Prikrito oglaševanje

magistrsko delo

Matej Krmelj (Author), Damijan Mumel (Mentor)

Abstract

Prikrito oglaševanje je novodobna strategija oglaševanja v različnih medijih. Oglaševalci želijo z njim povečati zanimanje za svojo blagovno znamko, ljudi pritegniti in jih na drugačen način pozvati k nakupnemu vedenju. Umeščanje blagovnih znamk znotraj programske vsebine želi na gledalca nezavedno vplivati s prikrito tehniko in tako doseči »pozitivno« mišljenje o videnem izdelku. To pa sproži razmišljanje o morebitnem nakupu. V nalogi smo natančno definirali osrednji pojem in ga ocenili z dobrimi ter slabimi lastnostmi. Prikazali smo njegovo širino, ki ni omejena zgolj na en medij, temveč je razvejana na vse možne medije. Podrobneje smo opisali primere in načine umeščanj, a se predvsem posvetili prikritemu oglaševanju v filmski produkciji. Temeljni cilj je bil zbiranje sekundarnih virov o umeščanju blagovnih znamk v film. Smiselno smo prikazali razvoj oglaševanja in pojavitev prikritega oglaševanja v filmu. Odgovorili smo na vprašanja kaj to sploh je, kako poteka, kakšno je v primerjavi s klasičnem oglaševanjem z vidika financ, kakšen vpliv ima na posameznika, na koga apelira ter kako učinkovito sploh je. Prikrito oglaševanje se je izkazalo za izredno popularno strategijo tako med oglaševalci kot med gledalci. Slednji preferirajo tovrstno oglaševanje, saj je prijaznejše in manj moteče. Oglaševalce in producente filmov pa to dejstvo veseli. Ti oglasi so za njih stroškovno znosnejši, za filmske mojstre pa umeščanje izdelkov v film pomeni dodatni pritok v proračun za film. Tako je nastal nov medijski prostor, ki zadovoljuje vse strani na trgu.

Keywords

oglaševanje;prikrito oglaševanje;oglasi;mediji;filmi;blagovne znamke;izdelki;vedenje porabnikov;

Data

Language:	Slovenian
Year of publishing:	2015
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[M. Krmelj]
UDC:	659.1
COBISS:	11992092
Views:	3440
Downloads:	702
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Hidden advertising
Secondary abstract:	Hidden advertising is a modern strategy of advertising in various media. Advertisers want to increase interest in their brand, they want to attract people in a different way and to influence people consumer behavior. Positioning brands into the programme wants the viewer unconsciously influenced by hidden technique and achieve a "positive" thinking about the product. This triggers thinking about the potential purchase. In this work, we carefully define the central concept and we also evaluate it with the good and bad qualities. We show its width, which is not limited to just one media, but is widespread in all possible media. More specifically, we described the cases and ways of product placement in film production. The basic aim was to collect secondary sources about the product placement of brands in the film. Sensibly we show the development of advertising and the appearance of hidden advertising in the film. We answer the questions, what is it, how is compared with the tradicional advertising in terms of finance, what is the impact on the individual to whom appeals, and how effective it is. Hidden advertising is proving to be extremely popular strategy among both, the advertisers and the viewers. Viewers prefer this kind of advertising because it is user-friendly and less disruptive. Advertisers and producers of movies, find this fact very satisfying. These ads are more cost tolerable for them and for film production it means an additional budget for movie. So this is how a new media market has occure and satisfies all sides.
Secondary keywords:	hidden advertising;movie;product placement;potential purchase;add;brand.;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	73 str.
ID:	8731057