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Research of citizens' behavior in a political campaign in searching for and monitoring political advertising in The Slovak Republic

Author

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  • Marcel Lincényi

    (Alexander Dubcek University in Trencin, Slovakia)

  • Jaroslav Čársky

    (Alexander Dubcek University in Trencin, Slovakia)

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.

Suggested Citation

  • Marcel Lincényi & Jaroslav Čársky, 2021. "Research of citizens' behavior in a political campaign in searching for and monitoring political advertising in The Slovak Republic," Insights into Regional Development, VsI Entrepreneurship and Sustainability Center, vol. 3(1), pages 29-40, March.
    • Handle: RePEc:ssi:jouird:v:3:y:2021:i:1:p:29-40
    DOI: 10.9770/IRD.2021.3.1(2)
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    References listed on IDEAS

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    1. Nadiia Lysytsia & Maryna Martynenko & Tamara Prytychenko & Oleksandra Gron & Maryna Us, 2019. "Prospects for innovations in marketing of economic educational services in Ukraine," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 6(4), pages 1771-1783, June.
    2. Marcel Lincényi & Martin Laczko, 2020. "Influence of Brexit on education towards Europeanism," Post-Print hal-03298798, HAL.
    3. Marcel Lincényi & Martin Laczko, 2020. "Influence of Brexit on education towards Europeanism," Insights into Regional Development, VsI Entrepreneurship and Sustainability Center, vol. 2(4), pages 814-824, December.
    4. Elizaveta A. Winter & Tatiana M. Litvinova & Dmitrii V. Babaskin & Liudmila I. Babaskina & Olga V. Savinova, 2019. "Marketing analysis of the medical representatives' activity aimed on information support for promoted medications," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(1), pages 177-178, September.
    5. Oleksandra Stoian & Tetiana Polozova & Evgen Didenko & Oleksandra Storozhenko & Olena Moskvichova, 2018. "Strategies of interaction with a consumer within the marketing product policy," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 6(2), pages 1018-1027, December.
    6. Eddy Yunus & Daniel Susilo & Slamet Riyadi & Meithiana Indrasari & Teguh Dwi Putranto, 2019. "The effectiveness marketing strategy for ride-sharing transportation: intersecting social media, technology, and innovation," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(2), pages 1424-1434, December.
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    More about this item

    Keywords

    Slovak Republic; politics; public opinion; marketing; marketing tools; political advertising;
    All these keywords.

    JEL classification:

    • F50 - International Economics - - International Relations, National Security, and International Political Economy - - - General
    • F68 - International Economics - - Economic Impacts of Globalization - - - Policy
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

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