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undergraduate thesis
Prikriveno oglašavanje
2017. urn:nbn:hr:145:297159
Pleša, Katarina
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Pleša, K. (2017). 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:145:297159

Pleša, Katarina. "Prikriveno oglašavanje." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:297159

Pleša, Katarina. "Prikriveno oglašavanje." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:297159

Pleša, K. (2017). 'Prikriveno oglašavanje', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 07 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:297159

Pleša K. Prikriveno oglašavanje [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2025 April 07] Available at: https://urn.nsk.hr/urn:nbn:hr:145:297159

K. Pleša, "Prikriveno oglašavanje", Undergraduate 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:145:297159

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Metadata
TitlePrikriveno oglašavanje
Title (english)COVERT ADVERTISING
AuthorKatarina Pleša
MentorMane Medić (mentor)
Committee memberMane Medić (predsjednik povjerenstva)
Committee memberBlaženka Hadrović Zekić (član povjerenstva)
Committee memberBoris Crnković (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Razvoj tehnologije te pojava različitih tehnoloških dostignuća, omogućili su tvrtkama oglašavanje putem modernih i suvremenih medija. Naime, tvrtke su danas u potpunosti zanemarile tradicionalne načine oglašavanja, a razlog tome je povećanje spektra potreba potrošača te stavljanje istih na prvo mjesto. Kako bi uspjele ostvariti navedeni cilj, tvrtke su shvatile da trebaju komunicirati s potrošačima i to informirajući ih o samoj tvrtki te njenim proizvodima ili uslugama. Najjednostavniji načini... More za to su moderni marketinški alati, a jedan od njih je i tzv. prikriveno oglašavanje. Prikrivenim oglašavanjem zapravo se manipulira potrošačima jer oni ne znaju da se oglašava određeni proizvod ili usluga. Naime, prikriveno oglašavanje predstavlja vrstu oglašavanja putem televizijskih filmova, serija, emisija, putem radijskih emisija, putem članaka u novinama i časopisima itd. U okviru ovog završnog rada detaljno će se objasniti prikriveno oglašavanje, a govorit će se o pojmu i obilježjima prikrivenog oglašavanja, o povijesnom razvoju prikrivenog oglašavanja, o vrstama prikrivenog oglašavanja, o prikrivenom oglašavanju sa zakonodavnog aspekta te o problemima prikrivenog oglašavanja. Nakon detaljno razrađene teorije, analizirati će se ova vrsta oglašavanja na primjeru američke serije „Prijatelji“. Less
Abstract (english)
The development of technology and the emergence of various technological achievements have enabled advertising companies through modern and contemporary media. Namely, companies have completely ignored the traditional ways of advertising, and this is why increasing the spectrum of consumer needs and putting them in the first place. To be successful in achieving this goal, companies have realized that they need to communicate with consumers by informing them about the company itself and its... More products or services. The simplest ways to do this are modern marketing tools, one of which is the so-called, covert advertising. Covert advertising is is used to manipulate with consumers because they do not know that a particular product or service is advertised. Namely, covert advertising is the kind of advertising through television films, series, shows, radio shows, articles in newspapers and magazines etc. Within this final paper will be explained in detail the covert advertising, and will talk about the concept and features of covert advertising, about the historical development of covert advertising, the types of covert advertising, covert advertising from the legislative aspect, and the problems of covert advertising. After a detailed elaboration of the theory, this kind of advertising will be analyzed in the example of the American series "Friends". Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:297159
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 on2017-09-29 09:02:31
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