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Špecifiká marke%ngu a marke%ngovej komunikácie elektronických médií na Slovensku

100%

Čábyová Ľ.

nr 7

The article presents characteristic features of marketing activities in the electronic media. After the initial description of the Slovak mass media, the author focuses on the media market and its use of advertising and of particular marketing communication tools.

Social Media Use and Adolescents’ Levels of Advertising Literacy

63%

Čábyová Ľ. , Hudáková V.

tom 5

nr 2

147-163

Advertising literacy is a set of knowledge, abilities and skills enabling one to identify and comprehend advertised messages. The theoretical part of the paper brings various points of view on advertising literacy (which we comprehend to be an element of media literacy), its classification and basic levels. The aim of the paper is to identify the level of advertising literacy among adolescents. The research has been conducted on a sample of 348 youngsters aged 13 to 17 years old. The authors of the paper investigated the influence of age on advertising literacy in the process of identifying intent of advertisement on the social network Instagram utilising new formats of digital communication such as reels, stories and memes. The authors of the paper tend to admit that the age of respondents may have an influence on adolescents’ advertising literacy but to finally claim so, further research with respondents from larger age groups would have to be conducted.

Benchmarking Comparison of Marketing Communication of Universities in Slovakia Source: Communication Today

63%

Čábyová Ľ. , Ptačin J.

nr 1

54–69

The authors submit the paper with the aim of introducing the benchmarking practicable in the university conditions. The paper pays special attention to theoretical definitions of benchmarking and it focuses on problems and weaknesses of marketing communication strategies applied by Slovak universities. Therefore, the main goal of the paper is to determine the most significant criteria of benchmarking comparison in the field of marketing communication implemented by selected Slovak universities. As a research result, the authors present and discuss an improvement proposal model. After carrying out a benchmark comparison applied to marketing communication at selected universities in Slovakia, they provide us with findings of the study about the use of marketing communication. Relying on the benchmarking results, they suggest recommendations for the improvement in exploitation of marketing communication in the field of higher education in the Slovak territory.

Family News Talks: Deliberative Communication in Families

45%

Čábyová Ľ. , Hudíková Z. , Rozukalne A. , Skulte I. , Stakle A.

nr 2

22-53

The authors of the research study investigated and compared the use of media among young adults (aged 19-24) in Slovakian and Latvian families, along with its potential for fostering deliberative communication both within and outside these family units. The study highlights the very limited interest among young people in actively seeking out quality news sources, with only a small fraction of them consistently visiting reliable news websites, actively searching for high-quality information, and comparing news from various sources. News in the media continues to spark discussions among family members; however, there are still many families who consciously avoid these discussions. Media news continues to incite deliberative discourse within family units, yet a considerable number of families deliberately abstain from engaging in such dialogues. This study discusses the influence of the media environment on content in Latvia and Slovakia. It emphasizes the importance deliberative communication and promoting media and information literacy.