NEW TRENDS IN ADVERTISING

U ovom radu istraženo je područje marketinga-oglašavanje, te su predstavljeni novi trendovi s kojima se danas susrećemo sa strane potrošača ili poduzeća koje se oglašavaju. Nakon uvoda je definirano oglašavanje kao fenomen i djelatnost. Istaknuta je i etičnost u poslovanju jer se danas razmjenjuje jako velik broj informacija te je bitno planirati kampanje bez prikrivanja, manipulacije ili bilo kojeg oblika diskriminacije. Izdvojeni su masovni mediji kao moćan kanal promocije kojim treba oprezno upravljati. Razvojem marketinga i povećanjem broja informacija nameću se novi trendovi u oglašavanju te su najbitniji kanali i načini predstavljeni u međusobnoj ovisnosti. Rad je napisan iz perspektive digitalnog marketinga, grane čiji nas sadržaji prate na svim mobilnim i desktop platformama. Tako se oglašavanje provodi na društvenim mrežama i web stranicama programatski (programmatic), partnerski (affiliate) ili/i prirodno (native) pritom pazeći na rangiranje na tražilicama i ključne riječi (SEO optimizacija, payper-click oglašavanje).This paper explores the field of marketing called advertising and presents new trends that consumers and advertising companies are facing today. Following the introduction, advertising is defined both as a phenomenon and a profession. Ethics in business is also highlighted due to a large amount of information exchanged today, so it is important to plan campaigns without concealment, manipulation or any form of discrimination. Mass media are singled out as a powerful channel of promotion that requires to be managed carefully. The development of marketing itself and the increase in the number of information impose new trends in advertising, and the most important channels and ways of advertising are presented in their mutual correlation. The paper is written from the perspective of digital marketing, a branch whose contents follow us on all mobile and desktop platforms. Today advertising is conducted on social networks and websites through programmatic, affiliate and/or native marketing by looking carefully at the ranking on search engines and keywords (SEO optimisation, pay-per-click advertising) at the same time