A hatékony reklámgyakoriság vizsgálata, különös tekintettel a hazai mobilkommunikációs-szolgáltatók televíziós hirdetéseire

A reklámgyakoriság kérdése már régóta foglalkoztatja a marketing menedzsereket, a kutatókat és magukat a fogyasztókat is. 2006-ban Magyarországon egy nap átlagosan 3.763 szpot volt látható a különböző (az AGB Nielsen Media Research által mért) TV csatornákon (www.agbnielsen.hu). A reklámokra költött összeg 2005-ben listaáron meghaladta az 503 milliárd forintot, de a Magyar Reklámszövetség becslése szerint is a valós költés 166.6 milliárd forint volt (www.mrsz.hu). Vajon van-e értelme az ilyen mértékű reklámdömpingnek? Előfordulhat-e, hogy a fogyasztók számára nem szimpatikus ez a stratégia, megutálják az adott reklámokat és nem fogják megvenni a termékeket? Fontos kérdés ez menedzseri szemszögből, hiszen ha ez a bumeráng hatás érvényesül, akkor esetleg feleslegesen költenek milliárdos nagyságrendben reklámokra. Persze az is lehetséges, hogy a fogyasztók éppen a gyakran reklámozott és ezért ismertebbnek tűnő termékeket veszik le a polcról, a reklámjukhoz fűződő attitűdjüktől függetlenül. Dolgozatomban áttekintem a témához fűződő szakirodalmat. A cikkek két fő nézőpontból közelítik meg a reklámgyakoriság témakörét: egyrészt fogyasztói magatartás szempontból (attitűd, vásárlási hajlandóság, emlékezet, felidézés, stb.), másrészt vállalati szempontból (versenytársak hatása, piacok telítettsége, stb.). Az akadémiai szakirodalom azonban nem foglalkozik azzal, hogy hogyan születik döntés a reklámgyakoriságról, ki dönt, miről (gyakoriság, GRP, költés) és milyen szempontok figyelembevételével

Environmentally conscious consumption patterns in Hungarian households

This article provides a comprehensive review of the literature on the theoretical aspects of sustainable consumption. The conditions for consumers’ social responsibility and the formation of environmentally conscious behavior patterns will also be discussed, along with possible methods for motivating behavioral changes. The authors have completed a primary research study with the purpose of surveying environmentally conscious consumption patterns in Hungary. They also examined how the provision of appropriate information and the raising of awareness might encourage sustainable consumption. According to their findings, the respondents’ knowledge on environmentally conscious behavior was rather limited, and reinforcement was needed in identifying appropriate activity alternatives. This paper provides a summary of the qualitative research phase which employed in-depth interviews, logging and focus groups. The consecutive application of these methods enabled the authors to keep track of the process and the consequences of raising awareness

Cut mowing and grazing effects with grey cattle on plant species composition in case of Pannon wet grasslands

Examined area can be found at Balaton Uplands National Park (Hungary). 5 sample areas were examined in Badacsonytördemic: 1: 32 hectare under-grazed pasture, 2: 38 hectare overgrazed pasture, 3: 34 hectare hayfield, 4: trampled area, 5: beaten track. Livestock population was 118 in the monitored pastures. Sampling was executed along five 52m long circular transects, within 5cm × 5cm interlocking quadrates. Based on the data we can state that the curve of the drinking area was the highest of speciesarea examinations however weed appeared because of degradation which provided more species. According to species-area examinations overgrazed areas were richer in species then other examined areas. Based on diversity data drinking area considered degraded, while meadow and overgrazed areas was considered as proper state. Diversity of meadow was larger, but dominance of economically useful species was smaller. The amount of less valuable species – Carex hirta – increased

Commercial varieties of European plums grown in Hungary, a comparison of promising foreign varieties with the widely grown traditional ones

Observations and investigations performed in laboratory at several growing sites over a period of many years are summarised on established plum varieties as well as on new promising ones concerning their marketing value. The ripening period of plum varieties was enlarged substantially with the appearance of new varieties of extra late maturity (‘Elena’, ‘Tophit’, ‘Presenta’). The new varieties did not alter the traditional colour, more or less long, violet or blue character of the plum. The most known type, ‘Besztercei szilva’ with its accustomed taste was followed by the new varieties ‘Katinka’, ‘Tegera‘, ‘Hanita’ and ‘Presenta’. The fruit size are largely of the medium category, except the early ripening small ‘Katinka’, whereas the larger and attractive (~60 g) fruits are represented by the late ripening ‘Tophit’ and ‘Empress’. The stone/fruit ratio was lowest in 3% (‘Tophit’) and 6% (‘Besztercei Bt. 2’, ‘Hanita’, ‘Jojo’, ‘ ‘Čačanska rana’) at the other end of the scale. The width and thickness of the fruit fl esh between 28 mm (‘Besztercei szilva’) and 43-44 mm (‘Empress’, ‘Tophit’). The fi rmness of the fruit fl esh excelled in the late maturity varieties ‘Presenta’ and ‘Tophit’ (~4 kg/cm2). Water soluble solids were 12-13 Brix% (‘Čačanska rana’, ‘Katinka’, ‘Silvia’) and 20 Brix% (‘Presenta’, ‘Tophit’), whereas titrated acids are found between 0.2% (‘Besztercei Bt. 2’) and 1.2% (‘Tegera’)