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«Jozef Matúš Explosion Dana Petranová of Innovations (eds.) “EXPLOSION” OF I N N OVAT I O N S Faculty of Mass Media Communication University of ...»

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Faculty of Mass Media Communication

University of Ss. Cyril and Methodius

in Trnava, Slovakia

Jozef Matúš Explosion

Dana Petranová

of Innovations

(eds.)

“EXPLOSION” OF I N N OVAT I O N S

Faculty of Mass Media Communication

University of Ss. Cyril and Methodius in Trnava

MARKETING IDENTITY

Explosion of Innovations

Jozef Matúš

Dana Petranová

(eds.)

Conference Proceedings

from International Scienti ic Conference 4th - 5th November 2014 Congress Hall of the Slovak Academy of Science Smolenice, Slovak Republic Trnava 2014 MARKETING IDENTITY: Explosion of Innovations Conference Proceedings from International Scienti ic Conference „Marketing Identity 2014: Explosion of Innovations“, 4th - 5th November 2014, Congress Hall of the Slovak Academy of Science, Smolenice, Slovak Republic Editors: Dr. h.c. doc. Ing. Jozef Matúš, CSc.

doc. PhDr. Dana Petranová, PhD.

Technical redaction Ing. Zuzana Bezáková and production: Mgr. Peter Krajčovič Mgr. Dáša Mendelová, PhD.

Cover: Mgr. Martin Klementis, PhD.

All the submitted papers were individually reviewed in an anonymous double blind peer review process on basis of which the editors decided about their publication in the conference proceedings.

The authors of individual scienti ic papers are responsible for technical, content and linguistic correctness.

© Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovak Republic, 2014 ISBN 978-80-8105-666-6 ISSN 1339-5726

MARKETING IDENTITY

Explosion of Innovations International Scienti ic Conference, 4th – 5th November 2014 Congress Hall of the Slovak Academy of Science Smolenice, Slovak Republic The international scienti ic conference held annually by the Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava has become a traditional event with support and attendance of mass media communication theorists and researchers as well as the media and marketing professionals.

The objective of the conference is to map the latest knowledge and trends in the ield of marketing communication and to create space for the spread of the latest scienti ic knowledge and practical experience in the ield of marketing, media and communication following the importance of innovations and support of the dialogue between professionals in academic institutions and practice.

The international conference Marketing Identity (before 2012 it was called New Trends in Marketing), which was held for the eleventh time at the castle of Smolenice, Slovakia, is organised by the Faculty of Mass Media Communication UCM in Trnava. The conference took place on 4th - 5th November 2014.

The theme of the conference was concisely expressed by its subtitle:

Explosion of Innovations. The Faculty of Mass Media Communication has been working on several projects which address innovations in practice and in education. Therefore, one of the objectives of the conference was to present the results of research and to launch expert discussions.

The sessions of conference participants were realized within the

following sections:

• Section 1: Marketing & Communication Innovations

• Section 2: Digital Innovations

• Section 3: Media Innovations

• Section 4: Green Innovations

• Section 5: Consumer Privacy Innovations

• Section 6: Governance and Adaptation to Innovative Modes of Higher Education We are happy to welcome at our conference permanent and new participants and guests from abroad – the Czech Republic, Poland, Russia, Romania, France, United Kingdom, Slovenia, Lithuania and The Netherlands. We were especially honoured to welcome a world known guest who took part in our conference for the irst time – professor Jo Ritzen. He was awarded the honorary degree “doctorate honoris causa” for his lifetime research and academic work.

Panel discussion was certainly an interesting part of the conference.

The topic What is expected of the graduates of Marketing communication in practice? was discussed by practitioners and representatives of academic institutions. The discussion brought a number of suggestions and recommendations how to train quali ied graduates who will be ready to enter the labour market in their ield.

Granátt award ceremony was an important part of the conference. The competition was announced by the Faculty of Mass Media Communication in November 2012. Its aim is to reward projects focused on social responsibility of educational institutions. 10 projects participated in this year´s competition. The jury selected and awarded three best projects.

The winners were awarded prizes during the opening ceremony.

The competition is held under the auspices of the Slovak Ministry of Education.

Conference website:

http://fmk.sk/marketing-identity/mi2014/ Faculty website: http://fmk.sk

Facebook website of FMK Conferences:

https://www.facebook.com/KonferencieFmk (All photos from the conference are here to see)

SCIENTIFIC CONFERENCE BOARD

Dr. h. c. doc. Ing. Jozef Matúš, CSc.





University of Ss. Cyril and Methodius in Trnava, Slovak Republic prof. Diab Al-Badayneh Mutah University, Amman, Jordan prof. Dr. Peter A. Bruck, Ph.D.

Research Studios Austria Forschungsgesellschaft mbH, Salzburg, Austria prof. Olga Byessonova, DrSc.

