Udovičić, Mislav (2021) Marketinške strategije u dizajnu vizuala za online oglašavanje. Baccalaureus work - Undergraduate programme. Grafički fakultet. [Mentor: Rončević, Ante].
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Abstract
S nedavnom pojavom pandemije virusa Covid-19 i zatvaranjem brojnih poslovnih objekata kao posljedicom njegova širenja, ali i sve većim tehnološkim napretkom, sve je veći naglasak na online oglašavanju i u velikom broju slučajeva gotovo pa potpunom prebacivanju poslovanja u virtualni oblik, pa samim time i oglašavanja za to poslovanje. Oglašavanje je digitalnim razvojem doživjelo potpuni preokret i prebacivanjem na društvene mreže otvorilo i neke nove, neočekivane horizonte, kao što je recimo oglašavanje putem influencera, pa samim time i svaki oglašavač treba nastojati održati korak u skladu s vremenom i napretkom i testirati brojne oblike i načine oglašavanja. Ovaj rad bavi se konkretnim primjerom izrade i testiranja raznih vrsta oglasa za jedno takvo poduzeće, koje dapače pripada ugroženijoj poslovnoj skupini za vrijeme pandemije, a to je prehrambena industrija. Odabrano poduzeće uzeto je za primjer zbog svojeg prijašnjeg, neuspješnog oglašavanja, koje će također poslužiti za praktičnu analizu, ali i zbog svojeg izvrsnog stanja u kontekstu izgrađenosti branda, njegovim pravilima, tonovima i dojmom koji ostavlja. Odabrane digitalne platforme pripadaju Facebook i Google oglašavanju; Facebook i Instagram kao dio Facebook oglašavanja odnosno njihovog Ad Managera, Google Shopping Ads kao dio Google oglašavanja, ali i e-mail i SMS marketing kao dodatna dopuna navedenim oglasima. Dio na koji će se fokusirati ovaj rad jedini je dio koji uključuje vizualni aspekt (videe i slike), a to su Facebook i Instagram. Rezultati u vidu povećane/smanjene prodaje ovise također i o tekstu koji je priložen oglasima, ali i o brojnim drugim aspektima (kao što su trenutni problemi s oglašavanjem na Facebooku), tako da će fokus biti više na pregledima (takozvani views) i općenitom dojmu i uspjehu oglasa kod publike.
| Item Type: | Baccalaureus work - Undergraduate programme |
|---|---|
| Mentor name: | Rončević, Ante |
| Thesis Committee: | Mikota, Miroslav and Rončević, Ante and Dragčević, Krešimir |
| Defence date: | 17 September 2021 |
| Abstract in english: | With recent Covid-19 pandemic and cessation of numerous businesses as its consequence, but also with world՚s ever-growing technological advances, the importance of online advertising is increasing considerably, and in many cases we talk about complete transfer to digital business, and thus the business՚ advertising is also completely digital. With digital transformation the world of advertising has gone through a complete metamorphose and by switching to social network has found some new, unexpected ways to get through to its audience, as it is evident from an example of influencers. Consequently, every business needs to observe the trends and try to follow them, by testing and using new, different ways of advertising. This research is based on creating and testing various ads for a specific business, which happens to belong to a rather vunerable group due to the pandemic, and it is the food industry. The business is chosen on account of its previous, unsuccessful advertising, which will also be beneficial for the analysis, but also because of its excellent state in terms of brand status, its rules, tones and general impression on its audience. The digital platforms that were chosen for this analysis are a part of Facebook and Google advertising; Facebook and Instagram as a part of Facebook advertising (simply because they belong to the same Ad Manager), and Google Shopping Ads as a part of Google advertising; but also e-mail and SMS marketing as a remarkable addition to the said platforms. The part this analysis will be focused on is the platform that includes the visual aspect (videos and images), which is Facebook and Instagram. The results such as increased/decreased sales also depend on the copy that is a substantial part of ads, but also numerous other aspects (such as current issues with Facebook), so the focus will mainly rely on views and general impressions and success of the said ads with the audience. |
| Uncontrolled Keywords: | online oglašavanje, digitalni marketing, društvene mreže, oglasi, brand, Facebook, Instagram |
| Keywords in english: | online advertising, digital marketing, social media, ads, brand, Facebook, Instagram |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 35 |
| Callnumber: | RON 2021 UDO |
| Inventory number: | Z1163 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 24 Mar 2023 12:26 |
| Last Modified: | 24 Mar 2023 12:26 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/3447 |
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