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U današnjem svijetu koji je prezasićen oglasima raznih vrsta, efektivno i efikasno korištenje kreativnih oglasa može uvelike pomoći kompanijama i brendovima u njihovim namjerama privlačenja i zadržavanja klijenata te u pretvaranju stranaca u kupce. Premda ljudi žive u svijetu u kojem sve više i više dominiraju digitalni oblici marketinških komunikacija, nije moguće osporiti i dalje postojanu važnost i utjecaj tradicionalnih medija. Ovim se radom zbog navedenih razloga pobliže istražilo korištenje elemenata dvostrukog značenja u oglašavanju, kako u tradicionalnim, tako i u digitalnim medijima. Uz teorijski dio rada, ovaj rad sadržava istraživanje provedeno na konkretnim primjerima oglasa s dvostrukim značenjem. In today's world that is oversaturated with ads of various kinds, effective and efficient use of creative ads can greatly assist businesses and brands in their efforts to attract and retain clients and convert strangers into customers. Although people live in a world in which digital forms of marketing communications dominate more and more, it is impossible to dispute the continuing importance and influence of traditional media. Due to the above reasons, this paper investigated the use of elements of double meaning in advertising, both in traditional and digital media. In addition to the theoretical part of the paper, this paper contains research conducted on specific examples of advertisements with a double meaning.

Digitalni marketing sveprisutan je i neizbježan u strategijama oglašavanja tvrtki. Ciljanje na potrebe pojedinaca i nastojanje da se te potrebe zadovolje tvrtkama predstavlja izazov. Izgradnja imidža brenda i povezivanje s korisnicima bitan je faktor u prodaji jer tvrtkama donosi dugoročnu privrženost pojedinca brendu. Puno je raznih benefita digitalnog oglašavanja koji tvrtkama pomažu postati prepoznatljivi, a obrađeni su u ovom radu. Alati koji tvrkte koriste u oglašavanju prilagođavaju se tehnologijama i trendovima. Također, u ovom radu obrađena je i kritika oglašavanja koja pojedincima stvara strah od zadiranja u privatnost. U radu će se na primjeru tvrtke Decathlon objasniti: 1. Teorija digitalnog marketinga 2. Strategije digitalnog oglašavanja 3. Istraživanje o digitalnom oglašavnanju i kritičkom pogledu na ugrožavanje privatnosti 4. Analiza strategije digitalnog oglašavanja tvrtke Decathlon 5. Zaključak istraživanja Digital marketing is ubiquitous and inevitable in companies' advertising strategies. Targeting the individual needs and trying to satisfy those needs definitely is a challenge for all the companies. Building a brand image and making a strong connection with customer is an important element in sales because it brings companies long-term loylaty of an individual to a brand. There are many different benefits of digital advertising that help companies become recognizable, and they are covered in this paper. The tools that companies use in advertising adapt to technologies and trends. Also, this paper covers the criticism of advertising, which causes individuals to fear invasion of privacy. In this paper, using the example of Decathlon company, the following will be explained: 1. Theory of digital marketing 2. Digital advertising strategies 3. Research on digital advertising and a critical view of privacy threats 4. Analysis of Decathlon's digital advertising strategy 5. Research conclusion

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., 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.

Tema ovoga rada je istraživanje u svrhu oglašavanja. Kroz rad se saznaje koja se istraživanja provode prije nego poduzeće lansira u javnost neku oglašivačku poruku kao i vrste istraživanja koja se provode nakon lansiranja iste. Cilj ovog rada bio je na primjeru odabranog poduzeća – drogerije Muller istražiti reakcije ispitanika na oglase spomenutog poduzeća. Autorica je željela saznati kako ispitanici reagiraju na pojedine oglase i što im iz oglasa ostane u najvećem sjećanju. Za potrebe istraživanja korištene su fokus grupe te portofolio analize. Istraživanje je pokazalo kako su ispitanici upoznati s Mullerom kao poduzećem i njegovim asortimanom proizvoda te da ih prate na društvenim mrežama. Ispitanici su naveli kako prate Muller na društvenim mrežama jer je to najbrži način dobivanja najnovijih informacija o proizvodima i akcijama. Rezultati istraživanja su pokazali kako ispitanici oglase poduzeća Muller na društvenim mrežama percipiraju kao atraktivne i upečatljive, dok oglase na televiziji ispitanici ocjenjuju manje privlačnima., The topic of this paper is research for the purpose of advertising. The paper tries to find out what research is carried out before the company launches an advertising message to the public and what types of research are carried out after the launch of the advertising message. The aim of this paper was to conduct research on the reactions of the respondents to the advertisements of the mentioned company on the example of the selected company - drug store Muller. The author wanted to find out how individual respondents react to individual ads and what they remember most from the ad. In this paper, research was carried out on the advertising method of the Muller company through a focus group and a portfolio analysis. The research showed that the respondents are familiar with Muller as a company and their range of products, and that they follow them on social networks. As the reason for following Muller on social networks, respondents stated that it was the most practical way for them to get information about products and promotions. After the conducted research, it can be concluded that Muller's ads on social networks are attractive and impressive, while television ads are not so attractive for respondents.

Predmet završnog rada je kreiranje brenda i digitalne kampanje na primjeru projekta Neuro Impulse. Neuro Impulse je audio vizualni projekt koji donosi elektroničku glazbu na prekrasna mjesta u sjeverozapadnoj Hrvatskoj te prikazuje lokalne umjetnike odnosno dj-eve i njihov jedinstveni stil miksanja glazbe. Projekt se počeo pisati u veljači 2021., a realizacija projekta je krenula u rujnu 2021. godine te je trajala do kraja prosinca iste godine. Digitalni marketing je ovog desetljeća jači nego ikada. On obuhvaća sve vrste promocija poduzeća, proizvoda ili usluga koje se pružaju preko različitih digitalnih kanala. Kada govorimo o digitalnim kanalimo mislimo na društvene mreže, plaćene web oglase, web stranice i e-mail marketing. Naglim rastom informatičke tehnologije digitalni marketing postaje iznimno popularan alat za dobivanje klijenata i širenja tvrtki na određenim tržištima. Iz tog razloga mnoge velike svijetske kompanije su odlučile oglašavati se isključivo preko kanala digitalnog marketinga. U današnje vrijeme je digitalni marketing definitivno najjednostavniji i najisplativiji način oglašavanja koji se nudi. Veliki broj ljudi provodi iznimno puno vremena na internetu na društvenim mrežama te su upravo one plodno tlo za digitalni marketing. U završnom radu će se opisati nastanak projekta Neuro Impulse od pisanja do realizacije, analizirati će se tržište elektroničke glazbe, odrediti će se pravilne metode distribucije i ciljana skupina. Opisati će se strategija oglašavanja, njezini kratkoročni i dugoročni ciljevi. Iznesti će se pozicija projekta na tržištu te ciljevi digitalne kampanje. Analizirati će se kreativna digitalna rješenja u obliku videa, fotografija i oglasa koja su služila za dobivanje pregleda i pretplatnika na youtube kanalu projekta. The subject of the final paper is the creating of a brand and a digital campaign based on the example of the Neuro Impulse. Neuro Impulse is an audio visual project that brings electronic music to beautiful places in northwestern Croatia and showcases local artists or DJ-s and their unique style of the mixing music. The project began to be written in February 2021., and the implementation of the project started in September 2021., and lasted until the end of December of the same year. Digital marketing is stronger than ever this decade. It includes all types of company, product or service promotions that are provided through various digital channels. When we talk about digital channels, we mean social networks, paid web ads, websites and email marketing. With the rapid growth of information technology, digital marketing is becoming an extremely popular tool for obtaining clients and expanding companies in certain markets. For this reason, many large global companies have decided to advertiseDigital marketing is stronger than ever this decade. It includes all types of company, product or service promotions that are provided through various digital channels. When we talk about digital channels, we mean social networks, paid web ads, websites and email marketing. With the rapid growth of information technology, digital marketing is becoming an extremely popular tool for obtaining clients and expanding companies in certain markets. For this reason, many large global companies have decided to advertise exclusively through digital marketing channels. Nowadays, digital marketing is definitely the simplest and most cost-effective way of advertising that is offered. A large number of people spend an extremely large amount of time online on social networks, and they are precisely the fertile ground for digital marketing. exclusively through digital marketing channels. Nowadays, digital marketing is definitely the simplest and most cost-effective way of advertising that is offered. A large number of people spend an extremely large amount of time online on social networks, and they are precisely the fertile ground for digital marketing. In the final paper, the creation of the Neuro Impulse project will be described from writing to realization, the electronic music market will be analyzed, proper distribution methods and the target group will be determined. The advertising strategy, its short-term and long-term goals will be described. The position of the project on the market and the goals of the digital campaign will be presented. Creative digital solutions in the form of videos, photos and In the final paper, the creation of the Neuro Impulse project will be described from writing to realization, the electronic music market will be analyzed, proper distribution methods and the target group will be determined. The advertising strategy, its short-term and long-term goals will be described. The position of the project on the market and the goals of the digital campaign will be presented. Creative digital solutions in the form of videos, photos and ads that served to get views and subscribers on the project's YouTube channel will be analyzed.

