THE SLOVAK PUBLIC VERSUS ADVERTISING: A CASE STUDY.

This paper deals with the investigation of the Slovak public relation to the advertising of the consumer goods and services. Marketing research was realized via qualitative research method using structured questionnaire on the chosen sample of respondents by purposeful sampling (n=1067). We focused mainly on the public perception of the commercials, their intensity and necessity, preferred advertisement, consideration of the advertising, as well as the interest in commercials and the impact of the advertisement on the public behavior. In the first place, the evaluation of the qualitative research was realized by one-dimensional descriptive statistics what points at the frequency of the individual preferred opinions. Secondly, selected questions were evaluated by two-dimensional statistics to find some statistic relevant relations among qualitative characters using Pearson Chi-square test. The findings reveal that the advertising is necessary for the Slovak public, but its intensity is too high, which lead in some cases to public annoyance. The statistical relevant influence on the respondent's attitudes to the advertising had their status and education. Other conclusions are related to the public requirements on preferred characters for advertising to those mostly were matched attributes like truthful, modest, comprehensible, humorous and original. [ABSTRACT FROM AUTHOR]