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2012 | 3 | 1 | 70-82

Article title

On the theme of marketing communication side effects

Authors

Title variants

Languages of publication

EN

Abstracts

EN
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 younger respondents 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 with side 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.

Year

Volume

3

Issue

1

Pages

70-82

Physical description

Contributors

  • Vysoka skola financni a spravni, o. p. s., Fakulta socialnich studii, Estonska 500, 101 00 Praha 10, CESKA REPUBLIKA

References

Document Type

Publication order reference

Identifiers

YADDA identifier

bwmeta1.element.cejsh-6f64d212-20de-486f-a6c2-435191e4ff88
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