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master's thesis
UTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI
Diplomski rad
2021. urn:nbn:hr:145:621195
Stanković, Damir
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Stanković, D. (2021). UTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI : 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:145:621195

Stanković, Damir. "UTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:621195

Stanković, Damir. "UTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:621195

Stanković, D. (2021). 'UTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 27 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:621195

Stanković D. UTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2024 December 27] Available at: https://urn.nsk.hr/urn:nbn:hr:145:621195

D. Stanković, "UTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:621195

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Metadata
TitleUTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI : Diplomski rad
Title (english)IMPACT OF PRODUCT PLACEMENT ON BUYING DECISION : Graduate paper
AuthorDamir Stanković
MentorMladen Pancić (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
Committee memberMladen Pancić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2021-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Prikriveno oglašavanje vrsta je oglašavanja koja proizvod, uslugu ili robnu marku predstavlja putem medijskog sadržaja i to najčešće filmova, glazbe, radija, videozapisa, uz utjecanje na podsvijest široke mase i potencijalno navođenje na kupovinu i konzumaciju oglašavanog sadržaja. Prikriveno oglašavanje u progresivnom je rastu na svim platformama, a ukoliko se primijeni na pravilan način pozitivno utječe na potrošačevu odluku o kupnji, kao i na uspješnost poslovanja oglašavane marke. Najizloženija i najugroženija skupina publike su djeca, koja su u velikoj mjeri razlog postavljanja zabrana manipulacije i zlouporabe dječje naivnosti i neiskustva uslijed prikrivenog oglašavanja. Za izradu diplomskog rada korišteni su podaci isključivo iz sekundarnih izvora, knjiga i znanstvenih članaka, istraživačkih radova i relevantnih internetskih članaka. Kroz rad se očituje primjena deduktivne metode i metode deskripcije te se metodama sinteze i analize analiziraju prikupljeni podaci, iz kojih se donose zaključci o spornoj temi. Metodom kompilacije sve prikupljene informacije pretvaraju se u smislenu cjelinu.
Abstract (english)
Product placement is a type of advertising that presents a product, service or brand through media content, most often movies, music, radio, videos, with the influence on the subconscious of the masses and potentially inducing the purchase and consumption of advertised content. Product placement is growing progressively on all platforms, and if applied properly, it has a positive effect on the consumer's buying decision, as well as on the business performance of the advertised brand. The most exposed and vulnerable group of the audience are children, who are the main reason for banning the manipulation and abuse of children's naivety and inexperience due to covert advertising. Data from secondary sources, books and scientific articles, research papers and relevant internet articles were used for the preparation of the graduate paper. The paper presents the application of the deductive method and the method of description, and the methods of synthesis and analysis analyze the collected data, from which conclusions are drawn on the disputed topic. By the method of compilation, all collected information is transformed into a meaningful whole.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:621195
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-05-05 15:33:16