undergraduate thesis
Novi trendovi u oglašavanju

Ines Jacoby (2016)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitleNovi trendovi u oglašavanju
AuthorInes Jacoby
Mentor(s)Mane Medić (thesis advisor)
Abstract
U ovom radu promatraju se novi trendovi u oglašavanju. Iako se i dalje u velikom broju upotrebljavaju mediji oglašavanja kao što su novine, radio i televizija, u današnje vrijeme je sve prisutniji internet, kao medij oglašavanja. Zahvaljujući internetu, marketing kao i sam pristup prema potencijalnim potrošačima, je evoluirao te kupci nisu više ovisni samo o TV oglasima, jumbo plakatima, tiskovinama i dr. Internet je postao skladište informacija, prva postaja prilikom traženja odgovora na sve što nas zanima. U današnjem marketingu praćenje trendova je postalo nužnost. Najdominantniji je rast digitalnog marketinga (e-marketinga) koji se ogleda kroz četiri bitne komponente, rast društvenih mreža, mobilnu revoluciju, mogućnost analize podataka o aktivnostima ljudi na internetu, te činjenica da se podaci mogu neograničeno dijeliti. Sve veći broj korisnika, sve veći broj web stranica i sve veći broj priključaka na brzi internet dokazuje da je Internet postao prijeko potreban medij i da uzimajući u obzir tu činjenicu, ne može biti ignoriran u oglašivačkoj industriji. Mogućnost dvosmjerne komunikacije omogućena upotrebom novijih medija daje marketinškim stručnjacima bolji uvid u potrebe potrošača, te bolje usmjeravanje oglašivačkih napora prema ciljnim segmentima. U 21.stoljeću, interaktivnost i dvosmjerna komunikacija sa ciljanim segmentom potrošača o proizvodima/uslugama u ponudi se postiže ponajviše upotrebom društvenih mreža. Danas, u vrijeme mnoštva oglasa, društvenih mreža, medija i IT uređaja, sve se više priča o mobilnom oglašavanju i sve većoj uporabi videa u oglašavanju i komuniciranju s publikom, a svoj doprinos dala je i jednostavnost i dostupnost tehnologije.
KeywordsAdvertising media Internet social networks mobile advertising
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 levelundergraduate
Study programmeMarketing
Academic title abbreviationuniv. bacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-06
Parallel abstract (English)
New trends in advertising are being observed in this thesis. Although newspapers, radio and television are still commonly used as advertising media, nowadays Internet is more present than ever as an advertising media. Thanks to the Internet, marketing has evolved so customers are no longer dependent only on TV ads, billboards, newspapers. Internet has become a storehouse of information, the first stop when searching for answers to everything of interest. In today's marketing trend monitoring has become a necessity. The most prevalent is the growth of digital marketing (e-marketing), which is reflected through four essential components, the growth of social networks, the mobile revolution, the analysis of data on the activities of people on the Internet, and the fact that data can be shared indefinitely. A growing number of users, a growing number of web sites, increasing number of connections to high speed internet proves that the Internet has become a respectable media and that due to this fact cannot be ignored in the advertising industry. The possibility of two-way communication helps marketers having greater insight into the needs of consumers, orient better their advertising efforts towards their targeted segments. Nowadays interactivity and two-way communication with the target consumer segment is achieved by the use of social networks. Today, when there are a multitude of ads, social networks, media and IT devices, we can witness more mobile advertising, the increasing use of video in advertising and the communication with the public is more emphasize. The contribution to it was given by the simplicity and availability of technology.
Parallel keywords (Croatian)Oglašavanje medij Internet društvene mreže mobilno oglašavanje
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:145:181187
CommitterGordana Kradijan