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undergraduate thesis
ALTERNATIVNI OBLICI OGLAŠAVANJA
Završni rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2023. urn:nbn:hr:145:870201
Rusek, Marijana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Institutional repository: EFOS REPOSITORY

Cite this document

Rusek, M. (2023). ALTERNATIVNI OBLICI OGLAŠAVANJA : 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:145:870201

Rusek, Marijana. "ALTERNATIVNI OBLICI OGLAŠAVANJA : 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:145:870201

Rusek, Marijana. "ALTERNATIVNI OBLICI OGLAŠAVANJA : 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:145:870201

Rusek, M. (2023). 'ALTERNATIVNI OBLICI OGLAŠAVANJA : 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:145:870201

Rusek M. ALTERNATIVNI OBLICI OGLAŠAVANJA : 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:145:870201

M. Rusek, "ALTERNATIVNI OBLICI OGLAŠAVANJA : 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:145:870201

Metadata
TitleALTERNATIVNI OBLICI OGLAŠAVANJA : Završni rad
Title (english)ALTERNATIVE FORMS OF ADVERTISING : Final paper
AuthorMarijana Rusek
MentorDavorin Turkalj (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2023-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovim radom se istražuje tema "Alternativni oblici oglašavanja". Rad obuhvaća definicije osnovnih pojmova koji okružuju područje oglašavanja te analizu njegovih ciljeva i funkcija. Poseban naglasak stavljen je na utjecaj oglašavanja na potrošače i njihove reakcije na različite vrste oglasa. S obzirom na napredak tehnologije i njen sve veći utjecaj u oglašavanju, rad se također bavi digitalnim marketingom, predstavljajući njegove prednosti i nedostatke. U fokusu istraživanja su tri oblika alternativnog oglašavanja: viralni marketing, guerilla marketing i prikriveno oglašavanje. Svi oblici detaljno su objašnjeni uz pomoć primjera iz prakse. Svrha rada je opisati kreativnost i učinkovitost alternativnih oblika oglašavanja koji ostavljaju poseban dojam na strani kupaca te je stoga poželjno alternativne oblike oglašavanja uključiti u strategije komuniciranja kada konvencionalni oblici nisu prikladni. Rad se zaključuje raspravom o temi, pružajući osvrt na prethodne spoznaje i rezultate istraživanja te se predstavljaju implikacije za industriju oglašavanja.
Abstract (english)
This paper examines the topic "Alternative forms of advertising". The paper includes definitions of basic terms surrounding the field of advertising and an analysis of its goals and functions. Special emphasis is placed on the impact of advertising on consumers and their reactions to different types of ads. Considering the advancement of technology and its increasing influence on advertising, the paper also deals with digital marketing, presenting its advantages and disadvantages. The research focuses on three forms of alternative advertising: viral marketing, guerilla marketing, and product placement. All forms are explained in detail with the help of practical examples. The purpose of the paper is to describe the creativity and effectiveness of alternative forms of advertising that leave a special impression on customers, and therefore it is desirable to include alternative forms of advertising in communication strategies when conventional forms are not suitable.. The paper concludes with a discussion of the topic, providing an overview of previous knowledge and research results, and presenting implications for the advertising industry.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:870201
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 on2023-12-11 16:44:09