{"id":5769,"date":"2016-07-13T00:00:00","date_gmt":"2016-07-12T23:00:00","guid":{"rendered":"https:\/\/instrid.sk\/uncategorized\/sila-reklamy-manipuluju-marketeri-so-spotrebitelmi\/"},"modified":"2016-07-13T00:00:00","modified_gmt":"2016-07-12T23:00:00","slug":"sila-reklamy-manipuluju-marketeri-so-spotrebitelmi","status":"publish","type":"post","link":"https:\/\/instrid.sk\/en\/archiv\/sila-reklamy-manipuluju-marketeri-so-spotrebitelmi\/","title":{"rendered":"The Power of Advertising: Are Marketers Manipulating Consumers?"},"content":{"rendered":"

Cie\u013eom ka\u017ed\u00e9ho marketingu je preda\u0165 produkt alebo slu\u017ebu a udr\u017ea\u0165 si z\u00e1kazn\u00edka aj v bud\u00facnosti. Aby sa tak stalo, musia market\u00e9ri sk\u00fama\u0165 a pozna\u0165 spr\u00e1vanie spotrebite\u013eov. Ke\u010f vedia predv\u00edda\u0165 ur\u010dit\u00e9 vzorce spr\u00e1vania spotrebite\u013ea, dok\u00e1\u017eu aj spr\u00e1vne zvoli\u0165 a zacieli\u0165 marketingov\u00e9 n\u00e1stroje. D\u00e1 sa to pova\u017eova\u0165 za manipul\u00e1ciu alebo je to veda?<\/span><\/h3>\n

\u00a0<\/strong><\/strong><\/h3>\n

D\u00f4vodom, pre\u010do market\u00e9ri sk\u00famaj\u00fa spotrebite\u013esk\u00e9 spr\u00e1vanie, je aj to, \u017ee spotrebite\u013eov je nepomerne viac ako marketingov\u00fdch firiem. Tak\u00e9to firmy s\u00fa organizovan\u00e9, maj\u00fa svoje pravidl\u00e1, n\u00e1stroje, pou\u017e\u00edvaj\u00fa viacer\u00e9 marketingov\u00e9 techniky. Ale ako vytvori\u0165 ur\u010dit\u00fd model spotrebite\u013ea, ke\u010f ich je tak ve\u013ea a nie s\u00fa nijak organizovan\u00ed? Presne na tento \u00fa\u010del im sl\u00fa\u017ei sk\u00famanie spotrebite\u013esk\u00e9ho spr\u00e1vania.<\/span><\/p>\n

Z\u00e1kladn\u00fdm predpokladom marketingu je, \u017ee firmy existuj\u00fa preto, aby uspokojovali potreby spotrebite\u013eov. Odpove\u010f spotrebite\u013ea, teda jeho rozhodnutie o k\u00fape, je kone\u010dn\u00fdm ukazovate\u013eom \u00faspe\u0161nosti marketingovej strat\u00e9gie. \u00dadaje o spotrebite\u013eoch pom\u00e1haj\u00fa market\u00e9rom definova\u0165 trh, identifikova\u0165 siln\u00e9 a slab\u00e9 str\u00e1nky. Na z\u00e1klade inform\u00e1ci\u00ed o spotrebite\u013eoch potom dok\u00e1\u017eu predv\u00edda\u0165 ich spr\u00e1vanie.<\/span><\/p>\n

Tu u\u017e v\u0161ak nar\u00e1\u017eame na etiku celej veci. Vyn\u00e1ra sa viacero ot\u00e1zok, ktor\u00e9 sa t\u00fdkaj\u00fa napr\u00edklad toho, kto vlastn\u00ed tieto \u00fadaje, \u010di m\u00f4\u017ee markt\u00e9r preda\u0165 \u00fadaje \u010falej, \u010di je to inv\u00e1zia do s\u00fakromia a \u010di by nakoniec tak\u00e9to z\u00edskavanie a pred\u00e1vanie \u00fadajov nemalo by\u0165 celkom zak\u00e1zan\u00e9. \u00dadaje o spotrebite\u013eoch sa m\u00f4\u017eu sta\u0165 \u013eahkou zbra\u0148ou v ruk\u00e1ch market\u00e9ra sl\u00fa\u017eiacou na manipul\u00e1ciu \u013eud\u00ed, ale z\u00e1rove\u0148 m\u00f4\u017eu by\u0165 aj d\u00f4le\u017eitou s\u00fa\u010das\u0165ou v\u00fdskumu, ak je spr\u00e1vny jeho \u00fa\u010del.<\/span><\/p>\n Dnes m\u00e1me na v\u00fdber. Reklamn\u00fd priemysel sa teda sna\u017e\u00ed nach\u00e1dza\u0165 sp\u00f4soby, aby sme na\u0161li cestu k jedn\u00e9mu konkr\u00e9tnemu produktu.\n

Market\u00e9ri sa neust\u00e1le dost\u00e1vaj\u00fa do konfliktu medzi t\u00fdm, \u010di chc\u00fa by\u0165 v prvom rade \u00faspe\u0161n\u00ed a dosiahnu\u0165 \u010do najvy\u0161\u0161\u00ed zisk alebo robi\u0165 biznis \u010destne a poskytova\u0165 spotrebite\u013eom bezpe\u010dn\u00e9 a efekt\u00edvne produkty \u010di slu\u017eby. K hlavn\u00fdm z\u00e1sad\u00e1m etiky v marketingu patria nasleduj\u00face:<\/p>\n

