Publication detail

SIGNIFICANT MEDIA OF ON-LINE MARKETING COMMUNICATION IN CULTURE SECTOR

SCHÜLLER, D. MIROŠOVÁ, L.

Original Title

SIGNIFICANT MEDIA OF ON-LINE MARKETING COMMUNICATION IN CULTURE SECTOR

English Title

SIGNIFICANT MEDIA OF ON-LINE MARKETING COMMUNICATION IN CULTURE SECTOR

Type

conference paper

Language

en

Original Abstract

Current marketing communication has to respond flexibly to the needs of customers who create the demand side of the market. The side of the market supply is created by enterprices which trying to provide customers with the highest value in the form of the products or services. Customers are endeavoring to maximise their utility and enterprices are striving to maximise their profit. In the current business climate, marketers have to differentiate their attitude depending on the customer. The study deals with the relevant use of on-line marketing communication focused on young employed people. The aim of the study is to identify how significant are individual on-line media for the selected segment. The culture sector was chosen for the purpose of the study. The data were obtained from the customers of theater from the Czech Republic. The multiple regression analysis was used to identify the significant media within the total communication mix. The results from the analysis identify the Per-pay-click advertising, Facebook and web pages as the significant media of the on-line marketing communication. Only newspaper was determined as the additional significant communication channel apart from the on-line media. It is possible to conclude that predominately the on-line media are significant for the marketing communication mix of the theatre.

English abstract

Current marketing communication has to respond flexibly to the needs of customers who create the demand side of the market. The side of the market supply is created by enterprices which trying to provide customers with the highest value in the form of the products or services. Customers are endeavoring to maximise their utility and enterprices are striving to maximise their profit. In the current business climate, marketers have to differentiate their attitude depending on the customer. The study deals with the relevant use of on-line marketing communication focused on young employed people. The aim of the study is to identify how significant are individual on-line media for the selected segment. The culture sector was chosen for the purpose of the study. The data were obtained from the customers of theater from the Czech Republic. The multiple regression analysis was used to identify the significant media within the total communication mix. The results from the analysis identify the Per-pay-click advertising, Facebook and web pages as the significant media of the on-line marketing communication. Only newspaper was determined as the additional significant communication channel apart from the on-line media. It is possible to conclude that predominately the on-line media are significant for the marketing communication mix of the theatre.

Keywords

on-line marketing communication, multiple regression, segmentation, culture sector

Released

01.09.2018

Publisher

STEF92 Ltd.

Location

Sofia Bulgaria

ISBN

978-619-7408-65-2

Book

SGEM International Multidisciplinary Scientific Conference on Social Sciences and Arts

Edition

5

Edition number

1.5

Pages from

867

Pages to

872

Pages count

6

BibTex


@inproceedings{BUT160559,
  author="David {Schüller} and Leona {Mirošová}",
  title="SIGNIFICANT MEDIA OF ON-LINE MARKETING COMMUNICATION IN CULTURE SECTOR",
  annote="Current marketing communication has to  respond flexibly to the needs of customers who create the demand side of the market. The side of the market supply is created by enterprices which trying to provide customers with the highest value in the form of the products or services. Customers are endeavoring to maximise their utility and enterprices are striving to maximise their profit. In the current business climate, marketers have to differentiate their attitude depending on the customer. The study deals with the relevant use of on-line marketing communication focused on young employed people. The aim of  the study is to identify how significant are individual on-line media for the selected segment. The culture sector was chosen for the purpose of the study. The data were obtained from the customers of theater from the Czech Republic. The multiple regression analysis was used to identify the significant media within the total communication mix. The results from the analysis identify the Per-pay-click advertising, Facebook and web pages as the significant media of the on-line marketing communication. Only newspaper was determined as the additional significant communication channel apart from the on-line media. It is possible to conclude that  predominately the on-line media are significant for the marketing communication mix of the theatre.",
  address="STEF92 Ltd.",
  booktitle="SGEM International Multidisciplinary Scientific Conference on Social Sciences and Arts",
  chapter="160559",
  doi="10.5593/sgemsocial2018/1.51",
  edition="5",
  howpublished="electronic, physical medium",
  institution="STEF92 Ltd.",
  year="2018",
  month="september",
  pages="867--872",
  publisher="STEF92 Ltd.",
  type="conference paper"
}