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

Barbara Prdić (2016)
Metadata
TitleUpravljanje marketinškom komunikacijom
AuthorBarbara Prdić
Mentor(s)Zdravko Tolušić (thesis advisor)
Abstract
U svakodnevnom životu dosadašnji stupanj kumunikologije, socijalna struktura publike i psihološki model nije dovoljan za proces društvene komunikacije. Čovjek je komunikacijsko biće i već 1.500.000 godina komunicira neverbalno, a tek negdje 500.000 godina se sporazumijeva i verbalno na čovjeku specifičan i njemu simboličan način izražavanja. Danas težimo uputiti točnu informaciju pravom, ciljanom segmentu tržišta, dakle ne svima, i to poruke krojene po mjeri klijenata što je samo jedna od novina ulaskom u suvremeni način života. Postoje tri osnovna elementa komunikacije, a to su primatelj, izvor i sama poruka koja mora predstavljati pozitivan stav, stvarati preferencije o proizvodu odnosno marki proizvoda. Kako bi poruka bila prepoznata na ciljanom tržištu, te kako bi ju sami potrošači usvojili potrebno je izraditi marketinški miks kroz marketinšku komunikaciju koja se sastoji od promocije, odnosa sa javnošću, publiciteta, osobne prodaje, unapređenja prodaje. Oni su svrstani u dvije cjeline: a) primarne promotivne aktivnosti, b) sekundarne promotivne aktivnosti; u prvu skupinu odnosno primarne aktivnosti spadaju ekonomska propaganda koja organizirano širi ideje, načela doktrina pomoću neistinitih ili istinitih činjenica, radi pridobivanje skupine ljudi ili pojedinaca da upravo oni budu nositelji tih ideja, osobna prodaja odnosi se na izgrađivanje povjerenja s kupcima preko trgovačkih putnika, akvizitera, unapređenje prodaje čiji kratkoročni poticaji ohrabruju nabavu ili prodaju određenog proizvoda i usluge, a koriste se dvije metode, izravna metoda u koju spada nagradna igra, degustacije i demonstracije i osobni kontakti na prodajnom mjestu; te neizravne metode koje obuhvaćaju međusobno natjecanje i promociju materijala, čiji je krajnji cilj stvoriti komunikaciju i dobiti nazad neposredan efekt koji je vezan za predmet komuniciranja, dok pak sa druge strane odnosi sa javnošću i publicitet koji djeluje na poboljšanje imidža, lako se pamti, djeluje kao novost i obuhvaća velik broj ljudi, oni zahtijevaju nešto duži vremenski period za prikazivanje postignutih rezultata. U drugu grupu, sekundarne aktivnosti sada posebna skupina koja se sastoji od pakiranja proizvoda ili usluge te dizajna, osim promotivne, ova skupina ima i primarnu funkciju.
Keywordscommunication media management promotion advertising marketing mix
Parallel title (English)MANAGING MARKETING COMMUNICATIONS
Committee MembersZdravko Tolušić (committee chairperson)
Branko Matić (committee member)
Blaženka Hadrović Zekić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za ekonom. i managem. gosp. subjekata
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 date2016-09-26
Parallel abstract (English)
In everyday life, the current level of communication, social structure of the audience and psychological model are not sufficient for the process of social communication. Human beings are communicative beings and they have already for more than 1.5 million years communicate non-verbally, and they communicate for only around 500,000 years verbally to a specific and for man, symbolic way of expression. Today we strive to make accurate information the right one for the target segment of the market, not to all of the participants and this message tailor-made to its clients is just one of the innovations entering the modern way of life. There are three basic elements of communication, such as the recipient, the source and the message itself which must constitute a positive attitude, create preferences about the product or the brand name. It is necessary to make marketing mix through marketing communication consisting of promotions, public relations, publicity, personal selling, sales promotion so that the text can be recognized in the target market and how it can be adopted by consumers itself. Marketing communication is divided into two parts: a) the primary promotional activities, b) secondary promotional activities, in the first group or the primary activities include advertising, which organized spreading ideas, the principles of the doctrine of using false or true facts, in order to get a group of people or individuals that are carriers of these ideas, personal selling refers to building the trust with customers through salesmen, sales agents, sales promotion, whose short-term incentives to encourage the purchase or sale of a particular product and servants, and used two methods, direct methods which includes prize game, tastings and demonstrations and personal contacts at the point of sale, and the indirect method in which each include competition and promotion materials, whose ultimate goal is to create a communication and get back an immediate effect that is related to the subject of communication, and in turn to the other side of public relations and publicity work to improve the image, is easy to remember, and acts as a novelty comprising a large number of people, who require a slightly longer time to display the second group of results. In the second group, the secondary specific activities are special group consisting of a packaging or product and design, in addition to promotions and this group has a primary function.
Parallel keywords (Croatian)komunikacija mediji upravljanje promocija oglašavanje marketinški miks
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:145:621358
CommitterGordana Kradijan