Repository ZSB Final papers Zagreb School of Business
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No full textU doba gdje se informacije nalaze na dohvat prsta a odgovori na naša pitanja su nam dostupni u samo nekoliko sekundi, u ovome radu opisati ćemo kako funkcionira search engine result page, što je potrebno da se rangiramo što je bliže vrhu rezultata pretraživanja te što se događa u pozadini prije nego li pretraživač klikne na gumb pretraži.In an age where information is at our fingertips and answers to our questions are available to us in just a few seconds, in this paper we will describe how the search engine result page works, what is needed to rank as close as possible to the top of the search results, and what happens in the background before we click on the search button
Management of cultural institutions on the example of the Zagreb Puppet Theatre
No full textKulturne ustanove nisu samo mjesta u kojima se provodi kulturni sadržaj, već obuhvaćaju širok spektar područja koje na prvi pogled nemaju doticaja s kulturom, ali imaju snažan utjecaj na kulturu i društvo te na njihov razvoj. Uzročno-posljedična veza ekonomskog i kulturnog razvitka dokazana je u visokorazvijenim društvima, međutim, širenjem tržišta putem društvenih mreža javlja se veliki problem u procjeni kvalitetnog sadržaja i utjecaja na društvo. Koristeći utjecaj društvenih mreža na mlade, kulturne se ustanove sve više obraćaju imaginarnoj publici s kojom pokušavaju ostvariti kontakt u svrhu privlačenja što većeg broja publike. Odnos između kulture i društva vrlo je složen, jer zahvaljujući kulturnim politikama jedne države i njenom spremnošću ulaganja u kulturu, stvaraju se temelji za buduće generacije koje izražavaju svoj stav kao podržavajuća publika ili kao alternativni aktivisti putem raznih udruga. Dječje kazalište, bilo ono lutkarsko ili ne, poprima sve veću ulogu i odgovornost u odgoju budućih naraštaja, budući da se nove generacije sve više odmiču od opipljivih stvari, a sve više teže imaginarnom neopipljivom virtualnom svijetu gdje je lutka dvodimenzionalan pojam. Osim odgojno obrazovne uloge, kazalište ima estetsko i psihološko značenje za publiku jer izaziva razmjenu emocija između gledatelja, glumca i lika u predstavi, a cilj je suvremenim komunikacijskim kanalima osvijestiti važnost odlaska u kazalište radi poticanja društvenosti, kritičkog mišljenja te empatije. Kulturna politika, publika i mediji u sprezi s organizacijskom formom i infrastrukturom temeljna su područja koja treba proučiti za uspješan menadžment, dok je za uspješan marketing ključno odgovoriti na pitanje što, kako i kome prodati? Menadžment i marketing u kulturi u Republici Hrvatskoj još je uvijek nedovoljno izazovna tema osim za D. Lukića koji uviđa važnost poznavanja i korištenja marketinških alata u praksi. Neophodno je uvidjeti važnost marketinškog i komunikacijskog plana za uspješnost proizvoda na tržištu, te njegov životni vijek, ali i prepoznati zašto je važno ne poistovjećivati ta dva plana, jer promatrajući ih kao odvojene cjeline postiže se precizno segmentiranje tržišta te jasnije zacrtavanje ciljevaCultural institutions aren`t just places for conducting cultural content but they also include a broad spectrum of areas seemingly not connected with, but essential in influencing culture, society and its advances. A causal connection between economic and cultural growth has been proven in highly advanced societies, but by broadening the market through social networks, a problem in assessing quality content and its cultural influence arises. Using the influence of social media on youth, the cultural institutions are addressing an imaginary audience more frequently in hope of drawing in the biggest possible audience. The relation between culture and society is highly complex because cultural policies of a country and its readiness to invest in culture are the building blocks for future generations that express their views in the role of a supporting audience or as alternative activists through various organizations. Children`s theatre, be it puppet theatre or not, is taking on a growing role in and responsibility for raising future generations given their gradual stepping away from palpable and gravitating towards a more intangible virtual world where a puppet is a two-dimensional concept. Besides serving an educational role, theatre has an aesthetical and a psychological meaning for an audience on account of evoking an emotional exchange