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

Martina Jantová () and Peter Štarchoň ()
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Martina Jantová: Comenius University in Bratislava, Bratislava, Slovak Republic
Peter Štarchoň: Comenius University in Bratislava, Bratislava, Slovak Republic

Marketing Science & Inspirations, 2020, vol. 15, issue 3, 48-57

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.

Keywords: advertising; consumer attitudes; ethics; ethical selfregulation (search for similar items in EconPapers)
JEL-codes: M31 M38 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:15:y:2020:i:3:p:48-57

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