Mediji oglašavanja u reklamnim kampanjama mobilnih operatera

master's thesis

• Author: Jelena Radmanović
• Mentor: Maja Brozović (mentor)
• Committee member: Maja Brozović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2008-4-00, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

U diplomskom radu su analizirane vrste medija koje se koriste u reklamnim kampanjama mobilnih operatera u Hrvatskoj. Nastojalo se uočiti razloge odabira pojedinih vrsta medija. Obrađivan je razvojni put najzastupljenijih medija u reklamnim kampanjama mobilnih operatera na primjeru Vipneta i Tele2. Prikazane su i različite mogućnosti kojima raspolažu pojedini mediji s obzirom na njihove prednosti i nedostatke. Primjeri su vizualno potkrijepljeni kampanjama mobilnih operatera u tijeku. S obzirom na tekuće kampanje prikazani su elementi unutar mogućnosti pojedinog medija pogodni za postizanje prepoznatljivosti. Analiza medija uključila je i određena načela dizajna koja se mogu primijeniti u reklamnim kampanjama Vipneta i Tele2, mobilnih operatera na hrvatskom tržištu. Na temelju načela analiziran je vizualni identitet navedenih operatera kako bi se naglasila snaga kreativnosti u oglašavanju. Vipnet i Tele2 koriste načela navedena u radu kvalitetno i uvijek na vrlo prepoznatljiv način. Te dvije tvrtke imaju različite pristupe u korištenju načela dizajna koja su u radu istaknuta i vizualno potkrijepljena zaključcima.

Abstract (english)

In this thesis all media forms used in advertising campaigns by mobile network operators in Croatia are elaborated. Vipnet and Tele2 are chosen to be used as examples. The reasons for choosing particular forms of media are perceived. The process of development of the most frequently used media in advertising campaigns of mobile network operators in Croatia is elaborated. Different capabilities of particular media according to their advantages and disadvantages are displayed. The examples are corroborated with the current mobile network operators advertising campaigns and with that the elements are displayed within the possibilities of particular media to accomplish cognizable properties.

Some of the principles of design that can be applied in the advertising campaigns of Vipnet and Tele2 are chosen. They represent two out of three mobile network operators on the Croatian market. The principals are indicated and they are used to analyze the corporate identity of the listed mobile network operators and to point out the strength of creativity in advertising. Vipnet and Tele2 use the principles stipulated in this thesis with quality and always in a recognized manner. The two companies have different approaches to using the principles of design, in this thesis that is pointed out and visually corroborated.

• Keywords: promocija; medij; oglašavanje; kampanja
• Keywords (english): promotion; media; advertising; campaign
• Language: croatian
• URN:NBN: urn:nbn:hr:216:688529
• 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 10:45:19