between the viewer, actor and their character in the play and its role is raising awareness of its benefits such as promoting sociability, critical thought and empathy through modern communication channels. Cultural policies, audience and the media in conjunction with organisational structure and infrastructure are fundamental areas to analyze when trying to achieve successful management while the key questions to factor in while contemplating successful marketing tactics are: what to sell, how and to whom. Management and marketing in Croatian culture aren`t publicly acknowledged as a challenging enough of a topic yet, except by D. Lukić who understands the importance of knowing and putting marketing tools to use in praxis. It`s not only necessary for one to understand the significance of having a marketing and a communication plan for a product`s success on the market and its lifespan, but also not to equate the two plans because a more precise segmentation of the market and clearer goal-setting is achieved while observing them as separate entities
What is creativity and the possibility of its application
No full textPovijesno gledano, prema dizajnu se odnosilo kao prema napretku u razvojnom procesu – riječ je zapravo o povijesnoj prekretnici na kojoj su se dizajneri, koji prvotno nisu ''igrali'' ulogu u srži inovacije, odigrali ulogu onih koji stavljaju ukrasni omot oko ideja. Ovaj pristup potaknuo je rast tržišta u mnogim područjima izradom novih proizvoda i tehnologija koje su estetski privlačnije i stoga poželjnije među potrošačima. U drugoj polovici dvadesetog stoljeća dizajn je postajao sve jača konkurencija kako potrošačkoj elektronici, tako automobilskoj industriji i potrošačkoj ambalaži robne industrije. Promišljanje dizajna je usmjereno na čovjekov pristup inovacijama koje crpi iz dizajnerskih alata za zadovoljenje potreba ljudi, mogućnosti tehnologija i zahtjeva za poslovni uspjeh. Dizajnersko razmišljanje također nam pomaže u promatranju i razvijanju empatije s ciljanim korisnicima. Poslovni lideri koji koriste skup alata dizajnerskog razmišljanja mogu pouzdano stvoriti bolje korisničko iskustvo usmjereno na čovjeka. Konačno, dizajnersko razmišljanje pruža strukturirani proces koji pomaže inovatorima da se oslobode kontraproduktivnih tendencija koje sprečavaju inovaciju. Proces razmišljanja o dizajnu nije nužno linearan, niti postoji jedan kanonski način da mu se pristupi; to je iterativni sustav s mnogo varijacija.Historically, design has been treated as a downstream step in the development process — a point where designers, who have not previously played a role in the core work of innovation, come and put a nice wrapper around the idea. To be sure, this approach has spurred market growth in many areas by making new products and technologies aesthetically appealing and therefore more desirable to consumers or by improving brand perceptions through smart, evocative advertising and communication strategies. In the second half of the twentieth century, design became an increasingly valuable competition of assets in, for example, consumer electronics, the automotive industry, and consumer packaging commodity packaging. Design thinking focuses on a person’s approach to innovation that draws from design tools to integrate people’s needs, technology capabilities, and requirements for business success. Design thinking also helps us observe and develop empathy with the target users. Business leaders who use shared vocabulary and a set of design thinking tools can reliably create a better human-centered user experience. Finally, design thinking provides a structured process that helps innovators break free of counterproductive tendencies that thwart innovation. The process of thinking about design is not necessarily linear, nor is there a canonical way to approach it; it is an iterative system with many variations
Trembling and fear in public speaking
No full textKomunikacija je jedna od temeljnih ljudskih potreba. Od pamtivijeka do danas ljudi su razmjenjivali različite poruke, verbalno i neverbalno te tako uspostavljali i gradili odnose, oblikovali zajednice i društvo u cjelini. Ovaj rad bavi se komunikacijom, ponajviše interpersonalnom, a u fokusu interesa je javni nastup, odnosno razmjena poruka pojedinca s većim brojem ljudi, nerijetko i putem masovnih medija. Brojnim analizama i istraživanjima utvrđeno je da gotovo svaki javni govor (javni nastup) kod govornika stvara napetost, tremu, a često i strah.
