MASS MEDIA COMMUNICATION & COMPANIES' MARKET POSITION: THE CASE OF THE CZECH MORTGAGE MARKET

Daria Gunina, Michal Novák (), Tomáš Kincl and Lenka Komárková

Acta Oeconomica Pragensia, 2018, vol. 2018, issue 2, 41-55

Abstract: 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.

Keywords: mass media communication; mortgage market; television; advertising (search for similar items in EconPapers)
JEL-codes: G21 M21 M37 (search for similar items in EconPapers)
Date: 2018
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DOI: 10.18267/j.aop.600

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