diplomsko delo
Tjaša Remškar (Author), Samo Kropivnik (Mentor)

Abstract

Sodobno poslovno okolje so v preteklosti zaznamovale spremembe trga, tehnologije in potrošnikov. Za podjetja, ki želijo v takšnem okolju ustvarjati lastno vrednost, je pomembno, da tem sledijo in strategije svojega poslovanja karseda uspešno prilagajajo nanje. Ob tem so jim v pomoč blagovne znamke, ki potrošnikom posredujejo obljubo kakovosti in z njimi vzpostavljajo odnose. Najmočnejši odnos, ki se lahko razvije med blagovno znamko in potrošnikom je tisti, ki temelji na pripadnosti in poleg vedenjske vsebuje tudi čustveno komponento. Vzpostavitev takšnega odnosa je pomembna predvsem za medijska podjetja, saj ta odnose z medijskimi občinstvi vzpostavljajo in ohranjajo predvsem na podlagi občutka zaupanja, naklonjenosti in pripadnosti medijskim blagovnim znamkam. Slednje storijo s konsistentnim in celovitim marketinškim komuniciranjem na točkah, na katerih medijska občinstva vstopijo v stik z blagovno znamko. Ker so tehnološke spremembe spremenile načine, na katere so medijska občinstva v stiku z medijskimi vsebinami in ker v njihovi vlogi nastopajo tudi mlajši posamezniki, ki še nimajo izoblikovanih navad medijske potrošnje, se medijska podjetja za njihovo naklonjenost borijo tudi z uporabo novih medijev.

Keywords

novi mediji;medijske blagovne znamke;Blagovne znamke;Tržno komuniciranje;Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [T. Remškar]
UDC: 339.138(043.2)
COBISS: 35760221 Link will open in a new window
Views: 725
Downloads: 221
Average score: 0 (0 votes)
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Other data

Secondary language: English
Secondary title: Influence of marketing communication through new media on brand belonging: case study of media brand 24 ur
Secondary abstract: The modern business environment has been impacted by the changes in the market, technology, and consumer preferences. It is crucial for the companies that desire to create added-value in the latter environment, that they do not only follow the changes, furthermore, they need to adjust their business models accordingly. Naturally, the brand is highly beneficial to the company in the environment it operates in due to the fact, that it communicates the desired information and establishes relationships with the consumers. The most powerful relationship contains the behavioral and emotional component through which it encourages the feeling of affiliation. Establishing the latter relationships is a crucial factor for media companies, due to the fact that they maintain and manage relationships with their audience through trust, affection, and affiliation with their media brand. Consequently, they communicate consistently and comprehensively through the channels that are the points of junction between their audience and their brand. Since the technological advances have radically changed the way the consumer reaches or is reached by the desired media content; and younger generations, that are becoming a part of the audience, have not developed their media consumption patterns yet, the media companies are seeking to capture and nurture consumer’s affiliation with the help of new media.
Secondary keywords: Trademarks;Marketing communication;Graduate theses;
Type (COBISS): Bachelor thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 92 str.
ID: 10943201