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undergraduate thesis
Utjecaj oglašavanja na ponašanje potrošača u kulturnom sektoru
Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. urn:nbn:hr:251:281940
Lukić, Ivona
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Lukić, I. (2024). Utjecaj oglašavanja na ponašanje potrošača u kulturnom sektoru (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:281940

Lukić, Ivona. "Utjecaj oglašavanja na ponašanje potrošača u kulturnom sektoru." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:281940

Lukić, Ivona. "Utjecaj oglašavanja na ponašanje potrošača u kulturnom sektoru." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:281940

Lukić, I. (2024). 'Utjecaj oglašavanja na ponašanje potrošača u kulturnom sektoru', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:251:281940

Lukić I. Utjecaj oglašavanja na ponašanje potrošača u kulturnom sektoru [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:251:281940

I. Lukić, "Utjecaj oglašavanja na ponašanje potrošača u kulturnom sektoru", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:251:281940

Metadata
TitleUtjecaj oglašavanja na ponašanje potrošača u kulturnom sektoru
Title (english)The influence of advertising on consumer behavior in the cultural sector
AuthorIvona Lukić
MentorIgor Mavrin (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2024-09-11, Croatia
Scientific / art field,
discipline and subdiscipline		INTERDISCIPLINARY FIELDS OF ART
Abstract
Predmet završnog rada utjecaj je oglašavanja, odnosno marketinga, na ponašanje potrošača u kulturnom sektoru. Marketing, reklame i oglašavanje postali su dio svakodnevnog života ljudi i definitivno oblikuju percepciju društva, ali i utječu na odluke potrošača. U prvom, teorijskom dijelu rada, navedeno je tumačenje pojmova poput marketinga, reklama, oglašavanja, kulture i kulturnih institucija s posebnom orijentiranošću na muzeje i marketing u kulturi, a u drugom dijelu analiziran je marketing u muzejima, koji igra ključnu ulogu u privlačenju posjetitelja i povećanju svijesti o kulturnim sadržajima koje muzeji nude, te utjecaj marketinga ili oglašavanja na ponašanje potrošača. Provedeno je anketno istraživanje i kao mjerni instrument korišten je online anketni upitnik. Upitniku je pristupilo 37 ljudi iz Osijeka i okolice od kojih je većina dobi između 18 i 30 godina, a rezultati su potvrdili jednu od triju hipoteza, te činjenicu da oglašavanje muzeja u Hrvatskoj baš i ne dopire do potrošača.
Abstract (english)
The subject of the bachelor thesis is the impact of advertising, or marketing, on consumer behavior in the cultural sector. Marketing, commercials and advertising have become part of people's everyday life and definitely shape society's perception, but also influence consumers’ decisions. In the first, theoretical part of the paper, the interpretation of concepts such as marketing, marketing in culture, advertising, culture and cultural institutions, with a special emphasis on museums, is provided. In the second part of the paper, marketing, which plays a key role in attracting visitors and increasing awareness of the cultural content that museums offer, and the impact of marketing or advertising on consumer behavior are analyzed. Research was conducted and an online survey questionnaire was used as a measuring instrument. The questionnaire was answered by 37 people from Osijek and the surrounding areas, most of whom are between 18 and 30 years old, and the results confirmed one of the three hypotheses, and the fact that museum advertising in Croatia does not really reach consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:281940
Study programmeTitle: BA in Culture, Media and Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) kulture, medija i menadžmenta (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) kulture, medija i menadžmenta)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-10-17 10:58:12