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Title:PRIKRITO OGLAŠEVANJE
Authors:Sušec, Nastja (Author)
Mumel, Damijan (Mentor) More about this mentor... New window
Files:.pdf UNI_Susec_Nastja_2010.pdf (2,09 MB)
MD5: CB143428FBFCF89A3F4D89AC8FA2A765
 
Language:Slovenian
Work type:Final seminar paper (mb14)
Organization:EPF - Faculty of Business and Economics
Abstract:Oglaševanje in izpostavljenost blagovnim znamkam je postalo nekaj povsem samoumevnega, saj smo se nanj, zaradi številčnosti, že povsem navadili. Potrošniki smo postali ujeti v »igro oglaševanja« oziroma smo ujetniki naše podzavesti. Prihodnost marketinga bo v nevromarketingu oziroma preučevanju človekove podzavesti in psihologije potrošnika. Šele, ko bomo potrošniki ugotovili resnične namere subliminalnih sporočil v oglasih, bomo pripomogli k prekinitvi kroga prikritega in moralno nesprejemljivega oglaševanja. Oglaševalci iščejo nove načine, kako bi vzbudili pozornost in svoj izdelek s prikritimi tehnikami »vrinili« v našo podzavest. Oglaševanje je dobičkonosen posel, toda vprašanje je »ali je pridobljen dobiček vreden oskrunjenosti človeške morale«. Kako dandanes torej še razpoznati razliko med informativno vsebino in tržno vsebino (oglasom)? Medijski prostor daje nove priložnosti oglaševalcem in podjetjem, ki naročijo prikrit oglas. Sinergija med njimi je postala nujna. Kako torej v prihodnje oblikovati oglas, da bo dosegel čim več ljudi? Vsebino novinarskega članka opremiti kot PR oglas ali advertorial, izdelek določene blagovne znamke umestiti v film z namenom, da bo postal morebitni novi trend, najeti prikrite tržnike in v oglasih uporabiti spolne pozive. Prikrito oglaševanje je donosen posel, ker skriva svoj prvotni namen, je etično sporno. Klasične oblike oglaševanja postajajo manj učinkovite in finančno nezmogljive. Marketing je »živa« dejavnost, ki se mora nenehno spreminjati in prilagajati novim potrebam potrošnikov in konkurenci. S prikritim oglaševanjem lahko z nižjimi finančni sredstvi dosežemo želene prodajne uspehe in večji domet ciljne javnosti. In čeprav je prikrito oglaševanje ob vseh zakonih, etičnih kodeksih in samoregulativi v Sloveniji prepovedano, je še zmeraj del našega vsakdana.
Keywords:prikrito oglaševanje, subliminalno oglaševanje, hibridna sporočila, podpražna sporočila, advertorial, umeščanje izdelkov, etična spornost, vpliv na potrošnikovo podzavest, nevromarketing, blagovna znamka, mediji, vedenje potrošnikov
Year of publishing:2010
Publisher:[N. Sušec]
Source:Maribor
UDC:659.1
COBISS_ID:10455836 New window
NUK URN:URN:SI:UM:DK:DTRMGPUB
Views:3995
Downloads:1316
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:SUBLIMINAL ADVERTISING
Abstract:Advertising and the prominence of brands have become something taken for granted: so ubiquitous that we have become used to it. Consumers have become trapped in »the game of advertising«, or rather, we are prisoners of our subconscious. Only when consumers realize the true intentions behind the subliminal messages of ads, they will be able to break the cycle of hidden and morally unacceptable advertising. Advertisers look for new ways to attract our attention and »insert« their product into our subconscious using hidden techniques. Advertising is a profitable business, but the question is »whether the profit gained is worth the corruption of human morality.« How can we nowdays know the difference between informational content and marketing content (ad)? The media space gives new opportunities to advertisers and companies who want to place hidden ads. The synergy between them has become essential. How the ad will be designed in the future in order to reach the greatest number of people? Equip the content of a yournalist´s article as a PR ad or advertorial, place the product of a given brand in a film with the intention of making it a trend, hire brand pushers and use subliminal item (like sexual calls). Hidden advertising is a profitable business, but because it hides its own original intention, is ethically contoversial. Classical forms of advertising are becoming less effective and financiall less feasible. Marketing is a »live« activity which must constantly change and adapt to the new needs of consumers and the competition. Through hidden advertising it is possible with a lower financial outlay to achieve the desired sales success and greater range of the targeted public. And although subliminal advertising is banned according to the laws, ethical codes, and self regulations in Slovenia, it is still a part of our everyday life.
Keywords:hidden advertising, subliminal advertising, surreptitious advertising, advertorial, product placement, ethical controversity, the influence on costumer subconscious, nevromarketing, brand, media, consumer behavior, stealth marketing, buzz marketing, guerrilla marketing


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