delo diplomskega seminarja
Barbara Hojnik (Author), Bruno Završnik (Mentor)

Abstract

Delo diplomskega seminarja se nanaša na instrument marketinškega komuniciranja, oglaševanje. Za to temo sem se odločila, ker se na vsakem koraku srečujemo z raznovrstnim oglaševanjem. Pomembno je, da podjetje pozna pravi način oziroma oglašuje tako, da bodo kupci izmed vseh ostalih oglasov opazili in si zapomnili točno njihov oglas. V teoretičnem delu je opisano marketinško komuniciranjue na splošno, instrumenti marketinškega komuniciranja in podrobnje sem razčlenila in opisala oglaševanje. Oglaševanje je eno izmed petih orodij komunikacijskega spleta, s katerim podjetje prenaša sporočila kupcem. Zelo pomembno je, da podjetje ve kaj želi sporočati, komu želi sporočati, kakšen bo namen oglasnega sporočila in s katerim medijem se bo oglaševalo. Opredeliti mora cilje oglaševanja, določiti proračun za oglaševanje, opredeli oglaševalsko sporočilo, odločiti se mora za oglaševalski mediji in na koncu je potrebno oceniti učinkovitost oglaševanja. V praktičnem delu sem opisala marketinško komuniciranje na primeru podjetja McDonald's Slovenija, še posebej sem proučila njihovo oglaševanje. Pri oglaševanju sodelujejo z marketinško agencijo Futura DDB. Največ uporabljajo televizijsko in zunanje oglaševanje. Oglaševanja v tiskanih medijih se ne poslužujejo, zaradi slabe kvalitete papirja in posledično tudi oglasa.

Keywords

marketinško komuniciranje;tržno komuniciranje;poslovno komuniciranje;oglaševanje;pospeševanje prodaje;osebna prodaja;odnosi z javnostjo;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [B. Hojnik]
UDC: 659.1/.4(043.2)
COBISS: 11871260 Link will open in a new window
Views: 1700
Downloads: 266
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Other data

Secondary language: English
Secondary title: Advertising in McDonald's Slovenia
Secondary abstract: My diploma seminar deals with the subject of marketing communication, advertising. I write about that because in every day we can see and we must see a lot of different advertisement. Company must to create advertising which will be different from the competitive and customers will remember advertisement of product or service. In theoretical part I write about marketing communication, instruments of marketing communication and in detail I describe advertising. Advertising is one of five part of marketing communication, with them company share informations to customers. Important is that company know what to communicate, who to communicate, what is the point of communication and which media use for communicate. Must know and define advertising goals, advertising budget, message for advertising, advertising media and in the end advertising effeciveness. In practical part I write about marketing communication in McDonald's Slovenia and in detail I describe advertising. They involved with marketing agency Futura DDB, they most use TV advertising and outdoor advertising. They do not advertising in paper or magazines, because quality od paper is low and that mean quality of advertisement is also low.
Secondary keywords: marketing communication;advertising;sales promotion;personal selling;public relations;direct communication.;
URN: URN:SI:UM:
Type (COBISS): Final seminar paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 36 f.
ID: 8730254