Subjective evaluation of chosen typographical characteristics in marketing materials

Petra Talandová; Jiří Rybička

Subjective evaluation of chosen typographical characteristics in marketing materials

2008

Petra Talandová | Jiří Rybička

This paper concentrates on the problems of marketing materials quality evaluation and their formal aspect and also customers’ marketing materials evaluation. This area has not been concentrated on very much and nor in the literature is described. The paper presents the results of our own research which queries how the customers subjectively perceive and evaluate the marketing materials. The emphasis was put on the materials quality i.e. on what materials are considered as quality materials by the customers and which attributes mainly influence the quality. The results were aggregated on the basis of customers’ responses an also on the basis of practical examples evaluation which included intentional mistakes. The subjects of the evaluation were marketing materials quality as a general feature, the attributes influencing the quality and marketing materials quality and company quality relation. Also the examples including mistakes were evaluated. According to the questioning results, the respondents’ answers vary much. It is not possible to find unambiguously right or wrong marketing materials evaluation. This area will be developed in further research which will be concentrated mainly on the typographical aspects.The aim of this paper is to delimit and to define the present situation through the research result examination, to define ‘quality’ and to describe the way how marketing materials are perceived by the customers.

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