Marketing Strategies Research Papers - Academia.edu (original) (raw)

About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES
The Personalistic Aspect of Truth and Dialogue in the Context of Karol Wojtyła’s Philosophy: John Paul II’s
Ethics of Media, Arkadiusz Modrzejewski................................................................................................. 4
Controversial Themes in Advertisements: On Manipulating the Emotions of Audiences and Extending
the Boundaries of the Social ‘Taboo’, Małgorzata Koszembar-Wiklik......................................................... 18
Media Education of Children and Youth as a Path to Media Literacy, Božena Šupšáková..............................32
The Beginnings of Market Research and Measurement of Market Advertising Effectiveness, Dušan Pavlů .....52
RESEARCH STUDIES
Ambient Marketing Practices in the United States: A Professional View, Amiee J. Shelton -
Łukasz P. Wojciechowski - Jamie Warner ................................................................................................66
Search Engine Optimisation and Google Answer Box, Andrej Miklošík - Ferdinand Daňo ...........................82
Execution of Advertising and Celebrity Endorsement, Peter Mikuláš - Jaroslav Světlík ................................92
Czech Local Press Content: When More is Actually Less, Lenka Waschková Císařová.............................. 104
INTERVIEW
Some Notes on the Translation as an Interpretative Art and Communication as well. Interview
with Juraj Vojtek, Ján Višňovský - Jana Radošinská ................................................................................118
REVIEWS
Handbook of Brand Semiotics, Pavol Minár .......................................................................................... 128
Current Issues of the Journalistic Theory and Practice in the Era of the Internet, Lenka Rusňáková ........... 129
The New Rules of Sales and Customer Service, Alena Kusá .................................................................... 133
Speech Communication, Dominika Rašová .......................................................................................... 134
TODAY
“Back to the Future” sci-fi at (KO)Media, Katarína Fichnová ................................................................. 137
Umberto Eco (1932 - 2016), Ladislav Volko ........................................................................................ 138
Igor Ševčík (1951 - 2003), Ladislav Volko ........................................................................................... 140