Dušan Pavlů – Communication Today https://communicationtoday.sk Media, marketing, communication Thu, 26 Jun 2025 13:05:53 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.5 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Dušan Pavlů – Communication Today https://communicationtoday.sk 32 32 The Beginnings of Market Research and Measurement of Market Advertising Effectiveness https://communicationtoday.sk/the-beginnings-of-market-research-and-measurement-of-market-advertising-effectiveness/ Thu, 07 Apr 2016 19:39:04 +0000 https://www.communicationtoday.sk/?p=1658 ABSTRACT:
Our academic literature about the history of Czech and Slovak advertising has been sketchy at best, often written under the influence of impressions rather than based on a real scientific analysis of historic reality, facts and development tendencies; in many cases it lacks thorough knowledge on the background of advertising, i.e. on the socio-economic, media, cultural, and creative environment in general. This study intends to analyse the beginnings of objectivization of analyses reflecting on the conditions for effective advertising at the turn of the 19th and 20th century, i.e. on the stages of development from the first dictionary definitions of the concept in 1868 up to the year 1927. It comes out of the contemporary local books, particularly, dictionary compendia – Slovník náučný (in English The Rigger’s Dictionary) published in 1868 and Ottův slovník naučný: ilustrovaná encyklopedie obecných vědomostí (In English The Otto´s Dictionary) in 1904. The author studies in detail two key books – monographs written by Zdenko Šindler (Moderní reklama, in English Modern Advertising, published in 1906), and by Vojta Holman (Reklama a život, i.e. Advertising and Life published in 1909) – and by doing so concentrates on their concept of an effective advertising activity. However, most attention is paid to Jan Brabec and his book published in 1927 under the title Zásady výnosné obchodní reklamy – na základě amerických studií a zkušeností, i.e. in English The Principles of Profitable Commercial Advertising – On the Basis of American Studies and Experience.1 The study comes to the conclusion that this book published by Jan Brabec actually laid the foundations for building a scientific theory associated with a specific communication activity, i.e. with the Czech advertising.

KEY WORDS:
advertising, market research, effectiveness of advertising activities, history of Czech advertising

04_Pavlů_CT-1-2016  Download

]]> Strategie marketingové komunikace v turbulentní krizové dobe https://communicationtoday.sk/strategie-marketingove-komunikace-v-turbulentni-krizove-dobe-2/ Wed, 26 Feb 2014 07:39:33 +0000 https://www.communicationtoday.sk/?p=936 There is no doubt that governments, scientific teams, specialists in the theory as well as in manufacturing, business and communication and the practice of the countries undergoing the current crisis seek all possibilities to contribute to the economic recovery and help start the expected economic growth. We can see different opinions in the communication theory and practice about the level of intensity in the use of marketing communications at this turbulent time. The paper strongly suggests it is right to seek the competitive advantage in this situation and by a strategically thought out and creatively perfectly managed communication prepare good starting points for the post-crisis stage in the development of the economic life of the country.

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]]> Strategie marketingové komunikace v turbulentní krizové dobe https://communicationtoday.sk/strategie-marketingove-komunikace-v-turbulentni-krizove-dobe/ Wed, 26 Feb 2014 07:38:52 +0000 https://www.communicationtoday.sk/?p=933 There is no doubt that governments, scientific teams, specialists in the theory as well as in manufacturing, business and communication and the practice of the countries undergoing the current crisis seek all possibilities to contribute to the economic recovery and help start the expected economic growth. We can see different opinions in the communication theory and practice about the level of intensity in the use of marketing communications at this turbulent time. The paper strongly suggests it is right to seek the competitive advantage in this situation and by a strategically thought out and creatively perfectly managed communication prepare good starting points for the post-crisis stage in the development of the economic life of the country.

