prikaz prve stranice dokumenta Guerrillski marketing u novim medijima
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master's thesis
Guerrillski marketing u novim medijima
Diplomski rad
2020. urn:nbn:hr:145:726579
Skender, Erik
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Skender, E. (2020). Guerrillski marketing u novim medijima : Diplomski rad (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:145:726579

Skender, Erik. "Guerrillski marketing u novim medijima : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:726579

Skender, Erik. "Guerrillski marketing u novim medijima : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:726579

Skender, E. (2020). 'Guerrillski marketing u novim medijima : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 12 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:726579

Skender E. Guerrillski marketing u novim medijima : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2024 November 12] Available at: https://urn.nsk.hr/urn:nbn:hr:145:726579

E. Skender, "Guerrillski marketing u novim medijima : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:145:726579

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Metadata
TitleGuerrillski marketing u novim medijima : Diplomski rad
Title (english)Guerrilla marketing in new media : Graduate paper
AuthorErik Skender
MentorMladen Pancić (mentor)
Committee memberMarija Ham (predsjednik povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
Committee memberMladen Pancić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2020-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketinška komunikacija stekla je veliku važnost u stvaranju marke. Učinkovita komunikacija i učinkovit doseg utječu na percepciju kupaca. Danas je oglašavanje postalo prijeko potrebno i potencijalnim potrošačima i osoblju odjela marketinške komunikacije. Cijeli svijet je postao jedna velika marketinška platforma, a kao rezultat toga milijuni marki i proizvoda natječu se za pažnju potrošača. Guerrilla marketing posljednjih je godina stekao veće priznanje zbog svoje isplative marketinške komunikacije. Suvremena tehnologija nadalje omogućuje veći učinak i učinkovit doseg marketinške komunikacije. Taktike oglašavanja ovog pristupa šire se dalje od tradicionalnih alata oglašavanja, a uz to su neočekivane i zahtijevaju visoku razinu kreativnosti. Guerrillskim marketingom se nastoji privući pažnja i interes potencijalne publike na javnim mjestima, na ulicama, željezničkim stanicama, autobusnim stanicama, zapravo svim frekventnim lokacijama na kojima se ljudi zadržavaju. Kako ljudi imaju sve manje vremena i kako im život postaje aktivniji, pravodobna učinkovitost marketinga je ključna za uspjeh, a to zahtijeva veću kreativnost u oglašavanju. Upravo se guerrillskim marketing bavi takvim alatom oglašavanja, koji će privući pažnju u djeliću sekunde ali će ostaviti utjecaj. Zahvaljujući prirodi marketinga, snažnoj mašti, ažurnosti i kreativnosti, guerrillla marketing postao je imperativ za uspjeh.
Abstract (english)
Marketing communication has improved a lot in creating a brand. Effective communication and effective reach affect customer perception. In today’s world, advertising has become important to both potential consumers and marketing communications staff. The whole world has become one big marketing platform, and as a result, millions of brands and products are competing for the attention of consumers. Guerrilla marketing gained more recognition in recent years for its cost-effective marketing communication. Modern technology also enables greater performance and effective reach of marketing communication. The advertising scheme of this approach extend beyond traditional advertising tools, and in addition, they are unexpected and require a higher level of creativity. Guerrilla marketing seeks to attract the attention and interest of potential audiences in public places, train stations, on streets, bus stops. In fact all the frequent locations where people stay. As people have less and less time and as their lives become more active, timed marketing effectiveness is key to success, and this requires greater creativity in advertising. It is Guerrilla marketing that deals with such an advertising tool, which will attract attention in a split second but will leave an impact. Thanks to the nature of marketing, strong imagination, being up-to-date and creativity, guerrilla marketing has become an imperative for success.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:726579
Study programmeTitle: Marketing
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 on2021-01-26 11:42:13