Title Efikasnost primjene integrirane marketinške komunikacije u promociji specijalnih događanja Title (english) EFFICIENCY OF THE USE OF INTEGRATED MARKETING COMMUNICATIONS TO PROMOTE THE SPECIAL EVENTS Author Marija Lučić Mentor Iris Mihajlović (mentor)Committee member Marija Martinović Committee member Matea Matić Granter University of Dubrovnik Defense date and country 2015-11-27, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Preteče specijalnih događaja sežu u razdoblje prvih organiziranih ljudskih zajednica. Specijalni događaji oduvijek su bili zastupljeni, a u većoj ili manjoj mjeri, u ljudskim životima. Oblasti i načini njihovog organiziranja razlikovali su se od naroda do naroda, ali ono što je svima njima bilo svojstveno je da su uvijek služili za učvršćivanje važećih ili ustanovljavanje novih pravila u svojoj oblasti utjecaja. Bili su kontrolori i pokretači zbivanja u društvu i kao takvi odigrali ključnu ulogu u razvoju civilizacije.
Pojavom tržišta dolazi do pojave marketinga koji se temelji na razmjeni između potrošača i proizvođača proizvoda/usluga. Oglašavanje, promocija, direktni marketing i odnosi s javnošću u prošlosti su djelovali zasebno i obavljali svako svoju djelatnost. Iskustvom su kompanije dobile jasnu sliku kakav utjecaj imaju pojedini promotivni alati i shvatili da je efikasnije koordinirati upotrebu marketinških komunikacija i kreirati na takav način vlatiti imidž kod ciljane publike. Koncept u kojem se procesuiraju i koordiniraju različite vrste marketinških komunikacija naziva se integrirana marketinška komunikacija (IMK).
Osnovni cilj integriranja jest da se poveća efikasnost marketinškog komuniciranja smanjivanjem broja izgubljenih poruka, grešaka i ometanja u komunikaciji i povećanjem njihovog utjecaja na primatelja. To se postiže ciljanim pristupom u slanju poruka pojedinim ciljanim grupama, ali na konzistentan način.
Rad se posebno osvrće na specijalne događaje, te da bi se približila materija, koristi se primjerima. Destinacijski se baziralo na Dubrovnik koji je sam po sebi brend te se u njemu proteklih godina održavane neke od najvažnijih političkih konferencija, a povremeno su se bilježila i važna kulturna i zabavna zbivanja. Također se kao primjer spominje i Sinj te njegov 300-ti jubilej Sinjske alke. Upravo iz primjera se može zaključiti kako nije dovoljno samo brendiranje da bi se sve prednosti upakirale u jedinstvenu turističku ponudu, već je potrebno osmisliti i provesti cjelokupno upravljanje marketingom destinacije. Kroz primjer dubrovačke agencije Dubrovnik PartneR daje se uvid u značaj tvrtke za dubrovačko područje, ali i za hrvatsko, njihovi pogledi na usluge, konkurenciju, prepoznatljivost te, ono što je najvažnije za ovaj rad, efikasnost primjene IMK u njihovom poslovanju. Proveden je intervju s vlasnicomagencije u želji da se potvrdi ili opovrgne hipoteza utječe li primjena integrirane marketinške komunikacije na pozicioniranje specijalnog događaja kao inovativnog proizvoda.
Abstract (english) The forerunners of special events date back to the period of the first organized human communities. Special events have always been present in people's lives. The areas and ways of organization differ from nation to nation, but they have all typically always serves to consolidate the already existing or the establishment of new rules in their areas of influence. They are the controllers and drivers of developments in society and, as such, have played a key role in the development of civilization.
With the appearance of the market, comes the appearance of marketing that is based on the exchange between the consumer and the manufacturer of the product / services. Advertising, promotions, direct marketing and public relations in the past have operated separately and have all done their activities separately. Through experience the company gained a clear picture of what effects certain promotional tools achieve and realized that it was more efficent to coordinate the use of marketing communications and in such a way design its own image of the target audience. The concept in which dofferent types of marketing communication was processed and coordinated is called integrated marketing communication (IMC).
The main goal of integration is to increase the efficiency of marketing communication through the reduction of the number of los messages, errors and disturbance in communication and increasing their impact on the recipient. This is achieved through a targeted approach to the sending of messages to individual target groups but in a consistent way.
The work pays special attention to spesial events and implements axamples in the attempt to shine a light of the subject matter. Dubrovnik as a destination, which itself ia a brand, in recent years has hosted some very important political conferences, and occasionally important cultural and entertainment events. Sinj and its 300-th anniversary of the Sinj Alka is also mentioned. From the one can conclude that just branding, it is not enough, it is necessary to design and implement an overall management of marketing destinations. Dubrovnik Partner provides an insight into the importance of the company for the Dubrovnik region but also for Croatia, their views on services, competition, recognition and, most importantly in this study, the efficiency of the application of IMC in their business. An interview of the application of integrated marketing communications on the positioning of special events as innovative products was confirmed.
Keywords
integrirana marketinška komunikacija
specijalni događaji
destinacija
Keywords (english)
integrated marketing communication
special events
destination
Language croatian URN:NBN urn:nbn:hr:155:643127 Study programme Title: Business Economics; specializations in: Tourism, Marketing, International Trade, IT Management Type of resource Text File origin Born digital Access conditions Closed access Terms of use Created on 2016-03-22 11:53:18
