Digitalni odnosi s javnošću i oglašavanje u razvoju brenda

master's thesis

• Title (english): Digital Public Relations and Advertising in Building a Brand
• Author: Darija Ilić
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Marin Galić (član povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-02-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Ovaj rad se bavi ulogom digitalnih odnosa s javnošću i oglašavanja u razvoju brenda. U radu su obrađeni pojmovi digitalnog marketinga, marketinga sadržaja te su analizirane temeljne razlike između tradicionalnog (offline) i digitalnog (online) marketinga. Nadalje, u radu je analizirana i veza digitalnog marketinga i profesije odnosa s javnošću te način na koji ona funkcionira u praksi.
U radu se nastoje analizirati i dostupni alati kojima se koriste stručnjaci za digitalni marketing poput optimizacije web stranica te online oglašavanje putem posebnih oglašivačkih platformi. Također se pojašnjava neizostavna uloga društvenih mreža kao temeljne karike digitalnog marketinga. Na kraju rada, predstavljena je analiza sadržaja kroz studiju slučaja dviju uspješnih digitalnih kampanja provedenih na društvenim mrežama u 2018. i 2019. godini: Heineken – „When You Drive Never Drink“ kampanja te Jana „Duboko iznad svih kampanja“.

Abstract (english)

The paper is centered around studying the role of digital public relations and advertising in building a brand. The paper studies concepts of digital marketing, content marketing, and also analyzes the main differences between traditional (offline) and digital (online) marketing. Furthermore, the paper analyzes the connection between digital marketing and the profession of public relations and how it functions in practice.
The paper also attempts to analyze the available tools used by digital marketing professionals such as website optimization and online advertising through special advertising platforms. It also clarifies the indispensable role of social media as a fundamental link in successful digital marketing.
At the end of the paper, content analysis is presented through a case study of two successful digital campaigns conducted on social media in 2018 and 2019: Heineken - "When You Drive Never Drink" campaign and Jana "Deeply above all” campaign.

• Keywords: digitalni marketing; novi mediji; marketing sadržaja; optimizacija; odnosi s javnošću
• Keywords (english): digital marketing; new media; content marketing; website optimization; public relations
• Language: croatian
• URN:NBN: urn:nbn:hr:114:037504
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2020-11-16 11:33:44