Ethics in Marketing Communications
| Thesis title: | Etika v marketingové komunikaci |
|---|---|
| Author: | Pešek, Ondřej |
| Thesis type: | Diplomová práce |
| Supervisor: | Černá, Jitka |
| Opponents: | Koudelka, Jan |
| Thesis language: | Česky |
| Abstract: | Diplomová práce se zabývá novými technikami marketingové komunikace. Těm nejvíce nahrává technologický pokrok a vytvořená imunita spotřebitelů vůči stávajícím klasickým postupům. Nastupují nové nestandardní postupy, které často stojí na pomezí zákona a etiky. Přitom etika podnikání je dnes již součástí obchodních aktivit většiny společností a podnikatelských činností. Ta se institucionalizovala do podoby etických kodexů. Práce přináší pohled na problematiku systému právní úpravy reklamy v ČR. Etická regulace je prováděna Radou pro reklamu v podobě tzv. samoregulace. Podrobně jsou probrány orgány RPR, její činnost i Kodex RPR a jeho uplatnění v praxi. Postižena je také oblast profesní etické regulace Public Relations. Trendy jsou přiblíženy na mnoha příkladech z praxe. |
| Keywords: | Kodex reklamy; Public Relations a etika; etický kodex; trendy v marketingové komunikaci; reklama a etika; samoregulace; regulace reklamy |
| Thesis title: | Ethics in Marketing Communications |
|---|---|
| Author: | Pešek, Ondřej |
| Thesis type: | Diploma thesis |
| Supervisor: | Černá, Jitka |
| Opponents: | Koudelka, Jan |
| Thesis language: | Česky |
| Abstract: | The thesis focuses on new marketing communication techniques. Their appearance is triggered mainly by technological progress and consumers' immunity to existing methods. Despite business ethics being part of commercial activities of majority of companies and business activities, not seldom do these upcoming and non-standard methods cross the boundaries of law and ethics. This business ethics has institutionalized itself into ethics codes. The thesis provides insight into the issue of the system of legal regulations of advertising in the Czech Republic. The regulation of ethics is executed by "Rada pro reklamu" as so-called self-regulation. The bodies of "RPR", its activity and also the "Code" and its practical application are detailed. The regulation of ethics concerning Public Relations is also involved. Trends are illustrated by many examples from real life. |
| Keywords: | Code of Advertising; Public Relations and Ethics; Self-regulation; Advertising and Ethics; Regulation of Advertising; The Code of Ethics; Trends in Marketing Communication |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 21. 12. 2007 |
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| Date of submission: | 20. 8. 2008 |
| Date of defense: | 17. 9. 2008 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/13684/podrobnosti |