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master's thesis
Nativno oglašavanje u Hrvatskoj
2017. urn:nbn:hr:156:368977
Šimić, Ivan
Josip Juraj Strossmayer University of Osijek
Departement of Culturology
Chair in media culture

Cite this document

Šimić, I. (2017). Nativno oglašavanje u Hrvatskoj (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Departement of Culturology. Retrieved from https://urn.nsk.hr/urn:nbn:hr:156:368977

Šimić, Ivan. "Nativno oglašavanje u Hrvatskoj." Master's thesis, Josip Juraj Strossmayer University of Osijek, Departement of Culturology, 2017. https://urn.nsk.hr/urn:nbn:hr:156:368977

Šimić, Ivan. "Nativno oglašavanje u Hrvatskoj." Master's thesis, Josip Juraj Strossmayer University of Osijek, Departement of Culturology, 2017. https://urn.nsk.hr/urn:nbn:hr:156:368977

Šimić, I. (2017). 'Nativno oglašavanje u Hrvatskoj', Master's thesis, Josip Juraj Strossmayer University of Osijek, Departement of Culturology, accessed 10 December 2024, https://urn.nsk.hr/urn:nbn:hr:156:368977

Šimić I. Nativno oglašavanje u Hrvatskoj [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Departement of Culturology; 2017 [cited 2024 December 10] Available at: https://urn.nsk.hr/urn:nbn:hr:156:368977

I. Šimić, "Nativno oglašavanje u Hrvatskoj", Master's thesis, Josip Juraj Strossmayer University of Osijek, Departement of Culturology, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:156:368977

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Metadata
TitleNativno oglašavanje u Hrvatskoj
Title (english)Native Advertising in Croatia
AuthorIvan Šimić
MentorIvica Šola (mentor)
Committee memberIvo Džinić (predsjednik povjerenstva)
Committee memberIvica Šola (član povjerenstva)
Committee memberMarina Đukić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Departement of Culturology
(Chair in media culture)
Osijek
Defense date and country2017-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Ovaj rad se bavi definiranjem i analizom marketinške metode poznate kao nativno oglašavanje, odnosno prakse pisanja sponzoriranog sadržaja koji se nalazi na otprilike pola puta od standardnog autorskog teksta i sponzoriranog PR teksta. Kako je nativno oglašavanje u Hrvatskoj i svijetu doživljeno uz veliku dozu stigme, ovaj rad nastojat će rasvijetliti pozitivne strane ove vrste oglašavanja i bolje upoznati ovu marketinšku praksu te njezine prednosti, ali nipošto neće zaobići mane koje su prilično izražene kada se radi o nativnim oglasima. U sklopu rada obavljeni su i intervjui s Ivanom Brezakom Brkanom i Josipom Zurakom s portala Netokracija, jednog od pionira nativnog oglašavanja u Hrvatskoj, čije analize su također predočene u radu.
Abstract (english)
This thesis revolves around the process of defining and analysis of the marketing method known as native advertising, which is a practice of writing sponsored content that is positioned roughly halfway between a standard journalistic text and a sponsored PR text. Considering that native advertising in Croatia and the rest of the world is percieved with a large dose of stygma, this thesis will try to shine a lifht on the positive sides of this type of advertising and get to know this marketing practice better, with an emphasis on its upsides, but will under no condition ignore the flaws that are pretty apparent when it comes to native advertising. As a part of this thesis there have been interviews with Ivan Brezak Brkan and Josip Zurak from the website Netokracija, one of the pioneers of native advertising in Croatia, and the supporting analysis.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:156:368977
Study programmeTitle: University graduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science
Course: Media Culture
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra kulturologije uz naznaku smjera (magistar/magistra kulturologije uz naznaku smjera)
Type of resourceText
File originReformatted digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-12-20 11:43:10