"Cultural dimensions, power distance, uncertainty avoidance, masculinity, individualism; VSM 94, cultural distance, advertising strategy, appeal, form, execution of advertising"@en . . . "189578" . . "N\u00E1rodn\u00ED kultura je jedn\u00EDm z \u010Dast\u00FDch t\u00E9mat diskuze odborn\u00EDk\u016F z oblasti mezin\u00E1rodn\u00ED reklamy. Zejm\u00E9na v souvislosti s diskuz\u00ED o standardizaci, adaptaci \u010Di lokalizaci reklamy. Pravd\u011Bpodobn\u011B nejzn\u00E1m\u011Bj\u0161\u00EDm modelem pro vyj\u00E1d\u0159en\u00ED rozd\u00EDl\u016F n\u00E1rodn\u00EDch kultur je Hofstedeho model kulturn\u00EDch dimenz\u00ED. V \u00FAvodu tohoto p\u0159\u00EDsp\u011Bvku autor popisuje \u010Dty\u0159i z celkov\u00E9ho po\u010Dtu p\u011Bti kulturn\u00EDch dimenz\u00ED a to v\u010Detn\u011B jejich stru\u010Dn\u00E9 aplikace do oblasti marketingov\u00E9 komunikace. N\u00E1sledn\u011B prezentuje v\u00FDsledky rozs\u00E1hl\u00FDch v\u00FDzkum\u016F prost\u0159ednictv\u00EDm dotazn\u00EDku VSM 94, kter\u00FD se uskute\u010Dnil jak v \u010Cesk\u00E9 republice (Sv\u011Btl\u00EDk), tak i na Slovensku (Gec\u00EDkov\u00E1) a srovn\u00E1v\u00E1 zji\u0161t\u011Bn\u00E9 hodnoty kulturn\u00EDch dimenz\u00ED v r\u00E1mci vybran\u00FDch zem\u00ED EU a s USA. Na z\u00E1klad\u011B metody Koguta a zji\u0161t\u011Bn\u00FDch kulturn\u00EDch dimenz\u00ED byla vypo\u010D\u00EDt\u00E1na i kulturn\u00ED distance \u010CR a SR a porovn\u00E1na s hodnotami jin\u00FDch zem\u00ED. Na z\u00E1klad\u011B v\u00FDpo\u010Dtu bylo zji\u0161t\u011Bno, \u017Ee obyvatel\u00E9 \u010CR a SR ve srovn\u00E1n\u00ED s jin\u00FDmi zem\u011Bmi EU jsou si z pohledu kulturn\u00ED distance velmi bl\u00EDzc\u00ED. V t\u0159et\u00ED \u010D\u00E1sti p\u0159\u00EDsp\u011Bvku autor prezentuje mo\u017En\u00E1 doporu\u010Den\u00ED pro klastr t\u011Bchto dvou zem\u00ED v oblasti reklamn\u00EDch strategie zejm\u00E9na v reklamn\u00EDch apelech, form\u00E1tech a proveden\u00ED reklamy. Upozor\u0148uje v\u0161ak, \u017Ee velmi siln\u00FD vliv na volbu t\u011Bchto prvk\u016F reklamn\u00ED strategie m\u00E1 p\u0159edev\u0161\u00EDm produktov\u00E1 kategorie a charakteristika c\u00EDlov\u00E9 skupiny."@cs . "\u010Cesk\u00E9 a slovensk\u00E9 kulturn\u00ED dimenze a reklama" . . "1"^^ . "43110" . "II" . "National culture is one of the frequent topics of advertising professionals discussions in the sphere of international advertising. Most of all in terms of standardization, adaptation and localization of advertising. Most probably best known model which describes divergences of national cultures is model of cultural dimensions of Dutch academic Geert Hofstede. In the first part of this paper author describes four of total number of five cultural dimensions including their application in the field of marketing communication. Subsequently results of large surveys through VSM 94 questionnaire in the Czech (Sv\u011Btl\u00EDk) and Slovak republic (Gec\u00EDkov\u00E1) are presented and resulted values are compared with selected EU countries and USA. On the base of Kogut's methodology and established data cultural distance of both countries were calculated and compared