magistrsko delo
Pia Vrezner (Author), Marko Ivanišin (Mentor)

Abstract

Slovenija je leta 2013 gostila evropsko prvenstvo v košarki 2013 – EuroBasket 2013. V magistrski nalogi smo se osredotočili na komunikacijske kampanje, ki so potekale v okviru tega največjega športnega dogodka v zgodovini slovenske samostojnosti. Komunikacijske kampanje so bile del komunikacijske strategije, vsebovale pa so različne komunikacijske prijeme, kot so oglaševanje, neposredno elektronsko trženje, odnosi z javnostmi itd. V teoretičnem delu smo se osredotočili na razlago pojma komunikacijska kampanja in se podrobneje spoznali s komunikacijskimi prijemi. V praktičnem delu smo v obliki študije primera raziskali in analizirali poglavitne komunikacijske kampanje EuroBasketa 2013 in ugotovili, da lahko vse označimo za bolj ali manj uspešne, predvsem glede na obseg finančnih vložkov, obiskanosti in odmevnosti prvenstva.

Keywords

kampanje;komuniciranje;trženje;šport;odnosi z javnostmi;oglaševanje;komunikacijski načrt;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher: [P. Vrezner]
UDC: 339.138:659.1:796.323.2(043.2)
COBISS: 18558486 Link will open in a new window
Views: 1473
Downloads: 189
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Other data

Secondary language: English
Secondary title: SPORT COMMUNICATION - Analysis of selected communication campaigns of EuroBasket 2013
Secondary abstract: In 2013 European basketball championship – EuroBasket 2013 was hosted in Slovenia. Focus of present work are communication campaigns which were running on the behalf of the biggest sport event in the history of Slovene independence. Communication campaigns were a part of communication strategy, they incorporated different communication measures as advertising, direct electronic marketing, public relations... Focus of the theoretical part is definition of the meaning of communication campaign and explanation communication measures in detail. In practical part the case study was done with the aim to research and analyze the main communication campaigns of EuroBasket 2013 and it is determined that all can be labeled as more or less successful, especially considering the amount of financial investments, attendance and public attention of the championship.
Secondary keywords: campaign;communication;marketing;sport;public relations;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages: VII, 120 str.
ID: 8738934