| Abstract | Integrirana marketinška komunikacija razvila se kao posljedica razvitka novih medija te potrebe kompanija za što efikasnijim povezivanjem različitih elemenata promocijskog miksa, kako bi se njihovim sinergističkim djelovanjem u što većoj mjeri utjecalo na ponašanje i odlučivanje o kupnji među ciljanim javnostima. Poliklinika Bilić Vision oftalmološka je poliklinika u Zagrebu koja djeluje više od 26 godina. Poliklinika je poznata po kompletnoj oftalmološkoj usluzi koja uključuje kompletne preglede, lasersko skidanje dioptrije, operaciju sive mrene, liječenje suhog oka i drugo. Poliklinika Bilić Vision svoju uslugu oglašava putem tradicionalnih i novih medija, prilagođavajući komunikaciju ovisno o tome o kojoj se usluzi radi. Primaran cilj rada bio je izraditi prijedlog integrirane marketinške komunikacije za spomenutu polikliniku, uzimajući u obzir široku ciljanu skupinu. Za potrebe rada analizirana je relevantna literatura na temu razvoja medija, specifičnosti tradicionalnih i novih medija te razlike između njihovih korisnika, kao i literatura o integriranom marketinškom komuniciranju. Primarni podaci prikupljeni su provođenjem kvantitativnog i kvalitativnog istraživanja, odnosno uz pomoć anketnog upitnika, analizom medijskog sadržaja te provođenjem polustrukturiranog (dubinskog) intervjua. |
| Abstract (english) | Integrated marketing communication has developed because of the development of new media and the need of companies to connect different promotional mix elements as efficiently as possible, so that their synergistic action would influence the behaviour and purchase decisions among the target audience to the greatest extent possible. Bilić Vision Polyclinic is an ophthalmology polyclinic in Zagreb that has been operating for more than 26 years. The polyclinic is known for its complete ophthalmology service, which includes a full medical examination, Lasik eye surgery (dioptre removal), cataract surgery, dry eye treatment and more. Polyclinic Bilić Vision advertises its service through traditional and new media, adapting the communication to the services offered. The primary goal of the paper was to create an integrated marketing communication proposal for the mentioned polyclinic, considering a wide target group. For purpose of paper, the relevant literature on the topic of media development, the specificities of traditional and new media and the differences between their users, as well as literature on integrated marketing communication was analysed. Primary data were collected by conducting quantitative and qualitative research, that is, with the help of a survey questionnaire, analysis of media content and by conducting a semi-structured (in-depth) interview. Primary data were collected by conducting quantitative and qualitative research, that is, by conducting a survey questionnaire, media content analysis, and a semi-structured (in-depth) interview. |
