Michal Novak | University of Economics, Prague (original) (raw)

Papers by Michal Novak

Computer Speech & Language, Jul 1, 2019

Acta Oeconomica Pragensia, 2018

The study analyses mass media communication by mortgage lenders in the Czech marketand builds on ... more The study analyses mass media communication by mortgage lenders in the Czech marketand builds on Kotler’s competitive strategies concept and aims to answer the question of whetherthere is a relationship between the mortgage lenders’ market position and their mass mediacommunication profile. Furthermore, it analyses the mass media communication of mortgagelenders according to their financial performance. The analysis utilises complete monitoringdata from the mass media market in the Czech Republic. As a result of this study, the differentadvertising patterns of the market leaders and challengers on a highly commoditised market areshown. Market leaders do not utilise defensive strategies to protect their market shares but employmore offensive strategies to increase the size of the market. Market challengers have no resourcesto implement a massive and offensive communication strategy to challenge the market leaders.Such a conclusion contributes to the debate on communication strategies...

The New Educational Review

Higher education is a dynamic global industry with highly competitive and developed market. Unive... more Higher education is a dynamic global industry with highly competitive and developed market. Universities communicate their international programs to attract prospective students interested in studying abroad. This study addresses a question, whether there is a difference between communicated characteristics of international programs among universities from various cultures. Websites of seventy universities coming from different cultural clusters are analysed through data-mining methods. The results suggests that marketing communications in international higher education do not stand on cultural grounds as there are only minor differences between international program communications across the world. The only difference in the group of prime international higher education providers was found between the Anglo-Saxon universities and the rest of the world. Check my website (http://www.tomaskincl.net/) to get the full version of the manuscript

Lecture Notes in Electrical Engineering, 2013

Communications in Computer and Information Science, 2013

Proceedings of the World Congress on Engineering and Computer Science, 2011

Abstract—At this time all people, especially managers and businessmen, are exposed to the ever-pr... more Abstract—At this time all people, especially managers and businessmen, are exposed to the ever-present information pollution. This is why tools of business intelligence are of great importance; nevertheless the current methods can hardly cope with large and unstructured text sources like World Wide Web that currently becomes more and more important. To achieve this main goal we have to find and verify satisfactorily reliable methods for automatic extraction of a main context of a document, ie, multidimensional structured ...

Proceedings of the World Congress on Engineering and Computer Science, 2012

Abstract—The paper presents a study in which automated attention analysis has been used to determ... more Abstract—The paper presents a study in which automated attention analysis has been used to determine the differences between brand related websites of beer companies. The automated (and thus fast) comparison of websites originating from different markets and cultures might provide stimulating and helpful feedback for online marketers. The results indicate that the automated attention analysis could be an inexpensive yet relevant tool for brand site development. Index Terms—culture, web design, automated attention analysis, ...

Medijske studije, 2022

Erotic appeals in advertising are sometimes considered unethical or provocative. This‎study addre... more Erotic appeals in advertising are sometimes considered unethical or provocative. This‎study addresses how consumers perceive advertisements with erotic appeals regarding eye movement‎and subjective appropriateness. This study is methodologically based on eye-tracking to capture the‎participants’ visual attention and semi-structured interviews to obtain further in-depth information‎on the perceived appropriateness of erotic appeal in a particular advertisement from the respondent’s‎perspective. The results show a difference in how consumers look at advertising according to their‎perceived appropriateness of an erotic appeal and indicate the importance of a suitably chosen‎protagonist concerning the target group. Concerning the chosen protagonist, marketers must pay‎attention to the strength and congruence of the erotic appeal.‎

EMC Review - Časopis za ekonomiju - APEIRON, 2020

This study aims to analyse the TV and TV advertising viewing habits of preschool children. This s... more This study aims to analyse the TV and TV advertising viewing habits of preschool children. This study uses a qualitative approach based on media diaries, which were completed by the parents of fifteen preschool children over one week. The findings show that the preferable daypart for viewing TV by preschool children is the evening hours. Furthermore, the children mostly view children’s oriented TV programmes either alone or with their siblings. The results show that advertising influences children’s behaviour. In contrast with several previous studies, this paper does not support the claim that children begin to understand advertising messages from the age of eight as the study shows they understand it at an earlier age. Ultimately, this study confirms that TV advertising is still a convenient tool for communication with preschool children. The findings of this study contribute to the on-going debate about children’s TV viewing behaviour and children’s TV advertising.

