Importance of Advertising Media Attributes in the Context of Long-Term Brand Building in Slovakia

Abstract:The aim of this paper is to understand which attributes Slovak marketers consider to be the most important and consequently which media they perceive to meet those requirements best. The first part of the analysis represents the answer to the supporting research question: What do Slovak marketers consider to be the most important attributes of the advertising medium in delivering a brand building campaign. The relative importance of attributes was evaluated using MaxDiff analysis where respondents were asked to trade off the most and least important attributes in 9 different combinations of 4 attributes at the time. The responses were analysed using a simple count-based approach, which is concerned with an overall number of times the attribute was seen as the “most important” for the long-term brand building when the respondent was forced to make a choice between attributes. The purpose of this article is to help Slovak marketers become aware of their current perception of advertising media and whether this perception needs to be re-evaluated in order to prevent potential negative long-term consequences of incorrect media decisions as experienced in other countries. Therefore, this paper aims to assess the current state of the Slovak advertising industry in terms of ability to evaluate the effectiveness of advertising media to grow brand in a long-term by identifying the most important attributes Slovak marketers consider when choosing media for a brand campaign.