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Uticaj medijskih sredstava na percepciju i evaluaciju oglašenih brendova

The influence of media vehicles on perception and evaluation of advertised brands

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2015
Disertacija971.pdf (6.034Mb)
Jovanovic_Dimitriadis_Neda_D.pdf (148.7Kb)
Author
Jovanović Dimitriadis, Neda
Mentor
Ognjanov, Galjina
Committee members
Maričić, Branko
Bogosavljević, Srđan
Prica, Ivana
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Abstract
U današnjem dinamičnom medijskom okruženju, okarakterisanom konvergencijom, eksplozijom i fragmentacijom, različita medijska sredstva predstavljaju svojevrsne brendove, sa svojstvenim osobenostima i asocijacijama. Ove promene u medijskom okruženju čine izbor medija izazovnijim nego ikada do sada, kako za oglašivače, tako i za marketinške agencije. Ono što je potrebno je bolje razumevanje mogućeg uticaja medija na oglašene brendove. Predmet ove studije je upravo ispitivanje uticaja brendova medijskih sredstava na oglašene brendove. Drugim rečima, studija teži da otkrije da li je medijski brend sam po sebi jak element konteksta u okviru kojeg se oglašen brend doživljava, procesira i razvija. Značaj brendiranja i razvoja efektivnih strategija marketinškog komuniciranja koje doprinose kreiranju pozitivne percepcije brenda, kao i ozbiljno odsustvo prethodnog istraživanja u ovoj oblasti, ističu potrebu za ovom studijom. Kako bi se adekvatno ispitao uticaj medijskih sredstava primenjeno je ek...sperimentalno istraživanje. Za potrebe eksperimenta odabrana su dva magazina, odnosno dva različita medijska brenda. Uticaj medijskih sredstava na oglašene brendove analiziran je kroz ispitivanje mogućih promena triju varijabli: stava prema brendu, percipirane ličnosti brenda i kupovne namere brenda. Štaviše, kako bi se dodatno ispitale potencijalne razlike u uticaju medijskih sredstava na različite brendove, u obzir su uzeti i dobro etabliran i nepoznat brend na tržištu. Rezultati eksperimentalnog istraživanja su potvrdili da medijska sredstva nisu samo pasivni penosioci poruka, već da obezbeđuju komunikacionu pozadinu koja može da utiče na efektivnost oglašavanja. Glavni rezultati, na osnovu kojih su potvrđene hipoteze, pokazuju da odabir medijskih sredstava za oglašavanje igra važnu ulogu kada je u pitanju nov brend. Rezultati su takođe potvrdili hipoteze da su dobro etablirani brendovi relativno imuni na uticaje medijskih sredstava u kojima se oglašavaju.

In today’s dynamic media environment, characterized by convergence, explosion and fragmentation, different media vehicles are emerging as brands in their own right, with distinctive brand personalities and associations. These changes in the media environment make media selection more challenging than ever before, both for advertisers and marketing agencies. What is needed is a better understanding of how media might be influencing consumer perception of advertised brands. Thus, the aim of this study is to explore the potential impact of media vehicle brands on advertised brands. In other words, the study strives to understand if the media brand is in itself a strong element of the context in which the advertised brand is experienced, processed and developed. The importance of branding and development of effective marketing communications strategies that contribute to creating positive brand perceptions, as well as the lack of previous research in this field, emphasize the need for this... study. In order to explore effectively the potential influence of media vehicles an experimental research design was applied. Two magazines, representing two distinct media brands, were selected for the experiment. The influence of media vehicles on advertised brands was analyzed through the examination of possible changes in three variables: brand attitudes, perceived brand personality and purchase intention. Moreover, possible changes in these variables were analyzed by considering both a well-established brand and an unknown brand in the market in order to examine if media have different effect on different brands. The results of the experimental research confirmed that media vehicles do not just passively carry advertising messages; they provide a communication background which can influence advertising effectiveness. The main results, which confirmed the study’s hypotheses, showed that media selection plays an important role for advertising new brands as they can affect all three tested variables.

Faculty:
Универзитет у Београду, Економски факултет
Date:
30-10-2015
Keywords:
mediji / media / media vehicles / media context / brand / brand personality / advertising. / medijska sredstva / medijski kontekst / brend / ličnost brenda / oglašavanje.
[ Google Scholar ]
Handle
https://hdl.handle.net/21.15107/rcub_nardus_5289
URI
http://eteze.bg.ac.rs/application/showtheses?thesesId=2863
https://nardus.mpn.gov.rs/handle/123456789/5289
https://fedorabg.bg.ac.rs/fedora/get/o:11072/bdef:Content/download
http://vbs.rs/scripts/cobiss?command=DISPLAY&base=70036&RID=47641615

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