Scholarly record

CURRENT POLICY AND SUPPORT IN THE ADVERTISING INDUSTRY IN THE ZILINA REGION

M. Garbarova, P. H. Bachanova, L. Vartiak

Abstract

The paper deals with the policy and support of the creative industry in the Zilina Region. In the Zilina Region, the major part of the creative industry is represented by the advertising industry. The main aim of the paper is to identify the aspects of the support in the advertising industry in the Zilina Region. To achieve the aim of the paper, the primary research consisting of personal, telephone, and e-mail questioning was carried out. The survey was aimed at the advertising agencies operating in the Zilina Region. Querying, analysis, induction and statistics are methods to be used in primary research. Based on an analysis of the current state of the support in the advertising industry in the Zilina Region, the survey examined these four research areas: public support, human resources, institutional support and funding. Within the research areas, in the means of public support, the survey was focused on finding out whether the advertising agencies use some form of support on the state, regional government, city or municipality level. In the area of human resources, the survey was focused on identifying the employee qualification requirements, the education level, the significant shortcomings from the view of employees, and the possible ways of improving the education level in the advertising industry. In the area of infrastructure, the survey has been focused on identifying the conditions of institutional infrastructure development in the Zilina Region. In the area of financing, the survey was focused on determining the most common and the most important forms of financing used by advertising agencies operating in the Zilina Region. As the main finding may be considered that there are several instruments for support of the advertising industry in the Zilina region, but they are not used sufficiently. The recommendations arising from the paper are focused on the means of the development of the advertising industry in the Zilina Region.

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