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undergraduate thesis
Nativno oglašavanje kao promotivna tehnika
2017. urn:nbn:hr:233:439743
Tomić, Ivan Joshi
The Edward Bernays College of Communication Management
Department of Public Relations

Cite this document

Tomić, I. J. (2017). Nativno oglašavanje kao promotivna tehnika (Undergraduate thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:439743

Tomić, Ivan Joshi. "Nativno oglašavanje kao promotivna tehnika." Undergraduate thesis, The Edward Bernays College of Communication Management, 2017. https://urn.nsk.hr/urn:nbn:hr:233:439743

Tomić, Ivan Joshi. "Nativno oglašavanje kao promotivna tehnika." Undergraduate thesis, The Edward Bernays College of Communication Management, 2017. https://urn.nsk.hr/urn:nbn:hr:233:439743

Tomić, I. J. (2017). 'Nativno oglašavanje kao promotivna tehnika', Undergraduate thesis, The Edward Bernays College of Communication Management, accessed 25 September 2022, https://urn.nsk.hr/urn:nbn:hr:233:439743

Tomić IJ. Nativno oglašavanje kao promotivna tehnika [Undergraduate thesis]. Zagreb: The Edward Bernays College of Communication Management; 2017 [cited 2022 September 25] Available at: https://urn.nsk.hr/urn:nbn:hr:233:439743

I. J. Tomić, "Nativno oglašavanje kao promotivna tehnika", Undergraduate thesis, The Edward Bernays College of Communication Management, Zagreb, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:233:439743

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Metadata
TitleNativno oglašavanje kao promotivna tehnika
AuthorIvan Joshi Tomić
MentorIvan Pakozdi (mentor)
GranterThe Edward Bernays College of Communication Management
(Department of Public Relations)
Zagreb
Defense date and country2017-12-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
lako nativno oglašavanje nije nova pojava, njegova masovna upotreba je tek u posljednjim godinama doživjela svoj veliki uzlet i to uz pomoć internetskih platformi koje omogućavaju brzu i masovnu komunikaciju s publikom. Svrha nativnih oglasa je da se integriraju u postojeće medijske sadržaje što znači da mogu poprimiti veliki broj oblika koji odgovaraju tim sadržajima. Zato je cilj ovog rada pokušati kroz pregled postojeće literature definirati pojam nativnog oglašavanja i smjestiti ga u današnji poslovni kontekst, osvrnuti se na učinkovitost takvog tipa oglašavanja i pokušati shvatiti posljedice koje nativno oglašavanje ima na oglašivačku i izdavačku industriju. Pregledom postojeće literature, istraživačkih studija i dostupnog materijala dolazimo do zaključka da će u budućnosti primjena nativnog oglašavanja, uzimajući u obzir financijske projekcije te stavove izdavača i korisnika, značajno porasti te da će takvi oblici oglašavanja polako preuzeti primat nad klasičnim oblicima oglašavanja koji su uspjeli pobuditi odbojnost kod potrošača zbog njihove nametljive prirode. Međutim, potencijalne negativne strane nativnog oglašavanja uključuju i mogućnost „varanja“ korisnika medija sa sponzoriranim člancima koji nisu jasno označeni kao plaćeni oglas, što može dovesti do srozavanja kredibiliteta izdavača, ali i oglašivača. Istraživanja pokazuju da se otpor, pogotovo kod mladih potrošača, prema nativnom oglašavanju značajno smanjuje kad je riječ o transparentno sponzoriranom sadržaju.
Abstract (english)
Although native advertising is not a new phenomenon, its massive use has only had its big upsurge in recent years, with the help of internet platforms that allow fast and massive communication with the audience. Native ads aim to be integrated into the existing content, which means that they can take a large number of different shapes matching specific contents. The aim of this paper is to attempt to review the concept of native advertising through an overview of the existing literature, to place it into current business context, and to evaluate its effectiveness and its consequences on the advertising and publishing industry. By reviewing existing literature, research studies, and available materials, and taking into account financial projections and attitudes of both publishers and users, we can come to the conclusion that in the future native advertising will grow dramatically, slowly prevailing over the classic forms of advertising that have given rise of consumers‘ aversion due to their aggressive nature. However, a potential negative side of native advertising includes the ability to “cheat“ media users with sponsored articles that are not adequately labeled as paid ads, which can lead to the loss of credibility of publishers, as well as of advertisers that place such ads. Research shows that resistance toward such advertising, especially in younger consumers, significantly decreases when it comes to transparently sponsored content.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:439743
Study programmeTitle: Communication management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/ca odnosa s javnošću (stručni/a prvostupnik/ca odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-08-20 13:10:08