Velik broj ljudi našao se u situaciji u kojoj je morao raditi važnu prezentaciju za svoje nadređene ili važne kupce i, iako se sve dobro pripremi, mnogima se znoje ruke, neke hvata tjeskoba, neki se boje da prezentacija neće biti dobra i da će se osramotiti. Strah od javnog nastupa uobičajen je i prirodan osjećaj. Tremu imaju svi, političari uoči javnih nastupa, pjevači uoči koncerta, profesori uoči predavanja, glumci uoči predstave, sportaši uoči natjecanja, studenti uoči ispita itd. Trema i strah u javnom nastupu, verbalni dio javnog govora, neverbalni dio javnog govora („govor tijela“), izgled prezentatora, upotreba prostora i pomagala, ambijent i kontekst, komunikacijske zone, fizički izgled govornika, bonton i kultura organizacije, samo su neki od čimbenika koji imaju snažan utjecaj na percepciju govornika ili prezentatora te u konačnici utječu na uspjeh njegovog govora ili prezentacije.
Prema istraživanjima, strah od javnoga nastupa je najveći strah kojega čovjek može imati, čak veći i od straha od smrti. Nije to samo strah od prezentacije, nego općenito govorenja ispred velike publike. S ciljem utvrđivanja pojavnosti, simptoma, oblika i intenziteta straha i treme provedeno je istraživanje na uzorku od 536 ispitanika u Republici Hrvatskoj. Rezultati istraživanja potvrdili su nalaze nekih ranijih istraživanja uz ključni nalaz da je strah od javnog nastupa daleko najintenzivniji, čak značajno snažniji od straha od smrti.Communication is one of the fundamental human needs. From time immemorial to the present day, people have exchanged different messages, verbally and non-verbally, thus establishing and building relationships, shaping communities and society as a whole. This paper examines communication, mostly interpersonal, and the focus of interest is public appearance, i.e. the exchange of messages of an individual with a larger number of people, often through the mass media. The work of many researchers has found that almost every public speech (public appearance) creates tension, nervousness, and often fear in the speaker.
A large number of people found themselves in a situation where they had to make an important presentation for their superiors or important customers, and although everything is well prepared, their hands are sweating, some get anxious, some are afraid that the presentation will not be good and that they will embarrass themselves. Fear of public speaking is a common and natural feeling. Everyone is nervous, politicians before public appearances, singers before concerts, professors before lectures, actors before performances, athletes on the eve of competitions, students prior to taking exams, etc. Stage fright and fear of public speaking, verbal part of public speech, non-verbal part of public speech ("body language"), physical appearance of the presenter, use of space and aids, ambience and context, communication zones, etiquette and culture of the organization are just some of the factors that have a strong influence on the perception of the speaker or presenter and ultimately affect the success of their speech or presentation.
According to many research studies, the fear of public appearance is the greatest fear one can have, even greater than the fear of death. It’s not just the fear of presentation, but the fear of speaking in front of a larger audience in general. In order to determine the incidence, symptoms, form and intensity of fear and stage fright, a study was conducted on a sample of 536 respondents in the Republic of Croatia. The results of the research confirmed the findings of some previous research with the key finding that the fear of public appearance is by far the most intense, even significantly stronger than the fear of death
Historical development of marketing with an emphasis on B2B and integral marketing
No full textPovijesni razvoj marketinga odredio je glavne elemente marketinškog plana, koji i danas postoje. Nije postojao dan u povijesti zemlje kada se netko nije služio marketinškim alatima i aktivnostima. Marketing živi dugi niz godina, od starih Egipćana, Grka, Kineza – sve do Srednjeg vijeka, gdje se marketing počinje razvijati, a u doba industrijalizacije postaje samostalna disciplina. Zanimljivo je vidjeti kako se marketing kroz toliko godina promijenio, ali je zapravo ostao isti. Razne tehnike kojima su se koristili u prošlosti i danas su neke od najboljih tehnika i alata koje je čovjek izmislio.
