Received:
2020-07-16 | Accepted:
2020-12-18 | Published:
2021-03-30
Title
Research of citizens' behavior in a political campaign in searching for and monitoring political advertising in The Slovak Republic
Abstract
The research study thematically focuses on the behaviour of citizens of the Slovak Republic in the campaign for active search and monitoring of political advertising. The authors tried to find out the degree of effectiveness of the use of marketing tools and forms of political advertising. Among other things, the research showed that most of the interviewed Slovaks are actively interested in political advertising in the election campaign. Research has shown that the most effective political advertising is in the audiovisual and online media and, conversely, the least effective in the print media, pre-election leaflets and billboards.
Keywords
Slovak Republic, politics, public opinion, marketing, marketing tools, political advertising
JEL classifications
F50
, F68
, Z11
URI
http://jssidoi.org/ird/article/58
DOI
HAL
Pages
29-40
Funding
This research was carried out in the framework of the project KEGA 003TnUAD-4/2018: Innovation of methodological letters for teachers of civic education from the point of view of prevention of manifestations of extremism and education for democratic citizenship.
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
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