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Advertising Prospects in the 21st Century

Predrag Haramija   ORCID icon ; Zagrebačka škola ekonomije i managementa
Đuro Njavro ; Zagrebačka škola ekonomije i managementa
Jagoda Propat Darrer   ORCID icon ; Zagrebačka škola ekonomije i managementa

Puni tekst: hrvatski, PDF (186 KB) str. 387-405 preuzimanja: 502* citiraj
APA 6th Edition
Haramija, P., Njavro, Đ. i Propat Darrer, J. (2012). Perspektive promidžbe u XXI. stoljeću. Obnovljeni Život, 67. (3.), 387-405. Preuzeto s
MLA 8th Edition
Haramija, Predrag, et al. "Perspektive promidžbe u XXI. stoljeću." Obnovljeni Život, vol. 67., br. 3., 2012, str. 387-405. Citirano 21.01.2021.
Chicago 17th Edition
Haramija, Predrag, Đuro Njavro i Jagoda Propat Darrer. "Perspektive promidžbe u XXI. stoljeću." Obnovljeni Život 67., br. 3. (2012): 387-405.
Haramija, P., Njavro, Đ., i Propat Darrer, J. (2012). 'Perspektive promidžbe u XXI. stoljeću', Obnovljeni Život, 67.(3.), str. 387-405. Preuzeto s: (Datum pristupa: 21.01.2021.)
Haramija P, Njavro Đ, Propat Darrer J. Perspektive promidžbe u XXI. stoljeću. Obnovljeni Život [Internet]. 2012 [pristupljeno 21.01.2021.];67.(3.):387-405. Dostupno na:
P. Haramija, Đ. Njavro i J. Propat Darrer, "Perspektive promidžbe u XXI. stoljeću", Obnovljeni Život, vol.67., br. 3., str. 387-405, 2012. [Online]. Dostupno na: [Citirano: 21.01.2021.]

The discovery and application of new methods of advertising depends on two types of forces. On the one hand there are new technical and technological discoveries in the communications media, and on the other new situations or rather circumstances in the economic and social environments. This paper depicts present developments and explores possible dominant trends in 21st century advertising. The beginning of the 21st century is marked by consumer satiation caused by scores of promotional messages as well as an increasing distrust toward these messages; a growth in communication among people through electronic and interactive media for personal communication such as the internet and cell phone; an intensifying influence of corporations and escalating demands of the public for corporations' ethicality as well as a domination of powerful brand names on the market. For these reasons, advertising strategies of corporations are breaking away from classic advertising methods and tending toward the disguised type. They are rediscovering the importance of oral transmission (this time through the cell phone and internet), more frequent use of paid announcements and public relations in order to create an ethical or socially responsible image.

Ključne riječi
advertisement; development of communication; advertising trends; internet; cell phone; ethics

Hrčak ID: 85705



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