Oglaševanje mikro in malih podjetij

magistrsko delo

Sonya Gašparić (Author), Bruno Završnik (Mentor)

Abstract

Področje raziskovanja tega magistrskega dela so trenutni trendi oglaševanja mikro in malih podjetij. Na podlagi modela AIDA sem ugotovila, kako so različne metode oglaševanja učinkovite oziroma uspešne. Internet je spremenil svet, a hkrati postal medij za oglaševanje preko družbene mreže, spletne strani, elektronske pošte itn. Skratka, postal je glavni trend in vir iskanja informacij. Podjetja vse bolj oglašujejo na spletu, zato je postal, za mikro in mala podjetja, eden od glavnih načinov komunikacije s kupci. Za raziskavo sem izbrala mikro in mala podjetja, ker so ključna za evropsko gospodarstvo. Hrvaška je to poletje vstopila v EU in ima podobno strukturo podjetij v gospodarstvu in je zato tudi primerna za raziskavo. Mikro, male in srednje trgovske družbe sestavljajo 99,6 % skupnega števila registriranih trgovskih družb in zaposlujejo 66 % delavcev v hrvaških podjetjih (leta 2011), kar prav tako govori o pomembnosti mikro, malih in srednjih podjetij na Hrvaškem. Podjetje, na katerem sem opravila raziskavo, se imenuje Code2Future in je iz Zagreba. Primerjala sem uspešnost različnih načinov oglaševanja, ki jih je podjetje izvajalo. S svojo deskriptivno raziskavo in sekundarnimi podatki o trendih v oglaševanju na evropskem in hrvaškem območju sem ugotovila, da mikro in mala podjetja danes pogosteje uporabljajo spletne oblike oglaševanja kot tradicionalne. Z analizo povprečja in analizo ANOVA sem preverjala uspešnost različnih načinov spletnega oglaševanja in ugotovila, da so določeni načini spletnega oglaševanja veliko uspešnejši od ostalih. V svoji raziskavi sem se omejila na spletno oglaševanje, ker sem pred tem ugotovila, da mikro in mala podjetja pogosteje uporabljajo spletne oblike od tradicionalnih. Le-te uporablja tudi Code2Future, mikro podjetje, ki sem ga izbrala za raziskavo. Spletno oglaševanje je nova oblika oglaševanja, ki se močno razvija in je danes zelo popularna, ker ima veliko možnosti, velik doseg in je poceni.

Keywords

mikropodjetja;mala podjetja;tržno komuniciranje;oglaševanje;internet;spletno oglaševanje;promocija;uspešnost;

Data

Language:	Slovenian
Year of publishing:	2013
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[S. Gašparić]
UDC:	659.1:004.738.5
COBISS:	11627036
Views:	1720
Downloads:	282
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Advertising of micro and small companies
Secondary abstract:	Field of research are the current trends in advertising in micro and small companies. Based on the AIDA model I found how different methods of advertising are effective and successful. The Internet has changed the world, but also became a medium for advertising through social networks, websites, emails etc. In short, it has become the main trend and source of information. Companies are increasingly advertised online, so the Internet became, for micro and small companies, one of the main methods of communication with customers. I chose to study micro and small companies, because they are crucial for the European economy. Croatia joined the EU this summer and has a similar structure of enterprises in the economy and is therefore also suitable for the study. Micro, small and medium companies compose 99.6% of the total number of registered companies and employ 66 % of workers in Croatian enterprises ( in the year 2011), which also says about the importance of micro, small and medium-sized enterprises in Croatia . The company, on which I conducted the research, is called Code2Future and is from Zagreb. I compared the effectiveness of different advertising methods that the company has implemented. With the descriptive research and secondary data on trends in advertising in Croatia and in the EU, I found out that micro and small companies are now increasingly using the web instead of traditional forms of advertising. With the average analysis and ANOVA analysis, I checked the effectiveness of different methods of online advertising and found that certain ways of online advertising are much more successful than others. In the study, I was concentrated on online advertising, because I previously found that micro and small enterprises are increasingly using online advertising instead of traditional forms of advertising. Code2Future, the micro company, which I have chosen for the research, is not an exception in this. Online advertising is a new form of advertising that is highly developing and is now very popular because it cheap and it has a high reach.
Secondary keywords:	Micro companies;small companies;AIDA model;promotional mix;advertising;effectiveness;online advertising.;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	62 str.
ID:	8728329