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undergraduate thesis
Prikriveno oglašavanje
2016. urn:nbn:hr:145:115949
Toth, Ana Marija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Toth, A. M. (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:145:115949

Toth, Ana Marija. "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:145:115949

Toth, Ana Marija. "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:145:115949

Toth, A. M. (2016). 'Prikriveno oglašavanje', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 06 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:115949

Toth AM. Prikriveno oglašavanje [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2016 [cited 2024 December 06] Available at: https://urn.nsk.hr/urn:nbn:hr:145:115949

A. M. Toth, "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:145:115949

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Metadata
TitlePrikriveno oglašavanje
AuthorAna Marija Toth
MentorMane Medić (mentor)
Committee memberMane Medić (predsjednik povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
Committee memberDražen Ćućić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2016-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Prikriveno oglašavanje sve je više prisutno, kako u stranim tako i u domaćim medijima. Klasični oglasi na televiziji, internetu, radiju te novinama su ljudima dosadili i sve se više izbjegavaju. Ovaj oblik oglašavanja zavarava publiku koji misle da su u novinarskom prilogu ili nekoj emisiji, gdje se spominju prednosti proizvoda ili tvrtke, primijenjeni isključivo novinarski standardi. Oglašivači manipuliraju ljudima kako bi ih se nagovorilo na kupnju, a u privlačenju pozornosti pritom nema pravila. Publika se sve više priklanja prikrivenom oglašavanju gdje se marketinška poruka prezentira kao vijest ili zabava, odnosno nešto čemu ljudi vjeruju i što ne izbjegavaju. Prikrivenom oglašavanju sve su više izložena i djeca. Marketinški stručnjaci zapravo manipuliraju ljudima kako bi ih potakli na kupnju, a da toga nisu ni svjesni. Prikriveno oglašavanje zakonom je zabranjeno jer predstavlja neodgovoran i neetičan način oglašavanja. Ono se ne nameće gledateljima ali izaziva njihovu pažnju, stavlja naglasak na određeni proizvod; pritome gledatelj to ni ne zamječuje, te se na taj način povećava učinkovitost oglasa.
Abstract (english)
Product placement is more and more present in the Croatian as well as in the world wide media. People are tired of classic advertisements on television, internet, radio, and newspaper and are trying to avoid them. This form of advertising deceptive audience who think that in the news or show, where the benefits of a product or company are mentioned, are applied exclusively journalistic standards. Advertisers manipulate people to the point they are persuaded to do purchase, while there are no rules in attracting attention. The audience is more inclined in product placement where the marketing message is presented as news or entertainment, or something that people believe and try not to avoid. Also children are more and more exposed to product placement every single day. Marketing experts actually manipulate people in order to encourage them to purchase without they knowing it. Product placement is prohibited by law because it represents an irresponsible and unethical way of advertising. It is not imposed on viewers but it caused they intention focuses on a particular product meanwhile the viewer does not notice advertisement, and thus increases the effectiveness of the ads.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:115949
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 on2016-11-22 08:57:44