Ovaj rad donosi pregled oglašivačkih metoda koje se koriste na popularnim društvenim mrežama, uključujući Instagram, Facebook i posebice TikTok. Korisnici društvenih mreža svakodnevno su izloženi velikom broju oglasa, bilo da se radi o klasičnim načinima oglašivanja, poput oglasa ili reklama, do prikrivenog oglašavanja i plasmana proizvoda (product placement). Razvitak digitalnih medija i napredak u digitalnom svijetu uvelike je utjecao i na pojavu subliminalnih oglašivačkih poruka. Subliminalnim porukama cilj je doprijeti do pojedinca na podsvjesnoj razini te se njima podsvjesno utječe na razmišljanja, stavove i na kupovne odluke pojedinaca. Subliminalne poruke su ispod praga svjesne percepcije te se zbog toga u pitanje stavlja njihova etičnost, što je također obrađeno u ovom radu. U teorijskom dijelu rada, za pojašnjavanje navedenih pojmova i pojava korišteni su podaci iz knjiga, znanstvenih članaka i istraživačkih radova, ali i relevantnih internetskih izvora. U istraživačkom dijelu rada, provedena je analiza odabranih sadržaja objavljenih u određenom razdoblju na društvenoj mreži TikTok, a osnovni je cilj bio utvrditi postoje li subliminalne oglašivačke poruke te u kojoj mjeri. Uz to, analizirane su i druge poznate oglašivačke metode. Rezultati istraživanja pokazali su kako su u objavama kreatora sadržaja (content creators) na TikToku najviše zastupljeni prikriveni oglasi i subliminalne poruke, no mogu se pronaći i primjeri klasičnog oglašavanja. Više od trećine proučavanih objava nije sadržavalo niti jednu vrstu oglašavanja ili ona nije uočena. This paper provides n overview of advertising methods used on popular social media networks, including Instagram, Facebook, and especially TikTok. Users of social media networks are exposed to a large number of advertisements every day, whether it is classic methods of advertising, such as ads and commercials, to covert advertising and product placement. The development of digital media and progress in the digital world has greatly influenced the appearance of subliminal advertising messages. The goal of subliminal messages is to reach the individual on a subconscious level, and they subconsciously influence the thoughts, attitudes, and purchasing decisions of individuals. Subliminal messages are below the threshold of conscious perception, and because of this, their ethics are called into question, which is also discussed in this paper. In the theoretical part of the paper, data from books, scientific articles, and relevant Internet sources were used to clarify the mentioned concepts. In the research part of the paper, an analysis of selected content published in a certain period on the social media network TikTok was carried out, and the main goal was to determine if there are subliminal advertising messages and to what extent. In addition, other well-known advertising methods were analyzed. The results of the research showed that covert advertisements and subliminal messages are the most represented in the posts of content creators on TikTok, but examples of classic advertising can also be found. More than a third of the posts studied did not contain any type of advertising or it was not noticed.

Marketing je u današnje vrijeme postao sveprisutan u okolini svakog čovjeka. U ovome radu istražit će se povijest, razvoj i cilj marketinga, načini na koje marketing funkcionira te problematika raznih strategija kojima marketing dolazi do potrošača. Budući da je u sadašnjosti marketing vrlo važna komponenta svake tvrtke ili osobe koja želi stjecati profit, u radu će se opisati razne tehnike koje su popularne i često korištene od strane oglašivača. Nadalje, u radu će se povezati navedene hipoteze s utjecajem na korisnike ili potrošače. Cilj je ovog diplomskog rada, kroz opisivanje strategija i tehnika marketinga, definirati i istražiti potrošačku svijest u aktualnom vremenu te intenzitet utjecaja marketinških strategija, kao i individualne stavove o trenutnom stajalištu marketinških aktivnosti kojima smo svakodnevno okruženi. U radu je provedeno istraživanje putem platforme Google Forms koje je utemeljeno na dvije hipoteze, od kojih će jedna biti dokazana i opisana. Marketing nowadays has become present in every person's environment. This paper will explore the history, development and the target of marketing, the ways in which marketing works and the issue of various strategies by which marketing reaches consumers. Since nowadays marketing is a very important component of any company or person that wants to make a profit, the paper will describe various techniques that are popular and often used by advertisers. Furthermore, the paper will connect the mentioned hypotheses with the impact on users or consumers. The target of this thesis is to describe marketing strategies and techniques, to define and investigate consumer awareness in the current time and the intensity of the influence of marketing strategies, as well as individual attitudes about the current point of view of marketing activities that we are surrounded by every day. In the paper, research was conducted using the Google Forms platform, which is based on two hypotheses, one of which will be proven and described.

Tema završnog rada je Mobilno oglašavanje. Oglašavanje ima za cilj informirati i uvjeriti kupce na kupnju određenih proizvoda. Oglašavanje ima važnu ulogu u promicanju gospodarstva i podizanju na višu svjetsku razinu. Prije samog početka izrade završnog rada potrebno je upoznati se sa svim dijelovima samog oglašavanja i mobilnog oglašavanja. Oglašavanje ima pozitivan stav na političkom, kulturnom i društvenog području i sva ta područja mogu pomoći da se oglašavanje što bolje promovira. Može se reći da je jedna od negativnih strana oglašavanja kada su reklamne poruke pune netočnih informacija, a druge ako su bile na neki način diskriminacijske prirode. Reklamne poruke neprimjetno oblikuju i svijest društva., The topic of the paper is Mobile Advertising. Advertising aims to inform and persuade customers to buy certain products. Advertising have an important role in promoting the economy and raising it to a higher world level. Before starting the preparation of the final paper, it is necessary to familiarize yourself with all parts of advertising and mobile advertising. Advertising has a positive stand in political, cultural and social areas and all these areas can help to promote advertising as best as possible. It can be said that one of the negative sides of advertising is when the advertising messages are full of incorrect information, and others if they were in some way discriminatory in nature. Advertising messages also insensibly shape society's consciousness.

Ovaj rad sagledava mjesto narodnih knjižnica u svojoj zajednici u digitalno doba kada se do (potencijalnih) korisnika iz zajednice može doprijeti putem društvenih mreža. U radu su analizirani rezultati istraživanja o organizaciji i provedbi tradicionalnog i digitalnog marketinga u Knjižnicama grada Zagreba i narodnim knjižnicama Republike Hrvatske. Također, uključen je primjer marketinškog plana za oglašavanje aktivnosti u narodnim knjižnicama te prijedlozi za njegovu provedbu. This paper looks at the place that public libraries hold in their communities in the digital age when its (potential) users in the community can be reached through social networks. The paper analyses the results of the research about the organisation and implementation of traditional and digital marketing in Zagreb City Libraries and public libraries in Croatia. An example of a marketing plan for advertising activities in the public library and suggestions for its implementation are also included.

Industrija videoigara danas uspješno stoji rame uz rame s ostalim zabavnim industrijama. U svojim početcima videoigre bile su dostupne samo studentima fakulteta, koji su ih razvijali na sveučilišnim računalima, no razvojem tehnologije pojavile su se konzole koje su ljudi mogli igrati u svojim kućama, a internet je zaslužan za mogućnost igranja s više igrača te je tako došlo i do pojave e-sporta. Pod pojmom e-sporta smatra se disciplina u kojoj se igrači međusobno bore za nagradni fond. On je privlačan velikim tvrtkama jer putem njega mogu približiti svoj proizvod mlađoj publici, ali i u isto vrijeme podržati scenu ulaganjem sredstava (npr. sponzoriranje tima ili natjecanja). Zbog sve veće popularnosti ove discipline, kroz rad se željelo analizirati kako funkcionira oglašavanje velikih tvrtki i koji je njegov značaj. Metodološki okvir rada bavi se ispitivanjem mijenja igrača te analizira oglašivački i sponzorirani sadržaj koji se pojavljuje unutar samih videoigara. Videogame industry today successfully stands with other entertainment industries, in their start videogames were available only to students at colleges, who developed them on university computers, with the development of technology consoles arrived and gave the larger number of people the ability to play them in their own homes, the internet is responsible for the ability to play videogames in multiplayer online, which gave rise to eSports. Under the term eSport we understand the discipline in which players battle each other for a prize pool, it’s attractive to big companies since they can easily showcase their product to younger audiences and send a message and at the same time support the scene by investing in it (for example sponsorship of a team or tournament). Due to this discipline getting more and more recognition, through this paper the goal was to analyze how advertising works in videogames and what it means for big companies. Methodological part of this paper deals with surveying the opinions of gamers and analyses advertising and sponsored content that appears in videogames.

Tema završnog rada je izrada videoprezentacije za tvrtku Vin-prom d.o.o.. U radu je opisan detaljan postupak izrade videoprezentacije, tj. opisani su koraci, od predprodukcije, produkcije i postprodukcije pa sve do finalnog završetka same videoprezentacije. Cilj ove videoprezentacije je predstaviti tvrtku Vin-prom d.o.o. koja se nalazi u Gračecu u općini Brckovljani te pokazati čime se ona bavi, a ujedno služi i za promoviranje same tvrtke i njihovih proizvoda. Predstavit će se sam proces proizvodnje, što je sve potrebno napraviti kako bi se dobio kvalitetan proizvod. Na kraju će se provesti anketa te kroz različita pitanja vezana za videoprezentaciju otkriti koliko je upravo videoprezentacija bila uspješna. The topic of the final paper is the creation of a video presentation for the company Vin-prom d.o.o.. The paper describes the detailed process of creating a video presentation, i.e. the steps from pre-production, production and post-production to the final completion of the video presentation itself. The goal of this video presentation is to present the company Vin-prom d.o.o. which is located in Gračec in the municipality of Brckovljani and to show what it does, and at the same time it serves to promote the same company and their products. The production process itself will be presented, everything that needs to be done in order to obtain a quality product. At the end, a survey will be conducted and, through various questions related to the video presentation, it will be revealed how successful the video presentation was.

