Utjecaj prikrivenog oglašavanja na percepcije djece kao potrošača

master's thesis

• Title (english): The impact of product placement on children as cosumers
• Author: Emilija Vrbanec
• Mentor: Goran Vlašić (mentor)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Morana Fudurić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Diplomski rad temelji se na analizi utjecaja prikrivenog oglašavanja na percepcije djece kao
potrošača. Prikriveno oglašavanje kao način stupanja u kontakt s ciljnim tržištem dobiva na
sve većoj važnosti, obzirom da su potrošači razvili sposobnost zanemarivanja tradicionalnih
oglasa. Prikriveno oglašavanje smješta marke i proizvode u prirodan tijek scenarija, stoga
publika takav način plasiranja proizvoda ne percipira kao nametljivo oglašavanje. Smatra se
da su djeca podložna utjecaju medija koji oblikuje njihove preferencije prema pojedinim
markama. Provedeno je sekundarno i primarno istraživanje za potrebe pisanja ovog rada.
Primarno istraživanje provelo se kao eksperiment s djecom osnovnoškolske dobi. Sudjelovali
su učenici OŠ Vladimira Nazora. Ispitivao se trenutni utjecaj prikrivenog oglašavanja na
percepcije djece kao potrošača. Rezultati analize ne potvrđuju očekivanja da prikriveno
oglašavanje ima trenutnog utjecaja na percepciju. Smatra se da su brojna ograničenja
uzrokovala ovakve rezultate. Vjeruje se da bi rezultati pokazali drugačije pokazatelje ako bi
se provodilo longitudinalno istraživanje uz korištenje Likertove ljestvice za mjerenje.

Abstract (english)

The primary aim oft his paper was to discover an impact of product placement on children as
consumers. Product placement as the way of getting in touch with customers is becoming
more and more popular, because nowdays, consumers have developed an ability to ignore the
traditional ways of advertising. Product placement is a form of advertising in which brands
and products are placed into natural flow of scenario. That way of promotion is not perceived
as a way of agressive advertising. Children are more considered to be the subjects of the
media, which form their perception and the way they choose and prefer specific brands. For
the purpose of writing this paper, the data were collected by secondary and primary research.
The experiment was conducted at Vladimir Nazor primary school. Respondents were kids
between age of 10 and 12. The current impact of product placement was questioned. The
analyzed data doesn't confirm expectations that product placement has current impact on
children as consumers.

• Keywords: prikriveno oglašavanje; potrošač; djeca
• Language: croatian
• URN:NBN: urn:nbn:hr:148:534723
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Public note: Ključne riječi dodijelio knjižničar.
• Created on: 2016-11-07 10:31:39