Selected aspects of political marketing in Slovakia
Antónia Štensová (University of South Bohemia in České Budějovice, Czech Republic),
Peter Štarchoň (Comenius University in Bratislava, Slovakia)
ABSTRACT: The authors concentrate on particular aspects of political marketing within the framework of Slovak conditions. At the beginning, the article highlights characteristics of political market in Slovakia and then focuses on the importance of selected tools of political marketing, namely marketing research (public opinion researches and pre-election surveys), behaviour of electors, influence of mass media and communication on voters (media in marketing communications of political parties, new tools of communication) and engagement of celebrities in the election cam- paigns. Finally visible and enlarging significance of professionalisation of election campaigns is stressed.