Adolescents perception of the commercial advertising in Slovakia

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F19%3AN0000003" target="_blank" >RIV/04130081:_____/19:N0000003 - isvavai.cz</a>
Result on the web
<a href="http://www.esd-conference.com/upload/book_of_proceedings/Book_of_Proceedings_esdBuenosAires2019_Online.pdf" target="_blank" >http://www.esd-conference.com/upload/book_of_proceedings/Book_of_Proceedings_esdBuenosAires2019_Online.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Adolescents perception of the commercial advertising in Slovakia
Original language description
Marketing communication sector has, in recent decades, experienced dynamic qualitative development, while its current form in the intentions of customer orientation has acquired the character of a targeted stimulation of more closely differentiated segment. The current period, characterized by increased communications has created the possibility for a more dominant application of advertising in public. Thus advertising penetrates into all aspects of life and its setting-up has been confirmed in both commercial as well as land non-commercial spheres. The paper deals with the perception of the term, "commercial advertising," in the segment of generation Z in Slovakia, represented by university students. The research method of data collection was an online questionnaire with the implementation of semantic differential. The data processing was conducted by means of descriptive and inferential statistics. The resulting findings refer to the perception of the term, " commercial advertising," by a research group of adolescents in their semantic space.
Czech name
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Czech description
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Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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