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undergraduate thesis
APELI U OGLAŠAVANJU I PONAŠANJE POTROŠAČA
Završni rad
Split: University of Split, Faculty of economics Split, 2018. urn:nbn:hr:124:853667
Rako, Marija
University of Split
Faculty of economics Split

Institutional repository: REFST

Cite this document

Rako, M. (2018). APELI U OGLAŠAVANJU I PONAŠANJE POTROŠAČA : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:853667

Rako, Marija. "APELI U OGLAŠAVANJU I PONAŠANJE POTROŠAČA : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:853667

Rako, Marija. "APELI U OGLAŠAVANJU I PONAŠANJE POTROŠAČA : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:853667

Rako, M. (2018). 'APELI U OGLAŠAVANJU I PONAŠANJE POTROŠAČA : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 21 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:853667

Rako M. APELI U OGLAŠAVANJU I PONAŠANJE POTROŠAČA : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2018 [cited 2024 December 21] Available at: https://urn.nsk.hr/urn:nbn:hr:124:853667

M. Rako, "APELI U OGLAŠAVANJU I PONAŠANJE POTROŠAČA : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:124:853667

Metadata
TitleAPELI U OGLAŠAVANJU I PONAŠANJE POTROŠAČA : Završni rad
AuthorMarija Rako
MentorIvana Kursan Milaković (mentor)
MBZ: 350835
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2018-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Potrošači svakodnevno primaju veliki broj raznovrsnih poruka putem različitih medija i sredstava oglašavanja. Činjenica je kako oglasi ostavljaju trag u svijesti potrošača, iako potrošači nisu toga uvijek svjesni. Glavni izazov marketinškog stručnjaka je izraditi poruku koja će privući ciljni segment potrošača i proizvesti željenu reakciju, odnosno kupovinu i/ili korištenje određenog proizvoda ili usluge. Kako bi ostvarili postavljeni cilj marketeri se koriste različitim apelima. Apelom se aktivira želja za oglašavanim proizvodom, koju potrošač nastoji ublažiti kupovinom određenog proizvoda. U radu je dat pregled čimbenika, odnosno vrste apela koje utječu na ponašanje potrošača. Predmet istraživanja ovog rada bio je istražiti utjecaj emocionalnih oglašivačkih apela na ponašanje potrošača. Cilj rada bio je istražiti koji od razmatranih apela imaju najveći utjecaj na ponašanje potrošača, na koji način oni utječu i kakve učinke imaju na potrošača. Rezultati su pokazali kako muškarci više obraćaju pozornost na oglase s motivima seksa od žena, pa su upravo zato korišteni u oglasima namijenjenim za mušku populaciju. Također, rezultati istraživanja pokazuju kako su apeli na strah jednako učinkoviti kod svih ispitanika nevezano za spol i dob iako ih ne preferiraju toliko u odnosu na druge oglase, kao na primjer one s motivima humora. Konačno, većina ispitanika je potvrdila da najviše pozornosti obraćaju na oglase koji apeliraju na humor.
Abstract (english)
Consumers receive a large number of diverse messages every day through various media and advertising resources. The ads remain in consumer memory, even though consumers might not always be aware of it. The main challenge for marketing experts is to create a message that will attract the target consumer segment and produce the desired reaction – to buy or use a particular product or service. In order to achieve their goal, marketers use different appeals. Appeal activates the desire for the advertised product that the consumer tries to mitigate by purchasing a particular product. This study gives an overview of the factors, i.e. different types of appeals, that influence consumer behaviour. The research subject was to investigate the influence of emotional appeals on consumer behaviour. The main research goal was to investigate which appeals have the greatest impact on consumer behaviour, how they affect consumer behaviour and which effects they have on consumers. The results show that men are more interested in ads with sex appeals than women. The results also show that appeals to fear are equally effective for all respondents regardless of gender and age although these are not preferred more than the other ads, such as those with humour appeals. Finally, the majority of the respondents have confirmed that they pay the most attention to ads that appeal to humour.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:853667
Study programmeTitle: Business Studies
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 on2018-11-28 13:07:30