Abstract:
Advertising and other marketing incentives affect and cause some reaction in buying of any consumer at the current market. Companies that use advertising are aware that they get something positive for themselves, build awareness and popularity of their products, brands, and thus the conditions for successful operation at the market. The aim of the article is to characterize the advertisement as one of the selected marketing communication tools affecting buying/purchasing behavior of Slovak consumers. This paper focuses to the examination of selected types of buying behavior, which are an essential part of any consumer within the purchasing process.
