Analysis of marketing appeals

Oglasi danas zauzimaju velik dio medijskog prostora zato su i važni za analizu. U današnjici, na tržištu prepunom konkurencije gotovo je nemoguće prodati proizvod bez oglasa. Oglas povezuje proizvod s potencijalnim kupcem, a cilj mu je potaknuti interes za proizvodom ili uslugom. U tu svrhu marketinški stručnjaci koriste apele u oglašavanju koji imaju zadaću na kreativan način potaknuti želju, stvoriti interes i potrebu za oglašavanim proizvodom. Odabir apela ovisi o cilju oglašavanja, ciljnom tržištu potrošača i njihovom stilu života. Emocije su jedan od bitnih motivatora ponašanja potrošača pa se one i najčešće koriste u oglasima. Predmet istraživanja ovog rada je analiza marketinških apela kao bitan segment u provedbi marketinške promocije odnosno prodaje. Cilj rada je na osnovi teorijske obrade marketinških apela, uz navođenje i analizu primjera iz prakse, u praktičnom djelu analizirati i više različitih apela poduzeća Podravka za marke proizvoda oglašavane na hrvatskom tržištu. Podravka već desetljećima uspješno provodi svoje oglašavanje, a ključni apeli koje najčešće koristi temeljeni su na pozitivnim emocijama ljubavi, sreće i zadovoljstva. Često koriste i apele na stav u kojima poznate ličnosti oglašavaju njihove proizvode. Ostali apeli koje koristi su racionalni apeli, pozitivni apeli, apeli na humor i na grupu.Advertisements today occupy a large part of the media space, which is why they are important for analysis. Today, in a market full of competition, it is almost impossible to sell a product without ads. The ad connects the products to a potential customer, and its goal is to stimulate interest in the product or service. For this purpose, marketers use appeals in advertising that have the task of creatively stimulating desire, creating interest and needs for the advertised product. The choice of appeal depends on the purpose of advertising, the target market of consumers, and their lifestyle. Emotions are one of the important motivators of consumer behavior, so they are most often used in advertisements. The subject of research in this paper is the analysis of marketing appeals as an important segment in the implementation of marketing promotion or sales. The aim of this paper is based on the theoretical processing of marketing appeals, in addition to citing and analyzing examples from practice, in the practical part to analyze several different appeals of Podravka for product brands advertised on the Croatian market. Podravka has been successfully conducting its advertising for decades, and the key appeals it most often uses are based on positive emotions of love, happiness, and satisfaction. They often use appeals to the attitude in which celebrities advertise their products. Other appeals used are rational appeals, positive appeals, appeals to humor and the group