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Odločanje o oglaševanju v podjetju v luči neoklasične teorije in vedenjske ekonomije : magistrsko delo
Rozman, Neža (Author), Lah, Marko (Mentor) More about this mentor... This link opens in a new window

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Abstract
Magistrsko delo preučuje neoklasično teorijo in vedenjsko ekonomijo in ugotavlja njuno povezanost z oglaševanjem oziroma tržnim komuniciranjem, obravnavano teorijo pa implicira na odločanje o oglaševanju v podjetjih. Ugotovili smo, da sta si obravnavani teoriji pri pogledu na investicije v oglaševanje zelo nasprotujoči. Neoklasična teorija investiranju v oglaševanje in tržno komuniciranje nasploh ni naklonjena in ga vidi kot nepotreben strošek, na drugi strani pa je vedenjska ekonomija oglaševanju naklonjena in skozi svoja načela ugotavlja njegovo smiselnost in vpliv, ki ga ima na posameznike. V raziskavi smo z intervjuji ugotovili, da podjetja poznajo svoje potrošnike, jih raziskujejo in tem ugotovitvam prilagajajo svoje investicije v oglaševanje, pri čemer delujejo veliko bolj v skladu z vedenjsko ekonomijo kot pa neoklasično teorijo. Za vpliv nanje uporabljajo številne načine, ki prav tako sovpadajo z načeli vedenjske ekonomije. Generalno gledano pa so izdatki za oglaševanje v razmerju do finančnega plana celotnega podjetja pogosto videni kot strošek in ne kot investicija, kar pa se ujema s prepričanjem neoklasičnih ekonomistov.

Language:Slovenian
Keywords:neoklasična teorija, vedenjska ekonomija, oglaševanje, tržno komuniciranje
Work type:Master's thesis/paper (mb22)
Tipology:2.09 - Master's Thesis
Organization:FDV - Faculty of Social Sciences
Year:2020
Publisher:[N. Rozman]
Number of pages:92 str.
UDC:659.1:33(043.3)
COBISS.SI-ID:36605789 This link opens in a new window
Views:440
Downloads:193
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Secondary language

Language:English
Title:The views of neoclassical theory and behavioral economics on decision-making about advertising in companies
Abstract:
The master's thesis in question analyses neoclassical theory and behavioral economics to determine their connection with advertising or market communication and find correlations with decision-making about advertising in companies. It was established that the aforementioned theories have very different views on investing in advertising. Neoclassical theory is not inclined to investments in advertising or market communication and sees it as an unnecessary cost. On the other hand, behavioral economy favours it and through its principles establishes its purpose and influence on individuals. The empirical research done by conducting interviews has shown that companies know their consumers, do research on them and adapt their investments in advertising according to their findings and as such act a lot more in line with behavioral economics than neoclassical theory. Companies use different strategies to influence consumers which also correspond with principles of behavioral economics. Overall, advertising costs in relation to financial planning of a company are often seen as an expense and not as an investment which is in agreement with the beliefs of neoclassical economists.

Keywords:neoclassical theory, behavioral economics, advertising, market communication

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