The impact of advertising on consumer behavior

Reklame i oglašavanje su ključni elementi suvremenog tržišta i marketinških strategija jer predstavljaju komunikacijski alat koji poduzeća koriste kako bi promovirala svoje proizvode, usluge ili brendove i privukla potrošače. Svrha reklama i oglašavanja je stvaranje svijesti o proizvodu ili brendu, poticanje potrošača na kupnju, izgradnja pozitivnog imidža tvrtke te stvaranje dugoročnih veza s potrošačima. Reklame se mogu susresti na različitim medijskim platformama, kao što su televizija, radio, internet, tisak, vanjsko oglašavanje i društvene mreže. Svaka vrsta reklame ima svoje specifičnosti i ciljeve koje želi postići. Reklame imaju značajan utjecaj na ponašanje potrošača na različite načine jer oblikuju stavove, mišljenja i percepciju potrošača prema proizvodima, uslugama ili brendovima, te mogu potaknuti određene akcije i odluke. U završnom radu je opisan utjecaj reklama na ponašanje potrošača, u sklopu čega su opisane mikroekonomske teorije potrošačkog ponašanja, vrste reklama i njihov utjecaj na potrošače, kao i reklame u funkciji poticanja željenog ponašanja potrošača.Advertisements and advertising are key elements of the modern market and marketing strategies because they represent a communication tool that companies use to promote their products, services or brands and attract consumers. The purpose of commercials and advertising is to create awareness of the product or brand, encourage consumers to buy, build a positive image of the company, and create long-term relationships with consumers. Advertisements can be found on different media platforms, such as television, radio, internet, print, outdoor advertising and social networks. Each type of advertisement has its own specifics and goals it wants to achieve. Advertisements have a significant impact on consumer behavior in different ways because they shape attitudes, opinions and perceptions of consumers towards products, services or brands, and can encourage certain actions and decisions. In the final paper, the impact of advertisements on consumer behavior is described, including microeconomic theories of consumer behavior, types of advertisements and their impact on consumers, as well as advertisements in the function of encouraging desired consumer behavior