Product placement and it is impact on consumer behavior

Tema ovog diplomskog rada je „Prikriveno oglašavanje i njegov utjecaj na ponašanje potrošača“. Rad objašnjava pojam prikrivenog oglašavanja, te kako takav način oglašavanja ima utjecaj na ponašanje potrošača. Osim samog pojma, u radu se navode svi oblici takve vrste oglašavanja, te načini prikazivanja prikrivenog oglašavanja. Pomoću primarnih i sekundarnih podataka koji su prikupljeni za potrebe rada, može se vidjeti da je velika većina u stanju prepoznati i primijetiti prikriveno oglašavanje. Takva vrsta oglašavanja najviše se pojavljuje u medijima, kao što su film, serije i Internet. S obzirom na intoleranciju potrošača na klasično oglašavanje i „iskakanja“ reklama, robne marke su se odlučile na drugu vrstu oglašavanja, na tzv. prikriveno oglašavanje. Takvo oglašavanje može se u potpunosti uklopiti u neku radnju, tako da potrošači ponekad nisu niti svjesni da su izloženi oglašavanju, već su u mogućnosti razviti pozitivne osjećaje prema tim određenim robnim markama. Time omogućuju publici da razvije jaču vezu s markom i pruži opravdanje za svoju odluku o kupnji. Naime, iza svakog proizvoda ili usluge koji se pojavljuju u nekom filmu ili TV emisiji, stoji robna marka koja obično (ali ne uvijek) plaća da se njihov logo pojavi na zaslonu. Prikriveno oglašavanje poznato kao skriveni marketing, prisutno je u praksi već desetljećima, ali proizvođači su postali mnogo sofisticiraniji u načinu na koji ga koriste. Položaj proizvoda stvara eksplicitne i implicitne učinke oglašavanja. Na primjer, potrošači na temelju prikrivenog oglašavanja mogu prepoznati marku nakon što su je vidjeli u sadržaju. Također mogu stvoriti i vrednovati različite stavove prema robnim markama, kao i potaknuti njihovu kupovinu. Robne marke koje se povezuju sa atraktivnim likovima ili poznatim osobama, mogu privući više potrošača. Iako je to danas unosan posao, neki potrošači smatraju da je takvo oglašavanje neetično i nepošteno, te varljivo za mlađu populaciju koja je podložnija raznim utjecajima.The theme of this graduate thesis is "Product placement and “It’s Impact on Consumer Behavior". This work explains the concept of “product placement” and how and why this way of advertising has an impact on consumers behavior. Beside the notion itself, this work cited all forms of this kind of advertising and as well as the ways of displaying "product placement.” Using primary and secondary data that were collected for the purposes of this work, it is obvious that the vast majority of examinees were able to recognize and notice product placement. Such types of advertising mostly appear in the media, such as movies, series, and the Internet. Given to the consumer's intolerance on classic advertising and "pop out ads,” brands have opted for another type of advertising, the so-called “product placement.” Such advertising can be fully integrated into an action so that sometimes consumers are unaware that they are being exposed to advertising, therefore they are able to develop positive feelings towards these particular brands. By doing this they enable the audience to develop a stronger bond with the brand and have the justification for their purchase decision. Namely, behind any product or service that appears in various movies or TV shows, stands a brand that usually (but not always) pays for their logo to appear on screen. Product placement, also known as "hidden marketing,” has been in practice for decades. However, manufacturers have become much more sophisticated in the way they use it. Product placement creates explicit and implicit advertising effects. For example, based on product placement, consumers can recognize the brand after seeing it in the content. They can also create and evaluate different attitudes towards brands as well as encourage their shopping habits. Brands that are being connected with attractive characters or famous people attract more consumers. Although this is a lucrative job currently, some consumers believe that such advertising is unethical, dishonest, and deceitful for the younger population that is more susceptible to various influences