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Humour in Experiential Marketing Campaigns and its Perception by Czech University Students

Author

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  • Ludmila Navrátilová

    (Department of Management, Faculty of Business and Management, Brno University of Technology, Kolejní 4, 612 00 Brno, Czech Republic)

  • František Milichovský

    (Department of Management, Faculty of Business and Management, Brno University of Technology, Kolejní 4, 612 00 Brno, Czech Republic)

Abstract

At present, it is necessary to monitor marketing communication strategy connected to actual customers' needs and requirements. At the same time, there is important to respect gender of customers. The paper provides an overview of current marketing communication trends of the companies. Based on the theoretical data there are applied statistical methods, which should be achieved of main aim of the paper. The main aim of the paper is to find connections between communication and gender from point of view of humour. To support this approach theoretical information from the area of marketing communication connected with data from primary research were used. Success companies know customers' needs for long-term strategic development of relationship marketing with customers. That is necessary to reach the customers' emotion and their irrationality of purchase decision. For this contact companies try to use experiential marketing full of humour elements as the way to increase own turnover. Adequate communication campaigns could create acceptable background for effective marketing. The article is focused on dependency between genders and used marketing communication tools. The objective of this research is to verify intensity dependence of marketing communication in connection with respondents' gender and to identify impacts of the marketing communication and to describe communication trend. The research was aimed in random chosen group of young people in the Czech Republic. It was made data processing by statistical software IBM SPSS Statistics 20 to obtain relevant answers.

Suggested Citation

  • Ludmila Navrátilová & František Milichovský, 2015. "Humour in Experiential Marketing Campaigns and its Perception by Czech University Students," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(2), pages 587-593.
    • Handle: RePEc:mup:actaun:actaun_2015063020587
    DOI: 10.11118/actaun201563020587
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    References listed on IDEAS

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    1. Vít Chlebovský & Vítězslav Plšek, 2012. "Research on Czech firms' marketing communication based on social media networks," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 60(7), pages 111-118.
    2. Winer, Russell S., 2009. "New Communications Approaches in Marketing: Issues and Research Directions," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 108-117.
    3. Canan Ay & Pinar Aytekin & Sinan Nardali, 2010. "Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising," American Journal of Economics and Business Administration, Science Publications, vol. 2(3), pages 280-286, September.
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    Cited by:

    1. Vít Chlebovský, 2015. "Comparison of Czech, Slovak and Swiss Product Innovation Oriented Firms' Communication in Social Media," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(5), pages 1653-1659.

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