Doba industrijalizacije ubrzalo je tržište te se marketing, kao disciplina, puno brže razvijao. Iako tada nije postojao internet i sve išlo sporijim putevima, marketinški stručnjaci su konstantno pronalazili načine za pronalazak potencijalnih klijenata. Iako se na početku većina marketinških agencija bavila isključivo preprodajom oglasnog prostora, razvoj agencija počeo je doprinositi samom razvoju marketinga te su ljudi bili sve kreativniji u toj struci.
Industrijalizacija je također stvorila poslovni marketing, koji su tvrtke objeručke prihvatile kako bi što brže i kvalitetnije pronašli svoje klijente. Organizacija sajmova je tada bila jedan od glavnih marketinških alata uz osobnu prodaju. Sajmovi su se organizirali često, a tvrtke su također voljele sponzorirane događaje, gdje su bili istaknuti njihovi proizvodi ili usluge. Sam poslovni marketing razvijao se velikom brzinom, a pojavom interneta je dosegao vrhunac. Digitalni su alati tvrtkama omogućili brže kontaktiranje potencijalnih kupaca i održavanje postojećih odnosa s klijentima.
Sve to je rezultiralo integralnim marketingom koji je sadašnjost i budućnost marketinga, kao takvog. Tvrtke su zbog ubrzanog tempa života i brze promjene trendova bili prisiljeni smisliti novi način oglašavanja. U tom smislu je integralni marketing poslužio kao odlično rješenje, jer je osiguravao da se sve marketinške aktivnosti u poduzeću vežu za jedinstveni cilj, a to je zadovoljavanje potreba potrošača uz ostvarenje profita.The historical development of marketing determined the main elements of the marketing plan, which still exist today. There hasn't been a day in the history of the country when someone hasn't used marketing tools nad activities. Marketing has been around for many years, from the ancien Egyptians, Greeks, Chinese – all the way to the Middle Ages, where marketing began to develop, and in the age of industrialization it became an independent discipline. It's interesting to see how marketing has changed over so many years, but in fact it has remained the same. The various techniques used in the past and today are some of the best techniques and tools that man has invented.
The age of industrialization accelerated the market and marketing, as a discipline, developed much faster. Although there was no Internet back then and everything went slower, marketers were constantly finding ways to find potential clients. Although at the beginning most marketing agencies dealt excluesively with the resale of advertising space, the development of agencies began to contribute to the development of marketing itself, and people were more and more creative in that profession.
Industrialization also created business marketing, which companies accepted wholehertedly in order to find their customers as quickly nad efficiently as possible. The organization of trade fairs was then one of the main marketing tools in addition to personal selling. Fairs were organized frequently, and companies also liked sponsored events, where their products or services were highlighted. Business marketing itself developed at a high speed, and reached its peak with the advent of the Internet. Digital tools have enabled companies to contact potential customers faster and maintain existing customer relationships.
