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• Comparative Pilot Study of Communication Paradoxes in Food Advertising Using Semantic Differential

  17-28

  Attila Forgács

  Views:

  106

  Effective advertising grabs attention, its message is understandable, acceptable, memorable, and stimulates purchasing. To achieve those complex goals, it is not enough to simply communicate information, some additional communication technique (e.g., paradox messages) may be justified. There are several communication paradoxes with different effects. Using Osgood's semantic differential, this paper compares the different types of communication paradoxes, double bind, ambiguous, and neutral advertising, at the visual-quantitative level. Neutral advertising only names a product. While ambiguous advertising contains a contradictory verbal or visual message. Double bind advertising contains mutually exclusive commands (e.g., "Eat and lose weight!"). The sampling was random and not representative. The study sample was predominantly young people in their 20s, mostly university students. Responses were assessed using the MindTitude™ application, and the results were presented according to the principles of this program. A more detailed description of the application can be obtained by typing the brand name MindTitude into web search engines. Ambiguous advertising was perceived more positively from all aspects by respondents. Ambiguous message requires cognitive reframing and therefore involves deeper emotional and cognitive processing, creates tension and interest, attention concentration, long-term memory retention, and consequently, effective purchase incentives. The double bind instruction has a primarily behavioural inhibitory effect, reducing the urge to buy. The secondary effect of the double bind is emotional, lethargic through inertia, dampening the amplitude of emotional processing. Based on our findings, use of ambiguity is recommended in advertising, while the use of double bind is contraindicated.

  JEL Codes: L66, L82, L96, M31

• The Efffect of Commercials on Children's Behaviour

  97-101

  Tímea Gál

  Fruzsin Hankó

  Views:

  103

  Nowadays we can not imagine our life without commercials, because we meet them everywhere we go, and not just us but our children are also the objectives of advertisements. People’s opinion is variable about commercials. On the one hand, it is profitable for the economy, but on the other hand it could have harmful effects on children. That is the reason why it is important to take care of children’s television habits. Furthermore, it is also useful to examine what kind of effects it has on children and on their shopping habits. They will be the buyer of the future and they should become conscious purchaser, and it is the parents’ tasks to teach them and to be a role model to them. With this article we would like to present the influence of commercials to children’s free time, television and shopping habits.

• Successful Small Business – Effective Marketing? Prospects on the Food Market for a Small Company

  91-104

  József Kandikó

  Views:

  76

  Successful small companies concentrate their marketing strategy on satisfying the specific requirements of market niches which are unprofitable for big concerns. It is a complicated task on the market of common consumer goods – like the food market – because it is difficult to find the right buyer segment among the large number of costumers. It is more difficult to choose the adequate distribution and communication channels. The Darnó-Hús (Darnó Meat) – situated in the north-west of Hungary near the Austrian and the Slovakian borders – also faces this problem. Firstly, they do not choose between traditional local food and functional foods, so they obviously aim at two niches. Secondly, small well-branded bakery shops and big supermarkets can be found among the company’s sales points. Furthermore, these sales points are geographically not concentrated. This small company cannot afford to spend much on widespread media communication, so its brand name is not well-known enough to get good product placement locations in the stores. As the SWOT-analysis, which was carried out with the collaboration of the management, points out, there is no unity in the choice between the offensive and defensive strategies. The internal factors of the company, such as high-quality products and excellent professional team, which is flexible enough to fulfil the specific requirements, would assign the company a stronger market position, however, the company’s management does not have adequate marketing tools to achieve a higher penetration into the consumer market. After twenty years in operation, they have to make a decision about the next stage of development. Actually before they start to improve their production capacity, the management has to define their market more precisely. To reach the targeted market niche effectively, more effective branding, clear – emotional and rational – positioning in communication, and adequate selling placement are needed.

  JEL code: M31

• Advertising, Slogan and Superheroes – Persuasion Tools of Children

  47-57

  Bianka Barta

  Róbert Sándor Szűcs

  Views:

  198

  In our research, we have examined how often children and teenagers sit down in front of television screens and come into contact with television advertisements and other sales promotion tools used by companies. We mostly placed emphasis on brand-related cartoon characters, logos and slogans used by companies. The remembering rate is shockingly high, higher than is case of their parents. We can say that well-placed cartoon characters, logos and colors play a very important role in influencing children. All of these contribute to the development of brand loyalty, which – if develops during childhood – can last an entire lifetime.