On The Theme Of Marketing Communication Side Effects

Authors

František Zich Vysoká škola fi nancní a správní, o. p. s. Estonská 500 101 00 Praha 10 Czech Republic Author

DOI:

Keywords:

marketing communication, complex impact of advertising, main and side effects of advertising, social effects of advertising

Abstract

This article covers the issues of complex impacts of marketing communication on society. It focuses in particular on side effects, unwanted consequences of advertising. Based on data from an empiric survey which was focused on the target group of younger respondents with completed secondary and university education, it presents its fi ndings about traceability of advertising and perception of side effects of advertising messages. It has been confi rmed that a larger part of respondents does not deal with side effects of advertising; they do not know or cannot assess what are overall side effects of advertising on society. In assessment of ads promoting individual types of products, however, the side, unwanted effects are reported. However, rather negative social effects of advertising of the promoted product prevail. The achieved fi ndings contribute to the methodology of recognition of the complex impact of marketing communication, especially of advertising, on society.

Author Biography

František Zich, Vysoká škola fi nancní a správní, o. p. s. Estonská 500 101 00 Praha 10 Czech Republic

He completed postgraduate sociology studies in 1965. He was appointed a sociology professor in 1984; in 1987, he completed his doctoral dissertation thesis. (Publication: Sociální procesy (Social Processes), Svoboda, Prague, 1986.) From 1990 to 2004, he worked in the fi eld of regional science and research of border regions in the Sociologic Institute AV CR and at J.E. Purkyne University in Ústí nad Labem. During the period 1993 to 2008 he was a researcher in several grant projects of Czech Science Foundation. From that fi eld, he published a number of specialized studies (including foreign publications) and was the editor of collections and specialized publications. Recently for example: (2008), Obcanská refl exe preshranicních vlivu pusobících na místní spolecenství ceského pohranicí (Civic Refl exion of Cross-Border Impacts Affecting Local Society in Czech Border Area): Acta Universitatis Purkynianae 147, Studia Sociologica University J.E. Purkyne in Ústí nad Labem; (2008) Sociální potenciál prumyslových regionu a možnosti jeho merení (Social Potential of Industrial Regions and its Possible Measurement) UJEP, Ústí n. L.; (2009) Sociální potenciál starého prumyslového regionu (poznatky z výzkumu) (Social Potential of the Old Industrial Region (Research Findings)) Prague: Professional Publishing,; (2010) Sociální potenciál v sociologické refl exi (Social Potential in Sociologic Refl exion), Acta Universitatis Purkynianae, Ústí nad Labem. At present, he is the professor of general sociology and sociology of marketing communication at the University of Finance and Administration Prague. In 2006, he established there systematic research of the private school students. In this fi eld, he has published: František Zich, Profi l studenta Vysoké školy fi nancní a správní (Profi le of a Student of the Financial and Administration University), VŠFS (UFA), 2009. He covers the theme of sociologic refl exion of marketing communication; he is the researcher within an internal grant project VŠFS (UFA): Social Effects of Marketing Communication.