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master's thesis
Utjecaj prikrivenog oglašavanja na percepcije djece kao potrošača
Zagreb: University of Zagreb, Faculty of Economics and Business, 2015. urn:nbn:hr:148:534723
Vrbanec, Emilija
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

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Vrbanec, E. (2015). Utjecaj prikrivenog oglašavanja na percepcije djece kao potrošača (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:534723

Vrbanec, Emilija. "Utjecaj prikrivenog oglašavanja na percepcije djece kao potrošača." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:534723

Vrbanec, Emilija. "Utjecaj prikrivenog oglašavanja na percepcije djece kao potrošača." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:534723

Vrbanec, E. (2015). 'Utjecaj prikrivenog oglašavanja na percepcije djece kao potrošača', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 09 July 2024, https://urn.nsk.hr/urn:nbn:hr:148:534723

Vrbanec E. Utjecaj prikrivenog oglašavanja na percepcije djece kao potrošača [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2015 [cited 2024 July 09] Available at: https://urn.nsk.hr/urn:nbn:hr:148:534723

E. Vrbanec, "Utjecaj prikrivenog oglašavanja na percepcije djece kao potrošača", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:148:534723

Metadata
TitleUtjecaj prikrivenog oglašavanja na percepcije djece kao potrošača
Title (english)The impact of product placement on children as cosumers
AuthorEmilija Vrbanec
MentorGoran Vlašić (mentor)
Committee memberAna Tkalac Verčič (predsjednik povjerenstva)
Committee memberMorana Fudurić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2015-09-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Diplomski rad temelji se na analizi utjecaja prikrivenog oglašavanja na percepcije djece kao potrošača. Prikriveno oglašavanje kao način stupanja u kontakt s ciljnim tržištem dobiva na sve većoj važnosti, obzirom da su potrošači razvili sposobnost zanemarivanja tradicionalnih oglasa. Prikriveno oglašavanje smješta marke i proizvode u prirodan tijek scenarija, stoga publika takav način plasiranja proizvoda ne percipira kao nametljivo oglašavanje. Smatra se da su djeca podložna utjecaju medija koji oblikuje njihove preferencije prema pojedinim markama. Provedeno je sekundarno i primarno istraživanje za potrebe pisanja ovog rada. Primarno istraživanje provelo se kao eksperiment s djecom osnovnoškolske dobi. Sudjelovali su učenici OŠ Vladimira Nazora. Ispitivao se trenutni utjecaj prikrivenog oglašavanja na percepcije djece kao potrošača. Rezultati analize ne potvrđuju očekivanja da prikriveno oglašavanje ima trenutnog utjecaja na percepciju. Smatra se da su brojna ograničenja uzrokovala ovakve rezultate. Vjeruje se da bi rezultati pokazali drugačije pokazatelje ako bi se provodilo longitudinalno istraživanje uz korištenje Likertove ljestvice za mjerenje.
Abstract (english)
The primary aim oft his paper was to discover an impact of product placement on children as consumers. Product placement as the way of getting in touch with customers is becoming more and more popular, because nowdays, consumers have developed an ability to ignore the traditional ways of advertising. Product placement is a form of advertising in which brands and products are placed into natural flow of scenario. That way of promotion is not perceived as a way of agressive advertising. Children are more considered to be the subjects of the media, which form their perception and the way they choose and prefer specific brands. For the purpose of writing this paper, the data were collected by secondary and primary research. The experiment was conducted at Vladimir Nazor primary school. Respondents were kids between age of 10 and 12. The current impact of product placement was questioned. The analyzed data doesn't confirm expectations that product placement has current impact on children as consumers.
Keywords
Languagecroatian
URN:NBNurn:nbn:hr:148:534723
Study programmeTitle: Business Economics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Public noteKljučne riječi dodijelio knjižničar.
Created on2016-11-07 10:31:39