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master's thesis
Utjecaj vanjskog oglašavanja na svijest potrošača
Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2020. urn:nbn:hr:251:603605
Šimunović, Iva
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Šimunović, I. (2020). Utjecaj vanjskog oglašavanja na svijest potrošača (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:603605

Šimunović, Iva. "Utjecaj vanjskog oglašavanja na svijest potrošača." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:251:603605

Šimunović, Iva. "Utjecaj vanjskog oglašavanja na svijest potrošača." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:251:603605

Šimunović, I. (2020). 'Utjecaj vanjskog oglašavanja na svijest potrošača', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 24 August 2024, https://urn.nsk.hr/urn:nbn:hr:251:603605

Šimunović I. Utjecaj vanjskog oglašavanja na svijest potrošača [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2020 [cited 2024 August 24] Available at: https://urn.nsk.hr/urn:nbn:hr:251:603605

I. Šimunović, "Utjecaj vanjskog oglašavanja na svijest potrošača", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:251:603605

Metadata
TitleUtjecaj vanjskog oglašavanja na svijest potrošača
Title (english)The impact of outdoor adverising on consumer awareness
AuthorIva Šimunović
MentorIva Buljubašić (mentor)
Committee memberMarta Borić Cvenić (predsjednik povjerenstva)
Committee memberMarija Šain (član povjerenstva)
Committee memberIva Buljubašić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2020-09-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
U današnje vrijeme digitalni svijet preuzima sve veću ulogu pa tako nekonvencionalni, inovativni marketing postaje pojam nečega što je nužno za rad i življenje. Promotivne, marketinške i ostale metode koje se koriste u marketinškom svijetu baza su gerila marketinga, koji je prvenstveno namijenjen malim poduzećima ili poduzećima u nastanku, a uzrok tomu su mali budžeti koji su nužni za izgradnju takve tvrtke, dok veće tvrtke zahtijevaju i veći budžet. Odlike gerila marketinga su inovativne, inventivne, originalne i nesvakidašnje ideje, a takve ideje uz minimalna ulaganja mogu postići velike rezultate. U radu će se opisati općeniti pojam gerila marketinga, njegove glavne ciljeve i odrednice, kao i usporedba gerilskog i tradicionalnog marketinga. Također, u radu je provedeno empirijsko istraživanje koje se temelji na anketiranju od 105 ispitanika. Rezultati istraživanja ukazuju na pozitivan stav ispitanika vezan za vanjsko oglašavanje i marketing općenito, gdje su se ispitanici očitovali kako im je poznat pojam marketinga, te znaju koje on aktivnosti obuhvaća. Također, smatraju kako upravo marketing sudjeluje u kreiranju slike o određenom proizvodu ili usluzi kod potrošača.
Abstract (english)
Nowadays, the digital world is taking on an increasing role, so unconventional, innovative marketing is becoming a concept of something necessary for work and living. Promotional, marketing and other methods used in the marketing world are the basis of guerrilla marketing, which is primarily intended for small businesses or start-ups, and are caused by small budgets necessary to build such a company, while larger companies require a larger budget. The features of guerrilla marketing are innovative, inventive, original and unusual ideas, and such ideas with minimal investment can achieve great results. The paper will describe the general concept of guerrilla marketing, its main goals and determinants, as well as a comparison of guerrilla and traditional marketing. Also, an empirical study based on a survey of 105 respondents was conducted. The results of the research indicate a positive attitude of the respondents related to outdoor advertising and marketing in general, where the respondents stated that they are familiar with the concept of marketing, and know what activities it includes. They also believe that marketing is involved in creating an image of a particular product or service with consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:603605
Study programmeTitle: University graduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science
Course: Cultural Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra kulturologije uz naznaku smjera (magistar/magistra kulturologije uz naznaku smjera)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2020-10-07 16:13:36