Title Analiza video reklama odabranih hrvatskih organizacija u periodu prvog lockdowna
Title (english) Analysis of video advertisements of selected Croatian organizations in the period of the first lockdown
Author Helena Špehar
Mentor Krešimir Dabo (mentor)
Committee member Danijel Labaš (predsjednik povjerenstva)
Committee member Kristijan Sedak (član povjerenstva)
Committee member Krešimir Dabo (član povjerenstva)
Granter Catholic University of Croatia (Department of Communication Sciences) Zagreb
Defense date and country 2024-09-23, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Information and Communication Sciences Communicology
Abstract Marketinška komunikacija predstavlja ključni alat pomoću kojeg poduzeća informiraju, uvjeravaju i podsjećaju potrošače o proizvodima i markama koje prodaju. Integrirana marketinška komunikacija dodatno naglašava sinkronizaciju promotivnih elemenata kako bi se stvorila i pružila veća vrijednost ciljnom kupcu, te je postala nužna u digitalnom dobu gdje tradicionalne metode više nisu dovoljne. Kao važne komponente oglašavanja istaknuti su oglašivački apeli koji se koriste kako bi privukli pažnju i utjecali na ponašanje potrošača, a emocionalni apeli posebno su važni u kriznim situacijama jer mogu stvoriti dublju povezanost s potrošačima. Učinkovito krizno komuniciranje uključuje pravovremene i relevantne informacije, često putem društvenih medija, kako bi se održalo povjerenje i lojalnost potrošača. U skladu s time, glavni cilj ovog rada je istražiti jesu li hrvatske organizacije tijekom prvog lockdowna koristile emocionalne komponente u reklamnim kampanjama te analizirati njihov utjecaj na stvaranje pozitivnog mišljenja o organizacijama među ciljnom publikom. Za potrebe rada provedeno je istraživanje kako bi se ispitala prilagodba marketinške komunikacije hrvatskih organizacija tijekom prvog lockdowna uzrokovanog pandemijom virusa COVID-19. Podaci su prikupljeni kvantitativnom metodom anonimnog anketnog upitnika među ispitanicima u Republici Hrvatskoj. Anketa je obuhvatila četiri reklamne kampanje hrvatskih tvrtki (Jamnica, Podravka, PIK i Karlovačko) koje su prilagodile svoje komunikacijske strategije tadašnjoj kriznoj situaciji. Rezultati istraživanja upućuju na to da je poželjno koristiti emocionalne komponente u reklamnim kampanjama kako bi se povezalo s publikom u kriznim vremenima. Prema rezultatima istraživanja, emocionalni apeli bili su značajno prisutni u reklamnim kampanjama. Međutim, iako su emocionalni apeli povećali privlačnost reklamnih kampanja, njihov utjecaj na mišljenja i stavove o kvaliteti proizvoda bio je ograničen, što upućuje na potrebu za daljnjim istraživanjima kako bi se bolje razumjeli stavovi potrošača u kriznim situacijama.
Abstract (english) Marketing communication is a key tool through which businesses inform, persuade, and remind consumers about the products and brands they sell. Integrated marketing communication further emphasizes the synchronization of promotional elements to create and deliver greater value to the target customer, becoming essential in the digital age where traditional methods are no longer sufficient. Significant components of advertising include advertising appeals used to attract attention and influence consumer behavior, especially emotional appeals which are particularly important in crisis situations, as they can create a deeper connection with consumers. Effective crisis communication involves timely and relevant information, often via social media, to maintain consumer trust and loyalty. Accordingly, the main goal of this paper is to investigate whether Croatian organizations used emotional components in their advertising campaigns during the first lockdown and to analyze their impact on creating a positive opinion about organizations among the target audience. For the purposes of this paper, research was conducted to examine the adaptation of marketing communication by Croatian organizations during the first lockdown caused by the COVID-19 pandemic. Data was collected through a quantitative method using an anonymous survey questionnaire among respondents in the Republic of Croatia. The survey covered four advertising campaigns of Croatian companies (Jamnica, Podravka, PIK, and Karlovačko) that adapted their communication strategies to the then-crisis situation. The research results indicate that it is desirable to use emotional components in advertising campaigns to connect with the audience during crisis times. According to the research results, emotional appeals were significantly present in advertising campaigns. However, although emotional appeals increased the attractiveness of advertising campaigns, their impact on opinions and attitudes about product quality was limited, indicating the need for further research to better understand consumer attitudes in crisis situations.
Keywords
marketinška komunikacija
integrirana marketinška komunikacija
oglašivački apeli
krizno komuniciranje
Keywords (english)
marketing communication
integrated marketing communication
advertising appeals
crisis communication
Language croatian
URN:NBN urn:nbn:hr:224:720260
Study programme Title: Department of Communication Sciences Study programme type: university Study level: graduate Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
Type of resource Text
File origin Born digital
Access conditions Access restricted to students and staff of home institution
Terms of use
Created on 2024-11-06 12:24:45