Title GRANIČNE PROMOCIJSKE AKTIVNOSTI
Title (english) SECONDARY PROMOTION ACTIVITIES
Author Martina Zrilić
Mentor Berislav Andrlić (mentor)
Committee member Mirjana Radman - Funarić (predsjednik povjerenstva)
Committee member Berislav Andrlić (član povjerenstva)
Committee member Marko Šostar (član povjerenstva)
Granter Polytehnic in Pozega (Social department) Požega
Defense date and country 2017-09-11, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract Cilj svakog poduzetnika je ostvariti veći promet i to naravno bez dodatnih marketinških troškova. Tako se u današnje vrijeme u marketingu sve češće koristi pojam „Gerila marketing“.
Gerila marketing nekonvencionalan je marketing, koji, uz minimalna financijska ulaganja, ostvaruje maksimalne učinke koristeći razne promocijske aktivnosti koje su inovativne i netipične za tradicionalni marketing, a ostavljajući šokantne i zanimljive poruke, postaje primijećen od strane potrošača. U današnje vrijeme velika je izloženost oglasima, a da ponekad toga ljudi nisu niti svjesni, mnogi promidžbeni sadržaji postali su većini odbojni i dosadni. Upravo je gerila marketing zaslužan za privlačenje pažnje potrošača raznim iznenađenjima, a isključujući konvencionalne komunikacijska rješenja koja u današnjem svijetu marketing, jednostavno, više nisu dovoljna. Budući da gerila marketing ne zahtjeva izdvajanje velikih količina novčanih sredstava, prvenstveno je namijenjen malim poduzećima, iako ga danas, zbog sve veće zainteresiranosti i prodiranja u javnost, koriste i velika poduzeća. Danas je gerila marketing sve više prihvaćen kako od strane stručnjaka tako i od strane potrošača, a pogotovo mlađih generacija na koje gerila marketing ostavlja poseban dojam jer u velikoj količini dosadnih i odbojnih oglasa, upravo gerila marketing unosi dozu inovativnosti i kreativnosti u današnji svijet marketinga.
Abstract (english) The goal of every entrepreneur is to achieve as high an income as possible, without any additional costs. This is the reason why the term "guerilla marketing" is nowadays often used in the marketing field.
Guerilla marketing is an unconventional type of marketing which reaches maximum effects with minimal financial investments. It uses various promotional activities which are usually innovative and non-typical in traditional marketing and it also leaves shocking and interesting messages which can be easily noticed by the consumers. Since people are exposed to various advertisements without even being aware of it, many promotional contents have become
repulsive and boring for them. This is why guerilla marketing attracts a lot of attention with various surprises and doesn't use conventional communication solutions which are simply not enough in today's world. Guerilla marketing is primarily intended for smaller businesses since it doesn't require big amounts of money, but the big companies are also interested in its success with the public so they use it as well. Today, guerilla marketing is much more accepted among experts and consumers, especially among younger generations. It leaves an impression because it introduces innovative and creative content, different from the usual and boring advertisements present in today's world of marketing.
Keywords
granične promocijske aktivnosti
dizajn
ambalaža
propaganda „od usta do usta“
usluge potrošačima
gerila marketing.
Keywords (english)
secundary promotional activities
design
packaging
„mouth to mouth“ advertising
guerilla marketing
Language croatian
URN:NBN urn:nbn:hr:112:357419
Study programme Title: Professional study of Accounting Study programme type: professional Study level: undergraduate Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resource Text
File origin Born digital
Access conditions Access restricted to students and staff of home institution
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Created on 2017-09-28 10:56:01