PRAKTYKA INFORMOWANIA O JAKOŚCI PRODUKTÓW W REKLAMIE TELEWIZYJNEJ
THE PRACTICE OF INFORMING ABOUT THE QUALITY OF PRODUCTS IN TV ADVERTISEMENTS
Author(s): Robert MaikSubject(s): Economy, Psychology, Micro-Economics, Communication studies, Theory of Communication, Behaviorism, Marketing / Advertising, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: quality of products; TV advertisement; information; advertising message; consumers’ expectation;
Summary/Abstract: The paper addresses the issues of the presence of information concerning the quality of products in the content of advertisements. Consumer expectations towards products and services in the pre-purchase phase cane cover a wide range and a different degree of relevance. However the results of the author’s previous researches show that among different basic consumer expectations, the expectations concerning the quality of products are, besides price expectations, the most important. Do the advertisers take such expectations into consideration? The information function of the advertisement is pointing to the legitimacy of putting information about the quality of advertised products into adverts. What is the real practice? The paper is an attempt to identify this problem. One of the most popular classic advertising forms, a TV commercial, is the subject of the considerations.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 39
- Page Range: 55-65
- Page Count: 11
- Language: Polish