Tema rada je izrada reklamne kampanje na primjeru craft pivovare Forum. Najpoznatije tvrtke na svijetu veliki dio svojega budžeta ulažu u oglašavanje. Razlog tome je što prepoznaju da pravilno, precizno i redovito oglašavanje stvara brand i prepoznatljivost na tržištu. Najbitnije od svega, privlači potencijalne klijente. U ovome radu objasniti će se što je to oglašavanje, njegova podjela, mediji koji se koriste kako bi se prenijela određena poruka. Dotaknuti ćemo se pojma craft piva, kada se pojavio taj pokret kod nas te kakvo je stanje na tržištu piva. U drugome djelu napraviti će se detaljni plan reklamne kampanje za zadarsku craft pivovaru Forum i njihov proizvod Forum lager pivo. Prikazati će se primjeri oglasa na društvenim mrežama, web portalima, vanjskom oglašavanju te promotivni materijali. Za kraj će se analizirati analitika objava na društvenim mrežama pivovare Forum te prokomentirati važnost redovitog i kreativnog vođenja društvenih mreža kao vrste oglašavanja. The topic of this paper is the creation of an advertising campaign on the example of craft brewery Forum. The world's most famous companies invest a large part of their budget in advertising. The reason for this is that they recognise that proper, accurate and regular advertising creates brand and market recognition. Most importantly, it attracts potential costumers. This paper will explain what is advertising, its division, the media used to convey a particulate message. We will explain the concept of craft beer, when its movement appeared in our country and what is the situation on the beer market. In the second part, a detailed plan of the advertising campaign for the craft brewery Forum and their product Forum lager beer will be made. Examples of ads on social networks, web portals, outdoor advertising and promotional materials will me displayed. Finnaly, the analytics of posts on the social networks of the brewery Forum will be analyzed and the importance of regular and creative managment of social networks as a type of advertising will be commented on.

Diplomski rad Utjecaj prikrivenog oglašavanja u filmovima na odluke publike bavi se teorijskim tumačenjem pojma prikrivenog oglašavanja i nastoji utvrditi povijesni kontekst njegova nastanka. Prikazat će se poveznica između komunikacije, medija i oglašavanja koji zajedno tvore podlogu za razvoj prikrivenih oglasa. Primarni medij koji će biti u fokusu istraživanja jest film kao platforma koja sve više obiluje navedenim tipom marketinške komunikacije. Kako bi se mogao razumjeti koncept prikrivenog oglašavanja, posljednja poglavlja teorijskog dijela bave se psihološkim aspektima potrošnje i vezom između oglasa koji se javljaju u filmu i preferencija, odnosno odluka publike. Njihovi će stavovi biti istraženi u empirijskom dijelu pri čemu će se ispitivati upoznatost konzumenata s prikrivenim oglasima, njihove gledateljske navike i načini kako oglasi utječu na njihovo ponašanje. Cilj rada utvrditi je utjecaj prikrivenog oglašavanja u filmu na djelovanje pojedinca, naročito na kupovne navike, no nastoji se istražiti i svjesnost publike o takvom načinu oglašavanja. Master's thesis Impact of Product Placement in Movies on Audience's Decision Making deals with the theoretical interpretation of the concept of product placement and seeks to determine the historical context of its origin. The paper will present the link between communication, media and advertising, which form the basis for the development of product placement. The primary medium that will be the focus of research are movies as a platform that is increasingly rich in this type of marketing communication. In order to understand the whole concept of product placement, the last chapters of the theoretical part deal with the psychological aspects of consumerism and the relationship between ads that appear in the movie with individual preferences and decisions of the audience. Audience attitudes will be further explored empirically, examining consumers' familiarity with product placement, their viewing habits, and the ways in which these ads influence their behavior. The aim of this paper is to determine the impact of product placement in movies on different segments of individuals, and especially their shopping habits, but it also seeks to explore public awareness of such advertising and their attitude towards them.

U suvremenom poslovnom okruženju oglašavanje predstavlja jedan od najvažnijih i najučestalijih oblika komuniciranja. Poseban segment oglašavanja predstavlja oglašavanje usmjereno djeci. S obzirom na osjetljivost ciljane publike, oglašavanje usmjereno djeci ograničeno je brojnim etičkim, ali i zakonskim propisima. Cilj je ovoga rada utvrditi etičke norme i moguće izazove koji se javljaju u oglašavanju koje je usmjereno djeci. U sklopu ovog rada istražit će se pojam i uloga oglašavanja, temeljni etički standardi vezani uz oglašavanje, etički standardi vezani uz oglašavanje usmjereno djeci, utjecaj medija na djecu te stavovi javnosti o medijskim kampanjama usmjerenim djeci. In today's business environment, advertising is one of the most important and common forms of communication. A special segment of advertising is advertising aimed at children. Due to the sensitivity of the target audience, advertising aimed at children is limited by a number of ethical and legal regulations. The main goal of this paper is to identify ethical norms and possible challenges that arise in advertising aimed at children. This paper will explore the concept and role of advertising, basic ethical standards related to advertising, ethical standards related to advertising aimed at children, the impact of the media on children and public attitudes about media campaigns aimed at children.

Problem koji se je istraživao u ovom diplomskom radu su etički aspekti oglašavanja na društvenim mrežama. Društvene mreže danas koristi 3,5 milijardi ljudi, one pored prvobitne uloge komunikacije, imaju i marketinšku ulogu, promovirajući druge web-stranice i niz različitih usluga. Etički standardi poput zakona, propisa i politika koji upravljaju privatnošću, prikupljanjem osobnih podataka i zaštitom korisnikovih osobnih podataka važni su kako pri korištenju društvenih mreža tako i pri oglašavanju na njima. U teorijskom dijelu rada definiraju se etička pitanja društvenih mreža, načini zaštite osobnih podataka i privatnosti potrošača koji ih koriste, posebnosti oglašavanja na društvenim mrežama s gledišta poduzeća i etičnosti oglašavanja na društvenim mrežama sa gledišta korisnika. Teorijski dio diplomskog rada temeljen je na izvorima stručne literature i internetskim izvorima. Prilikom pisanja rada u najvećoj mjeri je korištena metoda deskripcije pri opisivanju prednosti i nedostataka, politika, obilježja i primjera. Istraživački dio rada podrazumijeva istraživanje i analizu mišljenja i stavova mladih o oglašavanju na društvenim mrežama kroz anonimnu elektroničku anketu na uzorku od 150 mladih osoba. Prije provedbe istraživanja postavljene su slijedeće četiri hipoteze: mladi imaju negativan stav prema oglašavanju na društvenim mrežama, mladi smatraju da ih oglasi na društvenim mrežama potiču na kupnju, mladi smatraju da im se prikazuju oglasi koji su namijenjeni njima, mladi smatraju da su društvene mreže prezasićene oglasima. Navedene hipoteze prihvaćene su ili odbije ne sukladno rezultatima istraživanja. Rezultati provedenog istraživanja pokazuju da manje od većine mladih (32%) smatra da ih oglasi na društvenim mrežama potiču na kupnju, najveći udio ispitanika je neodlučno (37,3%) glede tog pitanja. Nadalje, većina mladih ima negativan stav prema oglašavanju na društvenim mrežama budući da se 85,4% ispitanika u potpunosti slaže ili slaže s tim da bi iskustvo korištenja društvenih mreža bilo bi bolje kada u potpunosti ne bi bilo oglasa na društvenim mrežama. Vrijedni nalazi istraživanja su da 76,7% ispitanika smatra da uvijek, često ili ponekad dobiju oglas nakon što su sa nekim telefonski razgovarali o nekom proizvodu ili usluzi te da čak 91,3% ispitanika smatra da su društvene mreže prenatrpane oglasima. The ethical aspects of advertising on social networks was researched problem in this graduate paper. Social networks are used by 3.5 billion people today, in addition to their original role of communication, they also have a marketing role, by promoting other websites and a range of different services. Ethical standards such as laws, regulations and policies that govern privacy, personal data collecting and the protection of the user's personal data are important both when using and advertising on social networks. The theoretical paper part defines the ethical issues of social networks, ways to protect personal data and privacy of consumers, the social network ad specifics from the company point of view and the user point of view of advertising ethics on social networks. The theoretical paper part is based on professional literature sources and internet sources. When writing the paper, the method of description was mostly used in describing the advantages and disadvantages, policies, characteristics and examples. The research part of the paper includes research and analysis of opinions and attitudes of young people about advertising on social networks through an anonymous electronic survey on a sample of 150 young people. Before conducting the research, the following four hypotheses were set: young people have a negative attitude towards advertising on social networks, young people think that ads on social networks encourage them to buy, young people think that they are shown ads intended for them, young people think that social networks are oversaturated with ads. These hypotheses were accepted or rejected according to the results of the research. The results of the survey show that less than the majority of young people (32%) believe that ads on social networks encourage them to buy, the largest share of respondents is undecided (37,3%) on this issue. Furthermore, most young people have a negative attitude towards advertising on social networks as 85,4% of respondents fully agree or agree that the experience of using social networks would be better if there were no ads on social networks at all. Valuable research findings are that 76,7% of respondents believe that they always, often or sometimes get an ad after talking to someone on the phone about a product or service, and that as many as 91,3% of respondents think that social networks are overloaded with ads.

