Stajalište potrošača o učinkovitosti oglašavanja u medijima

master's thesis

• Title (english): Consumers' Attitudes about the Effectiveness of Advertising in the Media
• Author: Maja Šiprak
• Mentor: Jelena Jurišić (mentor)
• Committee member: Ivan Burić (predsjednik povjerenstva)
• Committee member: Anđelka Raguž (član povjerenstva)
• Committee member: Jelena Jurišić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2017-06-08, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Suvremeno doba utjelovljuje brojne karakteristike koje prožimaju život modernog čovjeka. Jedna od tih karakteristika svakako je i uporaba masovnih medija koji oblikuju javno mnijenje i utječu na našu svakodnevicu. Razvojem masovnih medija u globaliziranom društvu dolazi i do razvoja marketinških tehnika oglašavanja, kao i jačanja uloge oglasa u suvremenoj kulturi današnjeg doba. Neprestana potreba za konzumacijom određenih proizvoda ili usluga svakako potiče daljnji razvoj oglasnih kampanja i strategija. Rad obrađuje razne oblike u kojima se oglašavanje može naći, s obzirom na sadržaj i ciljeve oglasa. Također, bit će prikazane i karakteristike oglasa u odnosu na razne kanale komunikacije, odnosno medijske formate. Ponašanje potrošača vrlo je bitan čimbenik kad je riječ o procesu oglašavanja jer je cilj oglašavanja prenošenje poruke određenoj ciljanoj skupini potrošača. Poznavanje karakteristika ciljane skupine te navika i procesa donošenja odluke o kupnji olakšava kreiranje učinkovite poruke koja se želi prenijeti. Rad će se osvrnuti i na negativnu stranu oglašavanja, kao i na prikriveno oglašavanje, koje je u suvremenim medijima, nažalost, sve češće. Prikazom učinkovitih i neučinkovitih kampanja oglašavanja cilj je povezati teorijski dio rada s primjerima iz prakse. Ovaj će rad prikazati važnost i moć oglašavanja te analizirati mišljenje potrošača o učinkovitosti oglašavanja u hrvatskim medijima. Istraživanje je provedeno metodom ankete putem anketnog upitnika, kojim će se istražiti stajališta potrošača o oglašavanju, utjecaj oglašavanja na njihovo ponašanje, odluke o kupnji i interes za proizvod.

Abstract (english)

The modern era embodies the many characteristics that permeate the life of a modern man. One of these features is certainly the use of mass media that can shape public opinion and have an effect on our everyday life. With the development of mass media in a globalized society, there is also the increased development of marketing advertising techniques, as well as strengthening the role of ads in the contemporary culture of the present era. The constant need to consume products or services definitely promotes further development of ad campaigns and strategies. This graduate thesis deals with various forms of advertising which can be found regarding the content and targets of ads. Also, ad features will be displayed through various communication channels and media formats. Consumer behavior is a very important factor when it comes to the advertising because it's the advertising goal is to send messages to a specific target group of consumers. Knowing the characteristics of the target group, their habits and the decision-making process makes it easier to create an efficient message. The work will also look at the negative side of the advertising as well as the covert advertising that is unfortunately commonly encountered in the contemporary media. Through the display of efficient and ineffective advertising campaigns, the goal is to link the theoretical part of the work with examples from practice. Primarily, the work will show the importance and power of advertising and analyze consumer opinion on the efficiency of advertising in the Croatian media. The survey was conducted through a survey questionnaire using specific questions that will explore advertiser's consumer attitudes, the impact of advertising on their behavior, buying decisions, and product interest themselves.

• Keywords: oglašavanje; utjecaj oglašavanja; učinkovitost oglašavanja; mediji; ponašanje potrošača
• Keywords (english): advertising; advertising impact; advertising fffectiveness; media; consumer behavior
• Language: croatian
• URN:NBN: urn:nbn:hr:111:137630
• 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: Closed access
• Created on: 2017-06-16 08:28:30