Authors
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Dáša Mendelová
University of SS. Cyril and Methodius in Trnava
Author
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Anna Zaušková
University of SS. Cyril and Methodius in Trnava
Author
Keywords:
innovation, evaluating innovation, Slovak advertising environment, advertising agency, advertising campaign, advertising clients
Abstract
The research study focuses on innovation in the Slovak advertising environment, whereby our primary objective is to present a portion of the results from the completed research and introduce proposed criteria for evaluating innovation in marketing communication and advertising. The first part of the text deals with formulating the problem while the second describes the applied research methodology. In the third chapter, the study presents partial results from the research, with special emphasis on four important elements: the manner in which innovation in marketing communication and advertising is defined, the perspective of the largest Slovak advertising clients with respect to the importance of innovation, the relationship between innovation and effectiveness and determining parameters for evaluating advertising campaigns, from the perspective of advertising agencies and advertising clients. The fourth chapter provides proposals for implementing this knowledge. The recommendations are formulated in accordance with criteria that may be used to evaluate innovation in the advertising business. The study also provides new knowledge related to connecting innovation to marketing communication. As indicated in the first part of the study, this topic has not yet been scientifically examined in the Slovak Republic and as such, the text contributes to expansion of existing theoretical and practical knowledge on the given issues.
Author Biographies
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Dáša Mendelová, University of SS. Cyril and Methodius in Trnava
Dáša Mendelová studied marketing communication at the Faculty of Mass Media Communication at the University of SS. Cyril and Methodius in Trnava and continued her studies as a full-time doctoral candidate – she graduated in 2014. The author focuses on innovations and their integration into mass media and marketing communication and strives to reflect on innovations in the Slovak media and advertising environment in particular. She teaches Media Relations at the Faculty and heads up the marketing seminar and also cooperates in organising major research events while serving as the “Secretary and Online Content Administrator” for the scientific journal Communication Today. She has practical experience from the tourism industry and was active in two Slovak publishing houses. She also considers her work experience in an advertising agency as highly enriching. The author’s desire to continue in her education, share valuable knowledge, and help motivate her students convinced her to remain in the academic environment for longer than she originally anticipated.
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Anna Zaušková, University of SS. Cyril and Methodius in Trnava
Anna Zaušková has been working in the academic environment since 1978. Her pedagogical and scientific and research activities include innovation management and project management. She is the author of 11 scientific monographs, 22 university textbooks, learning materials and textbook chapters; her work also involves 145 scientific articles or other contributions published in foreign and domestic journals and conference proceedings. So far she has participated in 29 international and domestic scientific projects; her involvement in these projects includes the roles of project participant and project coordinator. At present, Anna Zaušková works as a professor of Mass Media Studies at the Faculty of Mass Media Communication UCM in Trnava, specializing in innovation performance and partnerships.