Oglasi danas zauzimaju velik dio medijskog prostora zato su i važni za analizu. U današnjici, na tržištu prepunom konkurencije gotovo je nemoguće prodati proizvod bez oglasa. Oglas povezuje proizvod s potencijalnim kupcem, a cilj mu je potaknuti interes za proizvodom ili uslugom. U tu svrhu marketinški stručnjaci koriste apele u oglašavanju koji imaju zadaću na kreativan način potaknuti želju, stvoriti interes i potrebu za oglašavanim proizvodom. Odabir apela ovisi o cilju oglašavanja, ciljnom tržištu potrošača i njihovom stilu života. Emocije su jedan od bitnih motivatora ponašanja potrošača pa se one i najčešće koriste u oglasima. Predmet istraživanja ovog rada je analiza marketinških apela kao bitan segment u provedbi marketinške promocije odnosno prodaje. Cilj rada je na osnovi teorijske obrade marketinških apela, uz navođenje i analizu primjera iz prakse, u praktičnom djelu analizirati i više različitih apela poduzeća Podravka za marke proizvoda oglašavane na hrvatskom tržištu. Podravka već desetljećima uspješno provodi svoje oglašavanje, a ključni apeli koje najčešće koristi temeljeni su na pozitivnim emocijama ljubavi, sreće i zadovoljstva. Često koriste i apele na stav u kojima poznate ličnosti oglašavaju njihove proizvode. Ostali apeli koje koristi su racionalni apeli, pozitivni apeli, apeli na humor i na grupu. Advertisements today occupy a large part of the media space, which is why they are important for analysis. Today, in a market full of competition, it is almost impossible to sell a product without ads. The ad connects the products to a potential customer, and its goal is to stimulate interest in the product or service. For this purpose, marketers use appeals in advertising that have the task of creatively stimulating desire, creating interest and needs for the advertised product. The choice of appeal depends on the purpose of advertising, the target market of consumers, and their lifestyle. Emotions are one of the important motivators of consumer behavior, so they are most often used in advertisements. The subject of research in this paper is the analysis of marketing appeals as an important segment in the implementation of marketing promotion or sales. The aim of this paper is based on the theoretical processing of marketing appeals, in addition to citing and analyzing examples from practice, in the practical part to analyze several different appeals of Podravka for product brands advertised on the Croatian market. Podravka has been successfully conducting its advertising for decades, and the key appeals it most often uses are based on positive emotions of love, happiness, and satisfaction. They often use appeals to the attitude in which celebrities advertise their products. Other appeals used are rational appeals, positive appeals, appeals to humor and the group.

Tema ovog rada je utjecaj marketinške komunikacije na ponašanje potrošača. Krenulo se od jednostavnih pojmova poput „oglašavanja“ i njihovih objašnjavanja. S obzirom na to da je krajnji cilj ovog rada bilo utvrditi utječe li marketinška komunikacija i na koje načine na ponašanje potrošača te jesu li oni toga svjesni prvo se utvrdilo kako, na koji način oni mogu biti povezani te se putem anketnog upitnika, koji je predstavljen na kraju ovog rada, to istražilo. Najveći dio rada se bazirao na ponašanje potrošača odnosno kako se na njih može utjecati. Putem raznih oglašavanja, apela i putem njihovih osjećaja kako bi se rezultiralo promjenom njihovog razmišljanja. Njihove potrebe i želje su ključne stvari koje marketinška komunikacija odnosno jedno poduzeće mora uzeti u obzir pri komuniciranju bilo koje vrste proizvoda ili usluga. Tržište se mora skroz prilagoditi potrošaču te se marketinška komunikacija mora bazirati na njega kako bi ishod za poduzeće bio što bolji i efikasniji. The subject of this paper is the impact of marketing communication on consumer behavior. It started with simple terms like "advertising" and their explanations. Since the ultimate goal of this paper was to determine whether marketing communication and in what ways affects consumer behavior and whether they are aware of it, the first thing was to determine how and how they can be connected, and through the survey questionnaire, which is presented at the end of this paper, it was researched. Most of the work was based on consumer behavior and how they can be influenced. Through various advertisements, appeals and through their feelings, and the main goal was to change their opinions. Their needs and desires are the key things that marketing communication or a company must take into account when communicating any type of product or service. The market must be completely customized to the consumer and marketing communication must be based on him in order for the outcome for the company to be better and more efficient.

Suvremeno tržište pod pritiskom je sve zahtjevnijih potrošača, a ponuda proizvoda i usluga sve je veća. Stoga je od neminovne važnosti da marketinški stručnjaci prate ponašanje potrošača, odnosno njihove zahtjeve, želje i potrebe, na koje utječu brojni vanjski i unutarnji čimbenici. U ovom radu analiziran je utjecaj televizije kao medija ekonomske propagande na oblikovanje stavova, preferencija, mišljenja i kupovnih navika potrošača. Televizija ima široku primjenu te predstavlja servis informacija i proizvod je industrije zabave. Brojne literature ističu da je najjače sredstvo oglašavanja budući da kombinira sliku, zvuk i pokret. Ipak, istraživačkim dijelom ovoga rada ustanovljeno je da je moć televizije kao medija ekonomske propagande jako opala, posebice razvojem suvremenih informacijsko-komunikacijskih tehnologija, odnosno interneta. Naime, model televizije kao medija polako zastarijeva, potrošači reklame na televiziji smatraju predugačkima, prebrojnima, dosadnima i iritantnima. Reklame na televiziji utječu negativno na svijest potrošača, odnosno potencijalni kupci stvaraju odbojnost prema reklamiranim proizvodima, prebacuju program, a informacije smatraju u većoj mjeri nepouzdanima. Može se reći da je razvoj interneta učinio svoje, pa bi se stoga klasična televizija trebala prilagoditi novim tržišnim zahtjevima te ju je nužno redefinirati kao medij. The modern market is under pressure from increasingly demanding consumers, and the offer of products and services is growing. Therefore, it is inevitable that marketing experts monitor consumer behavior, ie their requirements, desires and needs, which are influenced by numerous external and internal factors. This paper analyzes the influence of television as a medium of economic propaganda on the formation of attitudes, preferences, opinions and consumer buying habits. Television has a wide application and is an information service and a product of industrial entertainment. Numerous literatures point out that it is the strongest means of advertising as it combines image, sound and movement. However, the research part of this paper found that the power of television as a medium of economic propaganda has declined sharply, especially with the development of modern information and communication technologies, ie the Internet. Namely, the model of television as a medium is slowly becoming obsolete, consumers consider television advertising to be too long, too numerous, boring and irritating. Television advertisements have a negative effect on consumer awareness, ie potential customers create aversion to advertised products, switch programs, and consider information to be more unreliable. It can be said that the development of the Internet has done its thing, so classic television should adapt to new market requirements and it is necessary to redefine it as a medium.

Razvoj društvenih mreža ostavio je puno prostora za razvoj marketinga. Društvene mreže danas su svoje alate prilagodile marketingu kako bi olakšale oglašavanje i promocije putem interneta. U ovom radu detaljno je objašnjen marketing na društvenim mrežama i njegov utjecaj na korisnike, oglašavanje branda La Piel na popularnim društvenim mrežama kao što je Instagram i Facebook, te se na kraju završnog rada nalaze rezultati provedenog istraživanja o mišljenjima i stavovima korisnika društvenih mreža o oglašavanju na društvenim mrežama. Anketa je postavljena na društvenoj mreži Facebook i njoj je pristupilo 173 ispitanika. Rezultati ankete pokazali su da je većina korisnika nezadovoljna količinom oglasa na internetu. Na kraju se zaključilo da je oglašavanje na društvenim mrežama zamijenilo tradicionalne medije kao što su radio, tv... Društvene mreže moćan su alat kada je u pitanju marketing, ali je jako važno iskoristiti ih na pravi način., The development of social networks has left a lot of room for marketing development. Social media today have adapted their marketing tools to facilitate online advertising and promotions. This final paper explains in detail social media marketing and its impact on users, advertising the La Piel brand on popular social media networks such as Instagram and Facebook, and at the end of this final paper there are the results of a survey on the opinions and attitudes of social media users about advertising on social media networks. The survey was posted on the social media network Facebook and was accessed by 173 respondents. The results of the survey showed that most users are dissatisfied with the amount of ads on the Internet. In the end, it was concluded that advertising on social media networks replaced traditional media such as radio, TV, etc. Social media networks are a powerful tool when it comes to marketing, but it is very important to use them in the right way.

