Repository ZSB Final papers Zagreb School of Business
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Internet advertising
No full textU ovom završnom radu obrađena je tema oglašavanje putem interneta. Na početku rada objašnjeno je općenito o internetu, reklami, te naposljetku o oglašavanju putem interneta. Marketinško određenje interneta ogleda se kroz brojna istraživanja o njegovim marketinškim mogućnostima. Poslovni ljudi internet promatraju kao tržište (marketspace) na kojem se odvijaju razmjene tradicionalnih, ali i novih vrijednosti, poput digitalnih proizvoda i potpuno novih usluga. Internet pruža podršku gotovo svim vrstama i oblicima poslovanja poduzeća i može se primjenjivati kod svih elemenata marketinga. Oglašavanje na internetu u svijetu koristi sve više tvrtki kako bi svoje poslovanje unaprijedili i proširili svoje tržišne mogućnosti. U radu je pokazano kako je ujedno oglašavanje na internetu i efikasnije od tradicionalnog oglašavanja putem drugih medija. Ukazane su brojne prednosti internet oglašavanja te važnost postojanja na internetu. Oglas se prikazuje na raznim web lokacijama, poznatim portalima, društvenim mrežama. Prikazani su osnovni načini reklamiranja na internetu kao što su e-mail oglašavanje, banner-i, Google Adwords. Online oglašavanje, internet oglašavanje, web marketing, digitalni marketing, sve su to sinonimi koji opisuju pojam oglašavanja usluga i proizvoda na internetu. U svojim počecima se oglašavanje na internetu svodilo samo na postavljanje slikovnih bannera na razne web stranice te se učinkovitost ovakvih kampanja mogla samo približno točno mjeriti. U današnje doba najpoznatiji način oglašavanja je putem društvenih mreža koje imaju veoma efikasnu moć širenja svakakvih sadržaja a time i reklama. Internet je pogodan za prodaju digitalnih proizvoda, jer ih je moguće i distribuirati putem interneta, što predstavlja znatno pogodniji način kupovine za potrošača u odnosu na klasične kanale. Također, distribucija digitalnih proizvoda putem interneta neusporedivo je brža i jeftinija od ostalih oblika distribucije.This final paper is dealt with advertising on the Internet. At the beginning of this paper is explained in general about the Internet, advertising, and finally about advertising on the Internet. Marketing designation of the Internet is reflected in the numerous studies on its marketing opportunities. Business people consider Internet a market (marketspace) on which runs the exchange of traditional and new values, such as digital products and completely new services. It supports almost all types and forms of business management and can be used in all marketing elements. Advertising on the Internet is used by more companies to enhance their business and expand their market opportunities. The paper shows how in the same time advertising on the Internet is more effective than traditional advertising over other media. There are shown many advantages of Internet advertising and the importance of being on the Internet. The ad is shown at various sites, known portals, social networks. Here are shown some of the basic ways of advertising on the internet such as E-mail advertisment, Banner-i, Google adwords, online ads, internet ads, web makreting and digital makreting. All of these are synonyms that describe the concept of advertising services and products on the internet. In the beginning advertising on the internet only came down to setting picture banners on different web pages, so the effectivness of such campaings could only be roughly measured. In this age the most famous way of advertising is trough social networks that have a very effective way of spreading all kinds of content including ads. The internet is suitable for selling digital products because its possible to also distribute them trough the internet, which presents a much more suitable way of buying for the consumer in regards to the classic channels. Also, distributation of digital products trough the internet is incomparably faster and cheaper from other forms of distribution
Communication in non-profit organization in the case of Ozana association
No full textKomunikacija je važan segment privatnog, društvenog i profesionalnog života pojedinaca i grupe (organizacije). Komunikacija se dijeli na verbalnu, koja može biti usmena i pismena te na neverbalnu komunikaciju. Ovim radom pojasnit ćemo poslovnu komunikaciju u neprofitnim organizacijama na primjeru udruge Ozana. Razlika između profitnih i neprofitnih organizacija vidljiva je ne samo u cilju s kojim su osnovane, te u načinu financiranja i organizacijskoj strukturi, već i u načinu komuniciranja sa zaposlenicima i drugim dionicima. Neprofitne organizacije osnivaju se radi pružanja potpore pojedincima, skupinama ili idejama. S tim ciljem osnovana je 1991. godine i udruga Ozana, kako bi pomogla u socijalizaciji i sveukupnom poboljšanju života osoba s trajnim intelektualnim, tjelesnim i osjetilnim oštećenjima. Kod osoba koje imaju određena fizička i mentalna oštećenja proces komunikacije predstavlja poseban izazov budući da je proces „čitanja“ neverbalnih poruka dodatno otežan. Na rad s korisnicima Udruge svakako utječe i interna komunikacija. Studija slučaja neprofitne organizacije Ozana pokazala je kako njeni zaposlenici prakticiraju učestalu dnevnu komunikaciju o organizacijskim i programskim pitanjima, a čijoj kvaliteti doprinose i zajedničke kreativne radionice koje se održavaju kvartalno, jačajući ujedno i timski duh. Kvalitetna interna poslovna komunikacija pozitivno utječe i na izgradnju imidža neprofitne organizacije kao što je Ozana. Veliku ulogu pritom imaju mediji koji praćenjem aktivnosti i rada Udruge pomažu jačanju njene vidljivosti i prikupljanju uvijek nedostatnih financijskih sredstava. Analiza je pokazala potrebu udruge Ozana za profesionalizacijom odnosa s medijima, budući da internetska i Facebook stranica nisu dovoljni komunikacijski kanali za jačanje njene vidljivosti u javnosti.Communication is an important part of a private, social and corporate life of people and of a group (organisation). We recognise two types of communication: verbal communication, which can be oral and written, and the non-verbal one. In this paper we will elaborate business communication in non-profit organisations based on a case of non-profit organisation Ozana. The main difference between profit and non-profit organisations can be seen not only in the mission of the organisation, along with the means of financing and organisational structure, but also in the ways of communicating with the employees and other stakeholders. The main goal of non-profit organisations is providing aid and supporting individuals, groups and ideas. With these goals in mind, the Ozana organisation was founded in 1991, in order to help with the socialization and overall improvement of people's lives with permanent intellectual, physical and tactile disorders. Individuals who have certain physical and mental deformities are more challenged in the communication process than others considering that they find the process of ''reading'' non-verbal messages considerably harder. Internal communication in the organisation affects the work with the beneficiaries. The case study of non-profit organisation Ozana shows that its employees communicate organisational and agenda issues on daily basis. The quality of communication and maintainance of teamwork is strenghtened in creative workshops, which are organized every three months. Internal business communication of high quality also affects on the positive image of non-proftit organisation Ozana with the general public. The media have a crucial role in the building of Ozana's public image because they follow the work and activities of the organisation, as well as they help in promotion and collecting funds. The analysis of the non-profit organization Ozana shows the need for the improvement of relations with the media since the organisation's web and Facebook pages are not adequate for strenghtening its visibility in public