| Title | Prikriveno oglašavanje na filmu |
| Author | Marija Vlajčić |
| Mentor(s) | Davorin Turkalj (thesis advisor)
|
| Abstract | Kreativnost prilikom oglašavanja nužna je za uspjeh na tržištu i predstavlja najuspješniji način pristupa korisnicima. Prikriveno oglašavanje sve je češći način oglašavanja u svim medijima. Prihvaćeniji je u svijetu nego u Hrvatskoj s obzirom da za navedeni način oglašavanja nisu u potpunosti definirani zakoni te se po mišljenju stručnjaka time omogućuje manipuliranje potrošačima te oglašavanje proizvoda, a bez isplate novčane naknade. Međutim, isti se i dalje upotrebljava kako u radijskim i televizijskim emisijama tako i u filmovima i serijama. Također, navedeni način oglašavanja smatra se neetičnim s obzirom na mogućnost nametanja određenih stavova prilikom oglašavanja. U svijetu je navedeni način oglašavanja prihvaćen u potpunosti te istraživanja daju isključivo pozitivne rezultate za isto. Tako se nakon navedenog načina oglašavanja uvelike povećava potražnja oglašavanog proizvoda, a ispitanici potvrđuju kako su zamijetili oglašavanje tijekom gledanja filma. Razlikujemo prikriveno oglašavanje na filmu i brandiranje snimanog sadržaja, a oba načina koriste se za oglašavanje određenih proizvoda. |
| Keywords | product placement branded content movies series law users |
| Parallel title (English) | Product placement in movies |
| Committee Members | Davorin Turkalj (committee chairperson)
Drago Ružić (committee member)
Antun Biloš (committee member)
|
| Granter | Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek |
| Lower level organizational units | Chair of Marketing |
| Place | Osijek |
| State | Croatia |
| Scientific field, discipline, subdiscipline | SOCIAL SCIENCES
Economics
Marketing
|
| Study programme type | university |
| Study level | graduate |
| Study programme | Business economy; specializations in: Business Informatics |
| Study specialization | Business Informatics |
| Academic title abbreviation | mag.oec. |
| Genre | master's thesis |
| Language | Croatian |
| Defense date | 2016-09-22 |
| Parallel abstract (English) | Creativity during advertisement is necessary for successful market placement, and it represents the most efficient way to access users. Product placement is becoming the most common way of advertising in all media. It is more accepted in the world than in Croatia considering that, for the said way of advertising, there are no entirely defined laws and that allows for manipulation of the users and product advertisement without fee payment. However, the said way of advertising is used in both radio and Tv shows, movies and series. Also, it is considered unethical considering there is a possibility of imposition of individual attitudes during the advertisement. In the world, the said way of advertisement is accepted completely, and the research is giving positive results for it. After being exposed to the said way of advertisement, there is an increase in the demand for advertised product while the test subjects confirm how they noticed the advertisement during movies. We differentiate product placement and branded content; the both ways are used for advertising certain products. |
| Parallel keywords (Croatian) | prikriveno oglašavanje brandirani sadržaj film serija zakon potrošači |
| Resource type | text |
| Access condition | Access restricted to students and staff of home institution |
| Terms of use |  |
| URN:NBN | https://urn.nsk.hr/urn:nbn:hr:145:743483 |
