master's thesis
ETHICS AND MORALS IN MODERN ADVERTISING

Andrea Galović (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleEtika i moral u suvremenom oglašavanju
AuthorAndrea Galović
Mentor(s)Davorin Turkalj (thesis advisor)
Abstract
U radu je prikazan utjecaj suvremenog oglašavanja na čovjeka. Živimo u svijetu napredne tehnologije koja se razvija iz dana u dan. Njezina upotreba u marketingu raste sukladno s njezinim samim razvojem. Oglasi postižu sve veći utjecaj na odabir i razmišljanje čovjeka. Etika, kao znanstvena disciplina, brine o zaštiti čovjeka kao potrošača tako da ne dopušta obmanjivanje i zablude kojim se neki oglašivači koriste kako bi prodali što više svojih proizvoda. Poštuje se zajednički etički kodeks koji služi kao mjerilo etičnosti i neetičnosti. Moral se odnosi na ljudske nematerijalne potrebe koje su potrebne čovjeku za unutarnji mir i zadovoljstvo. Marketinškim aktivnostima moguće je uputiti ljude prema ispunjenju tih ciljeva. Današnji kupci sve su informiraniji i znatiželjniji. Sve ih je teže prevariti te traže prave informacije koje njima mogu koristiti. Zbog toga marketinški stručnjaci stavljaju fokus svoje strategije na odgovaranje i rješavanje specifičnih potreba kupca. Suvremenim oglašavanjem nudi se interaktivnost s kupcima, a tehnologijom se istražuju i analiziraju želje i potrebe kupca. Ovaj marketinški pristup pretpostavlja da će pružanje dosljednog i relevantnog sadržaja na kraju biti nagrađeno lojalnošću i profitabilnom akcijom od strane kupaca. Zaključno rad ukazuje na potrebu za dubljim razmišljanjem čovjeka o svijetu u kojem živi.
Keywordstechnology ethics morals people marketing
Parallel title (English)ETHICS AND MORALS IN MODERN ADVERTISING
Committee MembersDavorin Turkalj (committee chairperson)
Mirna Leko Šimić (committee member)
Antun Biloš (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-06-27
Parallel abstract (English)
This thesis shows influence of modern advertising on ordinary man. We live in the world of advanced technology and we know that technology expands daily. So, with growing tehnologies theres different marketing uses. Ads have even more influence at selection and contemplation. Ethics is branche of science that takes care on customer protection. It forbids deceptions and misapprehension that some advertisers trying to use on intention selling their products. There is common ethical code which presents standard between ethical and unethical behavior. Morals represents humans intangible needs for inner peace and satisfaction. Marketing activities can refer people to the fulfillment of these goals. Customers are increasingly informed and curious today. They could not be cheated so easily and also, they are looking for the right usable information. Therefore, marketing experts put the focus of its strategy to respond and finding solutions at the specific needs of the customer. Modern advertising offers the interactivity with customers and by technology they explore and analyze customer wishes and needs. This marketing approach assumes that providing consistent and relevant content at the end will be rewarded with loyalty and profitable action by customers. In conclusion, thesis points the need for a deeper reflection at the world we are living.
Parallel keywords (Croatian)tehnologija etika moral ljudi marketing
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:237341
CommitterGordana Kradijan