Radovan Bačík

Analytical view of online marketing tools in the dimension of marketing campaigns’ personalization in Slovakia

The objective of the article is to enrich knowledge about marketing personalization of the optimization of marketing campaigns. In the article, differences in how customers perceive individual tools of marketing communication in the online environment were evaluated. When creating campaigns, only the customers view of the product (segmentation) is often taken into account. This article recommends some bases depending on campaign optimization variables. From a methodological point of view, a homogeneity analysis was used to analyse the hypotheses that assessed the impact of instruments, as well as the impact depending on identification variables, such as gender, education and social status. Based on the outputs these facts were analysed. A questionnaire was used. (Data collection took place in early 2017). Our research has an application character and, therefore, one of the most attractive findings is in the area of practice, where focusing marketing campaigns on sales support in visual forms was recommended. In the vast majority of cases, the maker of marketing activities focuses on the construction of segments based on assumptions in strong association with the product. We optimize this approach because different customer groups respond differently to different tools and forms of tools and to their mutual combinations. Limitations of applications can be determined depending on the nature of the base file and therefore for countries with a distinctly different structure, the outputs do not have to be valid. Applying the lessons learned from the field of diversification of the impact of individual instruments in the early stages of campaigns can be recommended or in campaigns where there is an explicit problem with the exact determination of customer segments and the optimal tools

Governmental Research Support Programs and Private Entities in Slovakia

Abstract The paper analyses public subsidies aimed to enhance development and innovation in the Slovakian private sector. The paper reviews theoretical approaches of the necessity of public support to research and development activities in order to increase private investment in research and development. An overview of research and development support tools in Slovakia is presented. The analytical part of the work is oriented on a comparative analysis of two granting agencies in Slovakia [Agency for Research and Development (ARD) and Agency of Operational Program Research and Development (OPRD)]. Special attention is given to direct public financial support. Logit analysis showed a relationship between success of grant applicants and their characteristics. We find that the following have impact on success of the application: Age of the company, amount of the grant required, legal form of the company, and the agency to which the application for grant was submitted. Applicants with legal form Ltd. (limited liability company) have a higher chance of receiving grant than other legal forms. The highest chance of success has a request for a grant of up to 500.000 €. According to the results of our analysis, the chance to obtain a grant decreases with each passing year.

Determinants of the Road Traffic Accident Rate in Slovak Republic

Traffic safety is an important topic because of serious economic burden which is linked to the problem (damage costs, health care costs, administration costs and costs resulting from loss of future output). In this paper, we model damage to property and accidents involving deaths and injuries in the Slovak Republic. Using secondary data, it was found out that accidents involving deaths and injuries, accidents caused by animals and accidents caused by speeding have a strong impact on damage to property. Interesting finding is, that number of registered drivers have a negative impact on damage to property. On the other hand, accidents caused by animals and accidents caused by speeding have a negative impact on accidents involving deaths and injuries. Moreover, expressways seriously diminish number of accidents involving deaths and injuries.