Access restricted to students and staff of home institution
undergraduate thesis
Prikriveno oglašavanje

Gorana Tol (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitlePrikriveno oglašavanje
AuthorGorana Tol
Mentor(s)Mane Medić (thesis advisor)
Abstract
Svakim danom bilježimo sve veći porast oglašivača, što čini medijsko tržište sve dinamičnijim. Reklamni sadržaji nas svugdje prate i u današnje vrijeme ih je nemoguće izbjeći. Prisiljeni smo biti izloženi svakodnevnim oglašivačkim sadržajima. Ljudi su zasićeni i izbjegavaju svaki njihov oblik. Tema ovog rada je prikriveno oglašavanje; kako nam i sam naziv govori, to je skriveno oglašavanje koje ljudi rijetko primijete a nesvjesno im ostane u pamćenju. Možda niste bili ni svjesni koliko ste zapravo toga vidjeli na TV-u, u filmovima, novinama, časopisima, crtićima itd.. Prikriveno oglašavanje se smatra neetičkim oblikom oglašavanja u Republici Hrvatskoj te je zakonom zabranjeno. Pojasnit ćemo značenje prikrivenog oglašavanja, navesti najpoznatije primjere te iznijeti rezultate istraživanja. Prikrivenim oglašavanjem se zapravo pokušava manipulirati čitateljima i gledateljima i njihovim kupovnim odlukama, a to može imati znatne posljedice i utjecati na povjerenje građana u medije.
Keywordsproduct placement manipulation trust media
Committee MembersMane Medić (committee chairperson)
Blaženka Hadrović Zekić (committee member)
Nataša Drvenkar (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 date2016-09-21
Parallel abstract (English)
Every day we note increase in advertisers, which makes more dynamic media market. Promotional activities are everywhere around us and nowadays it is impossible to avoid them. We are forced to be exposed to everyday advertising content. People are fed up and avoid them in every form. Subject of these work is the product placement, how it's name suggests, this is a hidden advertising that people rarely notice and unconsciously they remain in memory. Perhaps, you were not aware of how much you actually see that on TV, in movies, newspapers, magazines, cartoons, etc. Product placement is considered unethical form of advertising in the Republic of Croatia and is prohibited by law. I will explain the meaning of hidden advertising, indicate the most famous examples and present the research results. With product placement we are actually trying to manipulate readers and viewers and their purchasing decisions, but it may have significant consequences and affect the citizens' trust in the media.
Parallel keywords (Croatian)prikriveno oglašavanje manipulacija povjerenje mediji
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:145:019144
CommitterGordana Kradijan