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undergraduate thesis
Nativno oglašavanje
Završni rad
2020. urn:nbn:hr:145:003965
Bureš, Marko
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Bureš, M. (2020). Nativno oglašavanje : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:003965

Bureš, Marko. "Nativno oglašavanje : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:003965

Bureš, Marko. "Nativno oglašavanje : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:003965

Bureš, M. (2020). 'Nativno oglašavanje : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 01 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:003965

Bureš M. Nativno oglašavanje : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2025 April 01] Available at: https://urn.nsk.hr/urn:nbn:hr:145:003965

M. Bureš, "Nativno oglašavanje : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:145:003965

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Metadata
TitleNativno oglašavanje : Završni rad
Title (english)Native Advertising : Final paper
AuthorMarko Bureš
MentorDavorin Turkalj (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2020-06-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Oglašavanje je sastavni dio prodaje još od pamtivijeka. Ono se zajedno s tržištem razvijalo u oglašavanje koje danas poznajemo. Međutim, pojava i razvoj novih tehnologija i tržišta, sve veća popularnost digitalnog oglašavanja i mobilnih uređaja postavili su pred oglašivače velike izazove. Također, sve veći broj oglasa koji nam dolaze sa svih strana doveli su do sve manje osjetljivosti ljudi na oglase. Ljudi smatraju oglase dosadnima i najčešće ih pokušavaju izbjeći. S obzirom na ove... More izazove, oglašivači i izdavači morali su pronaći kreativnije rješenje kako bi dosegli ciljanu publiku. Tako je, kao odgovor na njihove probleme, nastalo nativno oglašavanje. Nativni oglas jest oglas ukomponiran u sadržaj novinarskoga teksta. Kao takav, nije nametljiv i korisnici ga pozitivnije percipiraju, a samim time, izdavačima i oglašivačima donosi veće prihode. Kao pojam, većinom se smješta negdje između područja marketinga, odnosa s javnošću i novinarstva. Glavni cilj nativnoga oglašavanja nije prodaja, već stvaranje atmosfere koja će rezultirati prodajom. No, uz brojne prednosti, ima i svoje nedostatke poput obmanjivanja čitatelja i nametanja teme i stilova pisanja novinarima. Upravo zbog toga brojni su autori pokušali predvidjeti budućnost nativnoga oglašavanja. I dok jedni smatraju da će kao takvo, ne samo opstati na tržištu, nego se razviti i postati još bolje, drugi pak misle kako će ga zasigurno neki novi oblici „izgurati“ te da će postati stvar prošlosti. Less
Abstract (english)
Advertising has been an integral part of sales since time immemorial. Along with the market, advertising has evolved into the one we know today. However, the appearance and development of new technologies and markets, the increasing popularity of digital advertising and mobile devices have posed great challenges for advertisers. Also, with the increasing number of ads coming to us from all sides people became less sensitive to ads. People find ads annoying and most often try to... More avoid them. Given these challenges, advertisers and publishers have had to find a more creative solution to reach their target audience. Thus, in response to their problems, native advertising emerged. A native ad is an ad embedded in the content of journalistic text. As such, it is not intrusive and is perceived more positively by users, and thus generates more revenue for publishers and advertisers. As a term, it is mostly located somewhere between marketing, public relations and journalism. The main goal of native advertising is not to sell, but to create an atmosphere that will result in sales. But with its many advantages, it also has its drawbacks, such as misleading readers and imposing topics and writing styles on journalists. This is why many authors have tried to predict the future of native advertising. While some think that not only will it survive in the market but also develop and become even better, others think that certain new forms will surely "push" it out and native advertising will become a thing of the past. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:003965
Study programmeTitle: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-07-08 12:09:09
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