Analiza oglaševanja kozmetičnih izdelkov v digitalnem okolju

diplomsko delo

Manca Simetinger (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

V današnjem hitro spreminjajočem se okolju, morajo biti organizacije zelo fleksibilne in hitro prilagodljive na nenadne spremembe na trgu, saj lahko le tako ostajajo konkurenčne. Bistvenega pomena zanje predstavlja uspešna marketinška komunikacija z odjemalci, ki so ključnega pomena za obstoj katere koli organizacije na trgu. V diplomskem delu smo podrobneje definirali ter opisali oglaševanje kozmetičnih izdelkov v digitalnem okolju, s poudarkom na družbenih omrežjih. Natančno smo preučili posamezna digitalna orodja, ki pripomorejo k zanimivemu in učinkovitemu oglaševanju kozmetičnih izdelkov. Skozi nalogo smo raziskovali, kako odjemalci kozmetičnih izdelkov zaznavajo oglasna sporočila o kozmetičnih izdelkih prek različnih medijev, predvsem pa je bil poudarek zopet na socialnih omrežjih. Zanimalo nas je tudi, kakšna vrsta digitalnega oglaševanja bi bila najbolj primerna in učinkovita za oglaševanje kozmetičnega izdelka, ki se šele uvaja na trg, zato smo to podrobneje raziskali s pomočjo dosedanjih raziskav ter lastne analize, ki smo jo izvedli v nadaljevanju tega diplomskega dela.

Keywords

marketing;mediji;oglaševanje;digitalno oglaševanje;digitalno okolje;kozmetika;odjemalci;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	M. Simetinger
UDC:	659.1
COBISS:	83709443
Views:	317
Downloads:	76
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Analysis of advertising of cosmetic products in the digital evnironment
Secondary abstract:	In today's rapidly changing environment, organisations need to be very flexible and quickly adaptable to sudden changes on the market, because that is the only way they can remain competitive. It is essential for organisations to have successful marketing communication with customers, which are crucial to the existence of any organisation on the market. In the diploma thesis, we defined and described the advertising of cosmetic products in the digital environment, with an emphasis on social media networks. We have examined individual digital tools in more detail, which contribute to interesting and effective advertising of cosmetic products. Through the task, we researched how customers of cosmetic products perceive advertising messages about cosmetic products through various media, and above all, the emphasis was again on social media networks. We were also interested in what type of digital advertising would be most suitable and effective for advertising a cosmetic product that is just being introduced to the market, so we researched this in more detail with the help of previous research and our own analysis, which we performed later in this thesis.
Secondary keywords:	advertising;consumer;cosmetic products;marketing;medium.;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	45 str., 6 str. pril.
ID:	13258701