Metode digitalnog oglašavanja i njegova učinkovitost. Primjer tvrtke Gavrilović

master's thesis

• Title (english): Methods of Digital Advertising and its Efficiency. Case Study: Gavrilović Company
• Author: Klara Ivanković
• Mentor: Danijel Labaš (mentor)
• Mentor: Davor Trbušić (sumentor)
• Committee member: Vine Mihaljević (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Davor Trbušić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2023-04-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

U radu se proučavaju oblici, vrste, kanali i učinkovitost digitalnog oglašavanja, posebice u usporedbi s „tradicionalnijim“ oblicima oglašavanja. Oglašivačka industrija, kao i mnoge druge, uočila je smanjivanje fokusa na tradicionalne medije te povećanje interesa za digitalni sadržaj te mnoge tvrtke danas digitalno oglašavanje smatraju ključnim za uspješno poslovanje. Polazeći od dostupnog teorijskog okvira o digitalnom oglašavanju, koje komunikolozi i ostali znanstvenici još uvijek nisu pomno istražili i pojmovno strukturirali, rad istražuje poslovanje marketinškog odjela prehrambenog poduzeća Gavrilović. Istraživanje se sastoji od dvaju dijelova – dubinskog intervjua i anketnog upitnika. Analiza dubinskog intervjua pokazuje da, unatoč pretpostavci da tradicionalni oblici oglašavanja ustupaju prostor digitalnim oblicima oglašavanja, Gavrilović ne odbacuje tradicionalne medije u pokušaju postizanja pozitivnih poslovnih rezultata. Analiza anketnog upitnika ne pokazuje niti uspješno generiranje pozitivnog stava prema digitalnim oglasima poduzeća kod pripadnika mlađe generacije, niti stvaranje želje za kupovinom njihovih proizvoda nakon doticaja sa sadržajem digitalnih oglasa. Veća efikasnost digitalnog oglašavanja u ovom slučaju stoga nije utvrđena.

Abstract (english)

This thesis explores the forms, kinds, channels and effectiveness of digital advertising, especially compared to more „traditional“ forms of advertising. Like many other industries, advertising has noted a reduction of focus on traditional media, accompanied by increased interest in digital content, so numerous companies now consider digital advertising as key in running a successful business. Starting from the available theoretical framework on digital advertising, which communication scholars and other scientists are yet to fully explore and conceptually develop, the thesis explores the marketing activities of food-processing company Gavrilović. The research consists of two parts – an in-depth interview and a questionnaire. The analysis of the in-depth interview shows that, despite the assumption that the traditional forms of advertising are ceding space to digital forms of advertising, Gavrilović does not abandon traditional media in attempting to achieve successful business results. The analysis of the questionnaire confirms neither that a positive attitude is generated towards the company’s digital ads among members of younger generations, nor that a desire is created to purchase their products upon being prompted by those ads. The greater effectiveness of digital advertising is not confirmed in this case.

• Keywords: digitalno oglašavanje; digitalni marketing; internet; tradicionalni mediji
• Keywords (english): digital advertising; digital marketing: Internet; traditional media
• Language: croatian
• URN:NBN: urn:nbn:hr:111:185865
• 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: 2023-05-09 15:02:22