Marketinške strategije u dizajnu vizuala za online oglašavanje

undergraduate thesis

• Author: Mislav Udovičić
• Mentor: Ante Rončević (mentor)
• Committee member: Miroslav Mikota (član povjerenstva)
• Committee member: Josip Jozić (član povjerenstva)
• Committee member: Krešimir Dragčević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2021-9-17, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

S nedavnom pojavom pandemije virusa Covid-19 i zatvaranjem brojnih poslovnih

objekata kao posljedicom njegova širenja, ali i sve većim tehnološkim napretkom, sve je

veći naglasak na online oglašavanju i u velikom broju slučajeva gotovo pa potpunom

prebacivanju poslovanja u virtualni oblik, pa samim time i oglašavanja za to poslovanje.

Oglašavanje je digitalnim razvojem doživjelo potpuni preokret i prebacivanjem na

društvene mreže otvorilo i neke nove, neočekivane horizonte, kao što je recimo

oglašavanje putem influencera, pa samim time i svaki oglašavač treba nastojati održati

korak u skladu s vremenom i napretkom i testirati brojne oblike i načine oglašavanja.

Ovaj rad bavi se konkretnim primjerom izrade i testiranja raznih vrsta oglasa za jedno

takvo poduzeće, koje dapače pripada ugroženijoj poslovnoj skupini za vrijeme pandemije,

a to je prehrambena industrija. Odabrano poduzeće uzeto je za primjer zbog svojeg

prijašnjeg, neuspješnog oglašavanja, koje će također poslužiti za praktičnu analizu, ali i

zbog svojeg izvrsnog stanja u kontekstu izgrađenosti branda, njegovim pravilima,

tonovima i dojmom koji ostavlja. Odabrane digitalne platforme pripadaju Facebook i

Google oglašavanju; Facebook i Instagram kao dio Facebook oglašavanja odnosno

njihovog Ad Managera, Google Shopping Ads kao dio Google oglašavanja, ali i e-mail i

SMS marketing kao dodatna dopuna navedenim oglasima. Dio na koji će se fokusirati

ovaj rad jedini je dio koji uključuje vizualni aspekt (videe i slike), a to su Facebook i

Instagram. Rezultati u vidu povećane/smanjene prodaje ovise također i o tekstu koji je

priložen oglasima, ali i o brojnim drugim aspektima (kao što su trenutni problemi s

oglašavanjem na Facebooku), tako da će fokus biti više na pregledima (takozvani views)

i općenitom dojmu i uspjehu oglasa kod publike.

Abstract (english)

With recent Covid-19 pandemic and cessation of numerous businesses as its

consequence, but also with world՚s ever-growing technological advances, the importance

of online advertising is increasing considerably, and in many cases we talk about

complete transfer to digital business, and thus the business՚ advertising is also completely

digital. With digital transformation the world of advertising has gone through a complete

metamorphose and by switching to social network has found some new, unexpected ways

to get through to its audience, as it is evident from an example of influencers.

Consequently, every business needs to observe the trends and try to follow them, by

testing and using new, different ways of advertising. This research is based on creating

and testing various ads for a specific business, which happens to belong to a rather

vunerable group due to the pandemic, and it is the food industry. The business is chosen

on account of its previous, unsuccessful advertising, which will also be beneficial for the

analysis, but also because of its excellent state in terms of brand status, its rules, tones

and general impression on its audience. The digital platforms that were chosen for this

analysis are a part of Facebook and Google advertising; Facebook and Instagram as a part

of Facebook advertising (simply because they belong to the same Ad Manager), and

Google Shopping Ads as a part of Google advertising; but also e-mail and SMS marketing

as a remarkable addition to the said platforms. The part this analysis will be focused on

is the platform that includes the visual aspect (videos and images), which is Facebook and

Instagram. The results such as increased/decreased sales also depend on the copy that is

a substantial part of ads, but also numerous other aspects (such as current issues with

Facebook), so the focus will mainly rely on views and general impressions and success

of the said ads with the audience.

• Keywords: online oglašavanje; digitalni marketing; društvene mreže; oglasi; brand; Facebook; Instagram
• Keywords (english): online advertising; digital marketing; social media; ads; brand; Facebook; Instagram
• Language: croatian
• URN:NBN: urn:nbn:hr:216:781816
• Study programme: Title: Printing technology, course Technical - technological; Course: Graphic technology; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-16 14:47:26