MASS COMMUNICATION MANAGEMENT THROUGH ADVERTISING, SALES PROMOTION, EVENTS AND EXPERIENCES : Graduate paper

Masovne komunikacije predstavljaju prijenos informacija putem masovnih medija, koji pod utjecajem tehnologije znatno utječu na svakodnevnicu – neovisno o aspektu življenja. Utjecaj oglašavanja, unaprjeđenja prodaje, događaja i iskustva dakako ovisi o ciljnoj skupini i industriji koju promatramo, jača lojalnost i potiče na kupnju. Sve je veća prisutnost online komuniciranja s krajnjim potrošačima, posebice kad se osvrnemo na specifične situacije, kao primjerice pandemija Covid-19 koja je itekako promijenila navike potrošača. Industrije koje se primarno fokusiraju na iskustvo i doživljaj, a sekundarno na same proizvode i usluge, lakše se prilagođavaju specifičnim uvjetima tržišta. Jedna od takvih je industrija sporta, koja za cilj ima prvenstveno stvaranje interakcije s navijačima i emotivne reakcije, a sekundarno govorimo o racionalnim apelima te prodaji proizvoda i usluga, stvaranju sportskih rezultata, privlačenju sponzora i na kraju brandingu. Uspješnost sportskog marketinga i brandinga zasniva se na komunikaciji i interakciji putem različitih online i offline aktivnosti, koje za cilj imaju dosegnuti do postojećih i potencijalnih potrošača, poboljšati brand image i na kraju stvoriti odnos prema brandu. Stoga rad ima za cilj analizirati upravljanje i utjecaj masovnih komunikacija na primjeru industrije sporta u specifičnim uvjetima pandemije Covid-19. Kroz teorijski dio obraditi će se pojmovno značenje masovnih komunikacija, tj. masovnih medija te raščlaniti na oglašavanje, unaprjeđenje prodaje i događaje i iskustvo. Dodatno u radu biti će definiran i pojam Covid-19 za bolje povezivanje utjecaja pandemije na potrošače i promjene navika. U drugom dijelu rada, analizirati će se pobliže utjecaj koronavirusa na industriju sporta na primjeru Nogometnog kluba Osijek. Evaluacija marketinških aktivnosti Kluba u vrijeme pandemije Covid-19 prikazati će na koje načine su se brzom reakcijom i promjenom marketinške strategije prilagodili novonastalim uvjetima i kreirali sadržaj.Mass communications are the transmission of information through the mass media, which under the influence of technology significantly affect everyday life - regardless of the aspect of living. The impact of advertising, sales promotion, events and experience of course depends on the target group and industry we observe, strengthens loyalty and encourages buying. There is a growing presence of online communication with end consumers, especially when we look at specific situations, such as the Covid-19 pandemic, which has greatly changed consumer habits. Industries that focus primarily on experience and adventure, and secondarily on the products and services themselves, adapt more easily to specific market conditions. One of these is the sports industry, which aims primarily to create interaction with fans and emotional reactions, and secondarily we are talking about rational appeals and the sale of products and services, creating sports results, attracting sponsors, and finally branding. The success of sports marketing and branding is based on communication and interaction through various online and offline activities, which aim to reach existing and potential consumers, improve the brand image and ultimately create a relationship with the brand. Therefore, the paper aims to analyze the management and impact of mass communications on the example of the sports industry in the specific conditions of the Covid-19 pandemic. The theoretical part will deal with the conceptual meaning of mass communications, mass media, and break it down into advertising, sales promotion, and events and experience. Additionally, the paper will define the term Covid-19 to better link the impact of the pandemic on consumers and changes in habits. In the second part of the paper, the impact of coronavirus on the sports industry will be analyzed in more detail on the example of the Football Club Osijek. The evaluation of the Club's marketing activities during the Covid-19 pandemic will show how they quickly adapted and changed their marketing strategy to adapt to the new conditions and create content