Vključevanje čutnih elementov v oglaševalske kampanje

diplomsko delo

Katja Kralj (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Preživetje ljudi je povezano z zaznavanjem okolice in drugih ljudi. To velja tudi za oglaševanje, kjer postaja vključevanje čutnih elementov vse pomembnejše. Uporaba vonja, zvoka, dotika, okusa in vizualnih elementov v oglaševalskih kampanjah omogoča blagovnim znamkam, da učinkovito nagovorijo čute odjemalcev, kar vodi v večjo naklonjenost in zvestobo. Vonj lahko vzbudi močna čustva in spomine, zvok vpliva na razpoloženje, vizualni elementi ustvarjajo prvi vtis, otipni elementi povečajo občutek kakovosti, okus pa je ključen v prehrambni industriji. Celosten pristop, ki vključuje vse čutne elemente, ustvarja edinstvene in nepozabne izkušnje za odjemalce ter krepi emocionalno povezanost z blagovno znamko. To dolgoročno povečuje zadovoljstvo in zvestobo, kar koristi tako njim kot blagovnim znamkam

Keywords

oglaševanje;oglaševalske kampanje;blagovne znamke;odjemalci;potrošniki;čutno zaznavanje;

Data

Language:	Slovenian
Year of publishing:	2024
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	K. Kralj
UDC:	659.1
COBISS:	209090819
Views:	0
Downloads:	1
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Integrating sensory elements into advertising campaigns
Secondary abstract:	Human survival is linked to the perception of our surroundings and other people, and this is also true for advertising, where the integration of sensory elements is becoming increasingly important. The use of smell, sound, touch, taste, and visual elements in advertising campaigns allows brands to effectively appeal to consumers' senses, leading to greater affection and loyalty. The smell can evoke strong emotions and memories, sound influences mood, visual elements create a first impression, tactile elements increase the sense of quality and taste is key in the food industry. A holistic approach that includes all sensory elements creates unique and memorable experiences for consumers and strengthens the emotional connection with the brand. This increases consumer satisfaction and loyalty in the long term, benefiting both consumers and brands.
Secondary keywords:	Advertising campaign;brand;sensory elements;senses;customers.;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	1 spletni vir (1 datoteka PDF (III, 65 str.))
ID:	24503797