magistrsko delo
Marija Tarbuk (Avtor), Klement Podnar (Mentor)

Povzetek

Skepticizem do oglaševanja oziroma dvom v oglaševalske trditve je na splošno slabo raziskano marketinško področje. Negativni efekti skepticizma do oglaševanja na doseganje oglaševalskih ciljev ter uspešnost oglaševanja so bili večkrat potrjeni. Hkrati ima skepticizem do oglaševanja tudi svojo pozitivno vlogo, in sicer varstvo potrošnikov pred oglaševalskimi prevarami. Nenehna rast ne le števila oglasov, temveč tudi oglaševalskih komunikacijskih kanalov zahteva bolj celosten vpogled na področje skepticizma do oglaševanja ter zlasti dejavnikov, ki nanj vplivajo. Magistrska naloga ima za cilj preučevanje povezave med zaznano objektivnostjo oglaševalskih trditev in prepričevalske ozaveščenosti s skepticizmom do oglaševanja. Z namenom preverjanja omenjenih povezav sta bili izvedeni dve korelacijski študiji v Sloveniji (N=195) in Srbiji (N=296). V obeh vzorcih je bila potrjena pozitivna povezava med zaznano objektivnostjo oglaševalskih trditev in skepticizmom do oglaševanja, vendar istočasno zanikana povezava med prepričevalsko ozaveščenostjo in skepticizmom do oglaševanja. Razlike med stopnjo skepticizma do oglaševanja v obeh vzorcih niso zaznane, vendar so respondenti v Sloveniji in Srbiji pokazali različne nivoje zaznane objektivnosti oglaševalskih trditev in prepričevalske ozaveščenosti. Teoretske in praktične posledice raziskave so obravnavane.

Ključne besede

skepticizem do oglaševanja;zaznana objektivnost oglaševalskih trditev;prepričevalska ozaveščenost;oglaševanje;Tržno komuniciranje;Oglaševanje;Skepticizem;Magistrska dela;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.09 - Magistrsko delo
Organizacija: UL FDV - Fakulteta za družbene vede
Založnik: [M. Tarbuk]
UDK: 659.1:316.642.3(043.2)
COBISS: 30641667 Povezava se bo odprla v novem oknu
Št. ogledov: 290
Št. prenosov: 78
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Ostali podatki

Sekundarni jezik: Angleški jezik
Sekundarni naslov: Scepticism toward advertising
Sekundarni povzetek: Scepticism toward advertising or doubt in advertising claims is poorly researched marketing area. Negative effects of scepticism toward advertising on the achievement of advertising goals and advertising performance were confirmed several times. At the same time, scepticism toward advertising has also a positive role in protecting consumers against advertiser's deceptions. With a constant rise in the number of adds as well as advertising communication channels there is a need for more integrated, fine-grained research of scepticism toward advertising and particularly factors which may influence it. The aim of this master theses was to investigate the role of perceived objectivity of advertising claims and persuasion knowledge in scepticism toward advertising. To test these links, two correlational studies were carried out in Slovenia (N=195) and Serbia (N=269). In both samples, there was a positive association between perceived objectivity of advertising claims and scepticism toward advertising and no link between persuasion knowledge and scepticism toward advertising was established. There was no difference between the degree of scepticism toward advertising in two samples. However, participants in Slovenia and Serbia reported different level of perceived objectivity of advertising claims and persuasion knowledge. Theoretical and practical implications of this research are discussed.
Sekundarne ključne besede: scepticism toward advertising;perceived objectivity of advertising claims;persuasion knowledge;advertising;Marketing communication;Advertising;Skepticism;Master's theses;
Vrsta dela (COBISS): Magistrsko delo/naloga
Študijski program: 0
Konec prepovedi (OpenAIRE): 1970-01-01
Komentar na gradivo: Univ. v Ljubljani, Fak. za družbene vede
Strani: 63 str.
ID: 12042750