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master's thesis
Digitalni odnosi s javnošću i oglašavanje u razvoju brenda
Zagreb: University of Zagreb, The Faculty of Political Science, 2020. urn:nbn:hr:114:037504
Ilić, Darija
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

Cite this document

Ilić, D. (2020). Digitalni odnosi s javnošću i oglašavanje u razvoju brenda (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:037504

Ilić, Darija. "Digitalni odnosi s javnošću i oglašavanje u razvoju brenda." Master's thesis, University of Zagreb, The Faculty of Political Science, 2020. https://urn.nsk.hr/urn:nbn:hr:114:037504

Ilić, Darija. "Digitalni odnosi s javnošću i oglašavanje u razvoju brenda." Master's thesis, University of Zagreb, The Faculty of Political Science, 2020. https://urn.nsk.hr/urn:nbn:hr:114:037504

Ilić, D. (2020). 'Digitalni odnosi s javnošću i oglašavanje u razvoju brenda', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 27 December 2024, https://urn.nsk.hr/urn:nbn:hr:114:037504

Ilić D. Digitalni odnosi s javnošću i oglašavanje u razvoju brenda [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2020 [cited 2024 December 27] Available at: https://urn.nsk.hr/urn:nbn:hr:114:037504

D. Ilić, "Digitalni odnosi s javnošću i oglašavanje u razvoju brenda", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:114:037504

Metadata
TitleDigitalni odnosi s javnošću i oglašavanje u razvoju brenda
Title (english)Digital Public Relations and Advertising in Building a Brand
AuthorDarija Ilić
MentorHrvoje Jakopović (mentor)
Committee memberHrvoje Jakopović (predsjednik povjerenstva)
Committee memberMarin Galić (član povjerenstva)
Committee memberBožo Skoko (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2020-02-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Ovaj rad se bavi ulogom digitalnih odnosa s javnošću i oglašavanja u razvoju brenda. U radu su obrađeni pojmovi digitalnog marketinga, marketinga sadržaja te su analizirane temeljne razlike između tradicionalnog (offline) i digitalnog (online) marketinga. Nadalje, u radu je analizirana i veza digitalnog marketinga i profesije odnosa s javnošću te način na koji ona funkcionira u praksi. U radu se nastoje analizirati i dostupni alati kojima se koriste stručnjaci za digitalni marketing poput optimizacije web stranica te online oglašavanje putem posebnih oglašivačkih platformi. Također se pojašnjava neizostavna uloga društvenih mreža kao temeljne karike digitalnog marketinga. Na kraju rada, predstavljena je analiza sadržaja kroz studiju slučaja dviju uspješnih digitalnih kampanja provedenih na društvenim mrežama u 2018. i 2019. godini: Heineken – „When You Drive Never Drink“ kampanja te Jana „Duboko iznad svih kampanja“.
Abstract (english)
The paper is centered around studying the role of digital public relations and advertising in building a brand. The paper studies concepts of digital marketing, content marketing, and also analyzes the main differences between traditional (offline) and digital (online) marketing. Furthermore, the paper analyzes the connection between digital marketing and the profession of public relations and how it functions in practice. The paper also attempts to analyze the available tools used by digital marketing professionals such as website optimization and online advertising through special advertising platforms. It also clarifies the indispensable role of social media as a fundamental link in successful digital marketing. At the end of the paper, content analysis is presented through a case study of two successful digital campaigns conducted on social media in 2018 and 2019: Heineken - "When You Drive Never Drink" campaign and Jana "Deeply above all” campaign.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:037504
Study programmeTitle: Journalism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
Type of resourceText
File originBorn digital
Access conditionsClosed access
Terms of useLicence In copyright icon
Created on2020-11-16 11:33:44