Donetsk National University, Ukraine prof. Viorel Guliciuc Universitatea ”Stefan cel Mare”, Suceava, Romania prof. Dr.sc. Denis Jelačić The University of Zagreb, Croatia prof. Ing. Alena Kusá, PhD.

University of Ss. Cyril and Methodius in Trnava, Slovak Republic prof. PhDr. Dušan Pavlů, CSc.

University of Ss. Cyril and Methodius in Trnava, Slovak Republic prof. Iryna Seriakova, DrSc.

Kiev National Linguistic University, Ukraine prof. Ing. Anna Zaušková, PhD.

University of Ss. Cyril and Methodius in Trnava, Slovak Republic assis. prof. Jože Kropivšek, PhD.

University of Ljubljana, Slovenia assoc. prof. Stefan Stanciugelu, Ph.D.

National University of Political Studies and Public Administration in Bucharest, Romania doc. Elena Agapova, PhD.

State Pedagogical University, Petersburg, Russia doc. Ing. Jaroslav Bednárik, PhD.

University of Ss. Cyril and Methodius in Trnava, Slovak Republic doc. Ing. Ivana Butoracová Šindleryová, PhD.

International School of Management Slovakia, Slovak Republic doc. PhDr. Ľudmila Čábyová, PhD.

University of Ss. Cyril and Methodius in Trnava, Slovak Republic doc. Krzysztof Gajdka, PhD.

University of Economics in Katowice, Poland doc. Ing. Aleš Hes, PhD.

Czech University of Life Sciences, Prague, Czech Republic doc. PhDr. Slavomír Magál, CSc.

University of Ss. Cyril and Methodius in Trnava, Slovak Republic doc. Ing. Renata Nováková, PhD.

University of Ss. Cyril and Methodius in Trnava, Slovak Republic doc. PhDr. Dana Petranová, PhD.

University of Ss. Cyril and Methodius in Trnava, Slovak Republic doc. PhDr. Hana Pravdová, PhD.

University of Ss. Cyril and Methodius in Trnava, Slovak Republic doc. Ing. Rudolf Rybanský, CSc.

University of Ss. Cyril and Methodius in Trnava, Slovak Republic Dr. Atul B. Borade Jawaharlal Darda Institute of Engineering and Technology, Yavatmal, Maharashtra, India PhDr. Katarína Ďurková, PhD.

University of Ss. Cyril and Methodius in Trnava, Slovak Republic Elena V. Egorova, PhD.

State Pedagogical University, Petersburg, Russia PhDr. Daniela Kollárová, PhD.

University of Ss. Cyril and Methodius in Trnava, Slovak Republic Paul Mihailidis, PhD.

Emerson College, Boston, USA PhDr. Peter Murár, PhD.

University of Ss. Cyril and Methodius in Trnava, Slovak Republic

MARKETING IDENTITY

CONTENTS Preface

Section 1: Marketing & Communication Innovations A PARADIGM CHANGE OF MARKETING COMMUNICATION

Martin Ďurko

MARKETING KNOWLEDGE AND THE BARRIERS OF SME´S

ENTREPRENEURSHIP

Alena Klapalová – Ema Symonová

EFFECTIVE MARKETING COMMUNICATION TOOLS IN THE MARKET

OF CZECH SINGLES

Martin Klepek – Kateřina Matušínská INNOVATION IN THE SALES AREA

Daniela Kollárová – Magdaléna Ungerová NEUROMARKETING IN PRACTICE

Anida Krajina

SOCIAL MEDIA AS THE INOVATION OF THE RECRUITING

AND JOB – SEEKING

Eva Kretiková

CSR REPORTING AS A TOOL OF MARKETING COMMUNICATION

OF COMPANIES IN SLOVAKIA

Dana Kubaľáková INNOVATION IN COMMUNICATION OF BRANDS

Jana Galera Matúšová – Jozef Matúš

ABILITY TO CREATE AND ADOPT INNOVATIVE CONCEPTS ON SLOVAK

ADVERTISING MARKET

Dáša Mendelová

THE ADVERTISING TEXT AS A TOOL OF BUILDING A SOCIAL

AND CULTURAL IDENTITY

Jiří Pavelka

–  –  –

COMPLEX PROMOTIONAL – ADVERTISING ACTION: A BEGINNING

OF THE INTEGRATED MARKETING COMMUNICATION

Dušan Pavlů

INNOVATION IN THE INTERNAL TRADE AS A DETERMINANT OF CHANGES

OF PURCHASING BEHAVIOR OF CONSUMERS

Marta Regnerová – Daniela Šálková

PREDATORY AND ALTERNATIVE HEDONISM – FROM SELF-DESTRUCTION

TO VOLUNTARY MODESTY

Ondřej Roubal

SENSORY MARKETING: SENSORY PERCEPTIONS AND EMOTIONS

AS THE KEY FACTORS INFLUENCING CONSUMER BEHAVIOUR

AND DECISION-MAKING

Jana Rybanská – Ľudmila Nagyová – Ingrida Košičiarová

USE OF STRATEGIC MARKETING TO INCREASE THE COMPETITIVENESS

OF A UNIVERSITY

Elena Simonenko – Irina Аndrosova – Olga Sogacheva

INNOVATIONS IN MARKETING COMMUNICATION OF SENIORS

IN TOURISM

Martin Slivka WORD OF MOUTH ANALYSIS ON FACEBOOK IN BANKING

Lucie Šperková

MANAGING A BRAND PORTFOLIO FORMATION OF INNOVATIVE

COMPANIES

Ylia Vladimirovna Vertakova – Yulia Sergeevna Polozhentseva – Olga Alexandrovna Kryzhanovskaya

