{"id":1239,"date":"2022-12-27T10:50:35","date_gmt":"2022-12-27T10:50:35","guid":{"rendered":"https:\/\/suvremene-teme.vern.hr\/?p=1239"},"modified":"2022-12-28T12:27:46","modified_gmt":"2022-12-28T12:27:46","slug":"marketing-communication-of-prevention-measures-during-the-pandemic-in-croatia","status":"publish","type":"post","link":"https:\/\/suvremene-teme.vern.hr\/en\/marketing-communication-of-prevention-measures-during-the-pandemic-in-croatia\/","title":{"rendered":"<strong>Marketing communication of prevention measures during the pandemic in Croatia<\/strong>"},"content":{"rendered":"<p>Izvorni znanstveni \u010dlanak: <a href=\"https:\/\/doi.org\/10.46917\/st.13.1.3\">https:\/\/doi.org\/10.46917\/st.13.1.3<\/a><\/p>\n\n\n\n<p>The COVID-19 pandemic has opened up a debate on official health communication and thus \u00a0set a new norm in the healthcare marketing. In the focus of the analysis of this paper is marketing communication of the Croatian COVID-19 vaccine campaign <em>Misli na druge \u2013 cijepi se!<\/em> (<em>Think of others \u2013 get vaccinated!<\/em>) with the main research questions: how the public institutions in Croatia communicated the COVID-19 challenges and educated the public about vaccination as one of the prevention strategies; whether campaigns as official health communication have adopted the principles of creativity and how they used visual elements in the campaign. Findings show that the campaign adopted the principles of creativity as it used the antithesis in a campaign message, logo and testimonials, however, the campaign failed to reach the target vaccination numbers<\/p>\n\n\n\n<p><a href=\"https:\/\/suvremene-teme.vern.hr\/wp-content\/uploads\/2022\/12\/ST-2022_Marketing-communication-of-prevention-measures-during-the-pandemic-in-Croatia.pdf\">Full article<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Izvorni znanstveni \u010dlanak: https:\/\/doi.org\/10.46917\/st.13.1.3 The COVID-19 pandemic has opened up a debate on official health communication and thus \u00a0set a new norm in the healthcare marketing. In the focus of the analysis of this paper is marketing communication of the Croatian COVID-19 vaccine campaign Misli na druge \u2013 cijepi se! (Think of others \u2013 get&#8230;<\/p>","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[588],"tags":[611,608,612,610,609],"coauthors":[590],"class_list":["post-1239","post","type-post","status-publish","format-standard","hentry","category-588","tag-covid-19","tag-creative-industries","tag-crisis-communication","tag-media","tag-vaccine-marketing-tools"],"_links":{"self":[{"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/posts\/1239","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/comments?post=1239"}],"version-history":[{"count":3,"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/posts\/1239\/revisions"}],"predecessor-version":[{"id":1293,"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/posts\/1239\/revisions\/1293"}],"wp:attachment":[{"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/media?parent=1239"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/categories?post=1239"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/tags?post=1239"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/coauthors?post=1239"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}