Prirodno oglašavanje u suvremenim medijima

master's thesis

• Title (english): Native advertising in new Media
• Author: Ines Heli
• Mentor: Ivan Burić (mentor)
• Committee member: Jelena Jurišić (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Ivan Burić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2019-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Ovaj rad sažima bitne teorijske elemente prirodnog oglašavanja i istražuje adaptaciju prirodnog oglašavanja na hrvatskom tržištu. Sam rad sastoji se od dva dijela. U prvom dijelu analiziraju se dostupni podatci o prirodnom oglašavanju, njegovu ponašanju u online infrastrukturi, te je dan jasan uvid kako se prirodno oglašavanje uklopilo u kontekst oglašivačke industrije u Hrvatskoj. Autor ovog teksta oslanja se na teorijske okvire koji upućuju na osnove marketinga, povijest oglašavanja i odgovara na pitanje što je to prirodno oglašavanje. Također, objašnjava zanimljivosti i predstavlja nalaze istraživanja vezane uz prirodno oglašavanje, sve to potkrepljeno primjerima internacionalnih i domaćih kampanja.
U drugom djelu rada predstavljeni su rezultati istraživanja koje je provedeno u namjeri provjere razumijevanja prirodnog oglašavanja na hrvatskom oglašivačkom i medijskom tržištu, kao i kako je protekla afirmacija tog novog oblika oglašavanja. Predstavljeni su rezultati pet dubinskih intervjua provedenih sa stručnjacima s hrvatske oglašivačke scene o razumijevanju prirodnog oglašavanja kao novog oblika oglašavanja na tržištu. Prema rezultatima istraživanja, zaključuje se kako ta nova inačica tržišnog oglašavanja i dalje uvažava status noviteta, te da prema svemu navedenom hrvatsko tržište još uvijek treba vremena za stjecanje razumijevanja teme, kako ljudi iz struke tako i javnosti. Također, zaključeno je kako je bitna izgradnja dugoročnog povjerenja medija i brendova prema njihovim konzumentima, ali i kako transparentnost i nenametljivost prirodnog oglašavanja može dovesti do odličnih rezultata i pozitivnih reakcija javnosti.

Abstract (english)

This paper summarizes the essential theoretical elements of native advertising and explores the adaptation of it. The work itself consists of two parts. The first part analyzes the available data on native advertising, its behavior in the online infrastructure and gives a clear insight into how natural advertising fits into the context of the advertising industry in Croatia. The author of this text draws on theoretical frameworks that outline the basics of marketing, advertising history, and answers the question of what native advertising is. It also explains the interesting facts and presents the findings of research related to native advertising, all supported by examples of international and domestic campaigns.
The second part of the paper presents the results of a research conducted to test understanding of native advertising in the Croatian advertising and media markets, as well as how the affirmation of this new form of advertising has passed. The results of five in-depth interviews conducted with experts from the Croatian advertising scene on understanding native advertising as a new form of the market. According to the results of the research, it is concluded that this new version of marketing advertising still respects the status of novelty, and that according to all the above, the Croatian market still needs time to gain an understanding of the topic, both by professionals and the public. Also, it is concluded that the long-term trust of the media and the brand towards their consumers is needed, but also that transparency and non-intrusiveness in native advertising can lead to excellent results and positive reactions of the public.

• Keywords: marketing; masovno komuniciranje; oglašavanje; prirodno oglašavanje
• Keywords (english): marketing; mass communication; advertising; native advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:111:189781
• 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: 2020-01-13 12:34:04