Abstract
If a company wants to succeed in a tough competitive environment, it must consider all the options to be more visible. One of these possibilities is advertising, which exists in a considerable variety of forms. Therefore, our goal was to conduct a survey on the attitude of customers in Slovakia to several modern and traditional forms of advertising, which are used by companies for their visibility. Data were obtained from the questionnaires filled in by 244 respondents. We were interested in opinions on advertising oversaturation, the influence of advertising, annoyance by advertising, and credibility of advertising. In each of four topics, we investigated opinions on 21 different types of advertising, using non-parametric tests to determine the significance of differences, which means we used inductive statistics. According to respondents, the advertising on social networks has a higher influence than most other types of advertising. At the same time, it is not one of the most trusted forms, nor one of the most bothering forms. The right marketing strategy choice concerning time, money, form, and efficiency is a key factor to companies. Therefore, it is important for companies to use the right form or combination of forms of advertising to make themselves known depending on the type of product and its target group. To increase the sustainability of a company in the market, it is important to use the right form or combination of forms of advertising considering the product and the target group.
Highlights
Changes in socio-economic conditions in countries result in their economic and social process management changing [1], which is reflected in the business sphere
The average was calculated from a data matrix, where numbers were assigned to the range of answers We used a similar procedure in the following tables for other questions
The dynamic development of the environment in all spheres forms the area of marketing communication
Summary
Changes in socio-economic conditions in countries result in their economic and social process management changing [1], which is reflected in the business sphere. Many changes in science and research, and innovations in technology and knowledge, brought new perspectives on the world with an emphasis on creativity, efficiency, innovation, social benefits, and economy. The cohesion and effect of these influences is visible in the field of marketing [2]. In the context of technological, socio-demographic, and urban development changes, there is a change in customer behaviour concerning the spending of free time, shopping, travelling, etc. Firms use new ways of providing services and organising trade, and new ways of communication with customers [4], for example using social networks
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