Abstract:

Advertising as a part of marketing communication is one of the most important forms of modern marketing. Its essence does not lie in providing information to customers, familiarizing them with the product portfolio or useful properties of presented products, but rather in the ability of businesses to identify clients' needs and flexibly respond to them. The aim of the paper is to summarize the issue of advertising and internet advertising, as well as to find out the impact of selected forms of advertising on Slovak consumers in the Slovak retail sector in terms of their gender