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master's thesis
ANALIZA MARKETINŠKE KAMPANJE
Diplomski rad
2022. urn:nbn:hr:145:449318
Tomašević, Antonija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Tomašević, A. (2022). ANALIZA MARKETINŠKE KAMPANJE : 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:145:449318

Tomašević, Antonija. "ANALIZA MARKETINŠKE KAMPANJE : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:449318

Tomašević, Antonija. "ANALIZA MARKETINŠKE KAMPANJE : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:449318

Tomašević, A. (2022). 'ANALIZA MARKETINŠKE KAMPANJE : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 01 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:449318

Tomašević A. ANALIZA MARKETINŠKE KAMPANJE : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2025 April 01] Available at: https://urn.nsk.hr/urn:nbn:hr:145:449318

A. Tomašević, "ANALIZA MARKETINŠKE KAMPANJE : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:449318

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Metadata
TitleANALIZA MARKETINŠKE KAMPANJE : Diplomski rad
Title (english)ANALYSIS OF A MARKETING CAMPAIGN : Graduate paper
AuthorAntonija Tomašević
MentorAntun Biloš (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAna Pap Vorkapić (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 country2022-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Postoji uvriježeno mišljenje kako je marketing ključ uspjeha gotovo svakog poduzeća te kako se uz pomoć marketinga stvara prepoznatljivost poduzeća te pozicionira poduzeće i njegovi proizvodi ili usluge. Marketinška komunikacija izgrađuje imidž poduzeća i u mnoštvu jednakih stvara prepoznatljivost na tržištu. Jedan od najčešćih načina mjerenja uspješnosti poduzeća jest njegova profitabilnost, a ona je povezana s mogućnošću stvaranja zadovoljnog kupca i povezanih odluka o kupnji. Odluku o... More kupnji donosi krajnji potrošač s ciljem da zadovolji svoje potrebe i želje, ali je prvo potrebno da dođe do informacija koje su mu potrebne kako bi donio odluku koji proizvod ili usluga najbolje zadovoljavaju njegove potrebe i želje. Upravo kroz brojne marketinške kampanje koje tvrtke kreiraju i koje se neprestano vrte na masovnim medijima, krajnjim potrošačima se pružaju informacije o proizvodima ili uslugama. Ukoliko marketinška kampanja izazove reakciju kod potrošača ona se može smatrati uspješnom kampanjom, a svakoj marketinškoj kampanji se pristupa na različite načine s obzirom na ciljanu skupinu. Prate nas trendovi razvoja i promjena u tehnološkom smjeru te se treba s obzirom na ciljanu skupinu prilagoditi način oglašavanja kampanja. Tvrtke se odlučuje na razne načine privlačenja potrošača, a uvriježeno je i korištenje poznatih osoba kako bi se stvorila bolja prepoznatljivost poduzeća i kako bi marketinška kampanja ostavila bolji dojam na potrošača, ali i potaknula ostale koji do sada nisu bili potrošači određenog proizvoda ili usluge da to u budućnosti postanu. Fokus rada je na analizi marketinške kampanje Saponije d.o.o. i pjevačice Maje Šuput koja je započela u rujnu 2021. godine te će trajati narednih godinu dana, a pjevačica će biti brend ambasador za Faks helizim i Ornel. Less
Abstract (english)
There is a general opinion that marketing is the key to success of almost every company. With the help of marketing, the company is recognized, and the company and its products or services are positioned. Marketing communication builds the image of the company and, in a multitude of equals, it creates recognition in the market in many ways. One of the most common ways to measure the success of a company is its profitability, which is related to the ability to create a satisfied customer... More and the associated purchase decision. The purchase to buy is made by the consumer with the aim of satisfying his needs and desires, but first he must obtain the information necessary to decide which product or service best suits his needs and desires. Through the numerous marketing campaigns of companies, which are constantly present in the mass media, information about products or services is conveyed to the end consumer. If a marketing campaign evokes a response from consumers, it can be considered successful, and each marketing campaign is approached in a different way with regard to the target group. We follow the development trends and changes in the technological direction, and the type of advertising campaigns should be adapted to the target audience. Companies choose different ways of attract consumers, and the use of celebrities is common in order to create a better recognition of the company and so that the marketing campaign leaves a better impression on the consumer, but also encourages others who have not been consumers of a particular product or service to do so in the future. The focus paper focuses on the analysis of the marketing campaign of Saponia d.o.o. and singer Maja Šuput, which started in September 2021 and will last for a year. The singer will be the brand ambassador for Faks helizim and Ornel. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:449318
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management, Logistic management , Business informatics
Course: Business informatics
Study programme type: university
Study level: graduate
Academic / professional title: Magistar/magistra ekonomije (Magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-06-28 07:39:49
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