attention are rather limited. In this case, movie posters have a big task. Because audiences like a film poster that does not have an idea about the film and they might go for it. In such a case, we can think that the posters of the films which entered the first five in the internet movie database known as IMDB in 2016 are also the effects of the number of films watched. For this reason, these five most watched film posters have been examined in terms of typographic. Similarities and differences were sought according to film category in the typographies of the films encountered.

2020 KÜRESEL BECERİLER ENDEKSİNDE 21. YÜZYIL BECERİLERİ DEĞERLENDİRMESİ

Author(s): Can Burak Nalbantoğlu / Language(s): Turkish / Issue: 56/2021

21st century skills and competencies have become more different and more important, due to both the widespread use of the internet and the changes in the sectors. The study was prepared as the compilation of the Global Skills Index 2020 report, the second one which was prepared by Coursera. The first part of the report is devoted to global and regional results. In the second part, an industry-based evaluation was made and which skills came to the fore in which industry was evaluated. In the third part, it is stated what the prominent business areas are and what kind of training needs those who want to work in these areas in the sector. While these studies are intended to show that in the 21st century skills and competencies and provide information about the situation in Turkey as well as what those skills and what areas in which skills and competencies needed. Present trends in the global skills assessment made in the report is the category of developing countries in Turkey slices 37% of business areas. Turkey ranks 38 in Europe in the business area, the field of technology ranks 54 in Europe. In the field of data science Turkey ranks 55 in Europe. Looking at the sector-based assessment in detail, desired and expected 21st century skills across ten different sectors; Project Management, Python, SQL, Excel, Digital Marketing, Artificial Intelligence, Cloud Computing, Algorithm, Deep Learning and Data Storytelling.

4. kapitola: Formovanie trhov a ich odlišnosti

Author(s): Štefan Kassay / Language(s): Slovak / Issue: 1/2019

Trhové prostredie sa spravidla chápe ako makroekonomické a mikroekonomické prostredie. Preto ak podniky majú byť úspešné, musia analyzovať interné aj externé stránky svojho podnikania bez dôrazu na ich poradie. Je potrebný komplexný pohľad na základe uskutočnenia všetkých analýz, lebo absencia niektorej z nich môže mať vážny dôsledok na vytvorenie nesprávneho obrazu na situáciu a tým na nesprávne rozhodnutie. Podnik musí systematicky, nepretržite sledovať vonkajšie prostredie a prispôsobovať sa jeho charakteru.

4. kapitola: Reklama – posolstvo o podniku a jeho produktoch

Author(s): Štefan Kassay / Language(s): Slovak / Issue: 3/2019

Nové komunikačné technológie a rozvojové trendy spôsobili, že reklama už nemôže byť taká istá ako v minulosti. To ešte viac núti podnik a jeho manažérov zlepšovať komunikačnú kampaň a riadiť ju na vyššej úrovni, integrovať reklamu zameranú na produkty a značky do celkovej komunikácie podniku. To znamená vytvárať a používať nové formy odovzdávania informácií s kvalitnou spätnou väzbou, sledovať účinky reklamy oproti východiskovému stavu a zainteresovať zúčastnených na optimalizácii nákladov spojených s komunikačnou kampaňou.

4th INTERNATIONAL CONFERENCE ON GOVERNANCE AND STRATEGIC MANAGEMENT "ICGSM"

The circular Economy. BFU. Burgas, 11 - 12 may 2017

Author(s): / Language(s): English

The conference proceedings “ 4th INTERNATIONAL CONFERENCE ON GOVERNANCE AND STRATEGIC MANAGEMENT “ICGSM” are a collection of the papers presented by the lecturers and PhD students – participants in the 4-th International Conference on Governance and Strategic Management (ICGSM).

5. kapitola: Tvorba a prezentácia ceny produktu

Author(s): Štefan Kassay / Language(s): Slovak / Issue: 3/2019

V rámci pôsobenia integrovaných komunikačných nástrojov a systematického vplyvu na zákazníkov zásadnú úlohu zohráva cena. Stáva sa jedným z najvýznamnejších komunikačných nástrojov, ktorý vyvoláva veľmi rýchle reakcie zákazníkov. Pohyb ceny je mimoriadne citlivý faktor pri rozhodovaní zákazníka o kúpe produktu alebo produktu reprezentovaného príslušnou značkou. Vhodná cena reaguje na trh a správanie sa zákazníka. Cena a prezentácia ceny produktu výrazne vplývajú na zisk podniku a súčasne ovplyvňujú správanie odberateľa, spotrebiteľa a konkurencie.

6. kapitola: Predaj a distribúcia v podmienkach rozvinutého trhu

Author(s): Štefan Kassay / Language(s): Slovak / Issue: 3/2019

Len málo výrobcov predáva svoje produkty priamo konečným spotrebiteľom. Väčšina používa sprostredkovateľov, ktorí ich produkty ponúkajú na trhu. Snažia sa vytvoriť distribučné systémy – spoločnú základňu označovanú ako dodávateľský reťazec a sieť poskytovania hodnoty. Partneri v jednom reťazci spravidla bývajú súčasťou dodávateľského reťazca aj iných podnikov. Ale práve jedinečnosť každého dodávateľského reťazca umožní dodávať zákazníkom jedinečnú hodnotu. Úspech totiž nezávisí ani tak od kvality práce jednotlivých dodávateľských podnikov, ako od toho, ako celý reťazec dokáže konkurovať ostatným podnikom. Vyžaduje si to nielen vytvoriť vzťahy so zákazníkmi, ale aj kľúčovými dodávateľmi a distribútormi. V rámci distribučných reťazcov sa uplatňuje osobný a tímový predaj.