NEW TRENDS IN ADVERTISING

Promocija je dio marketing miksa, element od velike važnosti, jer predstavlja komunikaciju između proizvođača i kupaca. Glavna uloga promocije je informiranje kupaca o poduzeću i karakteristikama proizvoda. Promocija obuhvaća odnose s javnošću, publicitet, osobnu prodaju, unapređenje prodaje i oglašavanje. U završnom radu je naglasak stavljen na oglašavanje. Oglašavanje se često poistovjećuje s reklamom, što nije isto jer je reklama agresivan način prodaje, dok oglašavanje predstavlja prodaju proizvoda usmjerenu isključivo na želje i potrebe potrošača. Kroz godine odnosi s potrošačima su evoluirali pa su u skladu s tim nastali i novi trendovi u oglašavanju poput gerila marketinga, content marketinga i online marketinga. Novi trendovi u oglašavanju su u potpunosti nekonvencionalni te se najviše odnose na oglašavanje putem interneta. Kako bi se shvatili novi trendovi u oglašavanju, u završnom radu će se isti objasniti na primjeru poduzeća pivnica „Merlon“.Promotion is part of marketing mix, it is of great importance because it represents communication between manufacturers and customers. The main role of the promotion is to inform customers of the company and the characteristics of the product. Promotion includes public relations, publicity, personal sales, sales promotion and advertising. In the final paper, emphasis is placed on advertising. Advertising is often identified with advertising, which is not the same as advertising is an aggressive way of selling, while advertising is the product of sales directed exclusively to the wishes and needs of consumers. Throughout the year, the relationship with consumers has evolved and accordingly new trends in advertising such as marketing, content marketing and online marketing have emerged. New advertising trends are completely unconventional and most relate to advertising over the Internet. In order to understand the new trends in advertising, the final work will be explained in the example of the Merlon tavern