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master's thesis
Prikriveno oglašavanje kao oblik integrirane marketinške komunikacije
Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management, 2024. urn:nbn:hr:191:557451
Šarić, Fran
University of Rijeka
Faculty of Tourism and Hospitality Management

Institutional repository: Repository of Faculty of Tourism and Hospitality Management

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Šarić, F. (2024). Prikriveno oglašavanje kao oblik integrirane marketinške komunikacije (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:557451

Šarić, Fran. "Prikriveno oglašavanje kao oblik integrirane marketinške komunikacije." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2024. https://urn.nsk.hr/urn:nbn:hr:191:557451

Šarić, Fran. "Prikriveno oglašavanje kao oblik integrirane marketinške komunikacije." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2024. https://urn.nsk.hr/urn:nbn:hr:191:557451

Šarić, F. (2024). 'Prikriveno oglašavanje kao oblik integrirane marketinške komunikacije', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 28 February 2025, https://urn.nsk.hr/urn:nbn:hr:191:557451

Šarić F. Prikriveno oglašavanje kao oblik integrirane marketinške komunikacije [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2024 [cited 2025 February 28] Available at: https://urn.nsk.hr/urn:nbn:hr:191:557451

F. Šarić, "Prikriveno oglašavanje kao oblik integrirane marketinške komunikacije", Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:191:557451

Metadata
TitlePrikriveno oglašavanje kao oblik integrirane marketinške komunikacije
Title (english)Product placement as a form of integrated marketing communication
AuthorFran Šarić
MentorAna Čuić Tanković (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2024-04-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Prikriveno oglašavanje dobiva na sve većoj važnosti, a predstavlja marketinšku komunikacijsku aktivnost koja podrazumijeva ugrađivanje proizvoda brendova ili referenca na brendove u drugo djelo poput televizijskih serija, filmova, računalnih igara, knjiga i ostalih medijskih sadržaja koje potrošači konzumiraju svakodnevno. Problem istraživanja ovog diplomskog rada veže se uz razumijevanje utjecaja kojeg prikriveno oglašavanje ima na potencijalne potrošače. Rezultati ukazuju kako postoji statistički značajna korelacija između stava o prikrivenom oglašavanju i stava prema prikriveno oglašavanom brendu. Zaključuje se kako potrošači izražavaju uglavnom indiferentan stav prema praksi prikrivenog oglašavanja u smislu njegovog pojavljivanja u sadržaju koji konzumiraju.Taj stav se prelijeva i na mišljenje o prikriveno oglašavanim proizvodima koje su primijetili.Taj stav se prelijeva i na mišljenje o prikriveno oglašavanim proizvodima koje su primijetili.
Abstract (english)
Product placement is gaining more and more importance, and it represents a marketing communication activity that involves embedding brand products or references to brands in other works such as television series, movies, computer games, books and other media content that consumers consume on a daily basis. The research problem of this thesis is related to understanding the impact that product placement has on potential consumers. The results indicate that there is a statistically significant correlation between the attitude towards product placement and the attitude towards the embedded brand product. It is concluded that consumers express a mostly indifferent attitude towards the practice of product placement in terms of its appearance in the content they consume. This attitude also spills over into their opinion about the embedded products they have noticed.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:557451
Study programmeTitle: Marketing in tourism
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 Attribution 4.0 International (CC BY 4.0) icon
Created on2024-04-04 16:47:47