Specifics of Marketing Communications Within Political Environment in Slovakia

Abstract

The paper deals with specifics of marketing communication in political environment and also new forms of communication in the area of politics in Slovakia based on four specific researches conducted within longer period of time (2014–2017). The questionnaires were modified to fit the four major elections: presidential elections, municipal elections, elections to the National Council of the Slovak Republic, elections to higher territorial units in this time order. From the point of view of respondents/electors wide range of problems were identified, for example relationships between media and political parties, relationships between media and politicians or forms of communication with voters. In addition, the role of research agencies and importance of public opinion researches and pre-election surveys within development of marketing activities were closely examined. Results indicate an increased need for change in the application of few marketing communication tools and for more sophisticated conceptions based on understanding of electorate like understanding of consumer behavior.