Current State of the Advertising in the Process of Brand Value Building and Managing in Slovak Republic

被引：0

作者：

Majerova, Jana ^{[1
]}

Krizanova, Anna ^{[1
]}

机构：

[1] Univ Zilina, Fac Operat & Econ Transport & Commun, Dept Econ, Zilina 01026, Slovakia

来源：

2014 4TH INTERNATIONAL CONFERENCE ON APPLIED SOCIAL SCIENCE (ICASS 2014), PT 1 | 2014年 / 51卷

关键词：

Marketing communication; Advertising media; Advertising; Advertisement; Brand; Brand value; Brand building; Brand managing;

D O I：

暂无

中图分类号：

C [社会科学总论];

学科分类号：

03 ; 0303 ;

摘要：

Despite the fact that according to some authors, universal access to advertising and marketing across cultures can be applied considering to globalization (almost in the process of brand building and managing, where brand identity and image have to be uniform to reach goals which were set), there are still national specificities, which form a barrier of general applicability and reduce the effectiveness of applied marketing solutions and processes. One of these specifics is the perception of communication media by consumers and the consequent usage of communication media by marketing managers operating in Slovak Republic. Its knowledge is in terms of the entry of foreign companies and brands to our market very important, and therefore the aim of this paper is to describe the present status of the usage of advertising and relevant media in the branding in Slovak Republic.

引用

页码：144 / 149

页数：6