THE IMPACT OF CELEBRITIES IN ADVERTISING ON CONSUMERS ATTITUDES

Ovim radom se definira korištenje poznatih osoba u oglašavanju te njihov utjecaj na potrošače. Cilj rada je čitatelju približiti jednu od strategija oglašavanja te ga se time upoznaje sa najpoznatijim trendom u oglašavanju. Prvi dio rada definira promidžbu kao jedan od instrumenata kojim se prenosi poruka upućena ciljanim potrošačima. Govori se o promidžbenim alatima kao što su oglašavanje, osobna prodaja, izravni marketing, unapređenje prodaje te odnosi s javnošću koji pomažu tvrtkama u približavanju potrošačima, ali i u utjecaju na njihove stavove. Definirani promidžbeni alati spajaju se u jedan zajednički pojam, to jest u promidžbeni splet. Nakon toga je detaljnije objašnjeno oglašavanje koje se navodi kao jedan od navedenih promidžbenih alata. Unutar tog dijela oglašavanje je definirano kao oblik neosobne prezentacije i promidžbe proizvoda ili usluga putem masovnih medija. Samim time, smatra se da je oglašavanje dobar način da se javnost informira, ali i uvjeri. Na kraju prvog dijela definira se cilj oglašavanja, proračun i strategija oglašavanja, ali i mediji koji će se koristiti u oglašavanju kako bi se postigao željeni rezultat. Drugi dio rada obuhvaća korištenje poznatih osoba u oglašavanju kao jedan od načina za oglašavanje koji je postao popularan posljednjih godina. Međutim, ukazuje se i na to da korištenje poznatih osoba u oglašavanju ne mora nužno rezultirati uspjehom. Na kraju rada, kako bi se ukazalo na utjecaj koji poznate osobe imaju na stavove i mišljenja potrošača analizira se primjer iz prakse. Stoga je radom prikazan detaljan opis oglašavanja i promidžbe, te je definirano korištenje poznatih osoba u oglašavanju i njihov utjecaj na stavove potrošača kao jedan od načina oglašavanja.This paper defines the use of celebrities in advertising and their impact on consumers. The aim of this work is to bring closer to the reader one of the strategies of advertising and it meets the most famous trend in advertising. The first part of the paper defines promotion as one of the instruments which someone transmits the message sent to the targeted consumers. There is talk of promotional tools such as advertising, personal selling, direct marketing, sales promotion and public relations that help companies to move closer to consumers, but also in the impact on their attitudes. Defined promotional tools are combined into one common term, that is the combination of promotion. After that, it is explained in more detail the advertising that is cited as one of the following promotional tools. Within that part of, advertising is defined as a form of non-personal presentation and promotion of a product or services via the mass media. Therefore, it is considered that advertising is a good way to inform the public, but also to convince. At the end of the first part, the work defines the goal of advertising, budget, and strategy of advertising, but also the media that will be used in advertising to achieve the desired result. The second part of work includes the use of celebrities in advertising as one of the ways for advertising that has become popular in recent years. However, it points out that the use of celebrities in advertising does not necessarily result in success. At the end of the work, in order to indicate the impact that celebrities have on the attitudes and opinions of consumers, the work analyzes the example from a practice case study. Therefore, the work displays a detailed description of advertising and promotion, and also defines the use of celebrities in advertising and their impact on the attitudes of consumers as one of the ways of advertising