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master's thesis
STAV POTROŠAČA PREMA KORIŠTENJU SUBLIMINALNIH PORUKA U OGLAŠAVANJU
Diplomski rad
Split: University of Split, Faculty of economics Split, 2017. urn:nbn:hr:124:840921
Čubelić, Klara
University of Split
Faculty of economics Split

Institutional repository: REFST

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Čubelić, K. (2017). STAV POTROŠAČA PREMA KORIŠTENJU SUBLIMINALNIH PORUKA U OGLAŠAVANJU : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:840921

Čubelić, Klara. "STAV POTROŠAČA PREMA KORIŠTENJU SUBLIMINALNIH PORUKA U OGLAŠAVANJU : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:840921

Čubelić, Klara. "STAV POTROŠAČA PREMA KORIŠTENJU SUBLIMINALNIH PORUKA U OGLAŠAVANJU : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:840921

Čubelić, K. (2017). 'STAV POTROŠAČA PREMA KORIŠTENJU SUBLIMINALNIH PORUKA U OGLAŠAVANJU : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 21 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:840921

Čubelić K. STAV POTROŠAČA PREMA KORIŠTENJU SUBLIMINALNIH PORUKA U OGLAŠAVANJU : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2017 [cited 2024 December 21] Available at: https://urn.nsk.hr/urn:nbn:hr:124:840921

K. Čubelić, "STAV POTROŠAČA PREMA KORIŠTENJU SUBLIMINALNIH PORUKA U OGLAŠAVANJU : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:124:840921

Metadata
TitleSTAV POTROŠAČA PREMA KORIŠTENJU SUBLIMINALNIH PORUKA U OGLAŠAVANJU : Diplomski rad
AuthorKlara Čubelić
MentorMirela Mihić (mentor)
MBZ: 220980
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2017-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Glavni cilj ovog rada je dati odgovor na pitanje kakav je stav potrošača prema korištenju subliminalnih poruka u oglašavanju. S obzirom na prirodu subliminalnih oglasa, istražen je i pojam etike u marketingu. Kako bi se dobio odgovor na pitanje postavljeno je pet istraživačkih hipoteza koje ispituju stavove prema subliminalnim oglasima, kao i product placementu i tradicionalnim oglasima. Za istraživanje je korišten anketni upitnik. Rezultati istraživanja su pokazali kako, iako postoji općenito negativan stav prema svim oblicima oglašavanja, potrošači imaju najpovoljniji stav prema subliminalnim oglasima, zatim product placementu, dok se tek na zadnjem mjestu nalaze tradicionalni oglasi.
Abstract (english)
The main goal of this paper is to answer a question what is the consumer attitude towards the use of subliminal messages in advertising. Given the nature of subliminal advertising the paper is reflecting on ethics in marketing as well. Five research hypothesis were set up to get an answer to the given question. They examine attitudes towards subliminal advertising, as well as product placement and traditional advertising. The questionnaire was used as a tool for the research. The results of the research have shown that even though there is negative attitude towards all the types of advertising in general, customers have most favourable attitude towards subliminal advertising, then product placement, while traditional advertising takes the last place.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:840921
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-11-10 13:06:50