07_Pavlů_CT-2-2010  Download

]]> Vznik Reklamního Průmyslu V Českých Zemích. Počátky Institucionalizace Reklamního Průmyslu V Českých Zemích Od Poloviny 19. Století Do 20. Let 20. Století https://communicationtoday.sk/vznik-reklamniho-prumyslu-v-ceskych-zemich-pocatky-institucionalizace-reklamniho-prumyslu-v-ceskych-zemich-od-poloviny-19-stoleti-do-20-let-20-stoleti/ Mon, 17 Feb 2014 09:16:25 +0000 https://www.communicationtoday.sk/?p=623 The first provable efforts to make a specific commercial communication in the Czech Lands go deep into history – we identify them in the development of commercial communication in the rural markets in the 11th and 12th century, in the attempt to attach distinctive marks to products – predecessors of trademarks, create advertising posters on the facades of houses, and also in the development of various street communication forms of criers and naturally in the use of the only mass medium in the 18th and 19th century – periodical press as the carrier of advertising messages – advertisements, illustrations with an advertising focus which were offering goods and services. The second half of the 19th century shows efforts to codify the industry to a certain extent through the development of terminology and attempts to define advertising in encyclopaedic dictionaries, stabilize exhibitions and fairs as the most mass medium of its time. With the development of photography and film comes the era of using these media for the benefit of the advertising message, the motoring at the beginning of the 20st century gives room to the existence of mobile advertising. The turn of the century in the Czech circumstances is rich in two publications summarizing the period opinions and codifying the terminology and philosophy of this industry. The founding of the Reklamní klub československý (the Czechoslovak Advertising Club) and its development as a professional association uniting creative professionals and advertisers represents a meaningful contribution, a real boost to the industry.

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]]> The Making Of Advertising Industry In The Czech Lands. Beginning Of The Institutionalization Of Advertising Industry In The Czech Lands From First Half Of The 19th To The 20s Of The 20th Century https://communicationtoday.sk/the-making-of-advertising-industry-in-the-czech-lands-beginning-of-the-institutionalization-of-advertising-industry-in-the-czech-lands-from-first-half-of-the-19th-to-the-20s-of-the-20th-century/ Mon, 17 Feb 2014 09:15:30 +0000 https://www.communicationtoday.sk/?p=600 The first provable efforts to make a specific commercial communication in the Czech Lands go deep into history – we identify them in the development of commercial communication in the rural markets in the 11th and 12th century, in the attempt to attach distinctive marks to products – predecessors of trademarks, create advertising posters on the facades of houses, and also in the development of various street communication forms of criers and naturally in the use of the only mass medium in the 18th and 19th century – periodical press as the carrier of advertising messages – advertisements, illustrations with an advertising focus which were offering goods and services. The second half of the 19th century shows efforts to codify the industry to a certain extent through the development of terminology and attempts to define advertising in encyclopaedic dictionaries, stabilize exhibitions and fairs as the most mass medium of its time. With the development of photography and film comes the era of using these media for the benefit of the advertising message, the motoring at the beginning of the 20st century gives room to the existence of mobile advertising. The turn of the century in the Czech circumstances is rich in two publications summarizing the period opinions and codifying the terminology and philosophy of this industry. The founding of the Reklamní klub československý (the Czechoslovak Advertising Club) and its development as a professional association uniting creative professionals and advertisers represents a meaningful contribution, a real boost to the industry.

04_Pavlů_CT-1-2013  Download

]]> Theory and Practice/Fighting the Recipe Cookbooks https://communicationtoday.sk/theory-and-practicefighting-the-recipe-cookbooks-2/ Mon, 17 Feb 2014 09:12:29 +0000 https://www.communicationtoday.sk/?p=601 In the global world, new paradigms of social development are constantly established. Universities are at an intersection of two interests in the bachelor’s degrees of education: the students are demanding more practical experience, but the educators condition the acquisition of practical skills also by a necessary level of understanding the phenomena through the necessary amount of theoretical knowledge of the domain. This paper points to this conflict of interest against the background of some of the global researches that unequivocally point to a higher theoretical education of staff, which allows implementing hands-on activities with a high degree of efficiency. It indicates a variety of approaches and views of the managerial and marketing theory today commenting on current phenomena in social development and at the same time presenting the writer´s thought on possible directions of university study orientation in the field: marketing communications.

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]]> Theory and Practice/Fighting the Recipe Cookbooks https://communicationtoday.sk/theory-and-practicefighting-the-recipe-cookbooks/ Mon, 17 Feb 2014 09:11:33 +0000 https://www.communicationtoday.sk/?p=569 In the global world, new paradigms of social development are constantly established. Universities are at an intersection of two interests in the bachelor’s degrees of education: the students are demanding more practical experience, but the educators condition the acquisition of practical skills also by a necessary level of understanding the phenomena through the necessary amount of theoretical knowledge of the domain. This paper points to this conflict of interest against the background of some of the global researches that unequivocally point to a higher theoretical education of staff, which allows implementing hands-on activities with a high degree of efficiency. It indicates a variety of approaches and views of the managerial and marketing theory today commenting on current phenomena in social development and at the same time presenting the writer´s thought on possible directions of university study orientation in the field: marketing communications.

06_Pavlů_CT-2-2011  Download

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