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master's thesis
ANALIZA PRIKRIVENOG OGLAŠAVANJA NA FILMU I DNEVNIM NOVINAMA
2017. urn:nbn:hr:143:387982
Delić, Matea
Šibenik University of Applied Sciences

Cite this document

Delić, M. (2017). ANALIZA PRIKRIVENOG OGLAŠAVANJA NA FILMU I DNEVNIM NOVINAMA (Master's thesis). Šibenik: Šibenik University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:143:387982

Delić, Matea. "ANALIZA PRIKRIVENOG OGLAŠAVANJA NA FILMU I DNEVNIM NOVINAMA." Master's thesis, Šibenik University of Applied Sciences, 2017. https://urn.nsk.hr/urn:nbn:hr:143:387982

Delić, Matea. "ANALIZA PRIKRIVENOG OGLAŠAVANJA NA FILMU I DNEVNIM NOVINAMA." Master's thesis, Šibenik University of Applied Sciences, 2017. https://urn.nsk.hr/urn:nbn:hr:143:387982

Delić, M. (2017). 'ANALIZA PRIKRIVENOG OGLAŠAVANJA NA FILMU I DNEVNIM NOVINAMA', Master's thesis, Šibenik University of Applied Sciences, accessed 22 April 2024, https://urn.nsk.hr/urn:nbn:hr:143:387982

Delić M. ANALIZA PRIKRIVENOG OGLAŠAVANJA NA FILMU I DNEVNIM NOVINAMA [Master's thesis]. Šibenik: Šibenik University of Applied Sciences; 2017 [cited 2024 April 22] Available at: https://urn.nsk.hr/urn:nbn:hr:143:387982

M. Delić, "ANALIZA PRIKRIVENOG OGLAŠAVANJA NA FILMU I DNEVNIM NOVINAMA", Master's thesis, Šibenik University of Applied Sciences, Šibenik, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:143:387982

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Metadata
TitleANALIZA PRIKRIVENOG OGLAŠAVANJA NA FILMU I DNEVNIM NOVINAMA
Title (english)ANALYSIS OF HIDDEN ADVERTISING IN THE FILM AND DAILY NEWS
AuthorMatea Delić
MentorJelena Šišara (mentor)
GranterŠibenik University of Applied Sciences
Šibenik
Defense date and country2017-09-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U današnje vrijeme brzog razvoja tehnologije i promjenjive okoline, kao i zbog zasićenosti publike klasičnim oglasima, marketinški stručnjaci moraju svakodnevno pronalaziti nove načine komunikacije s kupcima. Upravo zbog činjenice da klasični oglasi više nemaju utjecaj na potrošače u mjeri u kojoj bi marketinški stručnjaci htjeli došlo je do razvoja novih metoda marketinškog komuniciranja, a među njima i prikrivenog oglašavanja. Prikriveno oglašavanje je moderna i sveprisutna metoda marketinga iako se prvi oblici prikrivenog oglašavanja pojavljuju još u dalekoj prošlosti. Kao oblik marketinške komunikacije s potrošačima, kao i potencijalnim potrošačima, pojavljuje se u oblicima audio medija, vizualnom obliku, kombinacijom audiovizualnog medija i putem interneta. Sa zakonske strane, prikriveno oglašavanje se smatra nedopuštenim oblikom komuniciranja s potrošačima, međutim mnoge poznate tvrtke se koriste upravo ovim oblikom marketinške komunikacije. Prikriveni oglasi mogu biti pronađeni u raznim vrstama medija, kao što su filmovi, serije, novine, društvene mreže, a čak i u crtanim filmovima gdje su djeca posebno osjetljiva skupina.
Abstract (english)
In today's fast development of technology and changing environment time, as well as the saturation of publicity with advertisements, marketers have to find new ways of communicating with customers every day. Precisely because classical ads no longer have influence on consumers with extent that marketing experts want, they had to develop new methods of marketing communication, including covert advertising. Product placement is a modern and omnipresent marketing method, although the first forms of product placement appear in the distant past. As a form of marketing communication with consumers, as well as potential ones, it appears in forms of audio media, visual form, combination of audiovisual media and over the Internet. On the legal side, product placement is considered as an inadmissible form of communication with customers, but many well known companies are using this form of marketing communication. Hidden ads can be found in various media types, such as movies, series, newspapers, social networks, and even in cartoons where children are particularly vulnerable.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:143:387982
Study programmeTitle: Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/specijalistica menadžmenta (stručni/a specijalist/specijalistica menadžmenta)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-09-28 07:43:41