Suvremena medijsko-grafička produkcija na primjeru guerrilla komunikacije s potrošačima

Kelava, Ana (2013) Suvremena medijsko-grafička produkcija na primjeru guerrilla komunikacije s potrošačima. Master's thesis - Graduate Programme. Grafički fakutet. [Mentor: Plenković, Mario].

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Abstract

Danas se na svakom koraku nalaze reklame, ali su ljudi postali imuni na njih te one zbog slabije povratne reakcije potrošača imaju i slabiji učinak. Tradicionalnim se metodama ne ostvaruje željena komunikacija s potrošačima te su se razvile nove metode kako bi se pridobila pažnja istih. Nove, alternativne metode, svakim su danom sve uspješnije u izazivanju povratnih reakcija potrošača. Jedna je od tih metoda i gerila. U ovom je radu analizirana gerila metoda koja upotrebljava komunikacijske kanale koji prate nove tehnologije i razvoj interneta te koristi suvremenu medijsko-grafičku produkciju za uspostavljanje interakcije s korisnicima. Teorijski dio rada daje pregled na elemente i tipove gerila metode komunikacije, značaj medijsko-grafičke produkcije u ostvarenju interakcije s korisnicima te opisuje razlike između tradicionalnih metoda i gerile. U eksperimentalnom su dijelu rada ciljano korišteni primjeri poznatih brendova koji su upotrebljavali i gerila metodu i tradicionalne metode za uspostavu komunikacije s korisnicima. Analizom rezultata koji su dobiveni korištenjem anketnog upitnika utvrđena je učinkovitost oglašavanja gerila i tradicionalnih metoda komunikacije s potrošačima.

Item Type:	Master's thesis - Graduate Programme
Mentor name:	Plenković, Mario
Defence date:	25 September 2013
Abstract in english:	Nowadays advertisements can be found anywhere but people became imune to them because of the poor feedback from the consumer so they have less effect on them. Usage of traditional methods doesn't generate desired communication with the consumer so new methods have been developed to regain their attention. By each day, alternative methods are more successful in provoking feedback from the consumer. One of those methodes is guerilla marketing. In this thesis guerilla method that uses communication links that track new technologies and development of the Internet and uses modern graphic media production (output) for establishing interaction with the user has been analyzed. Theory thesis includes elements and types of guerilla communication methods and significance of graphic media production (output)in accomplishing interaction with the user. In addition, differences between traditional and guerilla methods also development of guerilla method in Croatia have been described in this thesis. In experimental part of the thesis famous brand that have used guerilla method and traditional methods for establishment of communication with the users have been targeted. Efficacy of guerilla marketing and traditional communication methods with consumers has been determined through analysis results from the questionnaire.
Uncontrolled Keywords:	Gerila, Mediji, Grafička produkcija, Komunikologija
Keywords in english:	Guerrilla, Media, Graphic- media production, Mass communication
Subjects:	TECHNICAL SCIENCES > Graphic Technology
Institution:	Grafički fakutet
City:	Zagreb
Number of Pages:	77
Callnumber:	ple 2013 kel
Inventory number:	DB255
Depositing User:	Dora Budić
Status:	Unpublished
Date Deposited:	15 Apr 2014 12:21
Last Modified:	15 Apr 2014 12:21
URI:	http://eprints.grf.unizg.hr/id/eprint/1517

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