Strategic Advertising Management: The Case of the Transportation and Storage Market in the Czech Republic

Autor:	Daria Gunina, Vladislav Bina, Michal Novak
Jazyk:	angličtina
Rok vydání:	2018
Předmět:	commercials mass media communication strategy transport Transportation and communications HE1-9990 Science Transportation engineering TA1001-1280
Zdroj:	Communications, Vol 20, Iss 4, Pp 3-9 (2018)
Druh dokumentu:	article
ISSN:	1335-4205 2585-7878
DOI:	10.26552/com.C.2018.4.3-9
Popis:	The aim of this study is to analyse the advertising strategy on the transportation and storage market in the Czech Republic. The study provides information and knowledge of seasonal advertising scheduling by answering three research questions. The statistical analysis is based on a research sample of 840,204 advertisements aired in 2013-2017. The results of the study show different scheduling patterns of subcategories in the transportation and storage market. They also point out that subcategories in the transportation and storage NACE category are different. Therefore, marketing researchers should take this knowledge into account in their generalisations.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/8a938df5d924456ea9984cc9ae6610eb Zobrazit plný text záznamu View record in DOAJ Plný text ve formátu PDF