M37 - AdvertisingReturn

Presented paper deals with the topic of consumer behaviour of the travel agencies' customers and their specific requirements when they buy the seaside holiday. The research was conducted on the base of qualitative research and the method used in the research was focus groups. The Internet, word of mouth, social networks (as Facebook or Twitter) and TV commercials are mentioned as the most frequently used source of information which influence the most the customers opinion by both groups of respondents according to the result part. The examined groups do not have the same features in the area of holiday selection process. This topic is a relevant topic in comparison with authors all over the world and has the potential for future research.

The current company is fighting against growing competitive pressures and finds it more and more difficult to maintain its current position. Therefore it has to find new forms, how to not only receive customers but also to keep them. These forms also include internet marketing, which is increasingly involved in overall business success. The main aim of the article is to analyse current and modern forms of Internet marketing in e-business with a focus on the most used tools of online advertising and assess its significance. The intention of the article is supported by personally conducted reconnaissance survey, which determines the extent of Internet advertising tools that are used by selected companies that do e-business and what is its significance.

This text shows a methodological approach for creating national advertising style which is very important for aiming advertising campaigns in non-domestic regions. This approach is based on a numbers of many researches which have been realized and published. First phase is focuses on identifying of cultural dimensions by professor Hofstede and Schwartze. After that is necessary to identify communication context of advertisements in specific region and apply in it the most significant cultural dimensions. We can create specific national advertising style based on these principals.