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undergraduate thesis
NATIVNO OGLAŠAVANJE
Završni rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2023. urn:nbn:hr:145:250479
Suver, Luna
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Institutional repository: EFOS REPOSITORY

Cite this document

Suver, L. (2023). NATIVNO OGLAŠAVANJE : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:250479

Suver, Luna. "NATIVNO OGLAŠAVANJE : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:250479

Suver, Luna. "NATIVNO OGLAŠAVANJE : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:250479

Suver, L. (2023). 'NATIVNO OGLAŠAVANJE : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 12 September 2024, https://urn.nsk.hr/urn:nbn:hr:145:250479

Suver L. NATIVNO OGLAŠAVANJE : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 September 12] Available at: https://urn.nsk.hr/urn:nbn:hr:145:250479

L. Suver, "NATIVNO OGLAŠAVANJE : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:250479

Metadata
TitleNATIVNO OGLAŠAVANJE : Završni rad
Title (english)NATIVE ADVERTISING : Final paper
AuthorLuna Suver
MentorDavorin Turkalj (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2023-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Predmet istraživanja ovog završnog rada je nativnog oglašavanja i njegova uloga u suvremenom tržišnom komuniciranju. Nativno oglašavanje predstavlja novi smjer u kojem oglašivači nastoje na manje invazivan način prenijeti svoju poruku korisnicima dostavljajući ju u stilu sadržaja i medija na kojem se pojavljuje. Istraživanja pokazuju kako nativno oglašavanje ima veću stopu klikanja za čak osam do deset puta veću od tradicionalnih prikazivačkih oglasa. U radu je napravljen pregled temeljnih pojmova iz područja oglašavanja sa osvrtom na njegove tradicionalne oblike. Rad također prikazuje prednosti i nedostatke ovog oblika oglašavanja. S obzirom na naglaske koji se daju u digitalnom okružju po pitanju narušavanja privatnosti i nametanja pojedinih sadržaja, radom se adresiraju i etička pitanja. S ciljem ilustriranja pomaka ostvarenih na području digitalnog oglašavanja prikazano je nekoliko konkretnih primjera koje su tvrtke koristile kako bi privukle, zadržale te ostvarile bolju komunikaciju sa korisnicima. Analizom je utvrđeno kako se konceptom nativnog oglašavanja odgovorilo na suvremene izazove s kojima se susreću oglašivači i da će taj model zauzeti prominentno mjesto i ulogu u postizanju komunikacijskih ciljeva poslovnih subjekata koji odaberu ovakav oblik oglašavanja.
Abstract (english)
The subject of this final thesis is native advertising and its role in modern market communication. Native advertising represents a new direction in which advertisers seek to convey their message to users in a less invasive way by delivering it in the style of the content and media on which it appears. Research shows that native advertising has an eight to ten times higher click-through rate than traditional display ads. The paper provides an overview of the basic terms in the field of advertising with reference to its traditional forms. The paper also shows the advantages and disadvantages of this form of advertising. Given the emphasis placed in the digital environment on privacy violations and the imposition of certain content, the work also addresses ethical issues. In order to illustrate the progress achieved in the field of digital advertising, several concrete examples were presented that companies used to attract, retain, and achieve better communication with users. The analysis determined that the concept of native advertising responded to the contemporary challenges faced by advertisers and that this model will occupy a prominent place and role in achieving the communication goals of business entities that choose this form of advertising.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:250479
Study programmeTitle: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-11-28 13:37:46