Izazovi primjene kontroverznog oglašavanja iz perspektive poduzeća

master's thesis

• Title (english): Implementation challenges of controversial advertising from a company perspective
• Author: Sara Bračun
• Mentor: Morana Fudurić (mentor)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Iako čini normalnu tjelesnu pojavu ženskog reproduktivnog sustava, menstruacija često predstavlja stigmu. Upotreba menstrualnih potrepština pripada kategoriji kontroverznih proizvoda te se njihovo oglašavanje često percipira manje privlačnim. Oglašavanjem kontroverznih proizvoda javlja se mogućnost kršenja osobnih i društvenih normi i vrijednosti što čini njihovo oglašavanje istih izazovnim. Društvene mreže karakteriziraju brojne restrikcije koje ukazujući na učestalo neodobrenje sadržaja intimne tematike te rezultiraju dodatnim ograničenjima oglašavanja kontroverznih proizvoda. Na temelju navedenog postavlja se pitanje kako učinkovito oglašavati menstrualne proizvode bez kršenja sociokulturnih vrijednosti ciljane skupine. Sukladno tome, cilj je rada bio istražiti ulogu i učinkovitost oglašavanja kontroverznih proizvoda u kategoriji menstrualnih proizvoda te kako ga provesti bez kršenja pravila oglašavanja određenih digitalnih platformi. Istraživanje je podijeljeno na dva dijela i provedeno na slučaju poduzeća Intimina.
U prvom dijelu istraživanja prikupljeni su podaci o uspješnosti kampanja temeljeni na pokazateljima kao što su ciljevi, doseg i ciljne skupine. U drugom dijelu istraživanja putem dubinskih intervjua koji su provedeni s petoricom ispitanika, prikupljeni su podaci o sadržaju Intimininih oglasa. Rezultati upućuju na važnost testiranja sadržaja i pažljivo odabranih ključnih riječi, na pogodnost suradnje s utjecajnim osoba te na povezanost sadržaja menstrualnih proizvoda s poticanjem društvenih promjena.

Abstract (english)

Although it is a normal bodily phenomenon of the female reproductive system, menstruation is often stigmatized. Menstrual product use belongs to the category of controversial products, and their advertising is often perceived as less attractive. By advertising controversial products, there is the possibility of violating personal and social values, which makes their advertising challenging. Social media is characterized by numerous restrictions which indicate frequent disapproval of intimate content and result in additional restrictions on the advertising of controversial products. Based on the above, the question arises about how to effectively advertise menstrual products without causing the target group's sociocultural value violation. Furthermore, the aim of this paper was to investigate the role and effectiveness of advertising controversial products in the category of menstrual products and how to implement them without violating advertising barriers of a certain digital platform. The research was divided into two parts and conducted in the company's case, Intimina. In the first part of the research, data was collected based on the success of the campaign indicators such as goals, reach and target groups. In the second part of the research, through in-depth interviews conducted with five respondents, data on the content of Intimina ads was collected. The results indicate the importance of content testing, carefully selected keywords, convenience of collaboration with influential individuals, as well as the connection between the content of menstrual product ads and the stimulation of social change.

• Keywords: menstruacija; menstrualni proizvodi; kontroverzni proizvodi; stigmatizacija; osobne i društvene norme; sociokulturne vrijednosti; restrikcije digitalnih platformi; učinkovito oglašavanje kontroverznih proizvoda; oglašavanje menstrualnih proizvoda
• Keywords (english): menstruation; menstrual products; controversial products; stigmatization; social norms; sociocultural values; digital platform restrictions; effective advertising of a controversial product; menstrual product advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:148:710690
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-26 15:07:10