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

Marcel Lincényi (1) , Jaroslav Čársky (1)

1 Alexander Dubček University of Trenčín

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.

Mots clés: Slovak Republic; politics; public opinion; marketing; marketing tools; political advertising

Domaines: Economies et finances

Marcel Lincényi, Jaroslav Čársky. Research of citizens' behavior in a political campaign in searching for and monitoring political advertising in The Slovak Republic. Insights into Regional Development, 2021, 3 (1), pp.29 - 40. ⟨10.9770/ird.2021.3.1(2)⟩. ⟨hal-03583744⟩