Ovaj je rad usmjeren na analizu retorike i analizu korištenih jezičnih i nejezičnih elemenata koji zajedno oblikuju reklamni diskurs jedne od najpopularnijih banaka u Republici Hrvatskoj, Erste banke. Erste reklamne kampanje prožete su jezičnim i nejezičnim elementima kao što su imposibilija, akumulacija, gradacija, simbolizam, ironija, rima, žargon itd. Reklame Erste banke su prožete ludizmom, one su razigrane i inovativne i kao takve okupiraju pažnju gledatelja i izazivaju reakcije. Ovaj se rad sastoji od definiranja pojmova retorike, diskursa i reklame, nakon čega su navedeni elementi analize reklamnog sadržaja te pojašnjeni nejezični i jezični elementi uočeni u analiziranim reklamnim kampanjama Erste banke. U interpretacijskom djelu rada slijedi pregled analiziranih reklamnih kampanja Erste banke, glavnih značajka reklamnog diskursa te jezičnih obrazaca kojima se tvore reklamne poruke Erste banke. Rad je dakle usmjeren na definiranje i tumačenje figura i jezičnih značajki uočenih u analiziranim reklamnim kampanjama, izvršena je analiza teksta i konteksta obrađenih reklama i na taj je način pružen dublji uvid u diskurs analiziranog reklamnog sadržaja Erste banke., This paper is aimed at analyzing the rhetoric of the used linguistic and non – linguistic elements that together create the advertising discourse of one of the most popular banks in the Republic of Croatia, Erste Bank. Erste advertising campaigns contain linguistic and non – linguistic elements such as impossible, accumulations, gradations, symbolism, irony, rhyme, jargon, etc. Also, Erste Banks commercials are labeled as playful, innovative and they seek the attention of the viewers and cause reactions. The paper consists of defined concepts of rhetoric, discourse, and advertising. Further, the elements in the commercials of Erste bank were analyzed through content and the appearance of non – linguistic and linguistic elements. The interpretive part of this work is followed by an overview of the analyzed advertising campaigns of Erste Bank. There is a great importance of analyzing the discourse of advertising and language used in the advertising messages of Erste Bank so this paper focuses on defining and interpreting figures and language features observed in analyzed advertising campaigns of Erste bank.

U ovom radu analizira se radio kao medij. Mediji označavaju posrednika u komunikaciji, a nalaze se između osobe koja šalje poruku i primatelja. Masovni mediji imaju snažan utjecaj sa stajališta marketinga, a radio je jedan od njih. Prilikom oglašavanja, marketinški stručnjaci koriste razne medije na različite načine, a fokus ovog rada je na mogućnostima radija u oglašavanju. Cilj istraživanja koje je analizirano u radu je ispitati trenutnu ulogu i položaj radija, navike slušatelja, sadržaj koji se nudi te kako ga slušatelji percipiraju. Radio spada u najstarije medije za elektroničko oglašavanje, a mnogi stručnjaci smatraju kako gubi ulogu u oglašavanju. Bez obzira na to, rezultati provedenog istraživanja pokazuju da radio i dalje ima publiku i važnost u marketinškom pogledu iz brojnih razloga. Dolaskom novih tehnologija, za radio se stvaraju nove prilike koje se moraju iskoristiti kako taj medij ne bi uistinu nestao kao što mu se i predviđalo. In this paper, radio as a medium is analyzed. Media denotes a mediator in communication and is located between the person sending the message and the recipient. The mass media has a strong influence from a marketing standpoint, and radio is one of them. When advertising, marketers use a variety of media in different ways, and the focus of this paper is on the possibilities of radio in advertising. The aim of the research analyzed in this paper is to examine the current role and position of the radio, the habits of the listeners, the content offered and how the listeners perceive it. Radio is one of the oldest media for electronic advertising, and many experts believe that it is losing its role in advertising. Nevertheless, the results of the research show that radio still has an audience and importance in marketing terms for a number of reasons. With the advent of new technologies, new opportunities are being created for radio that must be seized so that this medium does not really disappear as it was predicted.

Ovaj rad bavi se u prvom redu pozitivnim i negativnim stranama oglašavanja i njegova utjecaja, ponajprije na djecu, ali i na odrasle. U svrhu boljega razumijevanja pojmova reklama i oglašavanje, objašnjena su njihova značenja i načini djelovanja i poslovanja. U radu se definira i pojam „medijska pismenost“- koji je vrlo važan zbog sve izraženije pojave novih i suvremenih tehnologija, osobito na području medija zbog čega je i djeci i starijima potrebno pojačano obrazovanje iz navedene domene. U glavnom dijelu rada objašnjava se zašto uopće djeca gledaju televiziju, zašto oglašivači ciljaju baš na njih, znaju li djeca što su reklame te kako one utječu na njih. Televizija je još uvijek primaran izvor reklama te iz toga razloga one imaju vrlo velik utjecaj na djecu. Pojašnjavaju se svi negativni utjecaji koji reklame imaju na djecu, od moralnih i emocionalnih do onih tjelesnih. U završnom dijelu rada navode se načini za zaštitu djece i sprječavanje negativnih posljedica. Cilj je ovoga rada objasniti kakav utjecaj reklame imaju na djecu, osvijestiti probleme s kojima se suočavaju i roditelji i djeca te objasniti kako i na koje se načine može djecu uputiti na gledanje televizije s razumijevanjem. This paper deals primarily with the positive and negative sides of advertising and its impact on children but also on adults In order to better understand the terms of advertising and advertisements, this paper will explain their meanings, modes of action and ways of working. The paper also defines the term „media literacy“-which is very important due to the growing emergence of new and modern technologies, especially in the field of media, which is why both children and the elderly need enhanced education in this field. The main part of the paper explains why children watch television in general, why advertisers target them, whether children know what commercials are and how they affect them. Television is still the primary source of advertising and for this reason they have a very large impact on children. The paper explains all the negative effects that advertisements have on children, from moral and emotional to physical ones. The final part of the paper lists ways to protect children and prevent negative consequences. The main goal of this paper is to explain the impact of advertising on children, to raise awareness of the problems faced by both parents and children, and to explain the ways in which children can be instructed to watch television with understanding.

U ovom se završnom radu obrađuje tema plasmana proizvoda u američkim filmovima i televizijskim serijama kroz primjere tri filma (Brodolom života, E.T. i Povratak u budućnost) i dvije serije (Stranger Things i Prijatelji). Definiraju se, između ostalog, pojmovi oglašavanje, plasman proizvoda, film i televizijska serija. Plasman proizvoda postao je jedna od najčešće upotrebljavanih metoda reklamiranja proizvoda, ali postavlja se pitanje koja je njegova učinkovitost. Prethodni znanstveni radovi koji se bave temom plasmana proizvoda opisuju strategije kojima se služe producenti pri umetanju proizvoda u film ili televizijsku seriju. Plasman proizvoda dijele prema modalnosti i prema istaknutosti. Analiziraju se i učinci koje plasman proizvoda ima na prepoznavanje marke i koji je način plasiranja proizvoda najefektniji u pamćenju proizvoda. U radu se obrađuje više primjera različitih strategija pri plasiranju proizvoda. Prikazani su primjeri plasmana proizvoda s dobrom povezanošću s radnjom filma, primjeri suptilnog plasiranja proizvoda, plasmana u kojim se za prikazivanje proizvoda koristi samo slika, u kojim se koristi samo ton te one u kojima se istovremeno koriste i ton i slika. Postoje proizvodi koji su plasirani u film ili serije na način da obogaćuju njenu priču, a postoje oni koji priči ne pridonose nikakvo značenje i za koje se čini da su postavljeni iz isključivo komercijalnih razloga. This final paper deals with the topic of product placement in American films and television series through examples of three films (Cast Away, E.T. the Extra The Terrestrial and Back to the Future) and two series (Stranger Things and Friends). Among other things, terms advertising, product placement, film and television series are defined in this paper. Product placement has become one of the most commonly used methods of product advertising, but the question arises as to how effective it is. Previous scientific papers dealing with the topic of product placement describe the strategies used by producers when inserting products into a film or television series. Product placement is divided according to it's modality and prominence. The effects that product placement has on brand recognition and which way of product placement is most effective in product recall are also analyzed within the paper. The paper deals with several examples of different product placement strategies: Examples of product placement with a great connection with the plot of the film, examples of subtle product placement, placement in which only the image is used to display the product, in which only tone is used, and those in which both tone and image are used at the same time. There are products that are placed in a film or series in a way that enriches the story and there are those that do not bring any meaning to the story and that seem to be used in a scene for purely commercial reasons.

Završni rad Društvene mreže kao važan online marketinški alat bavi se prednostima i nedostatcima oglašavanja na društvenim mrežama. Razvoj novih tehnologija, posebice Interneta i društvenih mreža dosegao je visoku razinu, a samim time oni su postali jedni od neizbježnih kanala oglašavanja proizvoda i usluga. Društvene mreže promijenile su način na koji mlađa, ali i dobar dio srednje i starije populacije komunicira. Njihovom pojavom promijenio se i način rada marketinga u uspostavljanju kontakta sa potrošačima. Društvene mreže kao što su Facebook, Instagram i YouTube više nisu samo platforme za dijeljenje zabavnog sadržaja i komunikaciju, već se njima služe i poslovni ljudi iz cijelog svijeta. Cilj ovog završnog rada je pobliže objasniti funkcioniranje društvenih mreža, oglašavanje na istima i samu svrhu tog načina oglašavanja. The paper Social networks as an important marketing tool deals with the advantages and disadvantages of social media advertising. The development of new technologies, especially the Internet and social networks, has reached a high level, and thus they have become one of the inevitable channels for advertising products and services. Social networks have changed the way younger, but also a good part of the middle and older population communicates. With their appearance, the way of marketing has changed in establishing contact with consumers. Social networks such as Facebook, Instagram and YouTube are no longer just platforms for sharing entertainment content and communication, but are also used by business people from all over the world. The main goal of this paper is to explain in more detail the functioning of social networks, advertising on them and the very purpose of this method of advertising.

