Potrošnikova percepcija adaptacije oglasov

diplomsko delo

Špela Strgar (Author), Urša Golob (Mentor)

Abstract

Kljub številnim razpravam o adaptaciji mednarodnega oglaševanja še vedno obstaja vprašanje, kako izmeriti stopnjo adaptacije oglasov. Vsi pristopi zajemajo zgolj perspektivo marketinškega strokovnjaka. Ta enostranski pristop danes za globalen medij ni dovolj, saj se potrošniki vedno bolj soočajo tudi s tujim oglaševanjem. V svoji diplomski nalogi predstavljam drug pristop merjenja adaptacije oglasov, in sicer z vidika potrošnikove percepcije. V raziskavo je vključenih 176 anketirancev, pri katerih ugotavljam stopnjo adaptacije med različnimi kategorijami oglasov. Rezultati kažejo, da obstaja razlika med različnimi kategorijami. Kot pomembno ciljno skupino sem izpostavila mlade, stare med 20 in 28 let, in sicer zaradi višje izobrazbe ter izpostavljenosti tujim medijem. Rezultati kažejo tudi pomembnost posameznih elementov pri zaznavanju podobnosti med različnimi kategorijami oglasov.

Keywords

adaptacija oglasov;potrošnikova percepcija;kategorije oglasov;Oglaševanje;Potrošniki;Zaznavanje;Diplomska dela;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.11 - Undergraduate Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[Š. Strgar]
UDC:	659.1:366(043.2)
COBISS:	35806301
Views:	498
Downloads:	117
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Consumer perceptions of advertising adaptation
Secondary abstract:	Despite divers discussion about adaptation of international advertising, the question how to measure the degree of advertising adaptation still remain. All existing approaches take only perspective of marketing experts. This one-sided approach is not enough today for global media because consumers are more and more confronted with foreign advertising. In my degree paper I am presenting different approach of measuring advertising adaptation from consumer's perspective. 176 respondents were included in survey, where I was researching the degree of adaptation between different advertisement categories. The results indicate that there is a difference between different categories. My target group in the survey was youth, age between 20 and 28 years, mostly because of their high education and exposure to foreign media. The results point on the importance of separate elements at perceiving similarity between different advertisement categories.
Secondary keywords:	Advertising;Consumers;Perception;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:	49 str.
ID:	10958818