delo diplomskega projekta
Žan Rola (Author), Bruno Završnik (Mentor)

Abstract

Človek je skozi razvoj izkoriščal svoja čutila v različne namene. Zgodovinski viri in zapisi kažejo, da je človek učeče se bitje, pripravljeno sprejemati informacije in sugestije. V marketinškem komuniciranju izkoriščamo to lastnost, ko želimo s svojimi aktivnostmi posredovati neke informacije in z njimi pritegniti pozornost posameznika ali večje skupine ljudi. Glasbeni nastopi so vsekakor dogodki, kjer lahko izkoristimo oblike nagovarjanja ljudi in marketinškega komuniciranja s potencialnimi odjemalci. Skozi čas so se spreminjali pogledi na marketinško komuniciranje in njegov vpliv na ljudi. Zaradi razvoja informacijskih sredstev pa tudi načinov posredovanja in sprejemanja informacij se je odnos med oddajnikom in naslovnikom z razvojem spremenil. Če so včasih za posredovanje informacij izkoriščali pisne vire, klasične medije, pa danes posegajo po sodobnih sredstvih, kjer informacija potuje veliko hitreje kot v preteklosti. V diplomskem projektu raziskujemo razvoj marketinškega komuniciranja, različne poglede na oblike komuniciranja, povezavo marketinškega komuniciranja z glasbo, pa tudi sam odnos do prejetih informacij. V uvodnem delu projekta opredeljujemo marketinško komuniciranje kot del marketinga ter hkrati kot samo celoto. Skozi preučevanje literature domačih in tujih avtorjev smo opredelili marketinško komuniciranje ter vse njegove sestavne dele. Razložili smo oglaševanje, pospeševanje prodaje, osebno prodajo ter odnose z javnostmi. Ker v diplomskem projektu preučujemo marketinško komuniciranje v povezavi z glasbo, smo v nadaljevanju opredelili tudi to področje. Na kratko smo opisali glasbeno teorijo, zgodovinski razvoj glasbe ter se dotaknili tudi komercialne glasbe. Nato smo preučili še, kako se glasba pojavlja v različnih oblikah marketinškega komuniciranja, analizirali nekaj uspešnih primerov uporabe glasbe v marketinškem komuniciranju, kakšen je način marketinškega komuniciranja glasbenih skupin ter se na kratko dotaknili tudi marketinškega komuniciranja podjetij z glasbenimi dejavnostmi. Vse to nas je na koncu pripeljalo do empiričnega dela, v katerem smo ugotavljali, kakšen učinek ima marketinško komuniciranje na glasbene ali druge kulturne dogodke. Na primeru festivala Lent smo raziskali marketinško komuniciranje treh blagovnih znamk in kakšen vpliv je imelo to komuniciranje na nakupno-odločitvene procese obiskovalcev festivala.

Keywords

glasba;marketinško komuniciranje;oglaševanje;blagovna znamka;marketing;raziskave;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [Ž. Rola]
UDC: 339.138:78
COBISS: 12909340 Link will open in a new window
Views: 964
Downloads: 107
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Other data

Secondary language: English
Secondary title: Music and marketing communication
Secondary abstract: The human being has used its sences for different purposes. Historical sources and literature show, that the human is a being that learns and is ready to accept information and suggestions. In marketing communication, we take advantage of this characteristic, when we want to to pass on some information with our activity and catch the attention of an individual or a group of people. Music, musical performances are definitely events, where we can take advantage of different ways of addressing people and marketing communication with potential customers. Through time the views on marketing communication and its influence has changed. Because of the development of technology, the relationship between the transmitter and the receiver has changed. If in the old days people used written sources and classical media, nowadays people use modern ways of communicating, where the information travels much faster. In my degree project, we research the evolution of marketing communication, different views on shapes of communication, the connection with music and the relationship towards the receipt of information. In the beginning of my project, we define marketing communications as a part of marketing and as a whole. Through studying home and foreign literature, we defined marketing communication and all of its components. We explained advertising, sales promotion, personal selling and public relations. In my degree project, we are researching marketing communications and its connection with music that is why we also defined music. Very shortly, we described musical theory, the history and the development of music and lastly we described commercial music. Then we studied how music is being used in different means of marketing communication, analized a couple of succesfull examples of the use of music in marketing communications, how music groups use marketing communications and lastly we took a peak into marketing communications of companies with music activity. All of this has lead us to the empirical part in which we tried to figure out what effects does marketing communication have on music and other cultural events. On the example of festval Lent, we researched the marketing communication of three brands and what effect it had on the decision-making process of customers.
Secondary keywords: marketing;marketing communication;music;advertising;brand;
URN: URN:SI:UM:
Type (COBISS): Diploma project paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: I, 40 str.
ID: 10861573