master's thesis
Učinci negativnog publiciteta

Kristina Macakić (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleUčinci negativnog publiciteta
AuthorKristina Macakić
Mentor(s)Mane Medić (thesis advisor)
Abstract
U današnje vrijeme imidž je sve za poduzeće. Bilo da se radi o malom poduzeću ili globalnom divu, ono će njegovati svoj imidž te činiti sve kako bi u očima potrošača bili vrijedni njihovog povjerenja. Komunikacija sa potrošačima i potencijalnim kupcima teče putem integrirane marketinške komunikacije. Integrirana marketinška komunikacija su: oglašavanje, izravna marketinška prodaja, unaprjeđenje prodaje, odnosi s javnošću i publicitet. Sa svakim od ovih oblika treba pažljivo upravljati i koristiti ih sve, kako bi se postigao efekt sinergije. Kupac cijeni svoj novac i za njega smatra da treba dobiti određenu kvalitetu koja će zadovoljiti njegova očekivanja. Kako bi potencijalne kupce poduzeća uvjerila da su baš ona ta kojima trebaju vjerovati koriste razne marketinške trikove, od oglašavanja, dijeljenja promotivnih proizvoda, popusta i sl. S obzirom da je sve lako dostupno putem interneta, tako se i loše informacije tj. vijesti brzo šire. Poduzeća moraju biti stalno na oprezu jer ih i najmanja greška može koštati. Kupci zahtijevaju kvalitetu i bilo kakav propust ih može navesti da podijele svoja loša iskustva sa drugim potencijalnim kupcima. Takav potez između ostalih vodi do negativnog publiciteta.
Keywordsintegrated marketing communication public relations image publicity negative
Committee MembersMane Medić (committee chairperson)
Dražen Ćućić (committee member)
Blaženka Hadrović Zekić (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 date2016-09-27
Parallel abstract (English)
Today, image is everything. Every company, regadless if its small firm or a global giant, it will work on it's image and do everything to get customers trust. Communication with clients is very important, and it is big part of integrated marketing communication. Integrated marketing communication is divided into: advertising, direct marketing sales, sales promotion, public relationship and publicity. With every one of these should be managing carefully and use them in way that can accomplish synergystic effect. Buyers appreciate money and they think that they need to get great deal of quality in exchange for their money. Companies are using all types of marketing tricks to convicte potential buyers that they need to trust them. They are trying to get buyer's trust with great discounts, gifts, free product ect. Considering that everything is easy avaiable on the Internet, bad informations spread quickly. Every company that is working on their way to success need to be careful because even the smallest mistake can make them pay. Buyers demand quality and every bad move that can make them suspect in company's credibility can make them to share their bad experiences with other potential buyers. That sort of move can lead to negative publicity.
Parallel keywords (Croatian)integrirana marketing komunikacija odnosi s javnošću publicitet imidž negativni
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:180395
CommitterGordana Kradijan