Analysis of advertising impact on forming of consumer attitudes

Ubrzanim razvojem tehnologije i pojavom interneta otvorena je i nova mogućnost oglašavanja. Laka dostupnost informacija široj populaciji zasigurno je utjecala i na razvoj marketinške komunikacije. Dostupnost proizvoda, marka proizvoda, cijena te iskustva potrašača sve su to informacije koje su nam dostupne na internetu a uvelike utječu na formiranje stavova potrošača a samim time i na odluku o kupnji određenog proizvoda. Kroz teorijski dio rada obuhvaćene su teorijske spoznaje o marketingu, stavovima potrošača kao i obilježjima interesnih skupina. Za potrebe ovog rada provedeno je istraživanje s ciljem utvrđivanja koji je medij najvjerodostojniji u očima potrošača, koji su to faktori koji utječu na formiranje i mijenjanje stavova potrošača te koji čimbenici dovode do odluke o kupovini.With the rapid development of technology and the advancement of the Internet, a new possibility for advertising has opened up. The availability of information to the wider population certainly influenced the development of marketing communications. Product availability, product brand, price, and customer experience are all information available to us on the Internet and influence the formation of consumer attitudes at the same time as the decision to purchase a particular product. Through the theoretical part of the thesis, theoretical knowledge about marketing, consumer attitudes, and characteristics of interest groups are covered. For the purposes of this thesis, research was conducted with the aim of determining which medium is the most credible in the eyes of consumers, which factors influence the formation and changing of consumer attitudes, and which factors lead to a purchase decision