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master's thesis
PODCAST KAO MEDIJ SUVREMENOG AUDIO OGLAŠAVANJA
Diplomski rad
2022. urn:nbn:hr:145:895078
Čuić, Dino
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Čuić, D. (2022). PODCAST KAO MEDIJ SUVREMENOG AUDIO OGLAŠAVANJA : 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:145:895078

Čuić, Dino. "PODCAST KAO MEDIJ SUVREMENOG AUDIO OGLAŠAVANJA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:895078

Čuić, Dino. "PODCAST KAO MEDIJ SUVREMENOG AUDIO OGLAŠAVANJA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:895078

Čuić, D. (2022). 'PODCAST KAO MEDIJ SUVREMENOG AUDIO OGLAŠAVANJA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 22 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:895078

Čuić D. PODCAST KAO MEDIJ SUVREMENOG AUDIO OGLAŠAVANJA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 April 22] Available at: https://urn.nsk.hr/urn:nbn:hr:145:895078

D. Čuić, "PODCAST KAO MEDIJ SUVREMENOG AUDIO OGLAŠAVANJA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:895078

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Metadata
TitlePODCAST KAO MEDIJ SUVREMENOG AUDIO OGLAŠAVANJA : Diplomski rad
Title (english)PODCAST AS A MEDIA OF MODERN ADVERTISING : Graduate paper
AuthorDino Čuić
MentorDavorin Turkalj (mentor)
Committee memberAntun Biloš (predsjednik povjerenstva)
Committee memberMarija Ham (član povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj diplomskog rada je da se na temelju sekundarnih izvora i provedenog istraživanja utvrdi koliko je podcast kao suvremeni medij audio oglašavanja učinkovit, koliko je značajan za utjecanje na ponašanje korisnika i koje je vrste i načine oglašavanja najbolje koristiti prilikom emitiranja podcasta. Detaljnije je objašnjen utjecaj i zastupljenost podcasta u službi oglašavanja u suvremenim uvjetima poslovanja. U radu je provedeno primarno istraživanje uz pomoć online upitnika na uzorku od 437 ispitanika. Istraživanjem je uglavnom obuhvaćena mlađa populacija koja čini većinu publike kreatora podcast sadržaja. Sportski i edukativni podcasti najviše privlače pažnju korisnika, a gotovo 90 posto ispitanika preferira video nad audio podcastom kod samog oglašavanja. Mišljenja o nedovoljnoj zastupljenosti podcasta u Hrvatskoj su podijeljena među ispitanicima. Kako zadržavanje pažnje opada, istovremeno se traže načini kako što učinkovitije prenijeti određenu poruku ili sadržaj ljudima. U tim okolnostima, podcast se nameće kao izvrstan dodatni medij za postizanje određenih ciljeva poslovnih subjekata i/ili pojedinaca. Prednosti provedenog istraživanja su te što daje uvid u razinu prihvaćenosti podcasta od strane korisnika i preferiranim temama dok samim voditeljima podcasta daje korisne informacije o načinima na koji ispitanici ocjenjuju određene elemente koji podcast čine uspješnim.
Abstract (english)
The main aim of this graduate paper is to establish, based on secondary sources and conducted research, how much podcast is efficient as a modern medium of audio advertising, how big of a part it plays on users’ behavior, what types and ways of advertising are there and which of them is best to use during podcast advertising. Moreover, there is a detailed explanation of podcast effect and its representation in service of advertising in modern business terms. Primary research is conducted in the form of an online questionnaire, based on 437 examinees. Younger population is mostly included and covered by this research, who usually makes most of the podcast audience. Sports and educational podcasts draw most of the attention with consumers, and almost 90 percent of examinees prefer video over audio podcasts regarding advertising. Opinions regarding podcast representation in Croatia are divided between the examinees. Attention span is shorter in today's world and it is of great importance to find a way to efficiently transfer a message or content to people. That is why podcasts make a great additional medium for reaching certain goals with companies or individuals. Advantages of conducted research are that it gives a great insight in the level of podcast adoption by consumers and their preferred topics, while at the same time it gives podcast hosts very useful information about ways in which examiners evaluate certain aspects that make a podcast successful.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:895078
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-04-14 12:34:55