Adolescents perception of the commercial advertising in Slovakia

Kód výsledku v 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>

Výsledek na webu

<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

—

Jazyk výsledku

angličtina

Název v původním jazyce

Adolescents perception of the commercial advertising in Slovakia

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Adolescents perception of the commercial advertising in Slovakia

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2019

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

ECONOMIC AND SOCIAL DEVELOPMENT

ISBN

—

ISSN

1849-6903

e-ISSN

1849-7535

Počet stran výsledku

9

Strana od-do

201-209

Název nakladatele

Varazdin Development and Entrepreneurship Agency

Místo vydání

Varazdin

Místo konání akce

Buenos Aires

Datum konání akce

10. 5. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000469863300021