Paper/Speech Details of Conference Program for the 29th NISPAcee Annual Conference Program Overview Panel: Cultural Policy Co-creation and Smart Dev. (Physical) Author(s) Katarina Vitálišová University of Matej Bel Banska Bystrica Slovakia Darina Rojíková, Anna Vaňová, Katarína Vitálišová, Kamila Borseková Title Modern forms of promotion and the possibility of its exploitation in cities File Paper files are available only for conference participants, please login first. Presenter Katarina Vitálišová Abstract Nowadays, the development is strongly influenced by modern technologies. Progress in information and communication technologies leads to the emergence of new forms, channels, and tools of promotion, but also to the new possibilities of their application in the territory. The article deals with the current topic of modern forms of place promotion and their use in the cities of the Slovak Republic. The aim of the paper is to examine the use of selected modern forms of place promotion and to identify the possibilities of their more effective use to build a brand and competitiveness of the city. The paper defines modern forms of marketing communication based on a theoretical overview. In defining modern forms of promotion, the method of literary research on foreign and domestic scientific and professional sources is used. Subsequently, we use the method of empirical research to identify the use of place promotion. The research sample consists of 141 cities (all Slovak cities) in the Slovak Republic in 7 size categories from 1,000 inhabitants to more than 100,000 inhabitants. The collected data are analysed by mathematical and statistical methods. The research findings map the implementation and use of place promotion as a tool that should become part of development concepts, as it is a necessary prerequisite for the competitiveness of cities at the national and international level.
