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master's thesis
Prikriveno oglašavanje na filmu
2016. urn:nbn:hr:145:743483
Vlajčić, Marija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing

Cite this document

Vlajčić, M. (2016). Prikriveno oglašavanje na filmu (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:743483

Vlajčić, Marija. "Prikriveno oglašavanje na filmu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:743483

Vlajčić, Marija. "Prikriveno oglašavanje na filmu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:743483

Vlajčić, M. (2016). 'Prikriveno oglašavanje na filmu', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, accessed 27 September 2023, https://urn.nsk.hr/urn:nbn:hr:145:743483

Vlajčić M. Prikriveno oglašavanje na filmu [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek; 2016 [cited 2023 September 27] Available at: https://urn.nsk.hr/urn:nbn:hr:145:743483

M. Vlajčić, "Prikriveno oglašavanje na filmu", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:145:743483

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Metadata
TitlePrikriveno oglašavanje na filmu
Title (english)Product placement in movies
AuthorMarija Vlajčić
MentorDavorin Turkalj (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
(Chair of Marketing)
Osijek
Defense date and country2016-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
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.
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.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:743483
Study programmeTitle: Business economy; specializations in: Business Informatics
Course: Business Informatics
Study programme type: university
Study level: graduate
Academic / professional title: Magistar/magistra ekonomije (Magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-03-08 12:34:50