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master's thesis
Prikriveno oglašavanje kroz ciklus filmova o James Bond-u
2017. urn:nbn:hr:145:916587
Banoža, Marko
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Banoža, M. (2017). Prikriveno oglašavanje kroz ciklus filmova o James Bond-u (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:145:916587

Banoža, Marko. "Prikriveno oglašavanje kroz ciklus filmova o James Bond-u." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:916587

Banoža, Marko. "Prikriveno oglašavanje kroz ciklus filmova o James Bond-u." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:916587

Banoža, M. (2017). 'Prikriveno oglašavanje kroz ciklus filmova o James Bond-u', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:916587

Banoža M. Prikriveno oglašavanje kroz ciklus filmova o James Bond-u [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:145:916587

M. Banoža, "Prikriveno oglašavanje kroz ciklus filmova o James Bond-u", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:916587

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Metadata
TitlePrikriveno oglašavanje kroz ciklus filmova o James Bond-u
Title (english)PRODUCT PLACEMENT THROUGH A CYCLE OF FILMS ABOUT JAMES BOND
AuthorMarko Banoža
MentorDavorin Turkalj (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-03-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U današnje vrijeme, masovni mediji prisutni su na svakom koraku i čine sastavni dio svakodnevice. Medijski sadržaji svakodnevno pružaju razne oglase pomoću kojih oglašivači utječu na svijest i ponašanje potrošača, a pri tome se u većini slučajeva prelaze granice etičnosti. Prikriveno oglašavanje predstavlja marketinški alat koji je sve više prisutan u medijskim sadržajima, a funkcionira na principu „manipulacije“ potrošača.Veliki broj klasičnih reklama dovodi do zasićenosti publike, te zbog toga ljudi traže nešto drugačije. Upravo zbog toga, marketinški stručnjaci diljem svijeta pribjegavaju prikrivenom načinu oglašavanja kako bi ljude potaknuli na kupnju određenih proizvoda i usluga. Prikriveno oglašavanje najzastupljenije je u filmskoj industriji, a u ovom diplomskom radu pružen je detaljan osvrt na prikriveno oglašavanje kroz ciklus filmova o James Bond – u, gdje tajni agent 007 vozi luksuzne automobile, nosi elegantna odijela i skupe satove, te pije alkoholna pića raznih robnih marki.
Abstract (english)
Nowadays, the mass media are present at every step and form as an integral part of everyday life. Media contents daily provide various ads that advertisers influence the consciousness and behavior of consumers, while it is in most cases exceeding the limits of ethics. Product placement represents a marketing tool that is increasingly present in the media content, and functions as a „manipulation“ of consumers. A large number of classic advertising leads to saturation of the audience, which is why people are looking for something different. Because of this, marketers around the world resort to covert mode of advertising to encourage people to buy certain products and services. Product placement is most present in the film industry, but in this thesis is provided a detailed overview of product placement through a cycle of films about James Bond, where a secret agent 007 drives luxury cars, wears elegant suits and expensive watches, and drink alcoholic drinks of various brands.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:916587
Study programmeTitle: Financial Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-04-28 07:32:55