delo diplomskega seminarja
Mirjam Brdnik (Author), Bruno Završnik (Mentor)

Abstract

V današnjem času je uspešnost na trgu v veliki meri odvisna od vrste in intenzivnosti oglaševanja. Prvotni namen vsakega oglaševanja je večja prepoznavnost, dvig dobička in krepitev rasti. Potrošniki se vsakodnevno srečujejo z različnimi novimi proizvodi in storitvami, ki jih skušajo proizvajalci oz. ponudniki predstaviti na različne načine, s ciljem prepoznavanja in nakupa slednjih. Glavni namen diplomskega seminarja je prikazati dejstvo, da kupci zavajajočega oglaševanja večinoma ne zaznajo, oglaševalci pa se slednjega večkrat poslužijo, ker se zavedajo, da so sankcije bolj prisotne v pisni, kot pa v denarni obliki. Na praktičnem primeru podjetja Mlekarna Celeia iz Oglaševalskega razsodišča, z dne 18.4.2016, št. 269, smo prikazali in analizirali primer zavajajočega oglaševanja na podlagi Slovenskega oglaševalskega kodeksa in zakonov, ter predstavili ukrepe, ki so sledili. S pomočjo anketnega vprašalnika smo želeli pridobiti mnenje kupcev na podlagi omenjenega primera, zanimalo nas je ali se zavedajo trikov in prijemov zavajajočega oglaševanja, ali ga prepoznajo ter, če so zadovoljni s sankcijami, ki jih prinaša slovenska zakonodaja na tem področju.

Keywords

oglaševanje;zavajanje potrošnikov;izdelki;storitve;zakonodaja;sankcije;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [M. Brdnik]
UDC: 659.1
COBISS: 13189916 Link will open in a new window
Views: 545
Downloads: 49
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Other data

Secondary language: English
Secondary title: Misleading advertising and criminal liability of advertisers
Secondary abstract: In these days Success on the Market depends from the intensity of Advertising. The main purpose of every Advertising is growth of the Trademark and the Company and to gain Profit. Every day Consumers will find new Products and Services on the Market, that Companies will try to Introduce and sell to them. The main purpose of this Paperwork is to show the fact, that Consumers don't know when the Advertising will mislead them to buy Products and Services and that the Companies will offten use the tricks of Misleading Advertising, because the sanctions are only in written warnings and not in fine, like they should be. On example from Court, number 269, from 18.4.2016, that applies to Company Mlekarne Celeia, we will show and analyze the case of Misleading Advertising. The Analyze will be based on Slovenian advertising code and Slovenian laws. We will also describe the sanctions that followed. We will carry out a survey among Customers, about this case based on Company Mlekarne Celeia. We wanna know if Customers know and recognize the tricks of Misleading Advertising and what they think about sanctions.
Secondary keywords: Misleading Advertising;Consumers;Products and Services;Practical Example;Court;Laws;Sanctions;
URN: URN:SI:UM:
Type (COBISS): Diploma project paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: II, 33 str., 4 str. pril.
ID: 10956668