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undergraduate thesis
OGLAŠAVANJE NA SPORTSKIM DOGAĐANJIMA
Završni rad
2023. urn:nbn:hr:145:109643
Ćorluka, Josip
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Ćorluka, J. (2023). OGLAŠAVANJE NA SPORTSKIM DOGAĐANJIMA : 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:145:109643

Ćorluka, Josip. "OGLAŠAVANJE NA SPORTSKIM DOGAĐANJIMA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:109643

Ćorluka, Josip. "OGLAŠAVANJE NA SPORTSKIM DOGAĐANJIMA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:109643

Ćorluka, J. (2023). 'OGLAŠAVANJE NA SPORTSKIM DOGAĐANJIMA : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:109643

Ćorluka J. OGLAŠAVANJE NA SPORTSKIM DOGAĐANJIMA : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:145:109643

J. Ćorluka, "OGLAŠAVANJE NA SPORTSKIM DOGAĐANJIMA : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:109643

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Metadata
TitleOGLAŠAVANJE NA SPORTSKIM DOGAĐANJIMA : Završni rad
Title (english)Advertising of Sporting Events : Final paper
AuthorJosip Ćorluka
MentorDavorin Turkalj (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2023-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Oglašavanje na sportskim događanjima postalo je jedna od najučinkovitijih strategija za brendiranje i povećanje prodaje u suvremenom poslovnom svijetu. Sportska događanja se sve više ističu kao platforme za oglašavanje. Sportski događaji privlače široku publiku, koja je emocionalno povezana s njima i posvećena praćenju sportskih aktivnosti. Oglašavanje na sportskim događanjima omogućuje brendovima da dosegnu navijače, pratitelje sporta i stvore snažnu povezanost s njima. Rad istražuje različite oblike oglašavanja na sportskim događanjima, uključujući sponzorstva, oglasi na stadionima, televizijsko oglašavanje tijekom prijenosa i digitalno oglašavanje putem društvenih medija. Svi ovi kanali pružaju brendovima priliku da dosegnu široku publiku i stvore svijest o svojim proizvodima ili uslugama. Ističe se važnost pravilnog ciljanja i segmentacije publike prilikom oglašavanja na sportskim događanjima. Razumijevanje preferencija i interesa publike omogućuje brendovima da prilagode svoje poruke i stvore personalizirane kampanje koje će privući pozornost i potaknuti akciju. U radu se utvrđuju ključne metrike za praćenje uspješnosti kampanje. Praćenje angažmana publike, broj impresija, stvaranje svijesti i prodajnih rezultata omogućuje brendovima da procijene povrat ulaganja i prilagode svoje strategije oglašavanja. Oglašavanje na sportskim događanjima predstavlja učinkovitu strategiju koja omogućuje brendovima da dosegnu široku publiku, stvore snažnu povezanost s navijačima i povećaju prodaju. Razumijevanje ciljne publike, pravilan izbor kanala oglašavanja i praćenje rezultata ključni su elementi uspješne kampanje na sportskim događanjima. Također se analiziraju brendovi poput Red Bull-a i Coca Cole koji su najaktivniji u sportskom oglašavanju i razne subliminarne poruke koje su prisutne tokom odvijanja sportskog događaja. U radu su također navedeni trendovi i implikacije za budućnost oglašavanja u sportu i prostor za njihov napredak.
Abstract (english)
Advertising at sporting events has become one of the most effective strategies for branding and increasing sales in the modern business world. Sports events stand out more and more as advertising platforms. Sports events attract a wide audience, which is emotionally connected to them and dedicated to following sports activities. Advertising at sports events allows brands to reach fans, followers of the sport and create a strong connection with them. The paper explores different forms of advertising at sporting events, including sponsorships, in-stadium advertisements, in-stream television advertising and digital advertising via social media. All of these channels provide brands with the opportunity to reach a wide audience and create awareness of their products or services. The importance of proper targeting and audience segmentation when advertising at sports events is emphasized. Understanding audience preferences and interests allows brands to tailor their messages and create personalized campaigns that will capture attention and drive action. The paper defines the key metrics for monitoring the success of the campaign. Tracking audience engagement, number of impressions, generating awareness and sales results allows brands to assess return on investment and adjust their advertising strategies. Advertising at sporting events is an effective strategy that allows brands to reach a wide audience, create a strong connection with fans and increase sales. Understanding the target audience, the right choice of advertising channels and monitoring the results are key elements of a successful campaign at sports events. Brands that are most active in sports advertising such as Red Bull, Coca Cola and various subliminal messages that are present during the sports event are also analyzed. The paper also lists the trends and implications for the future of advertising in sports and the room for their development.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:109643
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 on2023-11-22 15:51:56