ANALYSIS OF ADVERTISING BASED ON ADVERTISING GOALS

U radu je napravljena analiza oglašavanja na temelju ciljeva oglašavanja (informiranja, uvjeravanja i podsjećanja). Oglašavanje kao jedan od elemenata marketinške komunikacije zaokuplja pažnju uže i šire javnosti. Analiza oglašavanja može se obaviti sa različitih aspekata, te se u ovom radu oglašavanje analizira temeljem analize ciljeva oglašavanja akcijskih kataloga trgovačkih lanaca Konzum i Plodine. Temeljem navedene analize utvrđeno je da, osim što katalog Plodina ima dvostruko veći opseg, nema značajnijih razlika među katalozima. Za dizajn stranica kataloga korištene su kombinacije istih boja, a ponude su prezentirane na vrlo slične načine. Što se ciljeva oglašavanja tiče, utvrđeno je da je primarni cilj oba kataloga informiranje kupaca, sekundarni cilj je uvjeravanje u povoljne cijene i visoku kvalitetu, dok je podsjećanje uglavnom zanemareno.In this paper is made advertising analysis based on advertising goals (informing, persuasion and reminding). As a one of the elements of marketing communication, advertising engages the attention of the general public. The advertising analysis can be done with different aspects, and in this paper the advertising analysis is based on the advertising goals’ analysis of promotion catalogs (leaflets) of Konzum and Plodine retail chains. Based on the mentioned analysis it is determined that, except of fact that Plodine’s catalog has double scope, there is no significant difference between two catalogs. The same colors are used in design of both catalogs, and also offers are presented in very similar way. It is determined that the primary goal of this type of advertising is informing of customers, secondary goal is convincing of low prices and high quality, while to reminding is generally given minor attention