Jaroslav Světlík – Communication Today https://communicationtoday.sk Media, marketing, communication Thu, 26 Jun 2025 13:08:32 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.3 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Jaroslav Světlík – Communication Today https://communicationtoday.sk 32 32 Execution of Advertising and Celebrity Endorsement https://communicationtoday.sk/execution-of-advertising-and-celebrity-endorsement/ Thu, 07 Apr 2016 19:47:09 +0000 https://www.communicationtoday.sk/?p=1665 ABSTRACT:
The article focuses on the topic of celebrity endorsement in TV commercials in terms of their perception by Generation Y. For the purposes of the study effectiveness of advertising was reduced on recall of commercials – in the sense of one’s ability to correctly link the celebrity to promoted brand/product. The aim of the text is to verify the effectiveness of celebrity endorsement concepts both on the basis of particular attributes and qualities of the endorser and on the execution of commercials. This approach allows operative assessment of validity of some established theories regarding the celebrity endorsement. In the pre-research phase we applied a hybrid post-testing methodology, namely the recall method, to select two groups of celebrity endorsers: successful and unsuccessful ones. In the following research we employed a method of polarity profile on selected celebrity endorsers, while five adjective groups were chosen. These groups represented the examined dimensions of attractiveness, credibility, expertise, and the attitude towards the advertisement. Results of the study confirm little evidence which would support ability to recall linkage of the celebrity with the promoted product/brand. However, the research approves presence of some irritating elements related to the perception of commercials, which were identified as applicable to effective celebrity endorsement. These findings emphasise the relevance of proper execution of commercials which, in the context of celebrity endorsement, could be thought of as a relatively marginalised issue.

KEY WORDS:
celebrity endorsement, commercials, properties of celebrity endorsers, execution of commercials

07_Mikuláš_Světlík_CT-1-2016  Download

]]> České a slovenské kulturní dimenze a reklama https://communicationtoday.sk/ceske-a-slovenske-kulturni-dimenze-a-reklama/ Mon, 17 Feb 2014 09:13:27 +0000 https://www.communicationtoday.sk/?p=603 The article covers the attitude to advertising as the most dominant tool of marketing communication. Advertising National culture is one of the frequent topics of professional discussions on advertising in the sphere of inter-national advertising, most of all in terms of standardization, adaptation and localization of advertising. Probably the best known model which describes the divergences of national cultures is the model of cultural dimensions of the Dutch academic Geert Hofstede. In the first part of this paper the author describes four out of five cultural dimensions including their application in the field of marketing communication. Subsequently the results of large surveys through VSM 94 questionnaire in the Czech (Světlík) and Slovak republic (Gecíková) are presented and the final data are compared with selected EU countries and the USA. On the basis of Kogut’s methodology and established data the cultural distance of both countries was calculated and compared with other countries of the EU. The results show that people from the Czech Republic and the Slovak Republic are in comparison with other EU countries very close to each other from the point of cultural distance. In the third part of the paper there are possible recommendations for the cluster of these two countries presented particularly in advertising appeals, forms and execution of advertising. The author pointed out that the product category and features of the target group have a very strong influence on selection of advertising strategy components.

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]]> Czech And Slovak Cultural Dimensions And Advertising https://communicationtoday.sk/czech-and-slovak-cultural-dimensions-and-advertising/ Mon, 17 Feb 2014 09:12:10 +0000 https://www.communicationtoday.sk/?p=564 The article covers the attitude to advertising as the most dominant tool of marketing communication. Advertising National culture is one of the frequent topics of professional discussions on advertising in the sphere of inter-national advertising, most of all in terms of standardization, adaptation and localization of advertising. Probably the best known model which describes the divergences of national cultures is the model of cultural dimensions of the Dutch academic Geert Hofstede. In the first part of this paper the author describes four out of five cultural dimensions including their application in the field of marketing communication. Subsequently the results of large surveys through VSM 94 questionnaire in the Czech (Světlík) and Slovak republic (Gecíková) are presented and the final data are compared with selected EU countries and the USA. On the basis of Kogut’s methodology and established data the cultural distance of both countries was calculated and compared with other countries of the EU. The results show that people from the Czech Republic and the Slovak Republic are in comparison with other EU countries very close to each other from the point of cultural distance. In the third part of the paper there are possible recommendations for the cluster of these two countries presented particularly in advertising appeals, forms and execution of advertising. The author pointed out that the product category and features of the target group have a very strong influence on selection of advertising strategy components.

05_Světlík_CT-2-2011  Download

 

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