Ľudmila Čábyová – Communication Today https://communicationtoday.sk Media, marketing, communication Tue, 24 Jun 2025 18:15:57 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.3 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Ľudmila Čábyová – Communication Today https://communicationtoday.sk 32 32 DISINFORMATION IN POLITICAL ADVERTISING IN THE CONTEXT OF FIRST-TIME VOTERS’ ADVERTISING LITERACY https://communicationtoday.sk/disinformation-in-political-advertising-in-the-context-of-first-time-voters-advertising-literacy/ Sun, 24 Nov 2024 17:16:05 +0000 https://communicationtoday.sk/?p=4597 ABSTRACT:

The authors of this research study investigated the ability of first-time voters to comprehend, identify and evaluate political advertising along with their ability to understand and identify disinformation in political advertising. Two groups were compared: one that received media education as a compulsory subject in school and one that did not. This study also showcases the positive impact of media education on first-time voters, since it revealed a significant difference in advertising literacy levels between these groups. The results of the study show that there were notable improvements in defining and identifying political advertising and disinformation among media-educated students. Both groups of students were able to define the goals of disinformation in political advertising and most consider them unethical. The highest score in both groups was achieved in verifying media sources and news. This study highlights the paramount importance of advertising literacy for first-time voters since it gives them the tools to discern political advertising and enables them to make well-informed decisions during the electoral process. It also emphasises the importance of media education.

KEY WORDS:
advertising, advertising literacy, disinformation, first-time voters, media education, political marketing

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DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.2.4

]]> Benchmarking Comparison Of Marketing Communication Of Universities In Slovakia https://communicationtoday.sk/benchmarking-comparison-of-marketing-communication-of-universities-in-slovakia/ Fri, 02 May 2014 07:16:34 +0000 https://www.communicationtoday.sk/?p=1027 The authors submit the paper with the aim of introducing the benchmarking practicable in the university conditions. The paper pays special attention to theoretical definitions of benchmarking and it focuses on problems and weaknesses of marketing communication strategies applied by Slovak universities. Therefore, the main goal of the paper is to determine the most significant criteria of benchmarking comparison in the field of marketing communication implemented by selected Slovak universities. As a research result, the authors present and discuss an improvement proposal model. After carrying out a benchmark comparison applied to marketing communication at selected universities in Slovakia, they provide us with findings of the study about the use of marketing communication. Relying on the benchmarking results, they suggest recommendations for the improvement in exploitation of marketing communication in the field of higher education in the Slovak territory.

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]]> Benchmarking Comparison Of Marketing Communication Of Universities In Slovakia https://communicationtoday.sk/benchmarking-comparison-of-marketing-communication-of-universities-in-slovakia-2/ Fri, 02 May 2014 07:16:34 +0000 https://www.communicationtoday.sk/?p=1029 The authors submit the paper with the aim of introducing the benchmarking practicable in the university conditions. The paper pays special attention to theoretical definitions of benchmarking and it focuses on problems and weaknesses of marketing communication strategies applied by Slovak universities. Therefore, the main goal of the paper is to determine the most significant criteria of benchmarking comparison in the field of marketing communication implemented by selected Slovak universities. As a research result, the authors present and discuss an improvement proposal model. After carrying out a benchmark comparison applied to marketing communication at selected universities in Slovakia, they provide us with findings of the study about the use of marketing communication. Relying on the benchmarking results, they suggest recommendations for the improvement in exploitation of marketing communication in the field of higher education in the Slovak territory.

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