with other countries of EU. On the base of this computation was found out that people from \u010CR and SR are in comparison with other EU countries very closed from the point of cultural distance. In the third part of the paper are possible recommendation for the cluster of these two countries presented particularly in advertising appeals, forms and execution of advertising. Author pointed out the fact, that very strong influence on selection of components of advertising strategy have product category and features of the target group."@en . . "RIV/62156489:43110/11:00193447" . "1"^^ . "1338-130X" . . "\u010Cesk\u00E9 a slovensk\u00E9 kulturn\u00ED dimenze a reklama"@cs . . "\u010Cesk\u00E9 a slovensk\u00E9 kulturn\u00ED dimenze a reklama"@cs . "Z(MSM6215648904)" . "Communication Today" . . "2" . "14"^^ . . . "Czech and Slovak cultural dimensions and advertising."@en . . "RIV/62156489:43110/11:00193447!RIV13-MSM-43110___" . "SK - Slovensk\u00E1 republika" . . . . . "Sv\u011Btl\u00EDk, Jaroslav" . . . "\u010Cesk\u00E9 a slovensk\u00E9 kulturn\u00ED dimenze a reklama" . . "[70889F91298A]" . . . . "N\u00E1rodn\u00ED kultura je jedn\u00EDm z \u010Dast\u00FDch t\u00E9mat diskuze odborn\u00EDk\u016F z oblasti mezin\u00E1rodn\u00ED reklamy. Zejm\u00E9na v souvislosti s diskuz\u00ED o standardizaci, adaptaci \u010Di lokalizaci reklamy. Pravd\u011Bpodobn\u011B nejzn\u00E1m\u011Bj\u0161\u00EDm modelem pro vyj\u00E1d\u0159en\u00ED rozd\u00EDl\u016F n\u00E1rodn\u00EDch kultur je Hofstedeho model kulturn\u00EDch dimenz\u00ED. V \u00FAvodu tohoto p\u0159\u00EDsp\u011Bvku autor popisuje \u010Dty\u0159i z celkov\u00E9ho po\u010Dtu p\u011Bti kulturn\u00EDch dimenz\u00ED a to v\u010Detn\u011B jejich stru\u010Dn\u00E9 aplikace do oblasti marketingov\u00E9 komunikace. N\u00E1sledn\u011B prezentuje v\u00FDsledky rozs\u00E1hl\u00FDch v\u00FDzkum\u016F prost\u0159ednictv\u00EDm dotazn\u00EDku VSM 94, kter\u00FD se uskute\u010Dnil jak v \u010Cesk\u00E9 republice (Sv\u011Btl\u00EDk), tak i na Slovensku (Gec\u00EDkov\u00E1) a srovn\u00E1v\u00E1 zji\u0161t\u011Bn\u00E9 hodnoty kulturn\u00EDch dimenz\u00ED v r\u00E1mci vybran\u00FDch zem\u00ED EU a s USA. Na z\u00E1klad\u011B metody Koguta a zji\u0161t\u011Bn\u00FDch kulturn\u00EDch dimenz\u00ED byla vypo\u010D\u00EDt\u00E1na i kulturn\u00ED distance \u010CR a SR a porovn\u00E1na s hodnotami jin\u00FDch zem\u00ED. Na z\u00E1klad\u011B v\u00FDpo\u010Dtu bylo zji\u0161t\u011Bno, \u017Ee obyvatel\u00E9 \u010CR a SR ve srovn\u00E1n\u00ED s jin\u00FDmi zem\u011Bmi EU jsou si z pohledu kulturn\u00ED distance velmi bl\u00EDzc\u00ED. V t\u0159et\u00ED \u010D\u00E1sti p\u0159\u00EDsp\u011Bvku autor prezentuje mo\u017En\u00E1 doporu\u010Den\u00ED pro klastr t\u011Bchto dvou zem\u00ED v oblasti reklamn\u00EDch strategie zejm\u00E9na v reklamn\u00EDch apelech, form\u00E1tech a proveden\u00ED reklamy. Upozor\u0148uje v\u0161ak, \u017Ee velmi siln\u00FD vliv na volbu t\u011Bchto prvk\u016F reklamn\u00ED strategie m\u00E1 p\u0159edev\u0161\u00EDm produktov\u00E1 kategorie a charakteristika c\u00EDlov\u00E9 skupiny." . "Czech and Slovak cultural dimensions and advertising."@en . . . .