prikaz prve stranice dokumenta UTJECAJ PROMOTIVNIH APELA NA ANGAŽMAN MLADIH VOLONTERA
  Download
PDF 1.94 MB
master's thesis
UTJECAJ PROMOTIVNIH APELA NA ANGAŽMAN MLADIH VOLONTERA
Diplomski rad
2021. urn:nbn:hr:124:472160
Meštrov, Franka
University of Split
Faculty of economics Split

Cite this document

Meštrov, F. (2021). UTJECAJ PROMOTIVNIH APELA NA ANGAŽMAN MLADIH VOLONTERA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:472160

Meštrov, Franka. "UTJECAJ PROMOTIVNIH APELA NA ANGAŽMAN MLADIH VOLONTERA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:472160

Meštrov, Franka. "UTJECAJ PROMOTIVNIH APELA NA ANGAŽMAN MLADIH VOLONTERA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:472160

Meštrov, F. (2021). 'UTJECAJ PROMOTIVNIH APELA NA ANGAŽMAN MLADIH VOLONTERA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 06 April 2025, https://urn.nsk.hr/urn:nbn:hr:124:472160

Meštrov F. UTJECAJ PROMOTIVNIH APELA NA ANGAŽMAN MLADIH VOLONTERA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2025 April 06] Available at: https://urn.nsk.hr/urn:nbn:hr:124:472160

F. Meštrov, "UTJECAJ PROMOTIVNIH APELA NA ANGAŽMAN MLADIH VOLONTERA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:472160

Metadata
TitleUTJECAJ PROMOTIVNIH APELA NA ANGAŽMAN MLADIH VOLONTERA : Diplomski rad
AuthorFranka Meštrov
MentorLjiljana Najev Čačija (mentor)
MBZ: 344153
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Neprofitne organizacije jesu sve organizacije koje su u svom djelovanju usmjerene na ostvarivanje nekog javnog interesa te čija glavna svrha nije ostvarivanje profita. One su ujedno i nositelji razvoja neprofitnog sektora te za ostvarivanje svojih ciljeva i misije moraju angažirati ljudske resurse od kojih značajnu ulogu imaju volonteri. Kako bi u tome i uspjele, neprofitne su organizacije u svom poslovanju počele primjenjivati znanja i prakse iz profitnog sektora te su počele usvajati njihov... More način promocije proizvoda kao i utjecaja na ciljne skupine. Jedan od važnijih marketinških alata kojima se neprofitne organizacije koriste kako bi privukle ključne dionike, uključujući i volontere koji su ujedno i predmet ovog rada, jesu apeli. Oglašivački apeli su središnji dio propagandne poruke pomoću kojih se nastoji povezati ono što proizvod ili usluga nudi s onim što potrošač treba odnosno želi. Kako bi tvrtka, odnosno u ovom slučaju neprofitna organizacija, odabrala najučinkovitiji oglašivački apel, mora znati što njezina ciljna skupina preferira i koji motiv najintenzivnije djeluje na njih. Cilj ovog rada bio je odrediti važnost različitih vrsta apela u svim fazama donošenja odluke o volontiranju kod mladih te analizirati stavove mladih volontera u Hrvatskoj. U istraživanju je sudjelovalo 168 ispitanika te je istraživanje usmjereno na mlađu populaciju u dobi do 35 godina. Istraživanje je pokazalo da postoji pozitivna povezanost između prva tri elementa AIDA-e, odnosno privlačenja pažnje, poticanja interesa te poticanja želje, sa njegovim posljednjim elementom, poticanjem na akciju, odnosno u ovom slučaju poticanjem na volonterski angažman, u primjeru oglasa sa emocionalnim i sa racionalnim apelima. Time se potvrđuje da emocionalni i racionalni apeli imaju pozitivan utjecaj na spremnost ispitanika da se uključe u volonterske aktivnosti. Less
Abstract (english)
Nonprofit organizations are all organizations that are aimed at achieving some public interest and whose main purpose is not a profit. They are also the carriers of development of the nonprofit sector, and in order to achieve their goals and mission, they must engage human resources, of which volunteers play a significant role. In order to achieve that, nonprofit organizations began to apply knowledge and practices from the for-profit sector in their business and began to adopt their way of... More product promotion as well as the impact on target groups. One of the more important marketing tools used by nonprofit organizations to attract key stakeholders, including volunteers who are also the subject of this paper, are appeals. Promotional appeals are a central part of a propaganda message that seeks to connect what a product or service offers with what the consumer needs or wants. In order for a company, or in this case a nonprofit organization, to choose the most effective promotional appeal, it has to know what its target group prefers and which motive influences them most intensively. The aim of this paper was to determine the importance of different types of appeals in all phases of decision-making process on volunteering among young people and to analyze the attitudes of young volunteers in Croatia. The research involved 168 respondents and the research is aimed at the young population up to the age of 35. The research showed that there is a positive connection between the first three elements of AIDA, that is attracting attention, stimulating interest and encouraging desire, with its last element, encouraging action, or in this case encouraging volunteer engagement, in the example of ads with emotional and rational appeals. This confirms that emotional and rational appeals have a positive impact on respondents’ willingness to engage in volunteer activities. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:472160
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-09-08 12:45:18
accessibility

closeAccessibilityrefresh

If you wish to permanently save changes, click on Save, if not - your settings will be reset when you restart the browser.