master's thesis
Tradicionalni vs. gerila marketing

Spomenka Karić (2017)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitleTradicionalni vs. gerila marketing
AuthorSpomenka Karić
Mentor(s)Mane Medić (thesis advisor)
Abstract
Marketing u poduzeću zauzima važnu funkciju. Veličina poduzeća diktira vrstu marketing strategije koja će se provoditi. Velika poduzeća preferiraju tradicionalni marketing iako zbog većeg raspoloživog budžeta ponekad kombiniraju tradicionalni i gerila marketing. Gerila marketingu su sklonija manja poduzeća. To je prvenstveno zbog toga što gerila oglašavanja nisu skupa u usporedbi sa tradicionalnim oglašavanjima i manja poduzeća su fleksibilnija pa se lakše prilagođavaju promjenama koje slijede gerila kampanje. Oglašavanju na tradicionalan način prethode istraživanja tržišta i proučavanja preferencija potrošača. Poduzeća koja oglašavaju na tradicionalni način, fokusirana su na profit. Za razliku od njih, poduzeća koja oglašavaju na gerila način su fokusirana na potrošača, njegove preferencije i postkupovne aktivnosti. Fokus je na manjim skupinama potrošača ili na pojedincima koji su cijelo vrijeme uključeni u reklamnu kampanju na direktan ili indirektan način. To je moguće zbog načina na koji funkcionira gerila marketing kampanja. Potrošači se putem interneta ili društvenih mreža prijavljuju za primanje obavijesti o proizvodima ili uslugama, sudjeluju u nagradnim igrama, ispunjavaju ankete, prijavljuju se za dobivanje besplatnih uzoraka. Na taj način, poduzeće prati njihove preferencije i može lakše prilagoditi svoj proizvod ili uslugu te način oglašavanja. Tradicionalni način oglašavanja bira provjerene i sigurne načine oglašavanja dok se gerila marketing koristi efektom iznenađenja. Potrošači se susreću sa reklamnim porukama na neočekivanim mjestima i te poruke većinom izazivaju neku emocionalnu reakciju. Na taj način se utječe na potrošačevu podsvijest i potiče ga se da poruku prenosi dalje što većem broju primatelja. Troškovi se na taj način ne povećavaju, a postiže se veliki učinak.
Keywordsmarketing guerrilla advertising consumers
Committee MembersMane Medić (committee chairperson)
Dražen Ćućić (committee member)
Blaženka Hadrović Zekić (committee member)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Lower level organizational unitsChair of Marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2017-03-08
Parallel abstract (English)
Marketing has an significant role in every company. The size of the company dictates the type of the marketing strategy that will be applied. Bigger companies prefer traditional marketing, although due to increased budget, they sometimes combine traditional and guerrilla marketing. Smaller companies are more likely to use guerrilla marketing. That is the case mainly because guerrilla marketing is less expensive than traditional marketing, and smaller companies are more flexible and thus more adaptable to changes that follow from guerrilla marketing. Traditional marketing strategies are preceded by market analysis and consumer studies. Companies that use traditional marketing are profit orientated. Opposite to that, guerrilla marketing orientated companies are focused on consumer, his preferences and aftermarket activities. The focus is on those smaller consumer groups or individuals that are constantly involved in marketing activities, directly or indirectly. That is possible due to the way the guerrilla marketing campaigns work. Consumers use the internet or social networks to apply and receive information about discounts, services, free samples, polls. That way, the company tracks their preferences, and can easily adapt their product, services, or marketing strategy. Traditional marketing is mostly using safe and verified forms of advertising, while guerrilla marketing uses the effect of surprise. Consumers bump into adverts on unusual places, and those notes often induce some emotional response. That way consumer's subconsciousness is affected, and he is encouraged to transfer the message to larger number of recipients. That way costs remain the same, and great effect is achieved.
Parallel keywords (Croatian)marketing gerila oglašavanje potrošači
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:831137
CommitterGordana Kradijan