MARKETING SPECIFICS OF VIRTUAL REALITY : Graduate paper

Cilj rada je istražiti mogućnosti za korištenje virtualne stvarnosti u marketinške svrhe. Ovaj diplomski rad sastoji se od četiri poglavlja. Kako bi to bilo moguće potrebno je prvo detaljno istražiti što je to virtualna stvarnost, za što se sve koristi i koji se uređaji koriste danas. Pojam virtualne stvarnosti nije nov te je javnost s istim upoznata. Ipak, zbog njegove složenosti često ga se netočno ili nepotpuno tumači. Upravo zato je u drugom djelu rada detaljno objašnjena virtualna stvarnost, napravljena usporedba s proširenom stvarnosti te je opisano kako je nastala virtualna stvarnost i uređaji koje poznajemo danas. U ovom djelu rada fokus je stavljen i na neke od najpoznatijih uređaja za virtualnu stvarnost današnjice te je napravljena usporedba. Od samog početka se virtualna stvarnost najviše vezala uz industriju video igara, ali mogućnosti za njezinu upotrebu su brojne. Tako se na primjer koristi u medicini, vojsci, sportu, edukaciji, prodaji, treningu zaposlenika te u marketingu čija je upotreba tema ovoga rada. Primjena virtualne stvarnosti u ostvarivanju marketinških ciljeva možda na prvi pogled nije toliko raširena, ali primjeri su brojni. Iz tog razloga se preostali dio ovoga rada odnosi na marketing, primjenu virtualne stvarnosti u marketinške svrhe, prednosti istih te različite uspješne primjere primjene virtualne stvarnosti za potrebe marketinga u različitim industrijama.This paper aims to explore the possibilities of using virtual reality for marketing purposes. This thesis consists of four chapters. For this to be possible, it is first necessary to investigate in detail what virtual reality is, what it is used for and what devices are used today. The concept of virtual reality is not new, and the public is familiar with it. However, due to its complexity, it is often interpreted incorrectly or incompletely. That is why in the second part of the paper, virtual reality is explained in detail, a comparison with augmented reality is made, and it is described how virtual reality and the devices we know today came into being. In this part of the paper, the focus is placed on some of the most famous virtual reality devices of today, and a comparison is made. From the very beginning, virtual reality has been mostly tied to the video game industry, but the possibilities for its use are numerous. For example, it is used in medicine, the army, sports, education, sales, employee training and marketing, the use of which is the topic of this paper. The application of virtual reality in achieving marketing goals may not be so widespread at first glance, but examples are numerous. For this reason, the rest of this paper relates to marketing, the application of virtual reality for marketing purposes, their advantages, and various successful examples of the application of virtual reality for marketing purposes in various industries