20.500.12556/DKUM-46128 VPLIV OGLASOV NA POTROŠNIKE THE EFFECTS OF ADVERTISMENTS ON CONSUMERS Oglaševanje je oblika množičnega komuniciranja z namenom, da se javnost obvesti, prepriča ali opomni o določenem izdelku/storitvi. Njegove osnove temeljijo predvsem na proučevanju, raziskovanju, spremljanju in posledično na zadovoljevanju družbenih potreb in želja. Učinkovito deluje šele takrat, ko ga (lahko z nekaj naivnosti) potrošniki sprejmejo. Tako v potrošniku prebudijo željo po nečem novem in ga na ta način spodbudijo k nakupu. Potrošniki zaradi pomanjkanja časa in težko dostopnih informacij skorajda nimajo možnosti preverjati razmerja med ceno in kakovostjo izdelka/storitve pred nakupom, tako da informacije, na katere se zanašajo, največkrat pridobijo le prek oglaševanja. Želijo zadovoljiti kar največ svojih želja in potreb – čeprav so na eni strani omejeni z dohodkom, na drugi s ceno izdelka/storitvijo –, a so primorani le-te usklajevati z dejanskimi zmožnostmi. Da se usklajevanje želja in potreb močno povezuje s ceno izdelka/storitve, smo dokazali tudi z raziskavo v sklopu diplomskega dela. Advertising is a form of mass communication. Its purpose is to inform, persuade or remind the public about a particular product/service. Its foundations are based on studying, researching, monitoring and consequently on satisfying social needs and desires. Advertising works effectively only when consumers accept it (even if with some naivety). So a desire for something new is awaken in the consumer and he or she is encouraged to go and purchase it. Due to lack of time and difficulty to access information, consumers almost never get the possibility to verify the quality of the product/service in relation to the price. The information on which they rely is usually obtained only through advertising. They want to meet as many of their own desires and needs – although they are on the one hand limited by income, and on the other with the price of product/service -, but they are forced to coordinate the latter with the actual capabilities. The coordination of desires and needs is strongly linked with price of the product/service, which is demonstrated in a survey as a part of the thesis. oglaševanje potrošnik izdelek storitev cena advertising consumer product service price true true false Slovenski jezik Angleški jezik Diplomsko delo 2014-09-12 20:57:41 2014-11-03 10:22:09 2022-05-17 03:10:28 2021-05-03 03:30:22 2014 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7364371 URN:SI:UM:DK:FHW9Z6MR VS_Jazbinsek_Lidija_2014.pdf VS_Jazbinsek_Lidija_2014.pdf 1 3E131C8A1070EB9CA125282FE56855E9 a2bd31e297225d53e4f2677846bb8ef84f241ca957531e754a48f0e98056a742 3b96b3ab-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=67227 Fakulteta za organizacijske vede 0 0 0