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undergraduate thesis
SOCIJALNA MARKETINŠKA KOMUNIKACIJA
2020. urn:nbn:hr:150:587356
Markser, Paula
University of Applied Sciences "Lavoslav Ružička" in Vukovar
Business Department

Cite this document

Markser, P. (2020). SOCIJALNA MARKETINŠKA KOMUNIKACIJA (Undergraduate thesis). Vukovar: University of Applied Sciences "Lavoslav Ružička" in Vukovar. Retrieved from https://urn.nsk.hr/urn:nbn:hr:150:587356

Markser, Paula. "SOCIJALNA MARKETINŠKA KOMUNIKACIJA." Undergraduate thesis, University of Applied Sciences "Lavoslav Ružička" in Vukovar, 2020. https://urn.nsk.hr/urn:nbn:hr:150:587356

Markser, Paula. "SOCIJALNA MARKETINŠKA KOMUNIKACIJA." Undergraduate thesis, University of Applied Sciences "Lavoslav Ružička" in Vukovar, 2020. https://urn.nsk.hr/urn:nbn:hr:150:587356

Markser, P. (2020). 'SOCIJALNA MARKETINŠKA KOMUNIKACIJA', Undergraduate thesis, University of Applied Sciences "Lavoslav Ružička" in Vukovar, accessed 21 January 2025, https://urn.nsk.hr/urn:nbn:hr:150:587356

Markser P. SOCIJALNA MARKETINŠKA KOMUNIKACIJA [Undergraduate thesis]. Vukovar: University of Applied Sciences "Lavoslav Ružička" in Vukovar; 2020 [cited 2025 January 21] Available at: https://urn.nsk.hr/urn:nbn:hr:150:587356

P. Markser, "SOCIJALNA MARKETINŠKA KOMUNIKACIJA", Undergraduate thesis, University of Applied Sciences "Lavoslav Ružička" in Vukovar, Vukovar, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:150:587356

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Metadata
TitleSOCIJALNA MARKETINŠKA KOMUNIKACIJA
Title (english)SOCIAL MARKETING COMMUNICATION
AuthorPaula Markser
MentorŽeljka Borzan (mentor)
Committee memberŽeljko Sudarić (predsjednik povjerenstva)
Committee memberŽeljka Borzan (član povjerenstva)
Committee memberDarija Ivanković (član povjerenstva)
GranterUniversity of Applied Sciences "Lavoslav Ružička" in Vukovar
(Business Department)
Vukovar
Defense date and country2020-07-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Socijalna marketinška komunikacija ima značajan utjecaj na ponašanje svoje ciljane skupine. Ona pomoću raznih oblika oglašavanja, pogotovo onih preko društvenih mreža (instagrama, facebook-a, twittera...) nastoji pridobiti pozornost svoje ciljane skupine da uoče njihovu propagandnu poruku o štetnosti ili dobrobiti određenog proizvoda ili usluge, te da na kraju to rezultira promjenom mišljenja i ponašanja kod ciljane skupine. Kampanja „Razmisli – Kad piješ, ne vozi“ je primjer kampanje u Hrvatskoj u kojoj se primijenila socijalna marketinška komunikacija kako bi se podigla svijest ljudi o neodgovornom konzumiranju alkohola za vrijeme vožnje. Naziv i slogan kampanje „Kad piješ, ne vozi“ jasno odražava stav o konzumiranju alkohola za vrijeme vožnje jer čak i u malim količinama alkohol može znatno utjecati na motoričke sposobnosti vozača.
Abstract (english)
Social marketing communication has a significant impact on the behavior of your target group. Through various forms of advertising, especially those through social networks (Instagram, Facebook, Twitter...), it seeks to attract the attention of its target group to spot their propaganda message about the harmfulness or well-being of a particular product or service, and ultimately change the opinion and behaviors in the target group. The "Think" campaign is an example of a campaign in Croatia in which social marketing communication was applied in order to raise people's awareness of irresponsible alcohol consumption while driving. The name and slogan of the "When you drink, don't drive" campaign clearly reflects the attitude about consuming alcohol while driving, because even in small amounts, alcohol can significantly affect the motor skills of drivers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:150:587356
Study programmeTitle: Trade
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-09-08 06:48:59