Potencijal prirodnog oglašavanja bezreceptnih proizvoda

professional thesis

• Title (english): The potential of native advertising of OTC products
• Author: Ivana Konta
• Mentor: Vatroslav Škare (mentor)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Morana Fudurić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2022-06-21, Croatia
• Scientific / art field, discipline and subdiscipline: BIOMEDICINE AND HEALTHCARE; Pharmacy; Pharmacy

Abstract

Globalno zdravstvena i farmaceutska industrija značajno zaostaju za drugim industrijama kada je u pitanju ulaganje u digitalno oglašavanje. S obzirom da je težnja prirodnog oglašavanja povezivanje s potrošačem na smisleniji, relevantniji i neometajući način, nameće se kao potencijalno dobar izbor oglašavanja bezreceptnih proizvoda. Zadaća marketinških stručnjaka je postizanje balansa između učinkovitosti oglašavanja i etičke odgovornosti kako bi se izbjegla iritantnost i osigurala relevantnost prirodnih oglasa za potrošače, pri čemu se moraju voditi smjernicama za provođenje prirodnog oglašavanja, a u slučaju bezreceptnih proizvoda i propisanim zakonskim okvirom oglašavanja. U analizi JGL poslovnog slučaja digitalnog oglašavanja bezreceptnih proizvoda namijenjenih za prevenciju i ublažavanje simptoma alergija, cilj je bio analizirati uloge različitih oblika digitalnog oglašavanja i dobiti uvid o potencijalu prirodnog oglašavanja bezreceptnih proizvoda. Pritom su korišteni razni modeli procjene učinkovitosti: CPC, CPM, broj klikova, CTR, broj dosegnutih jedinstvenih korisnika, vrijeme pregleda te konverzije na druge platforme. Prirodni oglasi su, u odnosu na ostale oblike digitalnog oglašavanja, više privukli pažnju korisnika. Time su korisničkom iskustvu pružili dodanu vrijednost, što daje naslutiti da potencijal prirodnog oglašavanja u oglašavanju bezreceptnih proizvoda postoji. Potencijal prirodnog oglašavanja u smislu promjena stavova i svijesti potrošača, stvaranja relevantnih asocijacija između marke i potrošača te izgradnje dublje veze s novim i lojalnim potrošačima, nije dokazan ovom analizom jer nije provedeno istraživanje svjesnosti potrošača prije i nakon kampanje, kako bi se dobila konkretna usporedba. Za to bi bio potreban značajniji proračun.

Abstract (english)

In general, pharmaceutical & healthcare industry invest significantly less in digital advertising compared to other industries. Since native advertising aspires to connect with the consumer in a more meaningful, relevant and unobtrusive way, it imposes itself as a potentially good choice for advertising OTC products. The task of marketers is to strike a balance between advertising effectiveness and ethical responsibility to avoid irritation and ensure the relevance of native ads to consumers, following native advertising guidelines and regulatory advertising guidelines for OTC products. The aim of JGL business case analysis was to analyze roles of different types of digital advertising and gain insight into the potential of native advertising of OTC products for the prevention and alleviation of allergy symptoms. Models that reflect the cost per view, cost per click, cost per thousand were used to evaluate the effectiveness of digital native advertising. Native ads compared to other types of digital advertising performed better in context of gaining the users attention. Actually, native advertising brought aded value for users which brings up the conclusion that there is potential in using native advertising for OTC products. The potential of native advertising in terms of changing consumer attitudes and awareness, creating relevant brand-consumer associations, and building deeper connections with new and loyal consumers has not been proven by this analysis because no consumer awareness survey was conducted (before and after the campaign) to make a concrete comparison. This would require a more substantial budget and was not a scope of this case.

• Keywords: digitalno oglašavanje; prirodno oglašavanje; bezreceptni (OTC) proizvodi
• Keywords (english): digital advertising; native advertising; over-the-counter (OTC)
• Language: croatian
• URN:NBN: urn:nbn:hr:148:211453
• Study programme: Title: Marketing management; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica marketinškog menadžmenta (sveučilišni/a specijalist/specijalistica marketinškog menadžmenta)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-07-01 00:19:18