Upotreba fotografije u marketinškoj promociji

master's thesis

• Title (english): The use of photografy in marketing promotion
• Author: Maja Prevendar
• Mentor: Mirko Palić (mentor); MBZ: 258071
• Committee member: Marko Kolaković (predsjednik povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Mnoga poduzeća sve više komuniciraju s tržištem. Kombiniraju razne vrste promotivnih aktivnosti kako bi što brže i lakše doprijeli do ciljanih skupina kojima se orijentiraju. Vrlo čest oblik promotivnih aktivnosti je oglašavanje. Sama riječ oglašavati (advertising) dolazi od latinske riječi adverte što bi u prijevodu značilo “obratiti pažnju na nešto“. Tako oni oglasi koji koriste fotografije najlakše privlače pažnju ciljane skupine. Upravo izreka Slika vrijedi tisuću riječi ukazuje na važnost fotografije u marketingu. Sve više informacija primamo vizualnim putem, ubrzani način života ostavlja nam jako malo vremena za čitanje pa bi ga rijetko tko potrošio na čitanje oglasnih materijala. Sam pogled na fotografiju pruža nam nove misli, ideje, poruke, osjećaje i informacije o proizvodu, ali i o nama samima. Zbog sve veće uloge interneta i društvenih mreža u oglašavanju fotografija dobiva sve veću i važniju ulogu. Kako je tržište sve dinamičnije i promjene na tržištu su konstantne, poduzeća moraju biti brza i oprezna kod kreiranja marketinških kampanja i fotografija kojima će one biti popraćene.

Abstract (english)

Many companies are increasingly communicating with the market. They combine various types of promotional activities in order to reach the target groups they are targeting as quickly and easily as possible. A very common form of promotional activity is advertising. The word advertising itself comes from the Latin word advert, which in translation would mean "to pay attention to something". Thus, those ads that use photos most easily attract the attention of the target group. As the saying goes Picture is worth more than a thousand words which indicates the importance of photography in marketing. We receive more and more information visually, the fast-paced lifestyle leaves us very little time to read, so rarely would anyone spend it reading advertising materials. Just looking at the photo gives us new thoughts, ideas, messages, feelings and information about the product, but also about ourselves. Thus, due to the growing role of the Internet and social networks in the advertising of photographs, it is gaining an increasingly important role. As the market becomes more dynamic and market changes are constant, companies must be quick and careful when creating marketing campaigns and photos that will accompany them.

• Keywords: oglašavanje; fotografija; marketing; komunikacija; promocija; oglasi; oglasne poruke.
• Keywords (english): advertising; photography; marketing; communication; promotion; ads; advertising messages.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:803530
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-23 19:30:04