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Marketing Communication of Selected Conservative and Liberal Parties in Slovak Region before Elections

100%

Jánošová D. , Bundzíková R.

Political Preferences

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2020

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nr 26

27-40

EN

Through a democratically set system of state functioning, political parties are given space for their establishment and subsequent functioning. Nowadays, registering new parties is not an issue in Slovakia, but another issue arises - most political parties cannot attract voters, and as a result they lose general sympathy and also necessary votes in elections. For a political party to become known to its voters, it needs to address and subsequently implement techniques of political marketing. Reaching and gaining voters is essential for a political party to continue to exist. By using marketing communication in its election campaign, a political party can succeed more than the one that has not used them. Therefore to adequately address its voters, a political party has to know their social, cultural, economic as well as religious background. The political party must also pay attention to the creation of an election program that appeals to voters. However, a political party should choose such proper communication channels through which it will be able to attract its supporters. The presented paper deals with the issue of using / not using marketing communication before the parliamentary elections in 2020 in selected Slovak conservatively and liberally oriented political parties in the Trenčín region. The authors present their findings on the basis of the analysis of marketing communication tools, as well as formuate research questions that helped them meet the research goal, in particular, whether selected political parties used/did not use specific marketing communication tools in their election campaign in 2020.

2

Aspects Of Communication In The Digital Literacy Of Generation Y In The Region

100%

Jánošová D. , Sádecká R.

Media Literacy and Academic Research

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2021

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tom 4

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nr 2

205-218

EN

This paper deals with digital literacy, which helps develop generation Y’s skills and competencies. The aim of this paper is, based on a questionnaire survey, to obtain information on the digital literacy of Generation Y in the Trenčín region (Slovak Republic) and the Zlín region (Czech Republic) and whether these regions help to increase Generation Y´s digital competences. Also, analyse and compare specific survey results in each region and, based on the obtained data, prepare recommendations that would be generally applicable not only for the selected regions from the survey but also for other regions. Before starting our marketing research, we set research questions and hypotheses, which we justify and statistically verify in this article’s empirical part. Based on our findings, there is no statistically significant relationship between sex and learning new digital media of Generation Y. According to our findings, Generation Y is interested in learning about digital media, but none of the regions studied offers sufficient development opportunities.

3

The Use of Regional Marketing in the Conduct of Regional Policy

100%

Jánošová D. , Jobczyk T.

Political Preferences

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2019

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nr 25

53-62

EN

The purpose of the article is to demonstrate the close relationship between regional development and territorial marketing, which based on the implementation of the marketing concept focuses on creating regional and local products and their effective positioning towards potential buyers. The presented thesis is a result of reflection on using regional marketing in creating regional policy, based on consideration of the specific features of the region which marketing specialists are supposed to know in order to create a marketing plan for the respective region. Further, the marketing plan may be used in the political strategy of regional development based on the satisfaction of the residents’ needs and their individual development. The care of politicians, who fulfil their functions following the election by the citizens, and the development of residents would coexist with the creation of regional development. The phenomena should be closely interrelated. When describing the interrelation from a scientific perspective, it must be said that synergy of the indicated types of activity depends on a series of facts and correlations which fall within various scientific domains. Therefore, there is a need for multidisciplinary approach. The authors of the article hypothesize that management of regional development should be supported by the professional use of regional marketing, taking into account the assumption that each organization should shape its impact system by analysing its needs, already used solutions and the needs of its stakeholders. The views expressed are based on the analysis of selected literature.

4

Regional Policy and Regional Marketing at the Level of Small and Medium-sized Enterprises in Slovakia

100%

Labudová L. , Jánošová D.

Political Preferences

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2020

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nr 26

41-54

EN

The article focuses on the characteristics of regional policy, regional development, regional marketing and regional marketing communication from a theoretical perspective. Subsequently, we characterize research that was realized in 2019 and included V4 countries - Slovakia, Poland, Hungary, Czech Republic, along with Serbia. Its aim was to characterize the main reasons of the failure of small and medium-sized enterprises and approach the current challenges of small and medium entrepreneurships, the main question we tried to answer was- How to prevent SMEs from failure? The activities related to the project led to the clarification of different aspects of business activities that can lead to successful and/or unsuccessful entrepreneurial activities. For the purpose of this article, we have selected eight research questions from Slovakia that are currently relevant to the topic of the article. We outline the main obstacles to business success in Slovakia, we characterize external factors that created business difficulties and three questions deal with marketing and marketing communication, because standing in a strong competitive environment requires, among other things, the ability to sell one´s business to customers. The aim of the article is to point out the factors that influence business and success in the market of small and medium enterprises in Slovakia.