Creation of video advertisements of commercial and emotional strategies

Abstract

Ovaj završni rad bavi se analizom utjecaja različitih stilova video reklama na percepciju, preferencije i potencijalno tržišno ponašanje publike, s fokusom na prodaju glazbenih instrumenata. Cilj istraživanja bio je utvrditi u kojoj mjeri različiti marketinški pristupi – racionalni i emocionalni – utječu na krajnju odluku o kupnji proizvoda visoke vrijednosti. U sklopu rada realizirane su dvije videoreklame: prva, komercijalna, fokusira se na prikaz proizvoda te sama upotreba; druga, emocionalna, temelji se na priči i osjećajnoj povezanosti s gledateljem. Obje reklame izrađene su u suradnji s tvrtkom koja prodaje glazbene instrumente, a njihov sadržaj bio je odobren i podržan od strane direktora i menadžera navedene firme. Osim same realizacije reklama, rad prikazuje i proces postprodukcije, uključujući montažu slike i zvuka, obradu boja, dizajn zvuka te završnu distribuciju. Reakcije ciljane publike analizirane su putem fokus grupa kako bi se utvrdilo koji elementi reklame imaju jači utjecaj na percepciju vrijednosti proizvoda i tržišnu dinamiku. Poseban naglasak stavljen je na činjenicu da su glazbeni instrumenti često skuplji proizvodi, zbog čega je bilo važno ispitati mogu li promotivne kampanje ove vrste doprinijeti rastu tržišta ili ukazati na stagnaciju interesa. Teorijski okvir rada temelji se na načelima marketinške psihologije, audiovizualne komunikacije te ponašanja potrošača, dok rezultati istraživanja nude korisne uvide za oblikovanje budućih reklamnih strategija u glazbenoj, ali i srodnim industrijama.This final paper analyzes the impact of different styles of video advertising on the audience's perception, preferences, and potential market behavior, with a focus on the sale of musical instruments. The aim of the research was to determine the extent to which different marketing approaches – rational and emotional – influence the final decision to purchase a high-value product. As part of the paper, two video advertisements were created: the first, commercial, focuses on the presentation of the product and its use; the second, emotional, is based on a story and an emotional connection with the viewer. Both advertisements were created in collaboration with a company that sells musical instruments, and their content was approved and supported by the directors and managers of the said company. In addition to the actual realization of the advertisements, the paper also shows the post-production process, including image and sound editing, color processing, sound design, and final distribution. The reactions of the target audience were analyzed through surveys and focus groups in order to determine which elements of the advertisement have a stronger impact on the perception of the product's value and market dynamics. Special emphasis was placed on the fact that musical instruments are often more expensive products, which is why it was important to examine whether promotional campaigns of this type can contribute to market growth or indicate stagnation of interest. The theoretical framework of the work is based on the principles of marketing psychology, audiovisual communication and consumer behavior, while the research results offer useful insights for shaping future advertising strategies in the music and related industries