U ovom radu ukratko su prikazani različiti načini oglašavanja i promocije kroz povijest, kao i njihove promjene, sve do današnjega suvremenog društva te pojave i razvoja novih medija. Iznesen je pregled na koji način influenceri,osobe koje nad svojim pratiteljima imaju određeni utjecaj, upravljaju svojim promocijama i kako surađuju s brendovima i tvrtkama. Opisan je razvoj društvene mreže Instagram i utjecaj koji ima kako na svakodnevni život, tako i na razvoj oglašavanja i razvitak tzv. influencer marketinga. Pri tome se razmatraju i objašnjavaju vrste influencera, od mikro do megainfluencera te koja su njihova obilježja te na koji način influencer marketing utječe na opći pojam marketinga. Također, opisane su neke od mogućnosti Instagrama poput opcija „priča“ i opcije „swipe-up“ kao i kako one pogoduju influencerima kod oglašavanja i promocija. Cilj ovog rada bio je prikazati na koji način je pojava Instagrama utjecala na razvoj oglašavanja i promocija na internetu te prikazati različite načine na koje influenceri i tvrtke surađuju na Instagramu. This paper presents a short summary of different ways of advertising and promotions throught history and their changes until todays modern society and development of new medias. It provides a detailed overview of how influencers, people who have a certain influence over their following, manage their promotions and how they collab with different brands and companies. It explains the development of Instagram and how it affects the everyday life of its users and how it affects the development of advertising in general and influencer marketing. It also investigates different types of influencers, from micro to mega-influencers and the characteristics of each and how influencer marketing affects marketing in general. Some Instagram features like 'stories' and 'swipe up' are described and how they help influencers with sponsorships and promotions. The purpose of this paper is to explain how has Instagram affected advertising and promotions online and to show different ways influencers and companies use to collab on Instagram.

Various types of advertising appeal, as one of the most popular modern advertising methods, are used daily. Therefore, this paper describes advertising in general and advertising appeals, as well as their function in the car industry. To this end, this paper addresses the importance of advertising. After that, a chapter that explains advertising appeals in detail is provided as well. Furthermore, two highly regarded studies regarding the usage of advertising appeals are attached, too. The last segment of theoretical part features the relevant statistics, i.e. an insight into investments in contemporary advertising. In the end there is an analysis of certain car commercials. In other words, those commercials are analysed with the emphasis on their advertising appeals, which are the topic of this paper. More precisely, it focuses on Škoda, Volkswagen, Chevrolet, Tesla, Hyundai, and Toyota commercials. After dealing with already mentioned theoretical and practical segments, there is a discussion and a conclusion, which states that modern commercials are, beyond any doubt, part of our lives. Although each analyzed advertisement possesses various advertising appeals, they all differ and resemble in some segments such as absence/presence of dialogues, action display, atmosphere creation, etc. Despite their differences, the fact is that modern car commercials contain intriguing and strong messages, and the target audience finds it difficult to be indifferent towards them.

Tema ovoga rada jest odstupanje od standarda u reklamama. U tu se svrhu, u radu se daje teorijski prikaz reklama odnosno pojmovno određenje reklama te povijesni razvoj reklama. Također, upućuje se na ulogu i sadržaj reklama kao i na razne tehnike i strategije koje koriste tvorci reklama, a sve u cilju pridobivanja što većeg broja kupaca. Ukratko je opisana i manipulacija kao sastavni dio reklama koje nas okružuju. Nadalje, u radu se spominju i funkcionalni stilovi: administrativno-poslovni, novinarski, književnoumjetnički, znanstveni i razgovorni funkcionalni stil te njihova povezanost i podudarnost u određenim dijelovima s reklamama. Središnji dio čini istraživački dio odnosno primjeri odstupanja od standarda u reklamama podijeljeni na pravopisne i gramatičke pogreške. Spominju se i odstupanja od leksičke norme izražena pretjeranom uporabom stranih riječi u hrvatskim reklamama nakon kojih slijedi zaključak u funkciji sinteze istraživanja aktualnih hrvatskih reklama u teoriji i praksi., The theme of this paper is the deviation from the standard language norms in advertisements. For this purpose, the theoretical presentation of advertisements, the conceptual definition of advertisements and the historical development of advertisements is presented in the paper. It also refers to the role and content of advertisements as well as to the various techniques and strategies used by advertisers in order to obtain as many customers as possible. Manipulation is described as an integral part of advertisement that surround us. Furthermore, the paper also mentions functional styles: administrative-business, journalistic, literary, scientific and conversational functional style and their connection and coherence in certain parts with advertisements. The central part is the research part; examples of deviations from the standards in advertisements divided into spelling and grammar errors. There are also mention of deviations from the lexical norm expressed by the excessive use of foreign words in Croatian advertisements, followed by the conclusion in the function of synthesizing the research of current Croatian advertisements in theory and practice.

U današnje vrijeme sve više ljudi se okreće nekonvencionalnijim metodama rada i življenja, gdje digitalni svijet preuzima veću ulogu. Gerila marketing bazira se na ostvarenju ciljeva tvrtke kroz promotivne, marketinške i ostale metode koje se koriste u marketinškom svijetu. Gerila marketing prvenstveno je namijenjen malim poduzećima ili poduzećima koja tek grade svoju karijeru, a razlog tomu su mali budžeti koji su potrebni za izgradnju takve jedne tvrtke, dok velike kompanije traže i veću svotu novca. Gerilski marketing nudi nešto novije i originalnije za razliku od tradicionalnog marketinga, pa se tako sa sigurnošću može reći da gerila marketing ima inovativne, inventivne, originalne i netipične ideje, koje uz minimalna ulaganja mogu postići velike rezultate. U završnom radu opisat će se pojam gerila marketinga, njegove glavne ciljeve i odrednice, kao i usporedba gerilskog i tradicionalnog marketinga. Također, u radu će se detaljnije objasniti koje su to vrste gerila oglašavanja, kao i njegove koncepte i principe. Nowadays, more and more people are turning to more unconventional methods of work and living, where the digital world takes on a bigger stake. Guerilla marketing is based on achieving the company's goals through promotional, marketing and other methods used in the marketing world. Guerilla marketing is primarily intended for small businesses or companies that are just building their career, and this is the small budget needed to build such a company, while large companies are looking for a larger amount of money. Guerilla's marketing offers something newer and more original than traditional marketing, so it is safe to say that marketing has innovative, inventive, original and non-personal ideas that can achieve great results with minimal investment. In the final paper, the term guerilla marketing, its main goals and definitions, as well as the comparison of guerrilla and traditional marketing will be described. Also, the paper will explain in more detail what kind of advertising, as well as its concepts and principles.

U radu je analizirana teza koja glasi „glazba utječe na ponašanje potrošača“. Pregledom razvoja konzumerizma i potrošačkog društva u prvom poglavlju tematiziraju se osnovni pojmovi potrošačkog društva i uloga glazbe u konzumerizmu. Definira se programirana glazba koju karakterizira funkcionalnost u prostoru s ciljem poboljšanja njegovih uslužnih vrijednosti. Osnovna ideja rada je analiza uloge glazbe u aktu potrošnje. Analiza se temelji na različitim znanstvenim perspektivama kao što su sociološka, muzikološka, psihološka, ekonomska. Iščitava se recentna literatura i rezultati postojećih istraživanja. Zadnje poglavlje bavi se razlikama u kulturi potrošnje, odnosno različitostima shvaćanja i značenja glazbe. Pritom se zamjećuju zapreke na koje se nailazi pri pokušajima generaliziranja položaja glazbe u potrošnji, pa i društvu uopće. Rad potkopava pozitivističko shvaćanje glazbe koje je danas uvelike uvriježeno. U tom pogledu, razotkrivaju se uznapredovale metode iskušavanja funkcionalnosti glazbe u potrošačkim praksama na temelju kojih je danas uznapredovao inženjering glazbe isključivo u službi uslužnih prostora i potrošačkih ciljeva. Upravo se iz funkcionalne perspektive glazbe i načina kreiranja funkcionalne glazbe promatra njezina uloga u društvu koje značajno opterećeno konzumerizmom nemilosrdno podvrgava sve oblike kulture (be)smislu potrošnje kao imperativu svog razvoja. U radu je korištena diskurzivna metoda analize. Većina recentne literature i tekstova napisana je na engleskom jeziku, dok je manji dio na hrvatskom jeziku. Doprinosi rada upravo su povezani s ovom činjenicom na način da se manjkava tema u domaćem stručnom diskursu aktualizira., The paper analyzes the thesis that "music influences consumer behavior". In the first chapter of the review of the development of consumerism and consumer society are discussed the basic concepts of consumer society and the role of music in consumerism. Defines programmed music characterized by functionality in space to improve its service values. The basic idea of work is to analyze the role of music in the act of spending. The analysis is based on different scientific perspectives such as sociological, musical, psychological and economic. The recent literature and the results of the current research are being read. The last chapter deals with differences in the culture of consumption, that is, the differences in understanding and the meaning of music. In this way, they observe the obstacles they face when attempting to generalize the position of music in consumption and society at large. The work undermines the positivist understanding of the music that has today been greatly respected. In this regard, the advanced methods of testing the functionality of music in consumer practices are expounded on the basis of which today it has advanced music engineering exclusively in service areas and consumer goals. It is precisely from the functional perspective of music and the way of creating functional music that it observes its role in society that is heavily burdened by consumerism, mercilessly subjecting all forms of culture sense (lessness) to consumption as the imperative of its development. In this paper was used the discursive method of analysis. Most recent literature and texts are written in English, while the smaller part is in Croatian. Contributions to work are just related to this fact in a way that the missing topic in the local professional discourse is updated.

