Odločanje o oglaševanju v podjetju v luči neoklasične teorije in vedenjske ekonomije

magistrsko delo

Neža Rozman (Author), Marko Lah (Mentor)

Abstract

Magistrsko delo preučuje neoklasično teorijo in vedenjsko ekonomijo in ugotavlja njuno povezanost z oglaševanjem oziroma tržnim komuniciranjem, obravnavano teorijo pa implicira na odločanje o oglaševanju v podjetjih. Ugotovili smo, da sta si obravnavani teoriji pri pogledu na investicije v oglaševanje zelo nasprotujoči. Neoklasična teorija investiranju v oglaševanje in tržno komuniciranje nasploh ni naklonjena in ga vidi kot nepotreben strošek, na drugi strani pa je vedenjska ekonomija oglaševanju naklonjena in skozi svoja načela ugotavlja njegovo smiselnost in vpliv, ki ga ima na posameznike. V raziskavi smo z intervjuji ugotovili, da podjetja poznajo svoje potrošnike, jih raziskujejo in tem ugotovitvam prilagajajo svoje investicije v oglaševanje, pri čemer delujejo veliko bolj v skladu z vedenjsko ekonomijo kot pa neoklasično teorijo. Za vpliv nanje uporabljajo številne načine, ki prav tako sovpadajo z načeli vedenjske ekonomije. Generalno gledano pa so izdatki za oglaševanje v razmerju do finančnega plana celotnega podjetja pogosto videni kot strošek in ne kot investicija, kar pa se ujema s prepričanjem neoklasičnih ekonomistov.

Keywords

neoklasična teorija;vedenjska ekonomija;oglaševanje;tržno komuniciranje;Ekonomija;Oglaševanje;Tržno komuniciranje;Podjetništvo;Magistrska dela;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.09 - Master's Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[N. Rozman]
UDC:	659.1:33(043.2)
COBISS:	36605789
Views:	620
Downloads:	226
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	The views of neoclassical theory and behavioral economics on decision-making about advertising in companies
Secondary abstract:	The master's thesis in question analyses neoclassical theory and behavioral economics to determine their connection with advertising or market communication and find correlations with decision-making about advertising in companies. It was established that the aforementioned theories have very different views on investing in advertising. Neoclassical theory is not inclined to investments in advertising or market communication and sees it as an unnecessary cost. On the other hand, behavioral economy favours it and through its principles establishes its purpose and influence on individuals. The empirical research done by conducting interviews has shown that companies know their consumers, do research on them and adapt their investments in advertising according to their findings and as such act a lot more in line with behavioral economics than neoclassical theory. Companies use different strategies to influence consumers which also correspond with principles of behavioral economics. Overall, advertising costs in relation to financial planning of a company are often seen as an expense and not as an investment which is in agreement with the beliefs of neoclassical economists.
Secondary keywords:	neoclassical theory;behavioral economics;advertising;market communication;Eeconomics;Advertising;Marketing communication;Entrepreneurship;Master's theses;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	92 str.
ID:	11383198