All this resulted in integral marketing, which is the present and the future of marketing, as such. Companies were forced to come up with a new way of advertising due to the accelerated pace of life and rapid changes in trends. In this sense, integral marketing served as an excellent solution, because it ensured that all marketing activities in te company were tied to a single goal, which is to satisfy the needs of consumers while making a profit
The influence of the media on cognitive development of children
No full textKognitivni razvoj djece je kompleksan i ključan za njihov budući razvoj. Postoji mnoštvo faktora koji mogu znatno promijeniti tijek i kvalitetu dječjeg kognitivnog razvoja, a jedan od najutjecajnijih upravo su mediji. Televizija, društvene mreže, internet i marketinške kampanje mogu imati i pozitivne i negativne utjecaje na razvoj djeteta. S jedne strane postoje izvori koji pružaju poticanje kognitivnog razvoja u pozitivnom smjeru, kao što su obrazovni programi koji djecu potiču na kritičko razmišljanje ili čak video igrice namijenjene djeci s posebnim potrebama koji omogućuju zdrav razvoj kognitivnih i motoričkih sposobnosti, dok s druge strane postoje metode iskorištavanja dječje pažnje te nedovoljno razvijenog kritičkog razmišljanja djece od strane marketinških stručnjaka koji targetiraju najmlađu publiku promotivnim sadržajima ili raznih rizika koji se nalaze na internetu kojemu djeca imaju lak pristup što negativno doprinosi njihovom razvoju. Kroz razna istraživanja diljem svijeta jasno je kako je jedan od najbitnijih koraka do rješenja problema utjecaja medija na djecu stvaranje svijesti o svim načinima na koji mediji mogu imati utjecaja na dječji kognitivni razvoj te na koje načine najbolje doprinijeti istome. Roditelji, učitelji i psiholozi važan su aspekt dječjeg razvoja te bi trebali biti upoznati sa svim aspektima i važnosti medijskog utjecaja na djecu te kako stvoriti pozitivno i poticajno okružje za razvoj djece. Medijska pismenost ovdje ima veliku ulogu u obrazovanju javnosti o kritičkom razmišljanju radi jasnijeg razumijevanja medijskih poruka koje nas svakodnevno okružuju. Postavljene su i zakonodavne restrikcije kada se radi o odnosu djece i medija, te i razni sadržaji o medijskoj pismenosti dostupni za roditelje i učitelje na obrazovnim internetskim stranicama koji im omogućuju da budu medijski i informacijski pismeni kako bi mogli djeci pružiti korisne informacije koje im doprinose u daljnjem razvoju u svijetu medija i tehnologije.The cognitive development of children is complex and crucial for their future development. There are many factors that can significantly change the course and quality of children's cognitive development and one of the most influential is the media. Television, social media, the Internet and marketing campaigns can have both positive and negative impacts on a child’s development. On the one hand, there are sources that encourage positive cognitive development, such as educational programs that encourage children to think critically or even video games for children with special needs that allow healthy development of cognitive and motor skills, while on the other hand there are methods of exploiting children's attention and their underdeveloped critical thinking by marketing professionals who target the youngest audience with promotional content or various risks found on the Internet to which children have easy access that negatively contribute to their development. Through various researches around the world, it is clear that one of the most important steps towards solving the problem of media influence on children is to create awareness of all the ways in which media can influence children's cognitive development and ways to best contribute to it. Parents, teachers and psychologists are an important aspect of a child's development and should be familiar with all aspects and the importance of media influence on children and how to create a positive and stimulating environment for children's development. Media literacy here has a major role in educating the public about critical thinking for a clearer understanding of the media messages that surround us on a daily basis. Legislative restrictions have been set on the relationship between children and the media, as well as various media literacy content available to parents and teachers on educational websites that allow them to be media and information literate so that they can provide children with useful information that contributes to their further development in the world of media and technology
Determining the promotional package for the card service - PBZ Visa premium
No full textMarketing danas možemo smatrati najpoznatijim ekonomskim pojmom. U svojoj srži, marketing nastoji prepoznati prikladne kupce i skrenuti njihovu pozornost na kupnju proizvoda ili uslugu koja im je dostupna. Kroz rad se obrađuje pojam marketinga, elementi marketinškog spleta, elementi promotivnog spleta.
Privredna banka Zagreb ili PBZ je druga najveća banka u Hrvatskoj, stoga je u posebnom poglavlju obrađen promotivni splet na odabranom primjeru.
U radu će se na primjeru PBZ Visa Premium kartice analizirati elementi promotivnog spleta kao što je oglašavanje, osobna prodaja i odnosi s javnošću i publicitet.Today we can consider marketing as the most famous economic term. At its core, marketing seeks to identify suitable customers and draw their attention to the purchase of a product or service available to them. The work deals with the concept of marketing, elements of the marketing mix, elements of the promotional mix.
