Bakula, Ivana (2021) Ulični marketing u Hrvatskoj. Baccalaureus work - Undergraduate programme. Grafički fakultet. [Mentor: Rončević, Ante].
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Abstract
U radu je izložena tema uličnog marketinga u Hrvatskoj. Kako je potpuno očekivano da je medijski prostor pretrpan reklamama, ljudi su počeli ignorirati te reklame. Štoviše, one su postale iritantne te se može reći da imaju učinak protivan onome za koji su namijenjene. Osim toga, takav je oblik promocije vlastitih proizvoda iznimno skup. Iz ta dva razloga sve više malih, ali i velikih poduzetnika odlučuje se na alternativne metode marketinga. Jedna od najpopularnijih metoda jest ulični marketing. U svijetu uličnog marketinga mediji su neograničeno sredstvo pa se stručnjaci koriste raznolikom vrstom medija - od interneta, plakata, brošura i letaka, do TV-a, radija i dr. Gerila marketing ima brojne prednosti kao što su iznenađenje, pozitivne emocije i niska cijena, ali marketinški stručnjaci moraju pomno odabrati odgovarajuće gerilske tehnike kako ne bi prouzrokovali negativne posljedice kao što su negativne emocije ili neželjene reakcije. Glavni cilj istraživanja bio je utvrditi reakcije potrošača, negativne ili pozitivne učinke, povećanje prodaje, financijski trošak te sveukupan dojam gerilske kampanje na potrošače. Glavni rezultati istraživanja pokazali su kako su organizacije koje koriste gerila marketing uspješnije, organiziranije. Ulični marketing sve je popularniji oblik marketinga i u Hrvatskoj.
| Item Type: | Baccalaureus work - Undergraduate programme |
|---|---|
| Mentor name: | Rončević, Ante |
| Thesis Committee: | Mikota, Miroslav and Rončević, Ante and Mrvac, Nikola |
| Defence date: | 16 July 2021 |
| Abstract in english: | The paper presents the topic of street marketing in Croatia. As the media space was completely expected to be overcrowded with advertisements, people started ignoring those advertisements. Moreover, they have become irritating and can be said to have an effect contrary to what they are intended for. In addition, such a form of promotion of own products is extremely expensive. For thosetwo reasons, more and more small and large entrepreneurs are deciding on alternative marketing methods. One of the most popular methods is street marketing. . In the world of street marketing, the media is an unlimited tool, so experts use a variety of media - from the Internet, posters, brochures and leaflets, to TV, radio, etc. Guerrilla marketing has many advantages such as surprise, positive emotions and low price, but marketers must carefully choose appropriate guerrilla techniques so as not to cause negative consequences such as negative emotions or side effects. . The main goal of the research was to determine consumer reactions, negative or positive effects, increase in sales, financial cost and the overall impression of the guerrilla campaign on consumers. The main results of the research showed that organizations that use guerrilla marketing are more successful and organized. Street marketing is more and more popular in Croatia. |
| Uncontrolled Keywords: | marketing, ulični marketing, trgovina, gerilski marketing, ulica |
| Keywords in english: | marketing, street marketing, trade, guerrilla marketing, stre |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 31 |
| Callnumber: | RON 2021 BAK |
| Inventory number: | Z1109 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 08 Mar 2023 13:20 |
| Last Modified: | 08 Mar 2023 13:20 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/3388 |
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