Changes in marketing communication in political marketing in the Slovak Republic in recent years

Political marketing is one of the youngest marketing disciplines that primarily deals with marketing communications of political subjects and candidates before the election, after the elections and during the exercise of the mandate. Marketing communications methods and tools have changed over the last decade, expanding the possibilities offered by social networks and modern communication tools. Preferences have also been changed by voters, appreciating various methods of communication, requiring different themes in pre-election struggle, but especially wanting candidates and policy-makers to design longer-term strategies than they have been so far. Intense changes are taking place in the implementation of specific marketing communication tools and turn to understanding needs and preferences, voters are interested in fulfilling pre-election promises. The study will present 4 pre-election surveys and, within them, selected thematic areas that will point to the need for a change in marketing communication within the framework of political marketing in the Slovak Republic.