master's thesis
The comparision of advertising of telecomunication firms in Croatia

Marko Drandić (2015)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitleUsporedba oglašavanja telekomunikacijskih tvrtki u Hrvatskoj
AuthorMarko Drandić
Mentor(s)Ariana Nefat (thesis advisor)
Abstract
Integrirana marketinška teorija obuhvaća sve marke ili poduzeća za kojima potrošači ili potencijalni kupci imaju potrebu ili iskazuju interes, te proizvode i usluge kao potencijalne nositelje budućih poruka. Mediji kao glavni komunikacijski alat brendova imaju izrazito važnu ulogu u upravljanju očekivanjima potrošača, a naročito masovni mediji. Televizija dominira u masovnim medijima kao izvor informacija, ali gubi svoj udio u popularnosti zbog sve većeg razvoja Interneta kao vrlo efikasnog marketinškog kanala. Hrvatski telekom kao lider na tržištu telekomunikacije odnosi se prema oglašavanju sa visokom dozom odgovornosti, a njihov je moto i stil poslovanja vezan za obitelj, zajednicu i tradiciju. Kod tvrtke Tele 2 veći je fokus na humoru.
Keywordsadvertising marketing communications telecommunications companies
Parallel title (English)The comparision of advertising of telecomunication firms in Croatia
Committee MembersDražen Alerić
Ariana Nefat
Dragan Benazić
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 levelgraduate
Study programmeBusiness Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Study specializationMarketing Management
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2015-07-15
Parallel abstract (English)
Integrated Marketing theory includes all brand or company for the customers or potential customers have the need or expressed interest in such products and services as potential carriers of future messages. Media as the main communication tool brands have a significant role in managing the expectations of consumers, especially the mass media. Television dominates the mass media as a source of information, but is losing its share of popularity due to the increasing development of the Internet as a highly effective marketing channels. Hrvatski Telekom as the market leader in telecommunications in Croatia, refers to advertising with a high dose of responsibility, and their motto and style of operations is related to the family, the community and tradition, but Tele 2 has greater focus on the humor.
Parallel keywords (Croatian)oglašavanje marketinška komunikacija telekomunikacijske tvrtke
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:493993
CommitterBarbara Dušan