Title Promocija Republike Hrvatske kroz sport na internetu Title (english) Promotion of the Croatia through sport on the internet Author Ljiljana Janković Mentor Dražen Alerić (mentor)Committee member Ariana Nefat (predsjednik povjerenstva)Committee member Dražen Alerić (član povjerenstva)Committee member Erik Ružić (član povjerenstva)Granter University of Pula Defense date and country 2016-10-17, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Industrija sporta je jedna od najrazvijenijih industrija u svijetu. Sportska industrija, čiji je proizvod u jednom slučaju nematerijalan, neopipljiv, ali ima svoju sportsku, marketinšku i financijsku dimenziju, a u drugom slučaju izrazito materijalan (kada govorimo o konkretnim sportskim proizvodima, opremi, sportskim objektima itd.), našla je svoje mjesto među vodećim industrijskim granama. Također, kao relevantna industrijska grana, u različitim segmentima je predmet stručnog i naučnog
... More istraživanja brojnih istraživača, autora i naučnih radnika. Posebna oblast u okviru sportske industrije kojoj se pridaje najveća pažnja jeste marketing. Sport u Hrvatskoj je na zavidnom nivou s obzirom na manji broj stanovništva nego u pojedinim državama u svijetu. U Hrvatskoj se taj prijelaz u profesionalnu djelatnost odvija nešto sporije jer Hrvatska zemlja s malim brojem stanovnika pa su i potencijali znatno smanjeni. Udio hrvatskog BDP-a u europskom BDP-u je manji nego što je to udio Hrvatske u stanovništvu EU-a. Bez obzira na takvu situaciju, Hrvatska ima sportaše koji su veoma poznati diljem svijeta. Oni mogu svjesno, a i nesvjesno promovirati Republiku Hrvatsku. Svjesno bi bilo kroz nacionalna natjecanja, a nesvjesno kroz oglašavanje na društvenim mrežama. Najznačajnija i najbitnija društvena mreža je zasigurno facebook, zatim je slijede Instagram, Twitter, Snapchat itd. Hrvatska ima nevjerojatne potencijale za oglašavanje putem svojih sportaša, koji bi mogli biti ambasadori Hrvatske, ali se zasigurno taj veliki potencijal ne iskorištava dovoljno. Temeljem analize koja je provedena slanjem upitnika po raznim dijelovima svijeta, dolazi se do zaključka da su pojedini ispitanici jako dobro informirani o Republici Hrvatskoj, a neki nisu. Rezultati su zadovoljavajući, ma da bi svakako uvijek moglo biti bolje. Less Abstract (english) The theme of this degree thesis is promotion of Republic of Croatia trough Internet or i-media. Marketers understand the popularity of sports and have made them a centerpiece of marketing campaigns for decades. As the size and popularity of national sports has grown, the field of sports marketing has grown with it. Sports marketing uses sports, in any form, to help sell goods and services. This particular style of marketing is less about using a single strategy and more about using the
... More content of sports to assist marketing efforts. This is not limited to professional sports, and may include college athletics, minor leagues, or alternative sports. Since sports can be watched on a variety of platforms, sports marketing can take many different forms. Teams sell advertising space inside their stadiums to marketers who want to purchase billboards and other print ads, while TV networks sell airtime during the events. Famous athletes also sign contracts to work as celebrity endorsers and lend their images to marketers. This situation is not popular in Croatia. People on the top of the country does not recognize the sport for promotion. The biggest advantage of sports marketing is that it allows marketers to piggyback on the popularity and devotion many fans feel towards their favorite teams and athletes. If a baseball fan has loved a specific team since childhood, any marketer who associates themselves with that team gains instant credibility in that fan's mind. Since the revenue ultimately goes to support the team, the marketer is considered a sponsor and invested in the team's success. Less Keywords
Oglašavanje Republike Hrvatske
industrija sporta
sport
marketing u sportu
društvene mreže
brendiranje države
imidž
Keywords (english)
Advertising the Croatian industry of sports
sports
sports marketing
social media
branding the country's image
Language croatian URN:NBN urn:nbn:hr:137:000051 Study programme Title: Business Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2017-02-17 10:24:17
