Search

Marketing communication sector has, in recent decades, experienced dynamic qualitative development, while its current form in the intentions of customer orientation has acquired the character of a targeted stimulation of more closely differentiated segment. The current period, characterized by increased communications has created the possibility for a more dominant application of advertising in public. Thus advertising penetrates into all aspects of life and its setting-up has been confirmed in both commercial as well as land non-commercial spheres. The paper deals with the perception of the term, "commercial advertising," in the segment of generation Z in Slovakia, represented by university students. The research method of data collection was an online questionnaire with the implementation of semantic differential. The data processing was conducted by means of descriptive and inferential statistics. The resulting findings refer to the perception of the term, "commercial advertising," by a research group of adolescents in their semantic space. [ABSTRACT FROM AUTHOR]