Privredna banka Zagreb or PBZ is the second largest bank in Croatia, so a special chapter deals with the promotional mix using a selected example. Using the example of the PBZ Visa Premium card, the paper will analyze the elements of the promotional mix such as advertising, personal selling and public relations and publicity
Development strategy of the distribution company - olaplex cosmetics
No full textTema završnog rada „Strategija razvoja distribucijskog poduzeća - Olaplex kozmetika „ počinje poviješću o njezi kose, ali same prvenstveno higijene. Važnost marketinga sam objasnila na primjeru poduzeća Olaplex koji se bavi proizvodnjom kozmetičkih proizvoda koji su uglavnom namijenjeni njezi kose. Razlog što sam odabrala ovo poduzeće je bila ljubav prema kozmetici, ali i to što sam korisnica istoimenih proizvoda. Marketing se može opisati kao funkcija koja se bavi identificiranjem kako želja, tako i potreba krajnjih potrošača. Poduzeće je prepoznalo potrebe svojih kupaca te sukladno tome stalno razvija, inovira ili modificira već postojeće proizvode, što su kupci prepoznali, ali glavni razlog zbog kojeg se kupci vraćaju i vjeruju ovom poduzeću je upravo, a ujedno i najvažniji element koji se zove kvaliteta. U radu će se govoriti i o marketing mixu te ću objasniti elemente od kojih se sastoji. Element na kojem sam se najviše orijentirala je distribucija ovog poduzeća te će se objasniti kojim kanalima se poduzeće Olaplex koristi.Final work theme "Strategy of development of the distribution company - Olaplex cosmetics " begins with the history of hair care, but itself primarily hygiene. I explained the importance of marketing on the example of Olaplex, a company that produces cosmetic products that are mainly intended for hair care. The reason I chose this enterprise was the love of cosmetics, but also because I am a user of the products of the same name. Marketing can be described as a function that deals with identifying both the desires and the needs of the end consumers. The company has recognized the needs of its customers and accordingly constantly develops, innovates or modifies already existing products, which customers have recognized, but the main reason why customers return and trust this company is precisely, and at the same time the most important element called quality. The paper will also talk about the marketing mix and I will explain the elements of which it consists. The element on which I focused the most is the distribution of this company and will explain which channels Olaplex uses
Comparison of promotional functionalities of advertising on social networks in order to increase sales
No full textZahvaljujući naglom razvoju informatičke tehnologije, interneta te digitalizacije, oglašavanje se u današnje vrijeme znatno razlikuje od ranijih oblika oglašavanja. Velike promjene je donijela pojava društvenih mreža, koje su postale važnije od tradicionalnih načina oglašavanja.
Danas velika većina osoba posjeduje račun na bar jednoj društvenoj mreži, a nagli porast popularnosti društvenih mreža za posljedicu je imao i promjene u načinu oglašavanja. U vrlo kratkom roku je postalo sasvim jednostavno i za male poduzetnike da svoj proizvod ili uslugu ponude širokoj publici, a velikim kompanijama je omogućio još lakši pristup novim tržištima što je u znatnoj mjeri promijenilo pristup oglašavanju.
Neosporno je da se svjetska tržišta u današnje vrijeme suočavaju s novom stvarnošću koja postavlja potrošača u sam centar marketinškog miksa, prvenstveno zbog društvenih mreža. Mnoge kompanije, a ovdje svakako spada i IKEA, su prepoznale potrebu i nužnost intenzivne virtualne prisutnosti pa su najveći dio svoga oglašavanja prebacila na razne društvene platforme.Due to the rapid development of information technology, the Internet and digitalization, advertising today is significantly different from earlier forms of advertising. Big changes have been brought about by the advent of social networks, which have become more important than traditional ways of advertising.
Today, the vast majority of people have an account on at least one social network, and the sudden increase in the popularity of social networks has resulted in changes in the way of advertising. In a very short time, it has become quite easy for small businesses to offer their product or service to a wide audience, and it has allowed large companies even easier access to new markets, which has significantly changed the approach to advertising.
