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master's thesis
APELI U MARKETINŠKOJ KOMUNIKACIJI
2019. urn:nbn:hr:228:600056
Knezović, Anna
University of Split
University Department of Professional Studies

Cite this document

Knezović, A. (2019). APELI U MARKETINŠKOJ KOMUNIKACIJI (Master's thesis). Split: University of Split, University Department of Professional Studies. Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:600056

Knezović, Anna. "APELI U MARKETINŠKOJ KOMUNIKACIJI." Master's thesis, University of Split, University Department of Professional Studies, 2019. https://urn.nsk.hr/urn:nbn:hr:228:600056

Knezović, Anna. "APELI U MARKETINŠKOJ KOMUNIKACIJI." Master's thesis, University of Split, University Department of Professional Studies, 2019. https://urn.nsk.hr/urn:nbn:hr:228:600056

Knezović, A. (2019). 'APELI U MARKETINŠKOJ KOMUNIKACIJI', Master's thesis, University of Split, University Department of Professional Studies, accessed 28 November 2023, https://urn.nsk.hr/urn:nbn:hr:228:600056

Knezović A. APELI U MARKETINŠKOJ KOMUNIKACIJI [Master's thesis]. Split: University of Split, University Department of Professional Studies; 2019 [cited 2023 November 28] Available at: https://urn.nsk.hr/urn:nbn:hr:228:600056

A. Knezović, "APELI U MARKETINŠKOJ KOMUNIKACIJI", Master's thesis, University of Split, University Department of Professional Studies, Split, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:228:600056

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Metadata
TitleAPELI U MARKETINŠKOJ KOMUNIKACIJI
Title (english)APPEALS IN MARKETING COMMUNICATION
AuthorAnna Knezović
MentorMarko Radeljak (mentor)
Committee memberMario Dadić (član povjerenstva)
Committee memberMarina Lolić Čipčić (član povjerenstva)
GranterUniversity of Split
University Department of Professional Studies
Split
Defense date and country2019-10-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U uvjetima globalizacije i ubrzanog razvoja informacijsko-komunikacijske tehnologije koja je zahvatila sve segmente života ljudi pravi je izazov kreirati poruke koje će privući ciljanu publiku i prouzročiti željenu reakciju. Marketinška komunikacija uključuje primjenu sredstava kojima organizacije, izravno ili neizravno, informiraju, uvjeravaju i podsjećaju potrošače na proizvode i usluge koje im nude. Središnji je dio oglasa apel i trebao bi biti kreiran tako da izazove pozitivne reakcije kod potrošača. U novije se vrijeme apeli sve češće usmjeravaju na emocije. Problem istraživanja ovog rada odnosi se na prikaz vrsta apela u marketinškoj komunikaciji, a cilj je analizirati apele koji se koriste u marketinškoj komunikaciji. Očekuje se da će provedena analiza ukazati na temeljne postavke pravilnog kreiranja apela te da će ponuditi smjernice za buduća istraživanja.
Abstract (english)
In the context of globalization and the rapid development of information and communication technology that has reached all segments of people's lives, the real challenge is to create messages that will attract the target audience and cause the desired reaction. Marketing communication involves the application of the means by which organizations, directly or indirectly, inform, persuade and remind consumers of the products and services they offer. The centerpiece of the ad is appeal which should be designed to elicit positive consumer reactions. More recently, appeals have increasingly focused on emotions. The research problem is related to the representation of types of appeals in marketing communication, and the aim is to analyze the appeals used in marketing communication. The conducted analysis is expected to indicate the basic tenets of proper appeal creation and to provide guidance for future research.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:600056
Study programmeTitle: Business Trade – specialist graduate - professional
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-10-23 09:04:38