Marketinške komunikacije i/ili putevi osvajanja moći – ka razumevanju prave prirode reklamnog delovanja
Marketing Communications and/or the Ways to Gain Power – Towards Understanding Advertising Real Nature

Summary/Abstract: Grasping a media system is the postulate in gaining social power. Once, ideology was center of social power. Today we speak about economy as a dominant sphere of social power. By marketing communications, mediated through massmedia, the field of economy power is conquered. Or do we speak about apparition? Are mass media mediated marketing communications instruments that shape, not only consuming behavior, but also complete sphere of social conscience? Are the ways which lead through marketing communications just easier methods to gain other sorts of power: political, military…? Complete understanding of basic nature and essence of marketing communications can help in adequate reactions to advertising messages broadcasted by mass media. What happened with a science which stands aside corporative marketing laboratories?

• Details
• Contents