Oglaševanje v Zavarovalnici Triglav, d.d.

diplomsko delo univerzitetnega študija Organizacija in management poslovnih in delovnih sistemov

Monika Žavbi (Author), Goran Vukovič (Mentor), Miha Marič (Co-mentor)

Abstract

V diplomski nalogi smo se ukvarjali s potekom oglaševanja v Zavarovalnici Triglav, d.d. V teoretičnem delu smo najprej predstavili pomen marketinga in marketinškega spleta ter se podrobneje osredotočili na oglaševanje. Predstavili smo tudi največjo zavarovalnico v Sloveniji, opisali korporativno oglaševanje na primerih Zavarovalnice Triglav, d.d. ter v ospredje postavili zavod »Vse bo v redu, zavod Zavarovalnice Triglav za družbeno odgovorne aktivnosti«. V praktičnem delu smo opisali rezultate anketnega vprašalnika, ki smo jih analizirali po končanem anketiranju. Anketirali smo kar precejšnje število zaposlenih v upanju, da bi bil vzorec ankete kar najbolj reprezentativen. Preden je bil izdelan anketni vprašalnik, so bile postavljene tudi štiri hipoteze, ki smo jih s končnimi rezultati ankete nato sprejeli oziroma ovrgli. Ugotovitve so pokazale, da je zavod »Vse bo v redu« premalo poznan med zaposlenimi v Zavarovalnici Triglav, d.d. Pomanjkanje finančnih sredstev za oglaševanje zavoda in dejstvo, da delujejo šele dve leti, sta lahko dva glavna vzroka, zakaj je zavod še tako nepoznan med zaposlenimi. V zadnjem delu diplomske naloge smo poizkušali najti rešitev za povečanje osveščenosti zavoda med zaposlenimi ter poiskati nove predloge za izboljšanje oglaševanja. Cilj diplomske naloge je bil s pomočjo anketnega vprašalnika seznaniti zaposlene z dejavnostmi, s katerimi se zavod »Vse bo v redu« ukvarja in projekti, ki jih izvaja in obenem ugotoviti, kakšno je poznavanje in znanje ostalih oglaševalskih akcij, ki potekajo v Zavarovalnici Triglav, d.d.

Keywords

marketing;oglaševanje;zaposleni;

Data

Language:	Slovenian
Year of publishing:	2015
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[M. Žavbi]
UDC:	339.138
COBISS:	7454995
Views:	1241
Downloads:	71
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	ADVERTISING AT INSURANCE COMPANY TRIGLAV, D.D.
Secondary abstract:	In this thesis, we dealt with how advertising works at the Insurance Company Triglav, d.d. In the theoretical part, we presented the meaning of marketing and marketing mix, and focused on advertising. We presented the biggest insurance company in Slovenia, described corporate advertising of Insurance Company Triglav, d.d., and put the main focus on the institute »Vse bo v redu, zavod Zavarovalnice Triglav za družbeno odgovorne aktivnosti« translated as the »Everything Will Be Alright« Institute. In the practical part, we described the results of our survey questionnaire, which we analysed after the survey was finished. We questioned quite a lot of employees, hoping the results would be as representative as possible. Before the survey was created we made four hypotheses which we later confirmed or dismissed. Research showed that the Institute »Everything Will Be Alright« is not well known amongst employees at the Insurance Company Triglav, d.d. Lack of financial resources for advertising, and the fact that they have only existed for two years, may be the two main reasons why the Institute is so unknown amongst employees. In the last part of the thesis, we tried to find a way to make the institute more known amongst employees, and made new suggestions for the improvement of advertising. The main goal of the thesis was to acquaint employees with the activities and projects of the Institute »Everything Will Be Alright« and at the same time figure out the extent of awareness and knowledge of other advertising campaigns which are taking place at the Insurance Company Triglav, d.d.
Secondary keywords:	marketing;advertising;insurance company;institute;employees.;
URN:	URN:SI:UM:
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	44 f.
ID:	8752738