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

Authors

Lincényi, Marcel
Alexander Dubcek University in Trencin, Trenčín, Slovakia https://tnuni.sk
Articles by this author in: CrossRef |  Google Scholar

Čársky, Jaroslav
Alexander Dubcek University in Trencin, Trenčín, Slovakia https://tnuni.sk
Articles by this author in: CrossRef |  Google Scholar

Journal title

Insights into Regional Development

Volume

3


Number

1


Issue date

March 2021


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 1861  |  PDF downloads: 808

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