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Prikrito oglaševanje in odnosi z javnostmiZajc, Borut ; Zavrl, FranciMedijska dejavnost je ena izmed gospodarskih dejavnosti, vendar ima v družbi poseben pomen, ki zahteva posebno regulacijo medijskega trga. Ta se vrši z zakoni in drugimi predpisi ter kodeksi. Kljub ... temu prihaja do nepravilnosti, ki zmanjšujejo kvaliteto medijskega trga. Med nepravilnostmi v Sloveniji prednjači prikrito oglašeanje, pod katerim razumemo objavljanje vsebin z oglaševalskim značajem v okliki novinarskih objav. Napačna predstavitev oglaševalske vsebine pomeni zavajanje vseh, ki so jim mediji namenjeni in jo je zato potrebno sankcionirati. Ker je sankcioniranje prikritega oglaševanja po obstoječi ureditvi neučinkovito, prelagamo tudi vzpostavitev kriterijev za določanje prikritega oglaševanja in samoregulacijskih mehanizmov vseh vpletenih v reševanje omenjene problematike.Source: Teorija in praksa : revija za družbena vprašanja. - ISSN 0040-3598 (Let. 35, št. 4, julij/avgust 1998, str. 647-659)Type of material - article, component partPublish date - 1998Language - slovenianCOBISS.SI-ID - 18582621
Author
Zajc, Borut |
Zavrl, Franci
Topics
oglaševanje |
poklicna etika |
kodeks |
zakonodaja |
normativni akti |
odnosi z javnostjo
source: Teorija in praksa : revija za družbena vprašanja. - ISSN 0040-3598 (Let. 35, št. 4, julij/avgust 1998, str. 647-659)
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