Oglašavanje maloprodajnih lanaca

graduate thesis

• Title (english): Advertising of retail chains
• Author: Lea Rakić
• Mentor: Irena Pandža Bajs (mentor)
• Committee member: Mirko Palić (član povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2025-04-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Brojne promjene u tehnološkom svijetu i pojava interneta utjecale su na oglašavanje općenito, kao i na oglašavanje maloprodajnih lanaca. Promijenile su se strategije oglašavanja u maloprodaji jer su se poduzeća moralo naglo prilagoditi promjenama i prihvatiti drugačije oblike oglašavanja. Predmet ovoga rada je istraživanje sekundarnih podataka na temelju analize oglašavanja u maloprodajnim lancima Lidl, Studenac i Djelo, uočavanje sličnosti i razlika u oglašavanju između offline (izvanmrežnih) i online (mrežnih) oblika oglašavanja. Cilj rada je analiza sekundarnih podataka o oglašavanju, maloprodajnom oglašavanju i oblicima oglašavanja maloprodajnih lanaca koji koriste oglašavanje za privlačenje kupaca, povećanje prodaje i prihoda da bi što dulje ostali konkurentni na tržištu i privukli nove kupce. Istraživanje ove teme važno je kako bi se istražili podatci o oblicima oglašavanja maloprodajnih lanaca, analiziralo koji se oblici češće koriste i koji su razlozi korištenja određenih oblika oglašavanja. Tema rada otvara i pitanja najnovijih oblika oglašavanja u maloprodaji koji još nisu dovoljno istraženi i bilo bi ih dobro istražiti. Analizom slučaja triju maloprodajnih lanaca Lidl, Studenac i Djelo zaključeno je da svi maloprodajni lanci koriste plaćene oblike oglašavanja od izvanmrežnog do mrežnog, kombiniraju različite oblike oglašavanja, iako pojedini kupci još uvijek nisu spremni na online oblike oglašavanja. Prevladali su oblici oglašavanja kojima se može obuhvatiti veći broj ciljane publike, a maloprodajni lanci ulažu u oblike oglašavanja koji su im jeftiniji, ali dopiru do šire publike. U oglašavanju svih maloprodajnih lanaca pokazalo se da maloprodajni lanci sve više koriste oblike digitalnog oglašavanja. Ulaganja u oglašavanje maloprodajnih lanaca su velika, ali istraživanja u izvorima s brojnim autorima pokazuju da se ona isplate jer dovode do novih kupaca, povećanja interesa za marku, povećanja prodaje i prihoda.

Abstract (english)

Numerous technological advancements and the emergence of the internet have affected advertisement in general as well as retail chain advertisement. Retail chain advertisement strategies have changed because companies have had to abruptly adapt to and accept different forms of advertisement. The subject of this paper is the research of secondary data based on the analysis of advertisement by spotting the similarities and differences in both offline and online forms of advertisement done by the retail chains “Lidl”, “Studenac” and “Djelo”. This paper aims to analyze secondary data on advertising and the various forms of advertisements employed by retail chains to attract customers, enhance sales and profits, maintain market competitiveness, and draw new customers.This research aims to examine retail chain advertising, identifying the most frequently used forms and their reasons.This paper explores under-researched aspects of modern retail chain advertising. By analyzing the case of three retail chains “Lidl”, “Studenac” and “Djelo”, it was concluded that all retail chains use paid forms of advertising both offline and online, combine different forms of advertisement even though some customers are not ready for online advertisement. Advertising that can cover a larger number of target audiences prevailedand retail chains invest in forms of advertising that are cheaper for them but reach a wider audience. Analyzing the advertising of all three retail chains it has been shown that they increasingly use forms of digital advertising. Investments in advertising in retail chains are large but numerous authored sources show that they are worth it because they lead to new customers, increasing brand interest and an overall increase in sales and profits.

• Keywords: oglašavanje; oglašavanje maloprodajnih lanaca; oblici oglašavanja; strategije; marketinške strategije; maloprodajni lanci Lidl; Studenac; Djelo
• Keywords (english): advertisement; retail chain advertisement; marketing strategies; retail chains “Lidl”; “Studenac” and “Djelo”
• Language: croatian
• URN:NBN: urn:nbn:hr:148:632029
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2025-04-15 20:49:16