Covert advertising in movies and newspapers

U današnje doba potrošači su svakodnevno izloženi oglasima velikog broja proizvođača pa se kod njih počeo javljati određeni oblik averzije prema reklamama. Obzirom da potrošači na različite načine izbjegavaju reklamne poruke oglašivača i one ne dolaze do njih, marketinški stručnjaci su se okrenuli suptilnijoj metodi oglašavanja, odnosno prikrivenom oglašavanju. Prednost prikrivenog oglašavanja je što se oglašavani proizvod ili usluga stavlja u prirodno okruženje, odnosno integrira u radnju filma ili u novinski članak pa potrošači ponekad nisu ni svjesni da su izloženi oglašavanju. Samim time reklamna poruka kod potrošača ima veći kredibilitet jer ju smatraju uvjerljivom i stvarnom te može kod njih stvoriti i vrednovati različite stavove prema robnim markama, kao i potaknuti ih na njihovu kupnju. U ovom radu je provedeno istraživanje s ciljem utvrđivanja da li ispitanici primjećuju prikriveno oglašavanje u filmovima i novinama, da li kod njih skepticizam prema oglasima negativno djeluje na prihvaćanje prikrivenog oglasa, smatraju li ga nametljivim te da li im je takvo oglašavanje prihvatljivo. In today's age, consumers are exposed to advertisements from a large number of manufacturers on a daily basis, so a certain form of aversion to advertisements has begun to appear. Given that consumers avoid advertising messages from advertisers in various ways and they do not reach them, marketing experts have turned to a more subtle method of advertising, i.e. covert advertising. The advantage of covert advertising is that the advertised product or service is placed in a natural environment, that is, integrated into the action of a film or a newspaper article, so consumers are sometimes not even aware that they are exposed to advertising. As a result, the advertising message has greater credibility among consumers because they consider it convincing and real, and it can create and evaluate different attitudes towards brands, as well as encourage them to buy them. In this paper, research was conducted with the aim of determining whether respondents notice hidden advertising in films and newspapers, whether their skepticism towards advertisements has a negative effect on the acceptance of hidden advertising, whether they consider it intrusive and whether such advertising is acceptable to them.