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Attitudes of the inhabitants of the capital of the Slovak Republic towards selected topics of advertising. Part II

Author

Listed:
  • Martina Jantová

    (Comenius University in Bratislava, Bratislava, Slovak Republic)

  • Peter Štarchoň

    (Comenius University in Bratislava, Bratislava, Slovak Republic)

Abstract

As part of the process of implementing an advertising campaign, the participating parties, primarily the advertiser and the advertising agency, respectively communication agency, have social responsibility, which manifests itself in an ethical level. Since the implementation of an advertising campaign is initiated by a specific company or other client, its recipients or the target group itself, instead of accepting it, may not only perceive it as unsolicited, but also as annoying. It is on the attitudes of the recipients of advertising, in the case of this contribution the attitudes of the inhabitants of the capital of the Slovak Republic, that are oriented to the outputs of the primary research. The article emphasizes the attitudes of recipients towards selected controversial aspects of advertising, namely attitudes towards advertising of cigarettes, hard alcohol, beer, wine and medicines and attitudes towards erotic motives in advertising. The starting point for the research was “Czechs and advertising for year 2020”. In Slovakia, 726 respondents took part in the research.

Suggested Citation

  • Martina Jantová & Peter Štarchoň, 2020. "Attitudes of the inhabitants of the capital of the Slovak Republic towards selected topics of advertising. Part II," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 15(3), pages 48-57.
  • Handle: RePEc:cub:journm:v:15:y:2020:i:3:p:48-57
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    More about this item

    Keywords

    advertising; consumer attitudes; ethics; ethical selfregulation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

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