Reklamné stratégie podniku „Peter Makovický“/„Bratia Makovický“ v slovenskej tlači do roku 1918

In this study I present the advertising and its use by the family company "Peter Makovicky"/"Brothers Makovicky" in newspapers, magazines and calendars of Slovak provenance in the second half of the 19th century. The importance of advertising is discussed and the perception of advertising in the second half of the 19th century. In the study I define the priorities of the advertising strategy of the family business in the Slovak press until 1918. I discuss what types of advertising the family business used in specific periodicals. I also discuss in more detail the frequent advertising for sheep cheese, which appeared mainly in calendars.