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undergraduate thesis
Utjecaj reklama na ponašanje potrošača
Rijeka: University of Rijeka, Faculty of Economics and Business, 2023. urn:nbn:hr:192:637467
Kovačević, Hana
University of Rijeka
Faculty of Economics and Business

Institutional repository: Repository of the University of Rijeka, Faculty of Economics and Business

Cite this document

Kovačević, H. (2023). Utjecaj reklama na ponašanje potrošača (Undergraduate thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:637467

Kovačević, Hana. "Utjecaj reklama na ponašanje potrošača." Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:192:637467

Kovačević, Hana. "Utjecaj reklama na ponašanje potrošača." Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:192:637467

Kovačević, H. (2023). 'Utjecaj reklama na ponašanje potrošača', Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, accessed 16 January 2025, https://urn.nsk.hr/urn:nbn:hr:192:637467

Kovačević H. Utjecaj reklama na ponašanje potrošača [Undergraduate thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2023 [cited 2025 January 16] Available at: https://urn.nsk.hr/urn:nbn:hr:192:637467

H. Kovačević, "Utjecaj reklama na ponašanje potrošača", Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:192:637467

Metadata
TitleUtjecaj reklama na ponašanje potrošača
Title (english)The impact of advertising on consumer behavior
AuthorHana Kovačević
MentorLjerka Cerović (mentor)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2023-09-05, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Reklame i oglašavanje su ključni elementi suvremenog tržišta i marketinških strategija jer predstavljaju komunikacijski alat koji poduzeća koriste kako bi promovirala svoje proizvode, usluge ili brendove i privukla potrošače. Svrha reklama i oglašavanja je stvaranje svijesti o proizvodu ili brendu, poticanje potrošača na kupnju, izgradnja pozitivnog imidža tvrtke te stvaranje dugoročnih veza s potrošačima. Reklame se mogu susresti na različitim medijskim platformama, kao što su televizija, radio, internet, tisak, vanjsko oglašavanje i društvene mreže. Svaka vrsta reklame ima svoje specifičnosti i ciljeve koje želi postići. Reklame imaju značajan utjecaj na ponašanje potrošača na različite načine jer oblikuju stavove, mišljenja i percepciju potrošača prema proizvodima, uslugama ili brendovima, te mogu potaknuti određene akcije i odluke. U završnom radu je opisan utjecaj reklama na ponašanje potrošača, u sklopu čega su opisane mikroekonomske teorije potrošačkog ponašanja, vrste reklama i njihov utjecaj na potrošače, kao i reklame u funkciji poticanja željenog ponašanja potrošača.
Abstract (english)
Advertisements and advertising are key elements of the modern market and marketing strategies because they represent a communication tool that companies use to promote their products, services or brands and attract consumers. The purpose of commercials and advertising is to create awareness of the product or brand, encourage consumers to buy, build a positive image of the company, and create long-term relationships with consumers. Advertisements can be found on different media platforms, such as television, radio, internet, print, outdoor advertising and social networks. Each type of advertisement has its own specifics and goals it wants to achieve. Advertisements have a significant impact on consumer behavior in different ways because they shape attitudes, opinions and perceptions of consumers towards products, services or brands, and can encourage certain actions and decisions. In the final paper, the impact of advertisements on consumer behavior is described, including microeconomic theories of consumer behavior, types of advertisements and their impact on consumers, as well as advertisements in the function of encouraging desired consumer behavior.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:192:637467
Study programmeTitle: Business economics; specializations in: Finance and Accounting, Entrepreneurship, Management, Finance and Banking, Marketing, International Business, IT Business, Finance
Course: Finance and Accounting
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 conditionsClosed access
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Created on2024-01-18 13:07:37