STRATEGIJA INTEGRISANIH MARKETING KOMUNIKACIJA ZA FILM „BARBIE“
Ključne reči:
Integrisane marketinške komunikacije (IMK), Barbie, strategija ko-brendiranja, promocija filma, analiza tržišnog uspeha
Apstrakt
Ovaj rad istražuje strategiju integrisanih marketinških komunikacija za film "Barbie". Rad obuhvata teorijske aspekte različitih marketinških strategija, kao što su buzz marketing, strategija ko-brendiranja, WOM, viralni i influencer marketing kao i storytelling, sa fokusom na implementaciji ovih strategija u promociji brenda Barbie i povezanog filma. Diskutuju se ključni ishodi i uticaji na imidž brenda i tržišni uspeh, pružajući uvide u evoluciju strategija brendiranja u kontekstu modernih medija i angažovanja potrošača.
Reference
[1] Kotler, P., & Keller, K. L. (2006). Marketing menadžment (B. Lalović & M. Lučić-Živanović, Прев.; 12. izd). Data status.
[2] Bryce, M. (2004). Viral Marketing - A Crucial New Dimension in 21st Century Marketing?. Nemačka: GRIN Verlag.
[3] Jacob McMillen (2021). Word of mouth marketing and testimonials are an extremely effective way to promote your products. https://www.yotpo.com/resources/word-of-mouth-marketing/
[4] Nikolić, S., Stanković, J., & Dejanović, A. (2015). BREND MENADŽMENT: SAVREMENA A(TRA)KCIJA. Fakultet tehničkih nauka, Novi Sad.
[5] Alisone Osborne „How the Barbie Movie's Marketing Genius Can Inspire Your Podcast—and Your Own Marketing“ (Marketing Profs, 2024.) https://www.marketingprofs.com/articles/2024/50690/barbie-movie-marketing-lessons-for-branded-podcasts-and-marketers
[6] Natalija Čorbić „In a Barbie world“ (Pioniri, 2023.) In a Barbie world | Pioniri Communications
[7] Statista,Florian Zandt(2024). How Important Is the Barbie Brand for Mattel?https://www.statista.com/chart/29860/annual-global-revenue-of-mattel-and-the-barbie-brand/
[2] Bryce, M. (2004). Viral Marketing - A Crucial New Dimension in 21st Century Marketing?. Nemačka: GRIN Verlag.
[3] Jacob McMillen (2021). Word of mouth marketing and testimonials are an extremely effective way to promote your products. https://www.yotpo.com/resources/word-of-mouth-marketing/
[4] Nikolić, S., Stanković, J., & Dejanović, A. (2015). BREND MENADŽMENT: SAVREMENA A(TRA)KCIJA. Fakultet tehničkih nauka, Novi Sad.
[5] Alisone Osborne „How the Barbie Movie's Marketing Genius Can Inspire Your Podcast—and Your Own Marketing“ (Marketing Profs, 2024.) https://www.marketingprofs.com/articles/2024/50690/barbie-movie-marketing-lessons-for-branded-podcasts-and-marketers
[6] Natalija Čorbić „In a Barbie world“ (Pioniri, 2023.) In a Barbie world | Pioniri Communications
[7] Statista,Florian Zandt(2024). How Important Is the Barbie Brand for Mattel?https://www.statista.com/chart/29860/annual-global-revenue-of-mattel-and-the-barbie-brand/
Objavljeno
2024-12-24
Sekcija
Industrijsko inženjerstvo i inženjerski menadžment
