On the theme of marketing communication side effects

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

On the theme of marketing communication side effects

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

On the theme of marketing communication side effects

Popis výsledku anglicky

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.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AO - Sociologie, demografie

OECD FORD obor

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Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2012

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Communication Today

ISSN

1338-130X

e-ISSN

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Svazek periodika

3

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

SK - Slovenská republika

Počet stran výsledku

13

Strana od-do

70-83

Kód UT WoS článku

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EID výsledku v databázi Scopus

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