Neuromarketing u odnosima s javnošću

master's thesis

• Title (english): Neuromarketing in Public Relations
• Author: Amadea Bilanović
• Mentor: Danijel Labaš (mentor)
• Committee member: Lana Ciboci (predsjednik povjerenstva)
• Committee member: Danijel Labaš (član povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2019-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Zbog brzih se tehnoloških promjena mijenjaju prakse odnosa s javnošću i marketinga. A upravo zato što se fokus u sve većoj mjeri stavlja na digitalne oblike komunikacije, javlja se potreba za novim alatima i drugačijim pristupom ciljanim skupinama što dovodi do novog pristupa stvaranju sadržaja. Posljedica digitalnog doba je masovnost medija te velik broj informacija i poruka upućenih javnostima. Zbog mnogo informacija koje svakodnevno dolaze do publike, potreba za diferencijacijom i individualizacijom veća je nego ikada. Kako bi poruke upućene raznolikim javnostima imale što bolji učinak, došlo je do multidisciplinarnosti i integracije srodnih područja s ciljem zadovoljavanja zahtjeva zasićenog tržišta. Ono nalaže da odnosi s javnošću usvoje neke od parametara kojima se odnedavno vode područja marketinga i neuromarketinga. Temeljno je polazište neuromarketinga kontinuirano provođenje istraživanja o tome kako javnosti zaista reagira na poruke jer novi podaci pokazuju kako ljudi najčešće donose odluke na podsvjesnoj razini. Stoga će u našem radu neuromarketing biti detaljnije prikazan kao relativno nova disciplina koja se temelji na psihološkim spoznajama o percepciji publike. Rezultati dobiveni na temelju moždanih aktivnosti ispitanika daju odgovore na to kako javnost zaista reagira na neku poruku. Tehnološke su promjene stvorile medije i alate kojima se obje discipline koriste i kroz koje se međusobno isprepliću, a naša je hipoteza da će upravo ta integracija marketinga i odnosa s javnošću biti dokazana i našim istraživanjem.

Abstract (english)

Due to rapid technological changes, public relations and marketing practices are changing. Precisely because the focus is increasingly put on digital forms of communication, there is a need for new tools and different approaches to target groups which lead to a new approach to content creation. The consequence of the digital age is the mass media and a large amount of information and messages sent to the public. Due to the great amount of information that reaches the audience every day, the need for differentiation and individualization is greater than ever. In order to maximize the impact of messages sent to diverse publics, multidisciplinarity and integration of related areas has taken place to meet the demands of a saturated market. It requires that public relations adopt some of the parameters that have recently guided marketing and neuromarketing. The basic starting point of neuromarketing is to continuously conduct research on how the public really responds to messages, as new data shows that people most often make decisions at a subconscious level. Therefore, in this thesis neuromarketing will be presented in more detail as a relatively new discipline based on psychological knowledge about audience perception. The results obtained from the brain activity of the respondents give answers to how the public really responds to a message. Technological changes have created media and tools that use both disciplines and intertwine through them, and our hypothesis is that this integration of marketing and public relations that will be proven by research.

• Keywords: tehnološke promjene; odnosi s javnošću; neuromarketing; istraživanje; psihologija; integracija; multidisciplinarnost
• Keywords (english): technological changes; public relations; neuromarketing; integration; research; psychology; multidisciplinary
• Language: croatian
• URN:NBN: urn:nbn:hr:111:836638
• Study programme: Title: Department of Communication Studies; 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: Open access
• Created on: 2020-01-14 10:26:48