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undergraduate thesis
Prikriveno oglašavanje
2016. urn:nbn:hr:145:019144
Tol, Gorana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Tol, G. (2016). Prikriveno oglašavanje (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:145:019144

Tol, Gorana. "Prikriveno oglašavanje." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:019144

Tol, Gorana. "Prikriveno oglašavanje." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:019144

Tol, G. (2016). 'Prikriveno oglašavanje', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:019144

Tol G. Prikriveno oglašavanje [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2016 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:145:019144

G. Tol, "Prikriveno oglašavanje", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:145:019144

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Metadata
TitlePrikriveno oglašavanje
AuthorGorana Tol
MentorMane Medić (mentor)
Committee memberMane Medić (predsjednik povjerenstva)
Committee memberBlaženka Hadrović Zekić (član povjerenstva)
Committee memberNataša Drvenkar (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2016-09-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Svakim danom bilježimo sve veći porast oglašivača, što čini medijsko tržište sve dinamičnijim. Reklamni sadržaji nas svugdje prate i u današnje vrijeme ih je nemoguće izbjeći. Prisiljeni smo biti izloženi svakodnevnim oglašivačkim sadržajima. Ljudi su zasićeni i izbjegavaju svaki njihov oblik. Tema ovog rada je prikriveno oglašavanje; kako nam i sam naziv govori, to je skriveno oglašavanje koje ljudi rijetko primijete a nesvjesno im ostane u pamćenju. Možda niste bili ni svjesni koliko ste zapravo toga vidjeli na TV-u, u filmovima, novinama, časopisima, crtićima itd.. Prikriveno oglašavanje se smatra neetičkim oblikom oglašavanja u Republici Hrvatskoj te je zakonom zabranjeno. Pojasnit ćemo značenje prikrivenog oglašavanja, navesti najpoznatije primjere te iznijeti rezultate istraživanja. Prikrivenim oglašavanjem se zapravo pokušava manipulirati čitateljima i gledateljima i njihovim kupovnim odlukama, a to može imati znatne posljedice i utjecati na povjerenje građana u medije.
Abstract (english)
Every day we note increase in advertisers, which makes more dynamic media market. Promotional activities are everywhere around us and nowadays it is impossible to avoid them. We are forced to be exposed to everyday advertising content. People are fed up and avoid them in every form. Subject of these work is the product placement, how it's name suggests, this is a hidden advertising that people rarely notice and unconsciously they remain in memory. Perhaps, you were not aware of how much you actually see that on TV, in movies, newspapers, magazines, cartoons, etc. Product placement is considered unethical form of advertising in the Republic of Croatia and is prohibited by law. I will explain the meaning of hidden advertising, indicate the most famous examples and present the research results. With product placement we are actually trying to manipulate readers and viewers and their purchasing decisions, but it may have significant consequences and affect the citizens' trust in the media.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:019144
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-11-14 13:42:31