O mojej práci

ČO MA BAVÍ

Zastávam názor, že investícia do vzdelania rovnako ako do marketingu firmy nie je náklad, ktorý sa dá kvantifikovať len číslom v excelovskej tabuľke na konci roka (akademického alebo kalendárneho).

Zo strednodobého až dlhodobého hľadiska je to investícia, ktorá sa vám niekoľkonásobne vráti na individuálnej alebo firemnej úrovni v hmotnej či nehmotnej podobe.

Budovanie imidžu a reputácie jedinca alebo spoločnosti je investícia, ktorá zefektívni procesy a naštartuje vnútorné aj vonkajšie zmeny v spoločnosti tak, aby firma ďalej rástla, generovala zisk a bola pozitívne vnímaná v internom aj externom prostredí.

Pozitívne vnímanie značky sa buduje kontinuálne a dlhodobo. Negatívne sa môže stať zo dňa na deň aj napriek tomu, že si takúto možnosť nepripúšťame.

V dnešnom svete zanechávame komunikačné stopy neustále a všade, či už si to uvedomujeme alebo nie.

Nie, nemôžeme nekomunikovať!

Pomôžem vám komunikovať Správne, Efektívne, Interkultúrne, Ľudsky.

Služby

VIEM VÁM POMÔCŤ!

Audit a poradenstvo

Audit a odborné poradenstvo marketingovej komunikácie vašej firmy.
Návrh riešení na mieru a ich implementácia s prihliadnutím na špecifiká trhového segmentu a cieľovej skupiny.

MÁM ZÁUJEM!

Školenia

Vedenie profesionálnych komunikačných školení prispôsobených na individuálne potreby vašej firmy.
-Efektívna komunikácia
-Interkultúrna komunikácia
-Interkultúrny manažment
-Verejný prejav

MÁM ZÁUJEM!

Poradenstvo pri vstupe na zahraničné trhy

Vypracovanie marketingovej stratégie pri vstupe na zahraničné trhy, ktorá rešpektuje kultúrne hodnoty lokálnych spotrebiteľov. Prostredníctvom využitia Hofstedeho kultúrnych dimenzií vám vypracujeme návrh produktovej, cenovej, distribučnej a komunikačnej stratégie produktu alebo služby.

MÁM ZÁUJEM!

Referencie

KOMU SOM POMOHLA ?

ATLAS GROUP

Paneurópska vysoká škola

Air Explore

Publikácie

MOJA PRÁCA

2019

Reality in Non Profit Organization Communication

A nonprofit organization has to use individual marketing communication tools to raise awareness of its activities or specific projects. Nonprofit organizations don‘t have a huge budget for communication campaigns, therefore they mainly use PR activities. But is it easier for nonprofit organizations to communicate with media than for commercial companies? The article tries to answer this question on the basis of knowledge acquired during project realization – “I AM THE RESCUE” (ZÁCHRANA SOM JA in Slovak). ...

viac
2O18

Komunikačné stratégie globálnych značiek: Implikácie kultúrnych aspektov

Príspevok sa zaoberá značkou a aspektmi v jej komunikácii, ktoré majú kultúrne implikácie, ako sú Efekt krajiny pôvodu (Country of origin effect), Made in a Nálada krajiny (Mood of the country). Vychádza pritom z reálnych príkladov ich využitia. ....

viac
2017

Trust as a cultural factor

In order to build trust strategy in a global context, national culture, an important factor in cross-cultural communication, needs to be taken into reconsideration. Culture has a strong impact on the way people communicate and tends to act as an agent that causes misunderstanding and confusion between members of different societies. In fact, what is considered as effective communication in one culture, might not be effective in another. The aim of this study is to analyze the influences of cultural differences on cross-cultural communication, mainly in Eurasian countries. As well as to introduce trust building strategies with the goal to make the cross-cultural communication around the world more effective. ...

viac
2O17

The Importance of Reflecting Intercultural Differences in Building PR Campaign Strategy

