Korištenje humora kao komunikacijske strategije: slučaj brenda Pipi

master's thesis

• Title (english): Using Humour as a Communication Strategy: The Case of the Brand Pipi
• Author: Martina Breški
• Mentor: Marin Galić (mentor)
• Committee member: Marin Galić (predsjednik povjerenstva)
• Committee member: Gordana Vilović (član povjerenstva)
• Committee member: Tena Perišin (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Ovaj rad obrađivao je temu integrirane marketinške komunikacije, oglašavanja, odnosa s javnošću te humora i roastanja kao inovativnih načina oglašavanja. Budući da se u posljednje vrijeme humor i roastanje sve češće pojavljuju na društvenim mrežama i u marketinškim kampanjama, bilo je važno prikazati njihovu isplativost i korist. Istraživačko pitanje koje se postavilo u radu glasilo je: „pridonose li humor i roastanje kao marketinška i komunikacijska taktika značajno slici brenda, kao i povećanju zainteresiranosti mlađih generacija za brend?“. Kako bi se potvrdila ili opovrgnula hipoteza „Humor i roastanje, kao marketinška i komunikacijska taktika, značajno pridonose slici brenda, kao i povećanju zainteresiranosti mlađih generacija za brend“, provedena su kvantitativna istraživanja online upitnicima. Ispitanicima su ponuđeni usporedni vizuali brenda Fanta te vizuali iz kampanje „boli me Pipi“ istoimenog brenda, dok su u drugom istraživanju prikazani isječci roast komuniciranja različitih tvrtki. Rezultati istraživanja su pokazali da ocjene brendova koji humoristično ili roast komuniciraju rastu, čime je zaključeno da upotreba humora i roastanje empirijski pridonose poboljšavanju slike brenda, povećanju tržišne zainteresiranosti i utječu na odluku o kupnji pojedinog proizvoda. Zaključeno je da su potrebna dodatna istraživanja o ovoj temi. Poželjna su istraživanja koja bi se bavila usporednim analizama i prodajnim čimbenicima raznih brendova u odnosu na njihove komunikacijske strategije, a svakako je potrebno napraviti i usporednu analizu između prodajnih marketinških aktivnosti nakon završene kampanje rebrendiranja brenda Pipi.

Abstract (english)

This paper is looking at the topic of integrated marketing communications, advertising, public relations, and humor and roasting as innovative forms of advertising. Humor and roasting have been a more common occurrence on both social media and marketing campaigns, it is important to show their profitability and usage. The research question which has been asked in this paper is: „Do humor and roasting, as a marketing and communication tactic, add significantly to the brand image, as well as increase overall brand interest with the younger audience?“. In order to either confirm or deny the hypothesis „Humor and roasting, as a marketing and communication tactic, add significantly to the brand image, as well as increase overall brand interest with the younger audience“, quantitative research has been carried out using questionnaires. Comparative visuals have been presented to the interviewees from the brand Fanta, as well as visuals from the campaign „Boli me Pipi“, carried out by a brand carrying the same name, while the other questionnaire has shown roasting communication excerpts from different brands. Research has shown that brand scores were higher with the brands who have used humor or roasting as a communication strategy, resulting in a conclusion that brand image, an increase of market interest, and buying decision is empirically heightened in brands that use humor or roasting in their communication. This topic would need to be researched further. Comparable analysis research of sales factors compared to communication strategies would be desirable, especially a comparative analysis between sales marketing activities after competition of Pipi's rebranding campaign would be required.

• Keywords: integrirana marketinška komunikacija; oglašavanje; humor; roast; Roast Me humor
• Keywords (english): Integrated Marketing Communication; Advertising; Humor; roast; Roast Me humor
• Language: croatian
• URN:NBN: urn:nbn:hr:114:477456
• 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: Access restricted to students and staff of home institution
• Created on: 2023-01-19 09:15:55