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The Beginnings of Market Research and Measurement of Market Advertising Effectiveness

100%

Pavlů D.

tom 7

nr 1

52–65

Our academic literature about the history of Czech and Slovak advertising has been sketchy at best, often written under the influence of impressions rather than based on a real scientific analysis of historic reality, facts and development tendencies; in many cases it lacks thorough knowledge on the background of advertising, i.e. on the socio-economic, media, cultural, and creative environment in general. This study intends to analyse the beginnings of objectivization of analyses reflecting on the conditions for effective advertising at the turn of the 19th and 20th century, i.e. on the stages of development from the first dictionary definitions of the concept in 1868 up to the year 1927. It comes out of the contemporary local books, particularly, dictionary compendia – Slovník náučný (in English The Rigger’s Dictionary) published in 1868 and Ottův slovník naučný: ilustrovaná encyklopedie obecných vědomostí (In English The Otto´s Dictionary) in 1904. The author studies in detail two key books – monographs written by Zdenko Šindler (Moderní reklama, in English Modern Advertising, published in 1906), and by Vojta Holman (Reklama a život, i.e. Advertising and Life published in 1909) – and by doing so concentrates on their concept of an effective advertising activity. However, most attention is paid to Jan Brabec and his book published in 1927 under the title Zásady výnosné obchodní reklamy – na základě amerických studií a zkušeností, i.e. in English The Principles of Profitable Commercial Advertising – On the Basis of American Studies and Experience.1 The study comes to the conclusion that this book published by Jan Brabec actually laid the foundations for building a scientific theory associated with a specific communication activity, i.e. with the Czech advertising.

Reklama wizerunkowa — element etycznej komunikacji w usługach prawniczych

100%

Kuczma E.

tom 2

117-131

Marketing of legal services in modern times is an extremely powerful weapon in its consequences, which, if used skillfully, can bring a law firm tangible benefits. The aim of this article is to highlight and discuss the ethical elements of marketing strategies, which are very helpful in building the image of a law firm. I also discuss the following problems: relationship marketing, public relations, advertising (in accordance with the Code of Professional Ethics), information and persuasion. Communication with a client in the legal industry should be a permanent, planned process, which should be especially emphasised, because due to such a deliberate action a law firm can distinguish itself from its competitors.

Prawne i ekonomiczne aspekty informacji handlowej w swietle ustawy o swiadczeniu uslug droga elektroniczna z dnia 18 lipca 2002

88%

Smus T. R.

nr 6

157-170

The article presents the origin of the Act on Rendering Electronic Services of 18 July 2002. The draft of the Act as well as the problems of the electronics trade and its regulation are discussed. The legal aspects of commercial information with reference to certain economic elements are presented in detail.