Oglašavanje u Hrvatskoj

Pehar, Andreja (2009) Oglašavanje u Hrvatskoj. Baccalaureus work - Undergraduate programme. Grafički fakultet. [Mentor: Brozović, Maja].

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Abstract

Pod pojmom oglašavanja smatra se svaki plaćeni oblik javnog obavještavanja s namjerom informiranja i posrednog utjecaja na prodaju proizvoda ili usluge. Kroz povijest, oglašavanje se uspostavlja u pogledu svakog promatrača kao dvojaki fenomen- kao neprestana prisutnost u svakodnevnom životu i kao povijesna odrednica nagraničnoj pukotini nostalgije i kritičkog uvida. Oglašavanje je specifična vrsta komunikacije čija je uloga informiranje, obavještavanje o proizvodima ili uslugama potrošače, pružajući sve potrebne informacije o poduzeću, proizvodnji, namjeni i načinu uporabe proizvoda, te čineći marku tj. proizvod prepoznatljivim, i stvarajući poticaj korištenja nove marke. U Hrvatskoj su zastupljeni različiti oblici medija u službi oglašavanja, te su i najvažniji od njih obrađeni u ovom radu, to su: Audio- vizualni mediji, grafički mediji poput novina i časopisa, mediji vanjskog i unutarnjeg oglašavanja te internet oglašavanje obrađeni su u općem dijelu rada. Mediji oglašavanja su prikazani sa svim svojim pozitivnim i negativnim strana. U praktičnom dijelu rada, prikazana je kreativna agencija Kuharić Matoš koja je specijalizirana za izradu kreativnih rješenja, te je opisan sam proces osmišljavanja kampanje agencije KM uz opis na samom primjeru osmišljavanja Big brother kampanje za RTL televiziju.

Item Type:	Baccalaureus work - Undergraduate programme
Mentor name:	Brozović, Maja
Defence date:	2009
Abstract in english:	Any form of paid public announcement with the intention of informing and indirectly influencing sales of a product or service is considered advertising. Throughout history, in an observers view, advertising is established as a twofold phenomenon, first as a constant presence in everyday life, and second as historical determinant on a crevice between nostalgia and critical insight. Advertising is a specific form of communication whose role is to inform and to educate consumers about specific products or services, to provide all relevant information about the manufacturer, production, product's intents and usage, thus making the brand, or product, stand out, and to incourage consuming of this brand. Various forms of media are used for advertising in Croatia, most important of which are explained in more detail in this thesis. Media explained in the theoretical part of this thesis, both with their positive and negative aspects, are: audio visual media, graphical media like newspapers and magazines, media of exterior and interior advertising, and internet advertising. In the practical part of this thesis, object of study was Kuharić Matoš marketing agency which specializes in creative advertising, with in-depth analysis of creative process done for promotional campaign for Big Brother reality show hosted by Croatian RTL television station.
Uncontrolled Keywords:	oglašavanje, mediji, komunikacija, funkcija
Keywords in english:	advertising, medium, comunication, function
Subjects:	TECHNICAL SCIENCES > Graphic Technology
Institution:	Grafički fakultet
City:	Zagreb
Number of Pages:	33
Callnumber:	bro 2009 peh
Inventory number:	Z116
Status:	Unpublished
Date Deposited:	15 Nov 2013 21:42
Last Modified:	20 May 2014 13:19
URI:	http://eprints.grf.unizg.hr/id/eprint/1093

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