Primerjalna analiza medijskega oglaševanja slovenskih in tujih podjetij na socialnem omrežju Facebook

diplomski projekt

Rina Božič (Author), Milan Jurše (Mentor)

Abstract

Nenehen napredek v tehnologiji ima velik vpliv na trženjsko komunikacijo, ki se spreminja skozi čas. Podjetje mora dobro poznati prednosti svojih izdelkov in jih predstaviti ciljnim skupinam. Zaradi večjega dosega in boljše cenovne učinkovitosti podjetja uporabljajo oglaševanje preko socialnih omrežij. Tako lažje določijo ciljno skupino in merijo rezultate oglasa. V današnjem okolju je za preživetje na trgu nujno potreben tehnološki razvoj in sledenje novostim na področju trženja. Opisana je trženjska naravnanost podjetja in ključni elementi za trženjsko komuniciranje. Podani so dejavniki, ki so ključni za porabnikovo vedenje in odziv na trženjsko komunikacijo podjetja. Opredeljeno je oglaševanje in proces, kako podjetje načrtuje strategijo ter kateri dejavniki so potrebni za uspeh, kaj so pospeševalci prodaje in kako povečati učinkovitost. Facebook kot najbolj uporabljeno socialno omrežje predstavlja velik trg potencialnih odjemalcev. Številna podjetja so prisotna na socialnem omrežju Facebook, kjer je bistvenega pomena, kako upravljajo s svojimi profili. To omrežje omogoča tudi plačljivo oglaševanje, v katerem se določi ciljna skupina, komu se oglas prikazuje. V primerjalni analizi je povzeto, kako se podjetja iz Slovenije in tujine predstavljajo na omrežju Facebook, koliko imajo oboževalcev in kakšne so njihove objave. Delo diplomskega seminarja je sestavljeno iz dveh delov. V prvem delu je predstavljeno trženje, razumevanje vedenja porabnikov, oglaševanje, pospeševanje prodaje in oglaševanje v digitalnih medijih, predvsem na Facebooku. V drugem delu je primerjalna analiza oglaševanja na Facebooku, slovenskih in tujih podjetjih iz istega področja. Opisana je primerjava, koliko imajo oboževalcev, kako pogosto objavljajo in ocenjena atraktivnost njihovih objav ter kako komunicirajo z uporabniki omrežja.

Keywords

primerjalna analiza;analiza;trženje;oglaševanje;socialno omrežje;vedenje porabnikov;pospeševanje prodaje;podjetje;

Data

Language:	Slovenian
Year of publishing:	2015
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[R. Božič]
UDC:	659.1:004.738.5
COBISS:	12161308
Views:	1083
Downloads:	215
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Comparison of media advertising on social network Facebook in Slovenian and foreign companies
Secondary abstract:	Firstly, constant progress in technology has big influence on the marketing communication, which is evolving in time. Company has to know well the advantages of their products, and present them to the target groups. Because of the greater reach and better cost efficiency, the companies advertise on social networks. As a result, they can easier determine target group and measure the results of an advertisement. In today’s environment, to survive on the market it is necessary to follow technologic development and to track novelties in the marketing field. It is described, the marketing orientation of the company and key elements for the marketing communication. There are given factors, which are crucial for the consumer behavior and their reaction on the marketing communication of the company. It is defined; the advertising and the process, how the company plans the strategy and which factors are necessary for the success, what sales promoters are and how to increase effectiveness. Facebook, as the most used social network, presents a huge market of potential customers. Many companies are present on social network, and it is very important how they manage their profiles. This network allows payable advertisement, and they can determine the target group. In the comparison, there is concluded how the companies from Slovenia and foreign countries represent themselves on the Facebook, how many followers they have and what their posts are like. The degree seminar consists of two parts. In the first part, it is presented marketing, understanding the behavior of consumers, advertising, sales promotion and advertising in digital media, specifically on Facebook. In the second part, there is a comparison of advertising on Facebook, of Slovenian and foreign companies from the same profession. It is compared, how many fans they have, how often they post and how they communicate with the users on the network.
Secondary keywords:	marketing;advertising;social network;consumers;Facebook;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	III, 34 str.
ID:	8900575