Prikrito oglaševanje

delo diplomskega seminarja

Nastja Sušec (Author), Damijan Mumel (Mentor)

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

oglaševanje;reklama;izdelki;porabniki;potrošnik;vedenje;poslovna etika;mediji;

Data

Language:	Slovenian
Year of publishing:	2010
Source:	Maribor
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[N. Sušec]
UDC:	659.1
COBISS:	10455836
Views:	4456
Downloads:	1399
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Subliminal advertising
Secondary 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.
Secondary 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;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	60 str.
Keywords (UDC):	applied sciences;medicine;technology;uporabne znanosti;medicina;tehnika;communication and transport industries;accountancy;business management;public relations;komunikacije in transport;knjigovodstvo;poslovni menedžment;stiki z javnostjo;publicity;information work;public relations;stiki z javnostjo;reklama;publicity;advertising;oglaševanje;
ID:	1012382