Advertising in the Czech Republic: Czech perceptions of effective advertising and advertising clutter

Abstract

This paper examines Czech expectations of their advertising, the perceived intensity level of that advertising, and how various cultural factors affect the efficacy of that advertising. Findings suggest that the hypothesis that transitioning economies may be free of advertising clutter to no longer be true in the Czech Republic. Information gleaned from in-depth interviews and a survey suggests that effective Czech advertising reflects the collectivistic nature of the culture as well as the contextual level of communication. Simple, direct approaches that inform, along with the use of clever, humorous creative and group depictions, are often effective.

Citation

Taylor, C.R., Greg Bonner, P. and Dolezal, M. (2002), "Advertising in the Czech Republic: Czech perceptions of effective advertising and advertising clutter", Taylor, C.R. (Ed.) New Directions in International Advertising Research (Advances in International Marketing, Vol. 12), Emerald Group Publishing Limited, Leeds, pp. 137-149. https://doi.org/10.1016/S1474-7979(02)12024-2