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undergraduate thesis
Utjecaj kreativnih kampanja na prodaju proizvoda
2018. urn:nbn:hr:233:090737
Žukina, Lucija
Edward Bernays University of Applied Sciences
Department of Public Relations

Cite this document

Žukina, L. (2018). Utjecaj kreativnih kampanja na prodaju proizvoda (Undergraduate thesis). Zagreb: Edward Bernays University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:090737

Žukina, Lucija. "Utjecaj kreativnih kampanja na prodaju proizvoda." Undergraduate thesis, Edward Bernays University of Applied Sciences, 2018. https://urn.nsk.hr/urn:nbn:hr:233:090737

Žukina, Lucija. "Utjecaj kreativnih kampanja na prodaju proizvoda." Undergraduate thesis, Edward Bernays University of Applied Sciences, 2018. https://urn.nsk.hr/urn:nbn:hr:233:090737

Žukina, L. (2018). 'Utjecaj kreativnih kampanja na prodaju proizvoda', Undergraduate thesis, Edward Bernays University of Applied Sciences, accessed 12 July 2024, https://urn.nsk.hr/urn:nbn:hr:233:090737

Žukina L. Utjecaj kreativnih kampanja na prodaju proizvoda [Undergraduate thesis]. Zagreb: Edward Bernays University of Applied Sciences; 2018 [cited 2024 July 12] Available at: https://urn.nsk.hr/urn:nbn:hr:233:090737

L. Žukina, "Utjecaj kreativnih kampanja na prodaju proizvoda", Undergraduate thesis, Edward Bernays University of Applied Sciences, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:233:090737

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Metadata
TitleUtjecaj kreativnih kampanja na prodaju proizvoda
AuthorLucija Žukina
MentorIvan Pakozdi (mentor)
GranterEdward Bernays University of Applied Sciences
(Department of Public Relations)
Zagreb
Defense date and country2018-11-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Kreativnost je ključni element i jedan od preduvjeta za učinkovito oglašavanje. U vrijeme kada se potrošač svakodnevno susreće s brojnim oglasima i kada se na tržištu nudi velik broj sličnih roizvoda, kreativnost doprinosi diferencijaciji robne marke. Kreativno oglašavanje omogućava da se poruka oglašivača komunicira na jedinstveni način, koji će privući potrošačevu pozornost. Kreativno oglašavanje ne ostvaruje ciljeve ukoliko nije učinkovito. Učinkovitost oglašavanja očituje se u percepciji potrošača o marki proizvoda i jačanju imidža branda te u konačnici rastu prodaje proizvoda. Utjecaj na emocije, dugoročan ostanak u svijesti potrošača i jak persuazivni utjecaj odlika su kreativnog oglašavanja. Kreativnost u oglašivačkoj industriji te njezin utjecaj na prodaju proizvoda glavna su tema ovog završnog rada. Ovaj rad će obraditi temu stvaranja kreativnih kampanja te vrste kreativnih strategija i oglašivačkih apela. Također će obraditi kako kreativno oglašavanje utječe na imidže brandova, ponašanje potrošača I poslovne rezultate tvrtki. Cilj ovog rada je definirati kreativnost u oglašavanju, objasniti kako nastaju kreativne kampanje te u konačnici povezanost između kreativnosti i učinkovitosti u oglašavanju.
Abstract (english)
Creativity is key to effective advertising. At a time when a consumer encounters numerous ads on a daily basis and when there are a lot of similar products on the market, creativity contributes to brand differentiation. Creative advertising does not achieve goals if it is not effective. Advertising effectiveness is reflected in consumer brand perception of brand and product brand strength, and ultimately product sales growth. Impact on emotions, long-term consumer awareness, and strong persuasive impact represent the main characteristic of creative advertising. Creativity in the advertising industry and its impact on product sales are the main topics of this work. This final paper will be focusing on creating creative campaigns and creative strategies and advertising appeal. It will be also discuss how creative advertising affects brand image, consumer behavior and business results. The aim of this paper is to define creativity in advertising, to explain how creative campaigns are created and ultimately the link between creativity and effectiveness in advertising.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:090737
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 on2024-03-18 08:40:33