Spletno oglaševanje blagovne znamke vin Corvo

magistrsko delo

Tamara Hafner (Author), Bruno Završnik (Mentor)

Abstract

Z napredovanjem informacijske tehnologije vse več uporabnikov uporablja internet. Inovacije in konkurenca pa pripeljejo do tega, da se tudi oglaševanje na internetu razvija ter išče nove možnosti in oblike oglaševanja. Biti samo prisoten na spletu na svoji spletni strani ni več dovolj. V ospredje prihaja problem in vprašanje kje in kako oglaševati, da bo naša blagovna znamka prepoznavna, mi pa konkurenčni. V magistrskem delu so predstavljene različne oblike in metode oglaševanja, prednosti in slabosti oglaševanja na internetu ter primerjava s klasičnim načinom oglaševanja na televiziji ali radiu. Ugotovili smo, da je spletno oglaševanje cenovno ugodnejše od posameznih klasičnih medijev kot sta televizija in radio, ter da oglaševanje z uporabo Google AdWords povečuje prodajo naključne blagovne znamke. Predstavili smo blagovno znamko vin Corvo. Srečali smo se tudi z vprašanjem ali se s prisotnostjo blagovne znamke vin Corvo na družabnem omrežju Facebook povečuje tudi njena prodaja, ter na koncu podali nekaj predlogov pri izboljšavi tako njene spletne strani kot možnosti oglaševanja in prodaje na spletu. Vsa podjetja in vsi oglaševalci bi se morali zelo dobro zavedati in zapomniti tega stavka: „Digital is not only a place to build a brand: it can also make or break it.“ (Razorfish 2009, str.7)

Keywords

oglaševanje;blagovne znamke;internet;spletno oglaševanje;vina;

Data

Language:	Slovenian
Year of publishing:	2015
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[T. Hafner Pratneker]
UDC:	659.1:658.626
COBISS:	12101660
Views:	1128
Downloads:	177
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Web advertising of wine brand Corvo
Secondary abstract:	With the advancement of information technology more and more people use internet. Innovation and competition are amongst the main reasons for evolving, growing and looking for new opportunities in online advertising. Being present only on your own website is no longer enough. There is a problem in the spotlight, a question of where and how to advertise to make the brand recognizable while being competitive. The thesis presents a variety of forms and methods of advertising, a comparision of online advertisement with the classical television or radio methods. We found out that online advertising is more affordable than traditional media such as television or radio, and that doing it through Google AdWords increases sales accidental branding. We introduced and presented a brand of wines, Corvo. We were wondering if Corvo's presence on the social network Facebook is also increasing their brands awareness and nonetheless its sales. As a conclusion, we gave suggestions on how to improve both their website (increasing advertising opportunities) and their online sales. All companies and all advertisers should be very well aware and remember this phrase: „Digital is not only a place to build a brand – it can also make it or break it“ (Razorfish, 2009, p.7).
Secondary keywords:	wine;wine brands Corvo;advertising;internet;brand;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	74 str.
ID:	8772955