Suvremena medijsko-grafička produkcija na primjeru guerrilla komunikacije s potrošačima

master's thesis

• Author: Ana Kelava
• Mentor: Mario Plenković (mentor)
• Committee member: Tajana Koren Ivančević (član povjerenstva)
• Committee member: Goran Popović (član povjerenstva)
• Committee member: Sanja Bjelovučić Kopilović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2013-9-25, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Danas se na svakom koraku nalaze reklame, ali su ljudi postali imuni na njih te one zbog slabije povratne reakcije potrošača imaju i slabiji učinak. Tradicionalnim se metodama ne ostvaruje željena komunikacija s potrošačima te su se razvile nove metode kako bi se pridobila pažnja istih. Nove, alternativne metode, svakim su danom sve uspješnije u izazivanju povratnih reakcija potrošača. Jedna je od tih metoda i gerila.

U ovom je radu analizirana gerila metoda koja upotrebljava komunikacijske kanale koji prate nove tehnologije i razvoj interneta te koristi suvremenu medijsko-grafičku produkciju za uspostavljanje interakcije s korisnicima.

Teorijski dio rada daje pregled na elemente i tipove gerila metode komunikacije, značaj medijsko-grafičke produkcije u ostvarenju interakcije s korisnicima te opisuje razlike između tradicionalnih metoda i gerile.

U eksperimentalnom su dijelu rada ciljano korišteni primjeri poznatih brendova koji su upotrebljavali i gerila metodu i tradicionalne metode za uspostavu komunikacije s korisnicima. Analizom rezultata koji su dobiveni korištenjem anketnog upitnika utvrđena je učinkovitost oglašavanja gerila i tradicionalnih metoda komunikacije s potrošačima.

Abstract (english)

Nowadays advertisements can be found anywhere but people became imune to them because of the poor feedback from the consumer so they have less effect on them. Usage of traditional methods doesn't generate desired communication with the consumer so new methods have been developed to regain their attention. By each day, alternative methods are more successful in provoking feedback from the consumer. One of those methodes is guerilla marketing.

In this thesis guerilla method that uses communication links that track new technologies and development of the Internet and uses modern graphic media production (output) for establishing interaction with the user has been analyzed.

Theory thesis includes elements and types of guerilla communication methods and significance of graphic media production (output)in accomplishing interaction with the user. In addition, differences between traditional and guerilla methods also development of guerilla method in Croatia have been described in this thesis.

In experimental part of the thesis famous brand that have used guerilla method and traditional methods for establishment of communication with the users have been targeted. Efficacy of guerilla marketing and traditional communication methods with consumers has been determined through analysis results from the questionnaire.

• Keywords: Gerila; Mediji; Grafička produkcija; Komunikologija
• Keywords (english): Guerrilla; Media; Graphic- media production; Mass communication
• Language: croatian
• URN:NBN: urn:nbn:hr:216:627405
• 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: 2024-04-18 18:41:44