prikaz prve stranice dokumenta Uloga neuromarketinga u oglašavanju
  Download
PDF 6.4 MB
master's thesis
Uloga neuromarketinga u oglašavanju
Diplomski rad
2019. urn:nbn:hr:145:507244
Lukić, Biljana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Lukić, B. (2019). Uloga neuromarketinga u oglašavanju : Diplomski rad (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:145:507244

Lukić, Biljana. "Uloga neuromarketinga u oglašavanju : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:507244

Lukić, Biljana. "Uloga neuromarketinga u oglašavanju : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:507244

Lukić, B. (2019). 'Uloga neuromarketinga u oglašavanju : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 29 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:507244

Lukić B. Uloga neuromarketinga u oglašavanju : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2019 [cited 2024 November 29] Available at: https://urn.nsk.hr/urn:nbn:hr:145:507244

B. Lukić, "Uloga neuromarketinga u oglašavanju : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:507244

Please login to the repository to save this object to your list.
Metadata
TitleUloga neuromarketinga u oglašavanju : Diplomski rad
Title (english)The role of neuromarketing in advertising : Graduate paper
AuthorBiljana Lukić
MentorMladen Pancić (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberMladen Pancić (član povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2019-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U današnje vrijeme mogućnosti i ponude na tržištu svakodnevno smo izloženi konstantnim „napadanjem" oglasima bilo u online ili offline okruženju. Kompanije se sve više bore sa konkurencijom da ostvare bolji utisak na potrošača nego konkurencija. Više nije dovoljno samo napraviti oglas i promovirati ga putem TV-a i čekati da prodaja sama krene. Poruku je potrebno personalizirati, ući u mozak potrošača i saznati što potrošač točno želi, a tu dolazi neuromarketing kako bi to saznao. Ljudska osjetila imaju veliki ne svjestan utjecaj na emocije i potrošačke sklonosti. Neuromarketinška istraživanja koriste tu spoznaju u dizajniranju proizvoda, u kreiranju oglasnih, odnosno marketinških kampanja. Zabilježeno je da 86% marketinških kampanja ne ostvare željeni rezultat i tu dolaze do izražaja neuromarketiška istraživanja, a metode kojima se koriste smanjuju taj postotak ne uspješnih kampanja te dolaze do spoznaje što potrošač zaista želi. Osjetila, a najviše vid i sluh imaju veliku važnost u neuromarketinškim istraživanjima te je u radu objašnjena njihova povezanost sa oglašavanjem. Korištenjem neuromarketinškim tehnikama i metodama kojima se dolazi do spoznaje što možda potrošač nije htio reći, ali zapravo osjeća postavlja se pitanje etičnosti korištenja tih metoda.
Abstract (english)
Nowadays, we are constantly exposed to opportunities and offers in the market by constantly "attacking" ads in the online or offline environment. Companies are increasingly struggling with competition to make a better impression on the consumer than the competition. It's no longer enough to just make an ad and promote it on TV and wait for the sale to start on its own. It is necessary to personalize the message, get into the consumer's brain and find out exactly what the consumer wants, and here comes neuromarketing to find out. The human senses have a great unconscious influence on emotions and consumer preferences. Neuromarketing research uses this knowledge in product design, in the creation of advertising or marketing campaigns. It has been reported that 86% of marketing campaigns fail to deliver the desired result and neuromarketing research is highlighted, and the methods they use reduce that percentage of unsuccessful campaigns and make them aware of what the consumer really wants. The senses, most of all vision and hearing, are of great importance in neuromarketing research and their connection with advertising is explained in the paper. By using neuromarketing techniques and methods came to the realization of what the consumer might not have wanted to say, and actually feeling. The ethics of using these methods is being questioned.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:507244
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originReformatted digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-03-17 12:39:54