undergraduate thesis
Prikriveno oglašavanje

Mirjam Rakinac (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitlePrikriveno oglašavanje
AuthorMirjam Rakinac
Mentor(s)Mane Medić (thesis advisor)
Abstract
Oglašavanje je jedan od ključnih faktora uspjeha poduzeća na tržištu jer omogućuje poduzećima da direktno dođu do potencijalnih kupaca sa željenim informacijama o proizvodu, ali je na ljude sve teže utjecati tradicionalnim metodama oglašavanja iz razloga što golema količina marketinških poruka u današnjem svijetu dovodi do zasićenosti publike. Poduzeća zbog toga posežu za drugačijim oblicima oglašavanja, a jedan od njih je prikriveno oglašavanje. Prikriveno oglašavanje je ono oglašavanje koje nije izravno primjetno, a koristi se za prikazivanje proizvoda, usluge ili tvrtke u televizijskim serijama, filmovima, novinskim oglasima i slično. Vrlo je učinkovito jer na neki način zavarava čitatelje/gledatelje koji često nisu ni svjesni što im se prezentira uz sadržaj koji prate, ali im može ostati u podsvjesti. Cilj ovog rada je približiti značenje prikrivenog oglašavanja, objasniti metode prikrivenog oglašavanja i po čemu se ono razlikuje od drugih vrsta oglašavanja.
Keywordshidden advertising
Committee MembersMane Medić (committee chairperson)
Blaženka Hadrović Zekić (committee member)
Josip Mesarić (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 levelundergraduate
Study programmeMarketing
Academic title abbreviationuniv. bacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-19
Parallel abstract (English)
Advertising is one of the key success factors of the enterprise as it allows companies to directly reach potential customers with appropriate information about the product, but it gets more difficult to influence people with traditional methods of advertising because a huge amount of marketing messages in today's world leads to saturation of the audience. Companies therefore resort to other forms of advertising, and one of them is disguised advertising. Surreptitious advertising is advertising that is not directly noticeable, and is used for displaying products, services or businesses in television shows, movies, newspaper advertisements etc. It is very effective, because in some way it deceives readers / viewers who often are not even aware of what is presented to them in content that they follow, but it can remain in the subconscious. The aim of this work is to bring closer the meaning of hidden advertising, explain the methods of hidden advertising and explain differences between product placement and other types of advertising.
Parallel keywords (Croatian)prikriveno oglašavanje
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:145:053900
CommitterGordana Kradijan