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undergraduate thesis
Etički aspekti oglašavanja
Stručni završni rad
2021. urn:nbn:hr:129:080521
Žagar, Arjeta
The University of Applied Sciences Baltazar Zaprešić
Chair of Economics, Management and Marketing

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Žagar, A. (2021). Etički aspekti oglašavanja : Stručni završni rad (Undergraduate thesis). Zaprešić: The University of Applied Sciences Baltazar Zaprešić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:129:080521

Žagar, Arjeta. "Etički aspekti oglašavanja : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2021. https://urn.nsk.hr/urn:nbn:hr:129:080521

Žagar, Arjeta. "Etički aspekti oglašavanja : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2021. https://urn.nsk.hr/urn:nbn:hr:129:080521

Žagar, A. (2021). 'Etički aspekti oglašavanja : Stručni završni rad', Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, accessed 17 April 2024, https://urn.nsk.hr/urn:nbn:hr:129:080521

Žagar A. Etički aspekti oglašavanja : Stručni završni rad [Undergraduate thesis]. Zaprešić: The University of Applied Sciences Baltazar Zaprešić; 2021 [cited 2024 April 17] Available at: https://urn.nsk.hr/urn:nbn:hr:129:080521

A. Žagar, "Etički aspekti oglašavanja : Stručni završni rad", Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, Zaprešić, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:129:080521

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Metadata
TitleEtički aspekti oglašavanja : Stručni završni rad
Title (english)Ethical aspects of advertising
AuthorArjeta Žagar
MentorIvana Lacković (mentor)
Committee memberNikolina Pavičić Rešetar (predsjednik povjerenstva)
GranterThe University of Applied Sciences Baltazar Zaprešić
(Chair of Economics, Management and Marketing)
Zaprešić
Defense date and country2021-07-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U marketinškom smislu je oglašavanje jedan od načina promocije kojim se komunicira prema željenim publikama, no ono je zakonski propisano kako bi tržišno komuniciranje bilo korektno i omogućavalo potrošačima pravodobnu informaciju i mogućnost odlučivanja. Nužno je usuglasiti oglašavanje s zakonskim okvirima i etičkim kodeksom, te izbjeći manipulaciju istog. U suvremenom dobu, marketinški je važno svoju konkurentsku prednost temeljiti na temeljiti na dobroj praksi te društvenoj odgovornosti. Primjena etičnosti u poslovanju svakako je važan temelj za dugoročnu uspješnost poslovanja te stvaranje i zadržavanje povjerenja potrošača. Pred marketinške stručnjake postavljaju se novi izazovi i nužnost implementacije etike u cjelokupnom procesu poslovanja, a posebno komunikacije kroz oglašavanje. Uočava se da etički aspekti u oglašavanju postaju vrlo ozbiljno pitanje koje ne smije ostati zanemareno, stoga su potrebne stalne kontrole u oglašavanju. Pridržavanje etičkih propisa i zakonskih regulativa potiče smanjenje manipulacije komunikacijom na tržištu. Takvom komunikacijom i uvažavanjem zakonskih regulativa oglašavanja organizacija doprinosi pozitivnom imidžu i uočavanju povjerenja potrošača, sada i dugoročno gledano, zbog povjerenja potrošača, njihove vjernosti i cjelokupnog utjecaja na društvo.
Abstract (english)
When it comes to marketing, advertising is one way of communicating with potential clients, it is regulated by law so as to keep the competition fair and to provide the customers with proper information, enabling them to make proper decisions. It is necessary for advertising to be in line with legal regulations and codes of ethics and to avoid manipulation. In modern times, it is important to use your market advantage with good practice and social responsibility in mind. Ethical approach in business is the cornerstone for long term success and for establishing customer trust as well as keeping it . Marketing experts are faced with new challenges and the necessity of implementing ethics in their business, especially when it comes to communication through advertising. It is evident that ethics plays a major role in advertising and that it cannot be easily dismissed, therefore supervision is necessary. Adherence to ethical and legal regulations decreases market manipulation. Such communication and acting in accordance with the law, in advertising, contribute to marketing's good image which in turn positively affects customer trust, both short and long tern, and society in general.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:129:080521
Study programmeTitle: Business Administration, Undergraduate Professional Study
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-07-05 12:03:14