In this paper authors focus on analysing how culturally based differences in terms of Hofstede’s cultural dimensions affect the process ofbuilding PR campaign strategy. Methodology: Using two case studies of the same global company from two culturally diverse environments authors compare how distinctive features of each culture is being reflected into the concept, form and language used within the PR campaigns. The first analysed campaign “Solve for Tomorrow” took place in the US environment which represents highly individualistic and masculine culture with strong emphasis on task and success, comparing to relationships. ....

viac
2017

European Migration Crisis

If one were to oversimplify, the issue of migration has divided Europe into two different camps. Those who prefer active and effective forms of helping people who escape from war-torn countries, extreme poverty or other factors threatening human life and/or dignity fall into the first camp. The second camp includes migration opponents: they are often characterized by opposition to any form of assistance to refugees or migrants, refuse to accept them into their own countries and, in extreme cases, talk about deportation. ...

viac
2O16

Brands and their association network

Purpose of the article: One of the approaches how to create a concept of a brand is a form of identifying association network in the mind of the consumer and creating semantic maps composed of all associations that are largely shaped by cultural values of consumers. Methodology/methods: In the first phase, the author of the study was detecting the associations connected with the Mexican brand alcoholic beer Corona Extra using focus group with a sample of 15 respondents (Slovak students). In the second phase, she analysed the data found in the context of Slovak cultural values and compared them with the results of the secondary research (German and Spanish students). Scientific objective: The article highlights the importance of understanding cultural values of the target market for the management and brand communication across cultures. ....

viac
2O16

Selling the Brazilian atmosphere in a Slovakian brand: the Açaico case.

Given the centrality of the relationship between communication, consumption and advertising in contemporaneity, this article examines a Slovakian brand named Açaico, which appropriates some Brazilian features and references to build its identity. In this context - through graphical elements, music, and some stereotypes - the company seeks to translate the “Brazilian atmosphere” in Slovakian territory trying to position itself as an irreverent, ecologic, healthy and funny brand. Data collected through Açaico advertising on Internet and in shops provided the material for the analysis in this work. We conclude it, highlighting the current tendency to appropriate foreign elements to materialize communication and marketing strategies in another country. ...

viac
2O16

Vybrané aspekty pôsobenia globálnej značky

Predložený príspevok sa zaoberá problematikou pôsobenia značky v globálnom prostredí, predovšetkým jej vybranými aspektmi. Definuje pojem a charakterizuje základné atribúty globálnej značky, ale zároveň na konkrétnych príkladoch predstavuje situácie v ktorých globálne spoločnosti postupujú v praxi inak ako je definované v teoretickej rovine (rozdielne názvy v rozdielnych krajinách, rozdielna chuť alebo zloženie a pod.). Lokálne prostredie je ďalší aspekt, ktorý hrá dôležitú úlohu vo vnímaní globálnych značiek a v hodnotách, ktoré im spotrebitelia pripisujú. Efekt krajiny pôvodu je oblasť, ktorá je rovnako dôležitá v koncepte riadenia globálnej značky. V závere príspevku autorky uzatvárajú problematiku globálnej značky predstavením stratégií na rozvíjanie značiek v globálnom prostredí. ....

viac
2O16

Cultural aspects of education in the transformation process of communication

Globalization, enlargement of the Schengen area, changes in social, political, cultural and economic environment brought changes that the process of communication, education and even the normal functioning of society have to face. With these changes new patterns of behavior and communication challenges for learning processes with regard to intercultural dialogue are created. There is no single definition of culture but our contribution will be based on the culture as a context for understanding both communication and education. Existing cross-cultural differences across continents affect communication, language use and its comprehension, presentation techniques; directly affect communication techniques used in the learning process. In one culture they generally fulfill the expectations created, by the contrary across cultures they can develop misunderstandings (to conflict situations) or barriers in education. The aim of this article is to closely introduce the concept of culture and its effects on communication, education systems and media. ..

