AUGMENTED REALITY AS A CARRIER OF MULTIMEDIA MARKETING INFORMATION : Graduate paper

Proširena stvarnost se ostvaruje kroz posredovanje više tehnologija koje proširuju korisničko iskustvo. Uređaji koji se koriste za proširenu stvarnost kombiniraju stvaranu i virtualnu informaciju na način da stvarnoj okolini dodaju pojedine virtualne elemente s ciljem proširivanja korisnikova iskustva i olakšavanja obavljanja svakodnevnih operacija. U prvom dijelu rada, dan je pregled osnovnih pojmovnih razgraničenja, povijesnih dostignuća koja su dovela do koncepta proširene stvarnosti te doprinos pojave 5G mreže cjelokupnom razvoju ovog područja primjene multimedijalnog marketinga. Nadalje, u radu je prikazan razvoj tehnologije proširene stvarnosti od preteča uređaja poput Sensorame, pa sve do modernih uređaja kao što su naočale za proširenu stvarnost. Kroz praktični pregled, navedena su područja primjene proširene stvarnosti u komercijalne, ali i industrijske svrhe. Iskoristivost ove tehnologije u marketingu kroz primjere uspješne prakse implementacije tehnologije proširene stvarnosti poznatih brendova i prikaz rezultata provedenog istraživanja, o ispitanikovom poznavanju i stavovima tehnologije proširene stvarnosti sa pripadajućim zaključcima su obrađivani u drugom dijelu rada.Augmented reality is realized through the mediation of multiple technologies that expand the user experience. Devices used for augmented reality combine real and virtual information in a way that they add individual virtual elements to the real environment in order to expand the user experience and facilitate the performance of everyday operations. In the first part of the paper, an overview of basic conceptual distinctions is given, historical achievements that have led to the concept of augmented reality and contribution of the 5G networks in the overall development of this area through the application of multimedia marketing. Furthermore, the paper presents the development of augmented reality technology from the forerunner of devices such as the Sensorama, all the way to modern devices such as augmented reality glasses. Through a practical overview, the areas of application of augmented reality for commercial as well as industrial purposes are listed. The usability of this technology in marketing through examples of successful practice of implementing augmented reality technology of well-known brands and presentation of research results, the respondent's knowledge and attitudes of augmented reality technology with the corresponding conclusions are discussed in the second part