Metrika

  • citati u SCIndeksu: [2]
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[]
  • posete u poslednjih 30 dana:10
  • preuzimanja u poslednjih 30 dana:7

Sadržaj

članak: 2 od 3  
Back povratak na rezultate
2013, vol. 44, br. 1, str. 13-28
Informisanje potrošača - zaštita od uticaja obmanjujućeg oglašavanja
Projekat:
Unapređenje konkurentnosti javnog i privatnog sektora umrežavanjem kompetencija u procesu evropskih integracija Srbije (MPNTR - 179066)

Sažetak
Opšte je prihvaćeno mišljenje da su od potencijalne povrede svojih prava zaštićeni samo informisani potrošači. Oglašavanje predstavlja jedan od osnovnih načina informisanja potrošača, te je od krucijalne važnosti da ono sadrži adekvatne informacije koje potrošačima mogu olakšati proces donošenja odluke o kupovini. U cilju sprečavanja povrede osnovnih prava potrošača, oglašavanje je regulisano zakonskim aktima, kako na nivou EU tako i u Srbiji, pri čemu je posebna pažnja posvećena definisanju oglašavanja koje može dovesti do obmane potrošača. Predmet analize autora u ovom radu su stoga zakonska regulativa i teorijska objašnjenja obmanjujućeg oglašavanja. Prezentovani su i rezultati istraživanja oglašavanja u Srbiji i stepena informisanosti potrošača i njihove osposobljenosti da se zaštite od manipulacije oglašivača. Osnovni cilj autora je da doprinesu povećanju nivoa samozaštite potrošača kroz podizanje nivoa njihove svesti o obmanjujućem oglašavanju i njegovim posledicama.
Reference
*** (2013) Ethical guidelines for advertising and children. European Association of Communications Agencies, http://www.aaf.org/default.asp?id=24
*** (2006) The European Parliament And The Council Of The European Union (2006), Directive 2006/114/Ec Of The European Parliament And Of The Council of 12 December 2006 concerning misleading and comparative advertising. Official Journal of the European Union, L 376/2
*** (2009) Zakon o nedopuštenom oglašavanju Republike Hrvatske
*** (2012) Zakon o nedopuštenom oglašavanju Republike Srpske
*** (2005) Zakon o oglašavanju. Službeni glasnik RS, br. 79/2005
*** (2006) Zakon o Zaštiti potrošača Republike Bosne i Hercegovine
*** (2010) Zakon o zaštiti potrošača. Službeni glasnik Republike Srbije, br. 73/2010
*** (2012) Zakon o zaštiti potrošača Republike Hrvatske
*** Consolidated ICC code of advertising and marketing communication practice. http://www.iaa.rs/v2/assets/Kodeks-omarketin%C5%A1koj-praksi-Me%C4%91unarodnetrgovinske-komore-ICC.pdf
Arnould, E.J., Price, L.L., Zinkhan, G.M. (2005) Consumers. Boston: McGraw-Hill, 2nd ed
Bennett, R. (1997) Communicator credibility, personality factors and customer responses to comparative advertising claims. Marketing Intelligence & Planning, 15(2): 85-96
Blackwell, R.D., Miniard, P.W., Engel, J.F. (2006) Consumer behavior. Mason, Ohio: Thomson South- Western, 10th edition
Bluthe, J. (2008) Consumer Behavior. London: Thomson Learning
Brenkert, Dž.Dž. (2011) Marketinška etika. Beograd: Službeni glasnik
Brkić, N., Husić, M. (2005) Kodeksi etičkog ponašanja i profesionalnih standarda u marketingu i odnosima sa javnošću. Sarajevo: Ekonomski fakultet
Bruneli, F. (2008) Put inicijacije i Nova era. Beograd: Ellecta
Clow, K.E., Baack, D. (2010) Integrated Advertising, Promotion, and Marketing Communications. New Jersey: Pearson Education
Consumer International (2012) Strategy 2015: Your rights - our mission. London: CI
de Pelsmacker, P., Geuens, M., van den Bergh, J. (2004) Marketing communications: A European perspective. Harlow: Prentice Hall, 2nd ed
Druker, P.A. (1974) Management: Tasks, responsibilities, practices. New York: Harper & Row
Duncan, T. (2005) Principles of advertising & IMC. Boston: McGraw-Hill, 2nd ed
Egan, J. (2007) Marketing communications. Thomson Learning
Evans, M., Jamal, A. (2006) Cosumer Behaviour. New York: John Wiley & Sons
Everson, M. (2004) Legal constructions of the consumer, knowing consumers: Actors, images, identities in modern history. u: Conference at the Zentrum für Interdisziplinäre Forschung, Bielefeld, Germany, 1-29
