Peter Štarchoň – Communication Today https://communicationtoday.sk Media, marketing, communication Tue, 03 May 2022 17:45:51 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.3 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Peter Štarchoň – Communication Today https://communicationtoday.sk 32 32 The Attitudes of Slovak Digital Native Students towards Online Video Advertising https://communicationtoday.sk/the-attitudes-of-slovak-digital-native-students-towards-online-video-advertising/ Sun, 24 Apr 2022 13:08:47 +0000 https://communicationtoday.sk/?p=3924 ABSTRACT:
The proliferation of video ads has drawn the attention of both researchers and practitioners. Academic research is expected to provide a deeper understanding of factors driving the irritation of users from online video ads and factors possibly reducing their general reluctance towards subscribing to premium video services. This study responds to these calls by analysing the attitudes of Slovak digital natives towards online video advertising. Through quantitative research on a sample of 137 Slovak university students, it examines their knowledge of and preferences regarding various video advertising formats, the use of ad blockers, and the attitudes towards paid services enabling ad-free consumption of video content. The results have revealed that these users prefer skippable ads; however, they would rather be exposed to one longer non-skippable video ad than three shorter skippable ads. Most of them know that the income from ad sales is crucial for maintaining the revenue stream for social media platforms and content publishers. However, at the same time, most of them are using ad blockers and refuse to pay for ad-free content. The results of this study foster a deeper understanding of the attitudes of digital natives towards online video ads and associated matters. Based on the knowledge provided, media and advertisers can tailor their advertising strategies to reflect the preferences and behaviour of this prospective consumer group.

KEY WORDS:
adblockers, digital marketing, digital natives, digital video, online advertising, online video ads, pre-roll advertising, video advertising

07. MIKLOSIK et al. – CT 1-2022Download
]]> The Interaction between the Marketing Communications Audit and Visitors in Museum Facilities https://communicationtoday.sk/the-interaction-between-the-marketing-communications-audit-and-visitors-in-museum-facilities/ Mon, 19 Apr 2021 17:56:20 +0000 https://communicationtoday.sk/?p=3735 ABSTRACT:
Museum facilities are part of an economic environment that is continually developing and subject to hypercompetitive conflicts. Museums must therefore apply adequate modern marketing tools, including marketing communications, which not only have informative and promotional functions, but at the same time enable the management of museum profitability and numbers of visitors to museums. Marketing communications for these institutions therefore represent a critical aspect of museum management. The purpose of this research study is to evaluate the levels of marketing communications to museum visitors for the purpose of acquiring feedback for museum management. At the same time, it is also possible to apply modern auditing techniques to governance and marketing communications management. This is a task undertaken by this research inquiry through experimental CASI interviews on a sample of 2,020 museum visitors over a period of four consecutive years and subsequent analyses using R statistical software. The recorded data shows a strong correlation between marketing communications and museum attendance. Based on this data, it has been possible to interactively formulate audit recommendations and a model for a marketing communications optimisation audit approach that can enable museum management to manage their marketing communications innovatively. At the same time, the results have also expanded interdisciplinary knowledge of marketing and management.

KEY WORDS:
audit, communication, management, marketing, museum

06. LUKAC et al. – CT 1-2021Download
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