undergraduate thesis
Prikriveno oglašavanje

Ana Marija Toth (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitlePrikriveno oglašavanje
AuthorAna Marija Toth
Mentor(s)Mane Medić (thesis advisor)
Abstract
Prikriveno oglašavanje sve je više prisutno, kako u stranim tako i u domaćim medijima. Klasični oglasi na televiziji, internetu, radiju te novinama su ljudima dosadili i sve se više izbjegavaju. Ovaj oblik oglašavanja zavarava publiku koji misle da su u novinarskom prilogu ili nekoj emisiji, gdje se spominju prednosti proizvoda ili tvrtke, primijenjeni isključivo novinarski standardi. Oglašivači manipuliraju ljudima kako bi ih se nagovorilo na kupnju, a u privlačenju pozornosti pritom nema pravila. Publika se sve više priklanja prikrivenom oglašavanju gdje se marketinška poruka prezentira kao vijest ili zabava, odnosno nešto čemu ljudi vjeruju i što ne izbjegavaju. Prikrivenom oglašavanju sve su više izložena i djeca. Marketinški stručnjaci zapravo manipuliraju ljudima kako bi ih potakli na kupnju, a da toga nisu ni svjesni. Prikriveno oglašavanje zakonom je zabranjeno jer predstavlja neodgovoran i neetičan način oglašavanja. Ono se ne nameće gledateljima ali izaziva njihovu pažnju, stavlja naglasak na određeni proizvod; pritome gledatelj to ni ne zamječuje, te se na taj način povećava učinkovitost oglasa.
Keywordsadvertisement advertising product placement Internet television newspapers
Committee MembersMane Medić (committee chairperson)
Zdravko Tolušić (committee member)
Dražen Ćućić (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 date2016-09-16
Parallel abstract (English)
Product placement is more and more present in the Croatian as well as in the world wide media. People are tired of classic advertisements on television, internet, radio, and newspaper and are trying to avoid them. This form of advertising deceptive audience who think that in the news or show, where the benefits of a product or company are mentioned, are applied exclusively journalistic standards. Advertisers manipulate people to the point they are persuaded to do purchase, while there are no rules in attracting attention. The audience is more inclined in product placement where the marketing message is presented as news or entertainment, or something that people believe and try not to avoid. Also children are more and more exposed to product placement every single day. Marketing experts actually manipulate people in order to encourage them to purchase without they knowing it. Product placement is prohibited by law because it represents an irresponsible and unethical way of advertising. It is not imposed on viewers but it caused they intention focuses on a particular product meanwhile the viewer does not notice advertisement, and thus increases the effectiveness of the ads.
Parallel keywords (Croatian)oglas oglašavanje prikriveno oglašavanje internet televizija novine
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:145:115949
CommitterGordana Kradijan