Izrada marketinških materijala u većini situacija nije prepuštena potpunoj kreativnosti, već je ona gotovo uvijek u okvirima grafičkih i drugih standarda pojedine kompanije s ciljem postizanja stilskog jedinstva i prepoznatljivosti marke na svim tržištima i povezanosti proizvoda s njegovim vizualnim kodom i porukom koja je zadana. U radu se razrađuju svi detalji iz standarda koji utječu na proces izrade fotografija i video materijala za zadanu namjenu, a da istovremeno određeni materijal funkcionira kvalitetno na svim dimenzijama, platformama i sl. Osnovna ideja rada je prikazati mogućnosti i nevjerojatnu kvalitetu fotografija i video sadržaja stvorenih pametnim telefonom koja briše granicu između fotografija stvorenih profesionalnim fotoaparatima i onih koje su stvorene tek malim prijenosnim uređajem čija primarna namjena čak niti nisu fotografiranje ili snimanje – mobilnim telefonom. Rezultat završnog rada je serija fotografija među kojima su odabrane 3 najbolje, koje po svim zadanim vizualnim uvjetima i elementima odgovaraju standardima UniCredit Grupe, te video spot u trajanju od 50 sekundi, koji zaokružuje cijelu priču i poruku koja je zamišljena. Time je stvorena savršena cjelina čiji je cilj promidžba zadanog proizvoda odabrane korporacije. In most situations, the production of marketing materials is not left to complete creativity, but it is almost always within the limits of graphic and other standards of an individual company with the aim of achieving stylistic unity and brand recognition in all markets and the connection of the product with its visual code and the message that is given. The paper deals with all the details from the standards that affect the process of making photographs and video materials for a given purpose, while at the same time certain material works well on all dimensions, platforms, etc. The basic idea of the paper is to showcase the possibilities and incredible quality of photos and videos created by a smartphone that blurs the line between photos created by professional cameras and those created with just a small portable device whose primary purpose is not even photography or recording - with a mobile phone. The result of the final work is a series of photographs, selected from the best 3, which by all given visual conditions and elements meet the standards of UniCredit Group, and a video clip for 50 seconds, which completes the whole story and the message that was conceived. This has created the perfect whole to promote the default product of the selected corporation.

Rastom tehnologije uvelike se promijenio koncept marketinga. Marketinška komunikacija se promijenila zbog bržeg širenja informacija i povezanosti između potencijalnih klijenata i oglašivača. Tradicionalni marketing više ne zadovoljava, jer je danas klijent puno informiraniji i zna što želi, te zna da uvijek može proći povoljnije i s većom kvalitetom usluge, no samo mora bolje tražiti. Digitalni marketing ne može komparirati s tradicionalnim jer jednostavno ne bi bilo pošteno, s obzirom da je tradicionalni marketing danas samo dio stare garde koja polako odlazi u zaborav. Neke od najosnovnijih strategija digitalnog marketinga u promociji su: optimizacija sadržaja za web tražilice, odnosno SEO, zatim SEM, content marketing, marketing društvenih mreža, email marketing i mobilni marketing. Digitalni marketing je novi model oglašavanja proizvoda i usluga putem interneta. Digitalni marketing se temelji na promocijama, nagovaranju i porukama. Ovom vrstom marketinga klijenti i prodavači su direktno povezani, te im ovakav oblik nudi obostranu komunikaciju. Ovaj završni rad donosi teorijske spoznaje iz područja digitalnog marketinga, definira i objašnjava pojmove digitalnog marketinga, prikazuje usporedbu s tradicionalnim marketingom. Također, pojašnjeni su osnovni marketinški kanali, kako se na najbolji način promovirati svoje proizvode i usluge putem digitalnih marketinških kanala. Cilj ovog završnog rada je istražiti stavove populacije o digitalnom marketingu u promociji. U radu su postavljene i tri hipoteze na koje se odgovara na temelju provedenog istraživanja za pomoću anketnog upitnika na određenom uzorku populacije. With the growth of technology, the concept of marketing changed greatly. Marketing communications have changed for faster information dissemination and connectivity between potential clients and advertisers. Traditional marketing is no longer satisfying because today's client is much more knowledgeable and knows what he wants, and he knows that he can always go more favorably and with higher quality of service, but he has to look better. Digital marketing can not be compared to traditional because it simply would not be fair, given that traditional marketing is nowadays only part of the old guard that is slowly forgetting. Some of the most basic digital marketing strategies in the promotion are: optimization of the content for the search engine, SEO, then SEM, content marketing, social network marketing, email marketing and mobile marketing. Digital marketing is a new model of advertising products and services over the internet. Digital marketing is based on promotions, encouragement and messages. With this kind of marketing, clients and sellers are directly related, and they have this form of mutual communication. This thesis paper introduces theoretical knowledge in the field of digital marketing, defines and explains the concepts of digital marketing, displays comparisons with traditional marketing. Also, basic marketing channels are clarified to best promote their products and services through digital marketing channels. The aim of this thesis paper is to explore the population's attitudes about digital marketing in the promotion. The work also sets out three hypotheses that are answered based on the research conducted with questionnaire on a specific sample of the population.

Mediji danas imaju veliki značaj i može se reći da uspješno manipuliraju osjećajima većine ljudi. Marketinškim stručnjacima važno je poslati poruku koja će biti snažna i imati utjecaj na većinu. Svatko je danas izloženih raznim oglasima i porukama koje su postavljene s ciljem da utječu na osjećaje i ponašanje gledatelja. Tim oglasima i porukama teško se oduprijeti, odnosno skoro pa je nemoguće oduprijeti se. Predmet istraživanja ovog rada odnosi se na analizu apela u oglašavanju. Cilj je ovog rada definirati oglašavanje, analizirati apele u oglašavanju i dati konkretne primjere iz prakse. Svrha je ovog rada teorijski koncept u vezi oglašavanja i apela u oglašavanju primijeniti na konkretne primjere iz prakse. The media is of great importance today and can be said to successfully manipulate the feelings of most people. It is important for marketers to send a message that will be powerful and have an impact on most. Everyone today is exposed to a variety of advertisements and messages that are set up to influence viewers' feelings and behavior. These ads and messages are hard to resist, or nearly impossible to resist. The subject of this paper is related to the analysis of appeals in advertising. The aim of this paper is to define advertising, to analyze appeals in advertising and to give concrete examples from practice. The purpose of this paper is to apply the theoretical concept regarding advertising and appeals in advertising to specific practical examples.

U ovom diplomskom radu analiziran je utjecaj aktivnog korištenja društvenih mreža na poslovanje hotela Zadarske županije. Prvi dio rada donosi teoretski definiran pojam i vrste društvenih mreža te njihovu ulogu u oglašavanju. U drugom dijelu rada pojmovno se određuju hoteli i primjena društvenih mreža u hotelijerstvu, te se navode primjeri iz prakse. Empirijski dio rada donosi analizu i rezultate istraživanja o utjecaju društvenih mreža na performanse poslovanja hotelskog poduzeća i na stupanj povezanosti, odnosno interakcije s gostima. Na temelju provedenog istraživanja može se zaključiti da aktivnosti hotela na društvenim mrežama ne utječu na poslovanje poduzeća i na povezanost, odnosno interakciju s gostima. In this graduate thesis, the influence of active use of social networks on the business operations of the Zadar County Hotel was analyzed. The first part deals with the theoretically defined term and types of social networks and their role in advertising. The second part of the paper defines the hotels and the application of social networks in the hotel industry, and gives examples from practice. The empirical part of the paper presents the analysis and research results on the impact of social networks on the performance of a hotel business and on the degree of connection or interaction with guests. Based on the research, it can be concluded that the activities of the hotel on social networks do not affect the business of the company and the connection, or interaction with guests.

Današnji svijet je prožet raznim promotivnim porukama, što vidljivim što skrivenim. Te poruke se pojavljuju u fizičkom svijetu, na ulici, plakatima, posterima, ali i u digitalnom, na Internetu, a posebice na društvenim mrežama. U suvremenome se svijetu današnjice pozornost gradi oko masovnih medija, a svaki od njih pruža uvid u oglašavanje i postupke koji su sveprisutni u našoj svakodnevici. Ovaj će se rad, pomoću literature, stručnih radova, članaka i stručnih knjiga te već postojećega korpusa pozabaviti rezultatima medijske zbilje, odnosno medijskom propagandom i subliminalnim porukama. Objasnit će se i prikazati, na primjerima iz Hrvatske i svijeta, na koji se način već spomenute tehnike primjenjuju i kako se očitavaju u 21. stoljeću. Za razumijevanje pojmova i bolje baratanje temom predstavit će se razvoj oglašavanja, subliminalnih poruka i propagande kroz povijest, a posebna će se pozornost posvetiti i suvremenim metodama. The world today is permeated with promotional messages, visible and hidden. Those messages appear in the physical world, on the streets, on posters, billboard, as well as in the digital world, on the internet, especially on social media. In today’s contemporary world, attention revolves around mass media, and each of them provides an insight into advertising and techniques which are omnipresent in everyday life. This paper will, by consulting literature, expert papers, articles, book and the already existing corpus, tackle the results of media reality, i.e. media propaganda and subliminal messages. Using examples from Croatia and the world, the previously mentioned techniques will be explained, displayed and shown their usage and application in the 21st century. For a better understanding of the topics, historical context of advertising, subliminal messages and propaganda will also be shown, with special attention given to contemporary methods.