MARKETING FUNCTIONS TO ENSURE BETTER INVESTMENT

ATTRACTIVENESS OF A TERRITORY

Yulia Vertakova – Natalia Trusova

MARKETING INNOVATIONS AND MARKETING COMMUNICATIONS

IN TERMS OF BALANCED MARKET

Zbigniew Widera

–  –  –

Section 2: Digital Innovations

COMPARING QUALITY OF PHOTOGRAPHIC WORKS PROTECTED

BY STEGANOGRAPHY

Robert Halenár

MARKETING COMMUNICATION WITH GENERATION Y – ADVERTISING,

GAMES AND SOCIAL NETWORKING

Małgorzata Koszembar-Wiklik

THE OPTIONS OF THE ANALYSIS OF THE TRACES OF MARKETING

IN THE BANKING SERVICES

Václav Kupec – Naděžda Petrů

IMPROVING POSITIONS IN SEARCH ENGINES AS THE CENTRE

OF CONSUMER-ORIENTED MARKETING CAMPAINGS

Andrej Miklošík

VISUAL COMMUNICATION OF UNIVERSITIES: PROFESSIONAL VERSUS

AMATEUR

Jakub Ptačin 3.2.3 IN THE 2.0 ERA INNOVATION, DIGITALIZATION, EDUCATION...............342 Jaroslav Světlík Section 3: Media Innovations WHO FORMS THE IMAGE OF SLOVAK UNIVERSITIES?

Ľudmila Čábyová – Peter Krajčovič

MULTIMEDIA JOURNALIST IN THE NEWSROOMS

OF THE CZECH AND SLOVAK “HOSPODÁŘSKÉ NOVINY”

Jaroslav Čuřík

PARADOXICAL SCHIZOPHRENIA OF THE HORROR GENRE WHAT WILL

HAPPEN IF WE ANALYZE HORROR AS A PRODUCT

Tomáš Farkaš INNOVATION IN PRINTED MEDIA

Peter Krajčovič

NEW MEDIA IN PROMOTION OF POLISH THEATRES AND THEATRICAL

PROJECTS - ON THE EXAMPLE OF GLIWICKI TEATR MUZYCZNY

Katarzyna Walotek-Ściańska

–  –  –

Section 4: Green Innovations

GREEN INNOVATIONS AND THEIR IMPLEMENTATION

IN THE SLOVAK SMEs

Anna Zaušková – Zuzana Bezáková

SUPPORT OF GREEN INNOVATION THROUGH ONLINE COMMUNICATION

TOOLS

Lukáš Grib – Anna Zaušková

GREEN MARKETING AS A TOOL FOR MARKET PENETRATION

ENVIRONMENTAL MANAGEMENT AND GREEN INNOVATION

IN BUSINESSES

Renáta Miklenčičová – Bronislava Čapkovičová GREEN MARKETING AS OPPORTUNITY FOR INNOVATION

Lucia Szkuráková – Jaroslav Bednárik

REGIONAL FOOD AS EXPRESSION OF IDENTITY AND SUSTAINABILITY

IN REGIONAL DEVELOPMENT

Pavla Varvažovská – Martina Jarkovská Section 5: Consumer Privacy Innovations

INFORMATION SECURITY POLICY OF ORGANIZATION IN RELATION

TO MARKETING COMMUNICATION

Ľuboslav Blišák – Jarmila Šalgovičová INFORMATION SECURITY ITS TRENDS AND INNOVATIONS

Silvia Klinčeková INFORMATION SECURITY IN THE EUROPEAN UNION

Jarmila Šalgovičová

INFORMATION SECURITY IN INTEGRATED MARKETING

COMMUNICATION

Jana Urdziková – Pavel Beňo

–  –  –

Dear colleagues, dear scienti ic community, welcome to the conference proccedings from the international scienti ic conference called Marketing Identity 2014 held by the Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava.

The conference opened the second decade of our traditional conferences regularly bringing together professionals from the ield of marketing and marketing communication.

We chose a dynamic title of the conference – “Explosion” of Innovations.

The choice of the central topic was motivated particularly by the fact that currently our faculty has been working on several projects which address innovations in practice and in education. It is you, dear academics, to whom we would like to present the results of our research, to open up an expert debate as well as to let ourselves get inspired and to accept your valuable suggestions and recommendations.



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