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