PL EN


Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2010 | nr 55 | 5--24
Tytuł artykułu

Manipulation Techniques in the TV Advertisements of Financial Institutions

Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
Ethical principles in the marketing communication of banks, as seen in the given examples, are often bent, although this is not statistically reflected in the number of complaints to the Advertising Ethic Council. It makes no difference, if the ads are broadcast in times of prosperity or crisis: in both cases dishonest practices are perpetrated, the only difference being the proportions of advertised products (deposits versus loans). Especially in television ads bankers use omissions, hiding important qualities of the advertised products, using time and space constraints as an excuse. Sometimes these very relevant information appear only on posters or promotional leaflets, which one can find in the branches (Millennium Bank - progressive deposit up to 8%). This does not change the fact that TV ads spur and persuade the client before he visits an office and is told all of the product's terms and qualities. This can create a risk of making purchase decisions on the grounds of incomplete, inaccurate or intentionally obscured information. Additionally banking products are often too complex for the average consumer, and therefore incomprehensible, which makes comparing prices very hard. The advertisements of financial institutions should more strictly abide by ethical norms, and rise up to the highest standards of behavior by taking it onto themselves to educate consumers and honestly inform about all the elements of the offered products. In the light of the above deliberation it is necessary to state that presently the marketing communication of financial institutions in Poland cannot be called fully ethical. (fragment of text)
Twórcy
Bibliografia
  • Doliński D., Psychologiczne mechanizmy reklamy, GWP Gdańsk 2005.
  • Elgozy G., Paradoksy reklamy, Wydawnictwa Artystyczne i Filmowe, Warszawa 1973.
  • Furtak R., Marketing partnerski na rynku usług, PWE, Warszawa 2003.
  • Grzegorczyk W., Marketing bankowy, Oficyna Branta, Bydgoszcz - Łódź 2004.
  • Grzywacz J., Marketing w działalności banku, Difin, Warszawa 2006.
  • Kall J., Reklama, PWE, Warszawa 2010.
  • Kolasa M., Marketing bankowy, CeDeWu, Warszawa 2009.
  • Pearson C.S., Nasz wewnętrzny bohater, Dom Wydawniczy Rebis Poznań 1995.
  • Roszkowski Z., Marketing bankowy, WSE Białystok 2002.
  • Zurawik B., Żurawik W., Zarządzanie marketingowe, Wydawnictwo Uniwersytetu Gdańskiego 1994.
  • www.gazeta.pl.
  • www.kpf.pl.
  • www.mediarun.pl.
  • www.radareklamy.org.
  • www.wirtualnemedia.pl.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171282623

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.