Gerilla oglašavanje : kreativni i niskobudžetni alati u borbi protiv globalne krize

master's thesis

• Author: Tonći- Ante Lokas
• Mentor: Maja Brozović (mentor)
• Committee member: Maja Brozović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2011-1-24, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Diplomski rad obrađuje temu Gerilla oglašavanja. Prvo je obrađena povijest oglašavanja kroz prikaz razvoja od početaka do današnjih dana. Mediji su kanali kroz koje se oglašavanje prenosi prema krajnjem korisniku gdje svaka vrsta medija ima svojesvrsne prednosi i mane, kao i svoje zakonitosti kojih se treba držati kako bi oglašavanje bilo uspješno i svrsishodno.

Kreativnost je važan i neizostavan segment oglašavanja jer sublimira i oblikuje ideju u određenu i jedinstvenu poruku. Bez izrazite kreativnosti pojedinca ne bi bilo ni gerilla oglašavanja koje se upravo zasniva na nesvakidašnje kreativnim i izvedbenim rješenjima s kojima se diferencira od uobičajenih vidova oglašavanja. Gerilla oglašavanje ima svoje prednosti i nedostatke kao i instrumente kojima se koristi u primjeni. Gerilla oglašavanje je, doduše u manjoj mjeri, zastupljeno i u Hrvatskoj. Gerilla oglašavanje je dosta vezano te ga uspoređuju sa subkulturom i alternativnom umjetnošću.

Abstract (english)

This thesis is about Guerilla marketing. The first part of thesis is talking about the history of advertising through overview of development from the beginnings till today. Media are channels through which advertising is transmitted to the end user and where each media has its advantages and disadvantages, as well as its legitimacy which has to be kept with, in order to have successful and relevant advertising. Creativity is important and necessary segment of advertising as it sublimates and designs an idea into specific and unique message.

Without significant creativity of individuals, there would be no Guerilla marketing, which is actually established on nonordinary, creative and realised solutions which differentiate this type of advertising from common ones. Guerilla marketing has its advantages and disadvantages as well as its instruments which are used in practice. Guerilla marketing is also, although not so much, presented in Croatia. Guerilla marketing is very much in connection and is often compared with subculture and alternative art.

• Keywords: gerilla; oglašavanje; kreativnost; marketing; umjetnost
• Keywords (english): guerilla; advertising; creativity; marketing; art
• Language: croatian
• URN:NBN: urn:nbn:hr:216:832948
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-17 09:31:37