[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/cub/journm/v15y2020i2p49-55.html
   My bibliography  Save this article

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

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 I," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 15(2), pages 49-55.
    • Handle: RePEc:cub:journm:v:15:y:2020:i:2:p:49-55
    as

    Download full text from publisher

    File URL: https://msijournal.com/postoje-obyvatelov-hlavneho-miesta-slovenskej-republiky-voci-vybranym-temam-reklamy-cast-i/
    Download Restriction: no
    ---><---

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cub:journm:v:15:y:2020:i:2:p:49-55. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Frantisek Olsavsky (email available below). General contact details of provider: https://edirc.repec.org/data/fmkomsk.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.