Access restricted to higher education institution's students and staff
undergraduate thesis
Kreativnost u oglašavanju

Nives Raspudić (2016)
Metadata
TitleKreativnost u oglašavanju
AuthorNives Raspudić
Mentor(s)Mane Medić (thesis advisor)
Abstract
Tema ovoga rada je kreativnost u oglašavanju. Već iz samog naslova može se zaključiti kako je kreativnost nametnula oglašivačima potrebu da budu drugačiji te da se razlikuju od konkurencije. Danas je tržište dinamično i potrebno je držati korak sa svakodnevnim promjenama. Kada je u pitanju industrija oglašavanja posao se poprilično promijenio. Oglašavanje proizvoda danas i prije samo deset godina više nije isto. Nekada je ime proizvoda i njegova kvaliteta jamčila njegov uspjeh na tržištu. Danas uz preveliku konkurenciju oglašivači imaju zadatak promovirati proizvod da on bude privlačan gledateljima te da se na kraju odluče na kupnju istog. Kreativnost je neizbježna, stoga se oglašivači poigravaju sa gledateljevim emocijama, koriste razne apele kako bi u njima pobudili potrebu i stvorili želju za oglašavanim proizvodom. Oglašavanje je postalo multidisciplinarno te na promotivnim kampanjama mogu sudjelovati psiholozi, informatičari te razni drugi stručnjaci. U marketinškim bitkama danas se sve češće upotrebljava tehnika gerilskog marketinga koji je u početku bio namijenjen malim poslovnim subjektima no danas su ga u svoje poslovanje uvrstile velike kompanije. Smisao gerilskog marketinga je kreativnost i upravo se zbog toga sve češće upotrebljava u oglašivačkoj industriji.
Keywordsadvertising creativity guerilla
Committee MembersMane Medić (committee chairperson)
Ivan Ferenčak (committee member)
Davor Dujak (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 date2016-09-12
Parallel abstract (English)
The title of this paper is creativity in advertising. The word creativity is very important for advertisers, because of creativity they are able to be different from their competitors. The market is a very dynamic place and it is necessary to keep up with everyday changes. When it comes to advertising, the industry has changed a lot. It is not the same advertise some product now and then. Today, advertiser must promote the product in a way that it is appealing to the viewers. Creativity is necessary, the advertiser uses a lot of appeal and they manipulate with viewers emotions. Advertising has become multidisciplinary, other than marketing experts it involves psychologist, computer scientists, etc. Today guerilla marketing is often used technique. In the beginning guerilla marketing was meant to small companies, but today it is very often used by the big corporations. The meaning of guerilla marketing is creativity and that is why everybody in the advertising industry are using guerilla techniques.
Parallel keywords (Croatian)kreativnost oglašavanje gerila
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:145:912911
CommitterGordana Kradijan