Access restricted to higher education institution's students and staff
master's thesis
GUERRILLA MARKETING

Anica Stanković (2016)
Metadata
TitleGerilski marekting
AuthorAnica Stanković
Mentor(s)Marija Ham (thesis advisor)
Abstract
Gerilski marketing predstavlja uporabu nekonvencionalnih marketinških tehnika radi postizanja maksimalnih rezultata ulaganjem minimalnih sredstava. Cilj je izazvati najveću pozornost ciljane skupine korištenjem niskih budžeta. Sve više tvrtki uključuje takav način oglašavanja u svoje integralne komunikacijske strategije. Oglašivačima je postalo jasno da je nepovjerenje između oglašivača i potrošača sve snažnije, da dolazi do gubitka masovnog tržišta i da potrošači sve intenzivnije sudjeluju u razvoju tržišta. Istraživanja su pokazala da su potrošači izuzetno značajni prilikom razvoja novih proizvoda i usluga. Potrošači vrlo često sami nešto izmisle, samo im treba pružiti priliku da to kažu i pokažu. Što god radili, dobra komunikacija s potrošačima je neophodna. U današnje vrijeme to zvuči vrlo banalno, ali mnoge tvrtke to vrlo često zaboravljaju. U Hrvatskoj je tržište tek počelo istraživati gerilske tehnike, iako su neki oblici prisutni već nekoliko godina. Stručnjaci kažu da je početak gerilskog marketinga na našim prostorima bila reklama za sok "Pipi" s Anom Sasso, u kojoj se jasnim aluzijama na seks promovirao gazirani napitak. Svakako se smatra da gerila nužno ne mora biti provokativna, već originalna i specifična. Budućnost gerilskog marketinga je svijetla, jer konvencionalni oglasi s ekrana, billboard -a te novinski oglasi, sve teže dopiru do nas, a s druge strane zbog uzleta prikrivenog načina oglašavanja teško razlikujemo “pravo” od prikrivenog oglašavanja.
Keywordsguerilla marketing advertising consumers market communication
Parallel title (English)GUERRILLA MARKETING
Committee MembersMarija Ham (committee chairperson)
Helena Štimac (committee member)
Dubravka Pekanov Starčević (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-30
Parallel abstract (English)
Guerilla Marketing means the use of unconventional marketing techniques to achieve maximum results by investing a minimum of resources. The aim is to cause the greatest attention of the target group by using a lowest possible budget. More and more companies includes such a way of advertising in its integrated communication strategy. It has become clear to the advertisers that the distrust between them and the consumers is getting stronger, that that there is a loss of mass market and that consumers are intensely involved in the development of the market. Studies have shown that consumers are extremely important in the development of new products and services. Consumers often invent something themselves andthey only need an opportunity to express that.Whatever you do, good communication with consumers is necessary. Today, it sounds very trite but many companies very often forget that. In Croatia, the market has just begun to explore the guerrilla techniques, although some forms have been around for several years. Experts say that the beginning of guerrilla marketing in our region was advertising for the juice "Pipi" with Ana Sasso.In that case there was a clear allusions to sex that promoted the product. Guerrilla marketing doesn't have to be provocative, it should be original and specific. The future of guerrilla marketing is bright, because conventional advertising on TV screens, billboards and newspapers is having difficulty reaching out to consumers, but on the other hand because of the upsurge of disguised advertising it get's very difficult to distinguish "real" advertising from hidden advertising.
Parallel keywords (Croatian)gerilski marketing oglašavanje potrošači tržište komunikacija
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:357381
CommitterGordana Kradijan