Fill, C. (2009) Marketing communications interactivity, communities and content. Harlow: Prentice Hall/Financial Times
Hoyer, W.D., Macinnis, D.J. (2004) Consumer behaviour. Boston: Houghton Mifflin Company
Incardona, R., Poncibò, C. (2007) The average consumer, the unfair commercial practices directive, and the cognitive revolution. Journal of Consumer Policy, 30(1): 21-38
Kesić, T. (2003) Integrirana marketinška komunikacija. Zagreb: Opinio
Kotler, P., Keller, K.L. (2011) Marketing management. Upper Saddle River, N.J: Pearson Prentice Hall
Larson, C. (2010) Persuasion - Reception and Responsibility. Boston: Wadsworth: Cengage Learning
Maričić, B.R. (2011) Ponašanje potrošača. Beograd: Ekonomski fakultet - Centar za izdavačku delatnost
Milisavljević, M. (2003) Marketing. Beograd: Savremena administracija
Mowen, J.C., Minor, M.S. (2001) Consumer Behavior - A Framerok. New Jersey: Prentice -Hall, Upper sadle River
Nielsen Audience Measurement DOO (2013) Pregled TV scene Srbije. januar, http://www.iaa.rs/v2/assets/Nielsen-01-2013-Pregled-TV-scene-Srbije.pdf
Parente, D. (2004) Advertising campaign strategy. Southwestern, Thompson
Pickton, D., Broderick, A. (2001) Integrated marketing communications. Harlow: Prentice Hall
Rank, H. (1991) The pitch. Park Forest, Illinois: Counter Propaganda Press
Salai, S., Hegediš, I., Grubor, A. (2011) Marketing komuniciranje. Subotica: Ekonomski fakultet
Schrank, J. (1976) The language of advertising claims. u: Dieterich Daniel [ur.] Teaching About Doublespeak, Illinois: NCTE
Senić, R.V. (2003) Marketing. Kragujevac: Ekonomski fakultet
Sheth, J.N., Gardner, D.M. (1982) History of marketing thought: An update. u: Faculty working paper no. 857, Urbana-Champaign, Illinois: College of Commerce and Business Administration, http://www.archive.org/details/historyofmarketi857shet
Shiffman, L.G., Kanuk, L.L. (2010) Consumer Behavior. Prentice Hall
Shimp, T. (2010) Integrated Marketing Communication in Advertising and Promotion. South- Western
Shimp, T.A. (2010) Advertising and promotion: Supplemental aspects of integrated marketing communications. South-Western: Cengage Learning, Mason, USA, 8th ed
Solomon, M., Bamossy, G., Askegaard, S., Hogg, M.K. (2006) Consumer behaviour: A European perspective. Harlow: Prentice Hall Financial Times
Stanković, L.V., Avramović, M. (2006) Poslovno komuniciranje. Niš: Ekonomski fakultet
The American Advertising Federation (2013) http://www.aaf.org/default.asp?id=24
The Council Of The European Communities (1975) Council resolution of 14 April 1975 on a preliminary programme of the European economic community for a consumer protection and information policy. http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX:31975Y0425(01):EN:NOT
The Council Of The European Communities (1988) First Council Directive 89/104/ EEC of 21 December 1988 to approximate the laws of the Member States relating to trade marks. http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX:31989L0104:en:HTML, datum pristupa: 10. 01. 2013
The Council of the European Union (2006) Council regulation (EC) No 510/2006 of 20 March 2006. http://www.wipo.int/wipolex/en/text.jsp?file_id=126989, datum pristupa: 10. 01. 2013
The European Parliament And The Council Of The European Union (2005) Directive 2005/29/Ec Of The European Parliament And Of The Council Of 11 May 2005 Concerning Unfair Business-To-Consumer Commercial Practices In The Internal Market. http:// eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri= OJ:L:2005:149:0022:0039:en:PDF
Vračar, D. (2005) Strategije tržišnog komuniciranja. Beograd: Ekonomski fakultet - Centar za izdavačku delatnost
Wells, W., Burnett, J., Moriarty, S. (2006) Advertising principles & practice. Upper Saddle River, New Jersey: Prentice Hall
Wrighter, C. (1972) I can sell you anything. New York: Ballantine Books
 

O članku

jezik rada: srpski
vrsta rada: izvorni naučni članak
DOI: 10.5937/markt1301013S
objavljen u SCIndeksu: 29.05.2013.