Metrika članka

  • citati u SCindeksu: [1]
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[=>]
  • posete u prethodnih 30 dana:1
  • preuzimanja u prethodnih 30 dana:0
članak: 1 od 1  
Teme
2007, vol. 31, br. 2, str. 421-436
jezik rada: srpski
vrsta rada: pregledni članak

Evolucija propagande
Afilijacija nije data

e-adresa: sstarcevic@eunet.yu

Sažetak

Propaganda postoji od davnina, praktično još od 2000. godine pre nove ere Forme njenog ispoljavanja su se vremenom smenjivale, ali njena uloga je ostala ista - izazivanje namerne i svesne pažnje čiji je cilj sticanje koristi za njenog pošiljaoca u materijalnom smislu ili na neki manje opipljiv način. Danas propaganda obiluje mnoštvom mehanizama kojima nastoji da se ostvari uticaj na auditorijum, utkana je u mnogobrojne segmente našeg svakodnevnog okruženja i poseduje karakteristiku indirektnog kreiranja multisenzornog doživljaja, što je izdvaja u odnosu na ostale instrumente. Ono što joj daje posebnu draž, jeste to što se tržišna borba danas velikim delom vodi na osnovu neopipljivosti, a i sama propaganda je doprinela učvršćivanju takvog pravila. U ovom radu se sumarno prikazuje evolutivni proces privredne propagande, od njenih korena do danas. Posebno se naglašava da je razvoj propagande u velikoj meri bio povezan sa razvojem brendiranja, te da je između istih stvorena jaka sprega koja se i dalje ispoljava u međusobnom pothranjivanju njihovog dejstva.

Ključne reči

Reference

Academic Library The natural history of advertising. Chapter 7, AcademicLibrary.com
American Marketing Association Dictionary of marketing terms. MarketingPower. com
Arens, W.F. (1996) Contemporary advertising. Irwin/McGraw-Hill
Avila, E., Shewin, G. (1999) A brief history of branding. Real Media
Bhat, S., Reddy-Srinivas, K. (1998) Symbolic and functional positioning of brands. Journal of Consumer marketing, Vol 15, No 1
Bovee-Courtland, L., Thill, J.V., Dovel, G.P., Burk-Wood, M. (1995) Advertising excellence. McGraw-Hill
Brassington, F., Pettitt, S. (2000) Principles of marketing. London: Pitman Publishing
Brierly, S. (1998) The advertising handbook. London: Goldsmith's College
Christopher, M. (1996) From brand values to customer value. Journal of marketing practice, Vol 2, No 1
Commando Communications A timeline of advertising history. CommandoCommunications.com
Coomber, S. (2002) Branding. Oxford: Capstone Publishing
Dolak, D. (2001) Building a strong brand: Brands and branding basics. Brandweek, June 13
Gelb, B.D. (1998) Advertising to increase effectiveness of use. Journal of Advertising Research, vol. 38, No 1
Goddard, A. (1998) The language of advertising. New York: Routledge
Kotler, P.J. (1997) Marketing management. Boston: Pearson Custom Publishing
Kotler, P.J. (2000) Marketing management. Boston: Pearson Custom Publishing
Pakard, V. (1994) Skriveni ubeđivači - psihologija reklame. Beograd: Dosije
Roath, R. (1997) Social effects of advertising. Notes from Ron Roat's lectures, April 7
Rooney, J.A. (1995) Branding: A trend for today and tomorrow. Journal of Product and Brand Management, Vol 4, No 4
Rozin, R.S. (2002) The branding iron: From cowboys to corporations. Journal of Brand Management, vol. 10, No 1, September
Rusch, R.D. (2002) Is advertising effective in brand building. Newsletter, December
Sardar, Z. (2000) Evolution of advertising. New Statesman, July
Seetharaman, A., Bin, M.N.Z.A., Gunalan, S. (2001) A conceptual study of brand valuation. Journal of Product and Brand Management, vol. 10, No 4
Wells, W.D., Burnett, J., Moriarty, S. (1989) Advertising: Principles and practice. Englewood Cliffs, NJ, itd: Prentice Hall
Wood, L. (2000) Brands and brand equity: Definition and management. Management Decisions, vol. 38, No 9, September