On the theme of marketing communication side effects

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26138077%3A_____%2F12%3A%230000311" target="_blank" >RIV/26138077:_____/12:#0000311 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
On the theme of marketing communication side effects
Original language description
This article covers the issues of complex impacts of marketing communication on society. It focuses in particular on side effects, unwanted consequences of advertising. Based on data from an empiric survey which was focused on the target group of youngerrespondents with completed secondary and university education, it presents its findings about traceability of advertising and perception of side effects of advertising messages. It has been confirmed that a larger part of respondents does not deal withside effects of advertising; they do not know or cannot assess what are overall side effects of advertising on society. In assessment of ads promoting individual types of products, however, the side, unwanted effects are reported. However, rather negative social effects of advertising of the promoted product prevail. The achieved findings contribute to the methodology of recognition of the complex impact of marketing communication, especially of advertising, on society.
Czech name
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Czech description
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Type
J<sub>x</sub> - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)
CEP classification
AO - Sociology, demography
OECD FORD branch
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Publication year
2012
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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