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master's thesis
Prikriveno oglašavanje: Utjecaj na brend i ponašanje potrošača
2024. urn:nbn:hr:251:525885
Padavić, Ema
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Padavić, E. (2024). Prikriveno oglašavanje: Utjecaj na brend i ponašanje potrošača (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:525885

Padavić, Ema. "Prikriveno oglašavanje: Utjecaj na brend i ponašanje potrošača." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:525885

Padavić, Ema. "Prikriveno oglašavanje: Utjecaj na brend i ponašanje potrošača." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:525885

Padavić, E. (2024). 'Prikriveno oglašavanje: Utjecaj na brend i ponašanje potrošača', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 21 October 2024, https://urn.nsk.hr/urn:nbn:hr:251:525885

Padavić E. Prikriveno oglašavanje: Utjecaj na brend i ponašanje potrošača [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2024 October 21] Available at: https://urn.nsk.hr/urn:nbn:hr:251:525885

E. Padavić, "Prikriveno oglašavanje: Utjecaj na brend i ponašanje potrošača", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:251:525885

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Metadata
TitlePrikriveno oglašavanje: Utjecaj na brend i ponašanje potrošača
AuthorEma Padavić
MentorIva Buljubašić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2024, Croatia
Scientific / art field,
discipline and subdiscipline		INTERDISCIPLINARY FIELDS OF ART
Abstract
Tema ovog rada je prikriveno oglašavanje te kako ono utječe na ponašanje potrošača i na sam brend koji se tim putem oglašava. Budući da je ovo vrlo kompleksan pojam, za početak je objašnjen općenit termin oglašavanja, odn. razvoj tijekom godina, mogućnost utjecaja na razne medije te koji su to načini i tehnike oglašivača da privuku gledatelje i zainteresiraju ih baš za njihov proizvod ili uslugu. Nadalje, bez brendova ne bi bilo ni prikrivenog oglašavanja pa se iz tog razloga želi dati i uvid u važnost procesa stvaranja nekog brenda koji će biti drugačiji i isticati se na tržištu među mnogim konkurentima. Nakon što se pokriju svi navedeni pojmovi i objašnjenja bitna za glavnu temu rada, konačno dolazimo do prikrivenog oglašavanja. U tom poglavlju objasnit će se kako je ono nastalo, koje vrste sve danas postoje, a dat će se i primjeri kako prikriveno oglašavanje izgleda u filmovima i serijama s obzirom na činjenicu da je to ujedno i tema ovog istraživanja. Nadalje, promotrit će se zakonske regulative koje se tiču navedenog pojma i njegove kompleksnosti te drugih termina koji su mu isti ili slični, a koji će se također pojedinačno objasniti. Na samom kraju slijedi anketno istraživanje prema kojemu će se doći do određenih zaključaka vezanih uz razlike između generacija Z i Y kada govorimo o prikrivenom oglašavanju u filmovima i serijama.
Abstract (english)
The topic of this paper is product placement and how it affects consumer behavior and the brand that is advertised through it. Considering this is a very complex term, the general idea of advertising is explained first, its development over the years, how it can influence various media and what are the ways and techniques of advertisers to attract consumers and interest them in their product or service. Furthermore, without brands there would be no product placement, so for this reason an insight is given into the importance of the process of creating a brand that will be different and stand out on the market among many different competitors. After covering all the mentioned terms and explanations essential for the main topic of the paper, we finally come to product placement itself. In that chapter, it is explained how it was created, what types exist today, and some examples of what product placement looks like in movies and series will be given, since that is also the topic of this research. Furthermore, legal regulations concerning the mentioned term and the complexity of other similar or the same ones will be shown, which will also be explained individually. At the very end, there is a survey according to which certain conclusions will be reached related to the differences between generations Z and Y in context of product placement in movies and series.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:525885
Study programmeTitle: MA in Management in Culture and Creative Industries (double major)
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra menadžmenta u kulturi i kreativnim industrijama (sveučilišni/a magistar/magistra menadžmenta u kulturi i kreativnim industrijama)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-09-25 08:49:04