viac
2014

The Use of Managing Stress Strategies in the Profession of a Media Creator

Purpose of the article Mentally demanding job of a media creator (journalist, communicator, etc.) exposes an individual to a high amount of stress. The latter one disturbs the balance of external expectations and internal capabilities, leading to disruption of psychological well-being and reduction of the quality of life. The key to proper stress management is usage of positive coping strategies. The aim of this paper is to research the usage of coping strategies (positive and negative) by the students of mass media – the future media creators. Methodology/methods By means of a standardized questionnaire, we examined the use of positive and negative coping with stress strategies on probands – the future media creators, i.e. students on the faculty of mass media. The questionnaire was distributed personally in amount of 105 with a 95% return of 100 questionnaires. As the sampling method we used the choice of participants based on availability. Findings The results showed that probands elected more positive strategies, ...

viac
2014

Terminologické výzvy

Na dôležitosť terminológie upriamila našu pozornosť predovšetkým druhá Správa o stave používania štátneho jazyka na území Slovenskej republiky (ďalej Správa), ktorú Ministerstvo kultúry Slovenskej republiky predkladá na rokovanie vlády Slovenskej republiky v zmysle § 10 zákona Národnej rady Slovenskej republiky č. 270/1995 Z. z. o štátnom jazyku Slovenskej republiky v znení neskorších predpisov raz za dva roky. Problematike terminológie sa venuje príloha č. 13 a konštatuje mnohé závažné zistenia. Z predmetných zistení sme vychádzali pri posudzovaní neologizmov v marketingu a pri mapovaní súčasného stavu terminológie marketingu a komunikácie. ...

viac
2013

Think global – act local in advertising

In the past years there has been an increasing attention devoted to the consequences of culture for global marketing and advertising. Many recent studies point out at the importance of adapting global communication to the culture of the consumers. In fact, advertising strategies that are adjusted to local values and beliefs are in many cases more effective in reaching the target audience. Based on the studies of recent relevant literature, this article revises the global-local dilemma in global marketing and advertising, summarizes the advantages and disadvantages of both approaches and illustrates at the practical example that even successful global brands choose the local adaptations for a greater efficiency. ...

viac
2013

SELECTION OF ADVERTISING APPEALS IN SLOVAK TELEVISION ADVERTISING

The issue of creating advertising that is culturally congruent has been considered to be very important to experts dedicated to the field in the past years. Culture is an important internal factor of customer behavior that needs to be fully considered if the advertising campaigns aim to address its target audience effectively. The goal of this article is to contribute to existing knowledge in the area of culturally congruent advertising. More specifically, to find out what advertising appeals are preferred in Slovak television advertising. ...

viac
2012

KREATÍVNE REKLAMNÉ STRATÉGIE V SLOVENSKOM KULTÚRNOM PROSTREDÍ

Problematika tvorby reklamných kampaní, ktoré sú kultúrne kongruentné, sa dostáva do popredia záujmu odborníkov z teórie aj praxe už niekoľko rokov. Kultúra ako jeden znajdôležitejších interných determinantov spotrebiteľského správania by sa mal odrážať aj v kreatívnych stratégiách reklamných kampaní, ak majú ambíciu efektívne osloviť svoju cieľovú skupinu. Odborníci hovoria o tzv. americkom, nemeckom alebo britskom reklamnom štýle. Cieľom predloženého príspevku je načrtnúť všeobecné platné pravidlá pre slovenskú reklamu, inými slovami popísať slovenský reklamný štýl. ...

viac
2012

Hudba v reklame

Music plays important role in advertising. The article represents more or less results of many scientific/academic research done in this field all over the world. According to Elaboration Likelihood Model music is fundamental part of peripheral route of persuasion. This is based most of all on emotion. That’s why article summarize some research which explains mutual relationship between particular musical elements (mode, tempo, pitch, rhythm, harmony and volume) and emotional expression. In the second part of the article the influence of music on advertising and consumer behavior is explained. ...

viac