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Companies use marketing public relations to support the marketing department or product promotion and image-making. The discipline of public relations usually used to be of secondary importance in marketing communication activities for ages. Marketing public relations could affect public awareness at a fraction of the cost of advertising and is often much more credible. Public relations are intended to positively influence development in society by aligning one's own interests with those of the public. Public relations objectives in politics focus on building image, securing market share, or increasing consumer (voter) conviction. Political parties should inform the public of their activities based on truthfulness and without any distortion. The paper aims to theoretically summarize public relations and differences between public relations and advertising and an analysis of the impact of public relations and public relations tools on the change of voting behavior and decision-making of Slovak consumers (voters). The empirical study was carried out based on a research of 362 in Slovakia consumers (voters). The primary information was the actual collection. The sample consisted of 362 respondents. The obtained primary data were processed in the statistical program. The method Pearson's Chi-squared test was used to confirm or reject the stated hypothesis. The subject of the research were consumers living in the region of eastern Slovakia. The obtained results showed statistically significant differences in the perception of tools and public relations methods depending on respondents' education. The findings could be beneficial for several target groups, namely marketing managers in the political field, political parties, political candidates, not only in Eastern Slovakia but within the framework of whole Slovakia. At the same time, they could serve as a source of information and as a basis for deciding and establishing the right tools of public relations in promoting political parties and political candidates. [ABSTRACT FROM AUTHOR]

Customer orientation is essential for long-term success competing between sports organizations in this dynamic business world. Perception of customer behaviour might be essential providing a competitive advantage of sport's organization. Customer orientation in strategy might increase customers' loyalty which is important for companies striving for survival and strengthening their competitiveness in the market. Customers' of sport's organization might behave differently according to the type of sport and even gender of sport's team. In this case, customers' (fans') behaviour of women's volleyball is analysed as an important factor in exploring its image. The aim of this article is to perceive the influence of the customers' behaviour in Lithuanian women's volleyball to its image. There was done sampling using a questionnaire with women's volleyball customers. So, we can suggest, that customer loyalty is related to the image of the sport's organization or team. The results of the research showed that women's volleyball is not a very popular sports game among Lithuanian people. Besides, according to the findings, the main customers of Lithuanian women's volleyball are retired professional players of volleyball and their family members. Thus, Lithuanian women's volleyball image has to be improved and firstly paying attention to customers' behaviour. Strong and statistically important Pearson correlation of the image of women's volleyball and public relations (as advertising and sharing information) shows that greater the image of women's volleyball needs greater attention and investment to public relations. Scientifically research results have a value of specific research of women's volleyball image in Lithuania. Furthermore, these research results could be applied to the practice of sports management while creating a strategy for the image of women's volleyball. [ABSTRACT FROM AUTHOR]

The paper proposes a resource approach to the assessment of social capital. For each component of corporate capital it was determined a list of indicators of quantitative and qualitative assessment and evaluation criteria. It was made a complex analysis of its components: consumer and organizational capital on the example of food industry enterprises in Ukraine. It gave the opportunity to determine the levels of efficiency of social dimension of corporate capital. [ABSTRACT FROM AUTHOR]

Eastern European Art Therapy Association (EEATA) engaged in teaching art therapy techniques which are used by doctors for the treatment of patients. Promotion plays a crucial role in the dissemination of this useful activity. The paper presents a project which includes such issues as the concept of promoting, encouraging and promoting the role of tools and their use in promoting of EEATA. [ABSTRACT FROM AUTHOR]

The main objective of this article is to analyze the promotional communication on OP (organic products) market, considering some aspects of the announcement, eco-label, message, advertising, sales promotion, public relations and participation in fairs and exhibitions. It is based on the investigation of secondary sources of specialized literature regarding promotional communication techniques used in the market of organic food products. The paper highlights that implementation of several promotional communication strategies is vital in terms of raising people awareness in OP market. It explores factors that determine the success or failure of a promotional communication campaign in OP market as well. [ABSTRACT FROM AUTHOR]