It is undeniable that world markets nowadays are facing a new reality that puts the consumer at the very center of the marketing mix, primarily because of social networks. Many companies, including IKEA, have recognized the need and necessity of an intensive virtual presence, so they have transferred most of their advertising to various social platforms
Using native advertising as a new format of digital advertising
No full textŠirokopojasni internet i pojava društvenih mreža potpuno su promijenili marketing industriju. Način komunikacije korisnika i njihove navike nepovratno su se promijenile. Iz navedenog razloga i način oglašavanja je morao pronaći nove kanale komunikacije prema svojim korisnicima. Društvene mreže su sigurno predstavljale veliku marketinšku priliku koju su kompanije htjele iskoristiti na što bolji način. Na početku su se najviše koristile metode sponzoriranih članaka i banner oglasa kojih je bilo u prevelikim količinama i postajali su sve agresivniji da je došlo do zasićenja i odbojnosti korisnika prema njima. Rješenje je pronađeno u native oglašavanju čije je pristup potpuno drugačiji od prethodno korištenih marketinških metoda. Native oglasi su stručno napisani članci, koji se uklapaju u sadržaj stranice i korisnik nema problema s distrakcijom prilikom svojih aktivnosti na društvenim mrežama. Sama poanta ovakve vrste oglašavanja je prenošenje vrijednosti samog proizvoda bez poticanja na kupnju. Kvalitetno napisani native oglasi mogu imati trajnu vrijednost, korisnici mogu takve vrste članaka pročitati i mjesecima nakon što su napisani te i dalje imati korisni od takvih članaka. Ovakva vrsta oglasa privlači više pažnje zbog kvalitete napisanog članka, pomaže u stvaranju odnosa kompanija s postojećih i potencijalnim novim kupcima. Pomoću native oglasa moguće je prezentirati brendirani sadržaj na suptilan i uvjerljiv način istodobno pružajući korisnicima sve podatke koji su im potrebni. Takvim oglasima kompanije mogu uvjeriti svoje korisnike da im je više stalo do njih nego do njihovog novca, a korisnici u većini slučajeva takav trud nagrade svojom lojalnošću. Dakako postoje i negativne strane native oglasa pa tako u nekim slučajevima ako su naslovi nekorektno napisani, čitatelji mogu smatrati native oglase kao obmanjujuće ili čak neetične. Native oglasi u većini slučajeva puno su privlačniji i prilagođeniji od tradicionalnih oglasa pa je iz tog razloga njihovo stvaranje radno intenzivno i dugotrajno. Stvaranje native oglasa često sadrži cijeli tim stručnjaka za oglašavanje, marketinški tim, autore tekstova, izdavačke partnere što definitivno nije financijski mali izdatak.Broadband Internet and the emergence of social networks have completely changed the marketing industry. The way users communicate and their habits have irreversibly changed. For the reasons above, the method of advertising had to find new channels of communication with its users. Social networks certainly represented a great marketing opportunity that companies wanted to use in the best possible way. At the beginning, the methods of sponsored articles and banner ads were mostly used, which were in excessive quantities and became more and more aggressive until there was saturation and repulsion of users towards them. The solution was found in native advertising, whose approach is completely different from previously used marketing methods. Native ads are expertly written articles that fit into the content of the page and the user has no problem with distraction during their activities on social networks. The very point of this type of advertising is to convey the value of the product itself without encouraging a purchase. Well-written native ads can have lasting value, users can read these types of articles months after they were written and still benefit from such articles. This type of ad attracts more attention due to the quality of the written article, helps to create a company relationship with existing and potential new customers. Using native ads, it is possible to present branded content in a subtle and persuasive way while providing users with all the information they need. With such ads, companies can convince their users that they care more about them than their money, and users in most cases reward such efforts with their loyalty. Of course, there are also negative sides of native ads, so in some cases if the headlines are written incorrectly, readers may consider native ads as misleading or even unethical. In most cases, native ads are much more attractive and customized than traditional ones, and for this reason their creation is labor-intensive and time-consuming, and the creation of native ads often includes a whole team of advertising experts, marketing team, copywriters, publishing partners, which is definitely not a small financial expense