M37 - AdvertisingReturn

The study analyses mass media communication by mortgage lenders in the Czech market and builds on Kotler's competitive strategies concept and aims to answer the question of whether there is a relationship between the mortgage lenders' market position and their mass media communication profile. Furthermore, it analyses the mass media communication of mortgage lenders according to their financial performance. The analysis utilises complete monitoring data from the mass media market in the Czech Republic. As a result of this study, the different advertising patterns of the market leaders and challengers on a highly commoditised market are shown. Market leaders do not utilise defensive strategies to protect their market shares but employ more offensive strategies to increase the size of the market. Market challengers have no resources to implement a massive and offensive communication strategy to challenge the market leaders. Such a conclusion contributes to the debate on communication strategies for distinct types of companies according to their position on the market and their market share.

The article deals with the effectiveness of current regulation and self-regulation of food advertising targeted to children. The objective of the article is to examine the degree of functionality and efficiency of the current status to ensure meaningful regulation on food advertising aimed at children in the Czech Republic as one of the possible causes of rising obesity and overweight. To better understand the relations between all the institutions involved in regulatory and self-regulatory process in the Czech Republic, we have developed model of these relations. We also studied the impact of European institutions that influence the Czech model. In conclusion, we propose changes that could in the short term contribute to the effectiveness of the current system.