prikaz prve stranice dokumenta Nove marketing aktivnosti i strategije na primjeru filmske industrije
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master's thesis
Nove marketing aktivnosti i strategije na primjeru filmske industrije
2018. urn:nbn:hr:145:246089
Stipanović, Filip
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Stipanović, F. (2018). Nove marketing aktivnosti i strategije na primjeru filmske industrije (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:246089

Stipanović, Filip. "Nove marketing aktivnosti i strategije na primjeru filmske industrije." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:246089

Stipanović, Filip. "Nove marketing aktivnosti i strategije na primjeru filmske industrije." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:246089

Stipanović, F. (2018). 'Nove marketing aktivnosti i strategije na primjeru filmske industrije', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 26 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:246089

Stipanović F. Nove marketing aktivnosti i strategije na primjeru filmske industrije [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2024 November 26] Available at: https://urn.nsk.hr/urn:nbn:hr:145:246089

F. Stipanović, "Nove marketing aktivnosti i strategije na primjeru filmske industrije", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:246089

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Metadata
TitleNove marketing aktivnosti i strategije na primjeru filmske industrije
Title (english)New marketing activities and strategies on the film's example industry
AuthorFilip Stipanović
MentorDavorin Turkalj (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
Committee memberBranko Matić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Filmska industrija smjestila se davnih 1900.-tih godina u južnu Kaliforniju i tamo pronašla svoj dom. Kroz godine kao što je u prirodi ciklusa bilo je rasta i stagnacije, ali se postepeno pretvorila u jednu od najjačih svjetskih industrija koja prati najnovije trendove poslovanja, marketinga i razvoja tehnologije općenito. Kao što znamo pojavom interneta došlo je do jednog novog marketing područja zvanog online marketing. On je u početku upotpunjavao tradicionalne marketing strategije, a u današnje vrijeme interneta i brzog razvoja tehnologija, situacija je obrnuta. Online prisutnost je obavezna ako želimo da promocijska kampanja bude uspješna. To su uvidjeli ključni ljudi Hollywooda i filmskih studija pa se danas velika većina promocije filma odvija upravo u digitalnom prostoru. Najznačajniji od alata promocije su svakako društvene mreže koje broje milijune dnevnih korisnika, kao i Youtube čiji se broj dnevnih korisnika broji u milijardama. Upravo zbog toga i zbog svojih jedinstvenih vizualnih karakteristika i potencijala, Youtube je postao glavno mjesto za promociju filma. U današnjoj promociji se koriste i drugi dodatni alati poput prodaje filmu popratnih proizvoda tj. merchandisinga i podcastinga. Element koji ovisi isključivo o kreativnosti, je i gerila marketing kojeg filmski studiji nerijetko koriste iako je to možda nekarakteristično za tako velike industrije. Postavlja se pitanje hoće li online marketing alati u potpunosti zamijeniti tradicionalne oblike oglašavanja i promocije.
Abstract (english)
In the 1900s the movie industry settled and found its home in the southern California. Over the years as in all industries there were ups and downs, like in all things, but over the years it grew and became one of the biggest, most richest and profitable industries globally. The reason behind that is because it follows the latest advancements in technology and business trends. As of marketing standpoint with the invention of internet, a whole new field was created called online marketing. In the beginning it was used co complement traditional marketing activities, but when internet is kong and the technology moves fast the situation is completely reversed. Film studio executives saw this trend and moved most of their promotion strategies on online. The most significant of those tools are social media networks and Youtube of course. Because of his unique characteristics Youtube became the center of today's film promotion. Of course there are many other promotion tools used today, some of them being merchandising and podcasts who became extremely popular as of late. Another way to promote a movie successfully is by using guerrilla marketing. Film studios utilize it well because its only limit is the limit of someone's imagination. Finally the question arises will the traditional marketing tools and strategies go extinct and completely be replaced by online activities.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:246089
Study programmeTitle: Marketing
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 on2019-02-08 09:45:45