undergraduate thesis
Utjecaj medija i reklama na izbor proizvoda

Jelena Jakovljević (2015)
University North
University centre Koprivnica
Department of Business and Management
Metadata
TitleUtjecaj medija i reklama na izbor proizvoda
AuthorJelena Jakovljević
Mentor(s)Igor Klopotan (thesis advisor)
Abstract
Moderni potrošači sve su zahtjevniji – više nije dovoljno imati samo dobar proizvod, važno je biti brend. No, iza većine brendova stoji dugogodišnja i kompleksna strategija, koja se prije svega temelji na karakteriziranju brenda kao ljudskog bića. Pritom, mediji služe kao kanali za komunikaciju vrijednosti i obećanja brenda prema ciljnoj skupini – brend time želi postati idealan čovjek, idol, a potrošači se s njim žele poistovjetiti. Iskazivanje lojalnosti pojedinom brendu znak je pripadnosti toj grupi, odnosno prihvaćanja vrijednosti koje su determinirane osobnošću brenda. U ovom radu sadržan je pregled metoda kojima se utječe na ponašanje potrošača i kako one evoluiraju.
Keywordsconsumer behaviour media advertising neuromarketing
Committee MembersIgor Klopotan
Krešimir Buntak
Ivana Drožđek
GranterUniversity North
Lower level organizational unitsUniversity centre Koprivnica
Department of Business and Management
PlaceKoprivnica
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelundergraduate
Study programmeBusiness and Management in the Media
Academic title abbreviationbacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2015-12-23
Parallel abstract (English)
The modern consumer is increasingly demanding - it is no longer enough to have a good product, it is crucial to be a brand. Behind most successful brands there is a long and complex strategy, which is mostly based on the characterization of a brand as a human being. Here, the media serve as a channel to communicate the value and the brand promise to the target group - brand wants to become a perfect man, an idol with whom consumers want to identify. Expression of loyalty to a particular brand is a sign of a belonging to the group and accepting the values that are determined by the brand personality. This paper gives an overview of methods for influencing consumer behavior and how it evolves.
Parallel keywords (Croatian)ponašanje potrošača mediji oglašavanje neuromarketing
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:122:451938
CommitterMario Kolar