U ovom radu se pristupilo istraživanju ukupne integrirane marketinške komunikacije na primjeru poduzeća Galeb d.d. Omiš u kojem se daje naglasak na oglašavanje proizvoda ili usluga. Nadalje, u radu su detaljno istraženi i opisani postupci oglašavanja, unaprjeđenja prodaje, osobna prodaja, odnosi sa javnošću, publicitet i vanjsko oglašavanje kao oblici integrirane marketinške komunikacije koji se primjenjuju u poduzeću Galeb d.d. Omiš. Rezultati empirijskog istraživanja koja su provedena u Službi za marketing i prodaju poduzeća Galeb d.d. Omiš pokazuju da utjecaj na prodaju ima unaprjeđenje prodaje i oglašavanje , a zatim osobna prodaja, odnosi s javnošću i publicitet. Unaprjeđenje prodaje u poduzeće Galeb u najvećoj mjeri utječe na ponašanje potrošača, pri tome je sniženje cijene oblik koji najznačajnije utječe na isto iz razloga što će se kvalitetni proizvod ipak prodati bez obzira na cijenu, kao primjerice funkcionalno rublje (wet free warm , ultra termo , fire stop ). Internet se pokazao kao najvažniji komunikacijski medij u poduzeću Galeb koje uz svoju web stranicu, ima još i profile na nekim društvenim mrežama (Facebook, Instagram), ali se isti ne koriste u dovoljnoj mjeri. This paper deals with the study of the overall integrated marketing communication on the example of the company Galeb d.d. Omiš where emphasis is placed on advertising products or services. In addition, the paper deals with advertising, sales promotion, personal sales, public relations, publicity and outdoor advertising as a form of integrated marketing communications that are implemented in Galeb d.d. Omis. Results of empirical research conducted in the Marketing and Sales Department of the Galeb d.d. Omiš shows that the impact on sales is improving sales and advertising, and then personal sales, public relations and publicity. Improving sales to the Galeb company has a major impact on consumer behavior, and the price reduction is the most important factor affecting the same because the quality product will nevertheless be sold regardless of price, such as wet free warm, ultra-thermo, fire stop). The Internet proved to be the most important communication medium in Galeb, which, along with its web site, still has profiles on some social networks (Facebook, Instagram), but they are not used to a sufficient extent.

U ovom radu dokazuje se učinkovitost marketinške strategije, primarno digitalnih kanala, ali i tradicionalnih. Glavni cilj rada je dokazati sljedeće hipoteze: 1. Redizajn mrežne stranice Gimnazije Gaudeamus i GiGA Igraonice dovodi do duljeg zadržavanja korisnika na stranici i lakšeg pronalaska tražene informacije u odnosu na stanje prije redizajna. 2. Strateški raspored jednakog budžeta na veći broj marketinških kanala povećava broj reakcija na sadržaj šire ciljane skupine u odnosu na frekventniju pokrivenost manjeg broja kanala. 3. Razrađena sadržajna strategija prilagođena ciljanoj skupini ostvaruje bolje rezultate digitalnog oglašavanja u odnosu na stanje prije razrade sadržaja. 4. Angažiranje influencera utječe na veći doseg pripadnika mlađe ciljane skupine i povećava broj pozitivnih reakcija na privatno obrazovanje u odnosu na doseg i pozitivne reakcije prije angažiranja infuencera. 5. Razrađena digitalna marketinška strategija povezana s uključenim tradicionalnim medijima dovodi do većeg broja konverzija u odnosu na nepovezano oglašavanje putem digitalnih i ne digitalnih kanala. Nadalje, ovaj rad se bavi procesima nakon utvrđivanja da postoji potreba za redizajnom mrežne stranice Gimnazije Gaudeamus ujedno i GiGA igraonice. Naime, evidentno loši podaci i korisničko iskustvo dovelo je do potrebe za novom mrežnom stranicom. Nadalje, isti korak prethodi ostvarivanju maksimalnog potencijala digitalnih kanal kod oglašavanja. Za efikasno oglašavanje određena je marketinška strategija za 2018. godinu koja je bila podložna promjenama sukladno rezultatima i ishodima učenja na prethodnim kampanjama. Zahvaljujući pojednostavljenju mrežne stranice i bržem učitavanju cijene klika digitalnog oglašavanja su se smanjile, time se povećala efikasnost samih kampanja. Makro konverzija za gimnaziju Gaudeamus i GiGA igraonicu je upisi novih učenika i polaznika. Nakon dobro postavljene i provedene marketinške strategije, na početku školske godine 2018./2019. upisano je 61,54% učenika više u gimnaziji i 27% više polaznika u GiGA Igraonici. This paper demonstrates the efficiency of a marketing strategy, primarily digital channels, but also traditional. The main goal of the paper is to prove the following hypotheses: 1. Redesign of a Gaudeamus Gymnasium and GiGA Igraonica website lead to longer average session duration and easier finding of the required information compared to the status before redesign. 2. Strategic distribution of the same amount of budget to more marketing channels increases the number of responses to the content from a broader target groups compared to the more frequent coverage of a smaller number of channels. 3. Modified Content strategy for each target group achieves better results in digital advertising than the generic content, same for all target groups. 4. Involvement of an influencer reach more members of younger target audience and increases the number of their positive reactions to private education, compared to the reach metrics and positive reactions before influencer involvement. 5. Developed digital marketing strategy with included traditional media leads to greater number of conversions than unrelated advertising of digital and non-digital channels. Moreover, this paper deals with processes after determining that there is a need for the redesigning Gaudeamus Gymnasium's and GiGA Igraonica website. To be specific, bad analytics data and user experience revive the need for a new website. Furthermore, same steps are undertaken in order to maximize the potential of digital advertising channels. Marketing strategy was set in order to maximize the efficiency of advertising in 2018, which was susceptible to change according to the results and learning outcomes of previous campaigns. As a result of website adaptation and it's faster loading, the cost per click has decreased in digital advertising and by that increased the efficiency of the campaigns themselves. Macro Conversion for the High School and GiGA Igraonica is the enrollment of the new students. After a well-set and implemented marketing strategy, at the beginning of the 2018/2019 school year there is 61.54% increase od enrolled students in gymnasium and 27% more signed contracts for the GIGA Igraonica.

U radu su objašnjeni temeljni pojmovi poput grafičkog dizajna i oglašavanja te njihova povijest, a veći dio rada posvećen je smjerovima u likovnoj umjetnosti i grafičkome dizajnu u 20. stoljeću. Predmet istraživanja bio je razvoj oglasa u tisku Varaždina i Varaždinske županije. Istraživanje je provedeno na uzorku od 590 oglasa iz 14 novinskih publikacija Varaždina i današnje Varaždinske županije, tiskanih u razdoblju od 1900. pa do 2018. godine te je cilj bio utvrditi kako su se promijenili oglasi i što je utjecalo na to. Usporedivši analizirane oglase i svjetske trendove u likovnoj umjetnosti i grafičkome dizajnu utvrđeno je da svjetski trendovi nisu imali nikakav utjecaj na izgled oglasa. Promjene u grafičkoj tehnologiji, poput mogućnosti tiskanja fotografija ili boja, također nisu imale utjecaja na izgled oglasa, odnosno njihov utjecaj se osjetio tek s velikim vremenskim odmakom. Trend koji se može primijetiti je povećanje prosječnih dimenzija oglasa, tj. noviji oglasi su u prosjeku nekoliko puta većih dimenzija od onih s početka 20. stoljeća. Taj trend se može proporcionalno povezati s povećanjem prosječnog broja stranica na kojima su publikacije izlazile. Također je primjetno kako su fotografije postupno zauzimale sve veću površinu u oglasima, nauštrb ilustracija i teksta. The paper discusses basic concepts such as graphic design and advertising and their history, while most of the paper deals with visual art and graphic design movements in the 20th century. The research subject was the development of advertisements in the press of Varaždin and Varaždin County. The research was conducted on a sample of 590 ads from 14 newspaper publications of Varaždin and today’s Varaždin County, printed in the period from 1900 until 2018. The aim was to find out how the ads changed and what impacted it. By comparing analyzed ads and world trends in art and graphic design, it has been established that world trends have had no impact on the look of the ads. Changes in graphics technology, such as the option of photo or color printing, have also had no impact on the look of the ads, or rather their impact was felt only with a great delay. The trend that can be noticed is an increase in average ad dimensions, that is newer ads are on average several times bigger than those of the early 20th century. This trend can be proportionally correlated with an increase in the average number of pages on which publications were printed. It is also noticeable that the photographs gradually occupy an increasing surface in the ads, at the expense of illustration and text.