undergraduate thesis
Advertising appeals towards family

Jelena Kolenko (2016)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitleApeli oglašavanja prema obitelji
AuthorJelena Kolenko
Mentor(s)Ariana Nefat (thesis advisor)
Abstract
U suvremenom svijetu proizvođači na brojne načine pokušavaju doprijeti do potrošača kako bi potrošači odabrali upravo njihov proizvod. Pritom se koriste različitim vrstama motiva koji u različitim mjerama i oblicima djeluju na potrošače. Ovisno o vrsti proizvoda ili usluge koju nude, odabrat će različite tržišne segmente koji posjeduju potrebe čije ispunjenje treba biti osnovni cilj proizvođača. Najvažniji dio potrošačke populacije predstavljaju djeca, a strategije koje se koriste u oglasima za njih su u skladu s njihovim očekivanjima pa su oglasi puni šarenila i pozitivnih riječi. Mladi predstavljaju najzahtjevniji segment jer su visokoobrazovani i nezavisni pa često imaju visoka očekivanja od određenih proizvoda ili usluga. Osobe srednje dobi nalaze se na prijelaznom razdoblju pa su sve više posvećeni sebi, odnosno povezivanju s obitelji i čuvanju zdravlja. Starija populacija predstavlja najosjetljiviju skupinu potrošača jer nisu skloni promjenama i traže prilagodbu tako da im se osigura sigurnost i jednostavnost. S obzirom na različitost segmenata, proizvođači su prisiljeni na konstantno inoviranje i usavršavanje svojih proizvoda ili usluga, što im predstavlja nove, svakodnevne izazove postavljene od strane potrošača. Obitelj kao jedinica potrošnje je često najzanimljivija marketinškim stručnjacima zbog najveće potrošnje. Vrlo snažan utjecaj na potrošačko ponašanje obitelji imaju promjene koje se događaju u gospodarstvu i društvu. Neke od njih su promjene u zapošljavanju žena, uloga muškarca u kućanstvu, trend sve kasnijeg rađanja djece i manji broj djece po obitelji. Sve brži razvoj društva stvara nove trendove koji utječu na ponašanje segmenta obitelji, odnosno članova obitelji uključenih u proces odlučivanja o kupovini. Najznačajniji trendovi su promjena uloge žene u obitelji, sve kasnije stupanje ljudi u bračnu zajednicu i pad prirodnog prirast. Promjene u zapošljavanju žena vode do promjene uloge muškarca u kućanstvu. Marketinški stručnjaci sve veću pozornost pridaju ženama koje imaju uspješnu karijeru, a posebno onima koje uz karijeru imaju i obitelj. Na segment obitelji utječe i sve veći postotak ljudi koji se ne žele vezati brakom, a osim toga, velik je broj razvoda ljudi u srednjim godinama. Karakteristika segmenta razvedenih je da i dalje nose navike kupnje stečene u braku, ali s vremenom se prilagođavaju samačkom životu. Razvodi također kreiraju novo tržište, jer se kupuju dvostruki proizvodi.
Keywordsappeals advertising family marketing
Parallel title (English)Advertising appeals towards family
Committee MembersLenko Uravić (committee chairperson)
Ariana Nefat (committee member)
Dražen Alerić (committee member)
GranterUniversity of Pula
Lower level organizational unitsFaculty of economics and tourism "Dr. Mijo Mirković"
PlacePula
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelundergraduate
Study programmeBusiness Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics
Study specializationMarketing Management
Academic title abbreviationuniv.bacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-28
Parallel abstract (English)
In the modern world manufacturers in many ways trying to reach out to consumers so that consumers chose their product. They use different kinds of motives in different measures and forms of work to consumers. Depending on the type of product or service you offer, will select the various market segments that have needs the fulfillment of which should be the basic objective of the manufacturer. The most important part of the consumer population are children, and the strategies that are used in advertisements for them in line with their expectations, so the ads are full of colors and positive words. Young people represent the most demanding segment because they are highly educated and independent but often have high expectations of a certain product or service. Middle-aged are the transitional period so that more and more committed to themselves and connecting with family and preserving health. The elderly population represents the most sensitive group of consumers because they are not prone to change and require adaptation so that they ensure the security and simplicity. Given the different types of segments, manufacturers are forced to constantly innovating and improving its products or services, they represent a new, everyday challenges posed by consumers. Family as a unit of consumption is often the most interesting marketing specialists for the biggest consumption. Very strong influence on consumer behavior of families have changes occurring in the economy and society. Some of them are changes in the employment of women, the role of men in the household, the trend of giving birth of children and fewer children per family. The fast development of society creates new trends that influence the behavior of the segment family, and family members involved in the decision-making process on the purchase. The most important trends are changing role of women in the family, all subsequent entry of people into marriage and the decline in natural population growth. Changes in the employment of women lead to changes in the role of a man in the household. Marketing experts all pay greater attention to women who have a successful career, and especially those who have a career and a family. In the segment of families affected by the growing percentage of people who do not want to tie the marriage, and in addition, a large number of divorces of people in middle age. A feature segment divorced is to continue to carry the buying habits acquired during marriage, but with time to adjust to single life. Divorces also create a new market, as buying dual products.
Parallel keywords (Croatian)apeli oglašavanje obitelj marketing
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:939478
CommitterTihana Gerić