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master's thesis
Odnosi s javnošću i native oglašavanje: sličnosti i razlike
Zagreb: University of Zagreb, The Faculty of Political Science, 2018. urn:nbn:hr:114:950412
Tomljanović, Maria
University of Zagreb
The Faculty of Political Science
Department of Strategic Communication

Institutional repository: FPSZG repository

Cite this document

Tomljanović, M. (2018). Odnosi s javnošću i native oglašavanje: sličnosti i razlike (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:950412

Tomljanović, Maria. "Odnosi s javnošću i native oglašavanje: sličnosti i razlike." Master's thesis, University of Zagreb, The Faculty of Political Science, 2018. https://urn.nsk.hr/urn:nbn:hr:114:950412

Tomljanović, Maria. "Odnosi s javnošću i native oglašavanje: sličnosti i razlike." Master's thesis, University of Zagreb, The Faculty of Political Science, 2018. https://urn.nsk.hr/urn:nbn:hr:114:950412

Tomljanović, M. (2018). 'Odnosi s javnošću i native oglašavanje: sličnosti i razlike', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:114:950412

Tomljanović M. Odnosi s javnošću i native oglašavanje: sličnosti i razlike [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2018 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:114:950412

M. Tomljanović, "Odnosi s javnošću i native oglašavanje: sličnosti i razlike", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:114:950412

Metadata
TitleOdnosi s javnošću i native oglašavanje: sličnosti i razlike
Title (english)Public Relation and Native Advertising: Similarities and Differences
AuthorMaria Tomljanović
MentorHrvoje Jakopović (mentor)
Committee memberHrvoje Jakopović (predsjednik povjerenstva)
Committee memberBoris Beck (član povjerenstva)
Committee memberBožo Skoko (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
(Department of Strategic Communication)
Zagreb
Defense date and country2018-07-03, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Zbog sve veće zasićenosti konzumenata medija plaćenim oglasnim sadržajem, odnosima s javnošću potrebne su promjene uslijed čega se približava native oglašavanju. U ovom radu proučavamo odnose s javnošću i native oglašavanje s ciljem boljeg shvaćanja promjena koje se događaju u klasičnom PR-u koje su započele digitalnom transformacijom. Metodom analize sadržaja usporedili smo sveukupno 66 PR i native objava na hrvatskom portalu 24sata. Pokazalo se kako PR polako mijenja sadržaj. Visok postotak PR objava su one duže, zabavnije, informativnije i s manje prisutnog brendinga nego ranije čime se plaćeni PR približava native objavama. No prema prikazanom broju pregleda objava čini se kako to ipak radi presporo te su potrebniji veći zaokreti kako bi plaćene PR objave konkurirale nativeu i ostalim mladim marketinškim alatima. Tradicionalne, neplaćene PR objave još uvijek su bez konkurencije u korporativnoj komunikaciji.
Abstract (english)
Due to the increasing lack od interest of media consumers in paid content media, Public Relations need changes and therefore it approaches to Native Advertising. In this studies, we research Public Relations and Native advertisements to better understand the changes that occur in the classic PR that started with digital transformation. Through content analysis method we compared the total of 66 PR and Native posts on the croatian news site 24sata. Analysis showed that PR transforms its content slowly. The high percentage of the PR articles contained were longer, more fun, informative, and with less branding than previously which means paid PR shifts towards Native. However, according to the number of pageviews, it seems that shift is still too slow and needs bigger transformation in order for the paid PR to compete with Native and other marketing tools. Traditional, unpaid PR publications are still without competition in corporate communication.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:950412
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-12-03 12:21:36