\u00a0<\/strong><\/strong><\/p>\n

    \n
  • Neskr\u00fdva\u0165 rizik\u00e1 spojen\u00e9 s produktom<\/span><\/li>\n
  • Identifikova\u0165 dodato\u010dn\u00e9 vlastnosti<\/span><\/li>\n
  • Nepou\u017e\u00edva\u0165 klamliv\u00fa reklamu<\/span><\/li>\n
  • Nepou\u017e\u00edva\u0165 n\u00e1tlakov\u00e9 taktiky predaja<\/span><\/li>\n
  • Neuskuto\u010d\u0148ova\u0165 predaj pod z\u00e1mienkou v\u00fdskumu trhu<\/span><\/li>\n<\/ul>\n

    \u00a0<\/strong><\/strong><\/p>\n

    Ka\u017edodenn\u00e1 realita v\u0161ak ukazuje, \u017ee sa tieto z\u00e1sady nedodr\u017eiavaj\u00fa a pr\u00e1ve naopak – hrubo sa poru\u0161uj\u00fa. Market\u00e9ri vytv\u00e1raj\u00fa \u010dasto umel\u00e9 potreby, s\u013eubuj\u00fa z\u00e1zraky a maj\u00fa svoj podiel zodpovednosti za to, ako sa spolo\u010dnos\u0165 vyv\u00edja, \u010do je v nej pova\u017eovan\u00e9 za nutnos\u0165, \u010do je akceptovate\u013en\u00e9 a \u010do je pova\u017eovan\u00e9 za z\u00e1bavn\u00e9 a pekn\u00e9.<\/span><\/p>\n

     <\/p>\n

    Ako je to teda? Manipuluje nami reklama?<\/h2>\n

    Reklama n\u00e1s ovplyv\u0148uje bez oh\u013eadu na to, \u010do si o tom mysl\u00edme. Reklamou je u\u017e odpor\u00fa\u010danie od na\u0161ich priate\u013eov, status na soci\u00e1lnej sieti, nielen banner na webstr\u00e1nke a telev\u00edzny spot. Market\u00e9ri maj\u00fa v ruk\u00e1ch siln\u00e9 n\u00e1stroje, ako sa dosta\u0165 do na\u0161ej pozornosti, ale nie je pravda, \u017ee by mali v\u010faka nim mo\u017enos\u0165 nami doslovne manipulova\u0165. Pods\u00favaj\u00fa n\u00e1m inform\u00e1cie, slogany a vizu\u00e1lne p\u00f4sobiv\u00e9 reklamy, ale tie nemaj\u00fa potenci\u00e1l na to, aby zmenili na\u0161e myslenie v n\u00e1\u0161 neprospech.<\/p>\n The Power of Advertising: Are Marketers Manipulating Consumers?\n

    Na internete sa m\u00f4\u017eete do\u010d\u00edta\u0165 o fenom\u00e9ne menom podprahov\u00e1 reklama. Je to tak\u00fd sp\u00f4sob propagovania produktov, ktor\u00fd neregistrujeme vedome, ale sk\u00f4r podvedome, akoby iba perif\u00e9rne. Je to relevantn\u00fd sp\u00f4sob propag\u00e1cie, ale rozhodne nem\u00e1 potenci\u00e1l na to, aby n\u00e1s nevedomky alebo dokonca proti na\u0161ej v\u00f4li doviedol do predajne a prin\u00fatil k\u00fapi\u0165 produkt, ktor\u00fd vlastne ani nepotrebujeme. Ak niekto tvrd\u00ed, \u017ee \u00e1no, je potrebn\u00e9 vn\u00edma\u0165 jeho tvrdenia s ve\u013ekou rezervou.<\/p>\n


    \nNezab\u00fadajme na to, \u017ee kone\u010dn\u00e9 rozhodnutie je v\u017edy na spotrebite\u013eovi a ten, pokia\u013e dok\u00e1\u017ee rozozna\u0165, \u010do naozaj potrebuje a \u010do je len vplyv reklamy a manipul\u00e1cie, bude v\u017edy ten, ktor\u00fd je \u201cna koni\u201d.<\/span><\/strong><\/p>\n

     <\/p>","protected":false},"excerpt":{"rendered":"

    Cie\u013eom ka\u017ed\u00e9ho marketingu je preda\u0165 produkt alebo slu\u017ebu a udr\u017ea\u0165 si z\u00e1kazn\u00edka aj v bud\u00facnosti. Aby sa tak stalo, musia market\u00e9ri sk\u00fama\u0165 a pozna\u0165 spr\u00e1vanie<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51],"tags":[],"class_list":["post-5769","post","type-post","status-publish","format-standard","hentry","category-archiv","two-columns"],"_links":{"self":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts\/5769","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/comments?post=5769"}],"version-history":[{"count":0,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts\/5769\/revisions"}],"wp:attachment":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/media?parent=5769"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/categories?post=5769"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/tags?post=5769"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}