Acta Oeconomica Pragensia, 2007

Lecture Notes in Computer Science, 2015

journal.aplimat.com

Abstract. The paper focuses on the analysis of income and expenditure of Czech households with re... more Abstract. The paper focuses on the analysis of income and expenditure of Czech households with regard to their indebtedness. The main goal is capturing the global differences between indebting and money saving households. Attention is also given to the nature of the distribution of income and expenditures and changes in the structure of household expenditure that occurred in the period 2002-2007. The paper has been created with the support of the grant project of the Grant Agency of the Czech Republic 402/09/ ...

Journal of Direct, Data and Digital Marketing Practice

Proceedings of the International Scientific Conference of Business Economics Management and Marketing 2019, 2019

The European Union Statistics on Income and Living Conditions (EU-SILC) provides comparable micro... more The European Union Statistics on Income and Living Conditions (EU-SILC) provides comparable microdata on income, poverty, social exclusion and living conditions of EU households. This paper presents bibliometric analysis that provides insights into the academic usage of EU-SILC data. More than 400 studies published and indexed in Web of Science during years 2007–2018 are investigated using rigorous bibliometric methods. Research clusters, key research topics, leading journals and fundamental papers are identified. Results provide an insight into the academic usage of EU-SILC data and an overview of the current research progress and future research directions.

ABSTRAKT Předložený článek si klade za cíl popsat na základě údajů z národních účtů situaci na fi... more ABSTRAKT Předložený článek si klade za cíl popsat na základě údajů z národních účtů situaci na finančním trhu a její vliv na zadluženost domácností v České republice, analyzovat determinanty, které ji ovlivňují, a provést komparaci situace s dalšími zeměmi. Tento globální pohled na zadluženost českých domácností bude doplněn odhadem jejich subjektivního vnímání schopnosti splácet dluhy.

Higher education is dynamic global industry with highly competitive and developed market. Univers... more Higher education is dynamic global industry with highly competitive and developed market. Universities strive to communicate their international programs to impress prospective students interested in studying abroad. International education is provided in local environment and influenced by local culture and characteristics, however it might be perceived as a global product satisfying needs of students worldwide, attaining consistent positioning and referring to similar values on all markets. This study addresses a question, whether there is a difference between communicated characteristics of international programs among universities from various cultures. Websites of seventy universities coming from different GLOBE cultural clusters are analyzed through data-mining methods. The analysis suggests that marketing communications to international students do not stand on cultural grounds as there are only marginal differences between international program communications across the world. The major difference in the group of prime international higher education providers was found between the GLOBE Anglo universities and the rest of the world.

At this time all people, especially managers and businessmen, are exposed to the ever-present inf... more At this time all people, especially managers and businessmen, are exposed to the ever-present information pollution. This is why tools of business intelligence are of great importance; nevertheless the current methods can hardly cope with large and unstructured text sources like World Wide Web that currently becomes more and more important. To achieve this main goal we have to find and verify satisfactorily reliable methods for automatic extraction of a main context of a document, i.e., multidimensional structured characterization representing the main topic of the document. To cope with the multilingual sources we have to develop approaches that would not be dependent on the language of the source and that would not need any additional language dependent tools (like thesauri). In our conception, the context is dynamic – it means that a classification of a document will not be dependent only on the document in question but also on the corpus; the expansion of a corpus can result in a change of a document classification.

The paper focuses on the analysis of income and expenditure of Czech households with regard to th... more The paper focuses on the analysis of income and expenditure of Czech households with regard to their indebtedness. The main goal is capturing the global differences between indebting and money saving households. Attention is also given to the nature of the distribution of income and expenditures and changes in the structure of household expenditure that occurred in the period 2002-2007. The paper has been created with the support of the grant project of the Grant Agency of the Czech Republic 402/09/0515 "Analysis and Modelling of Financial Power of Czech and Slovak Households”.