Analiza korporativnega oglaševanja v Sloveniji

magistrsko delo

Renata Lovrak (Author), Damijan Mumel (Mentor)

Abstract

Magistrsko delo obravnava korporativno oglaševanje in njegovo uporabo v Sloveniji. V teoretičnem delu predstavljamo pregled definicij pojma korporativno oglaševanje po različnih avtorjih, ki se dokaj skladajo in dopolnjujejo. Povzamemo lahko, da podjetja uporabljajo korporativno oglaševanje z namenom izboljšanja podobe podjetja kot celote ter povečevanja prepoznavnosti in vrednosti korporativne blagovne znamke. Vsekakor korporativno oglaševanje pozitivno vpliva tudi na oglaševanje izdelkov podjetja. Glede na namene in cilje, zakaj se podjetja odločajo za uporabo korporativnega oglaševanja, so avtorji različno definirali vrste le-tega. Med njimi sta največkrat navedena oglaševanje podobe podjetja in oglaševanje stališč podjetja oziroma zagovorništvo. V literaturi smo zasledili, da so bile raziskave o uporabi in uspešnosti kampanj korporativnega oglaševanja največkrat izvedene v Združenih državah Amerike. V empiričnem delu smo primerjali, ali rezultati teh raziskav sovpadajo z rezultati uporabe korporativnega oglaševanja v slovenskih podjetjih. Za ta namen smo med njimi izvedli anketo. Pri tem smo prišli do ključnih ugotovitev: - V Sloveniji korporativno oglaševanje v največji meri uporabljajo mala in velika podjetja (glede na prihodke od prodaje), v ZDA pa le velika in večja podjetja. - Vrsta sektorja, v katerem podjetje deluje, v Sloveniji ne vpliva na uporabo korporativnega oglaševanja. V ZDA v največji meri korporativno oglaševanje uporabljajo podjetja iz storitvenega sektorja. - Med vrstami korporativnega oglaševanja v Sloveniji podjetja največkrat izvajajo oglaševanje podobe podjetja s ciljem povečanja ugleda. - Uspešnost korporativnega oglaševanja v Sloveniji merijo predvsem podjetja v najvišjem prihodkovnem razredu.

Keywords

korporacije;blagovne znamke;oglaševanje;ugled;Slovenija;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[R. Lovrak]
UDC:	659.1(497.4)(043.2)
COBISS:	12370972
Views:	719
Downloads:	135
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Analysis of corporate advertising in Slovenia
Secondary abstract:	The master's thesis deals with corporate advertising and its application in Slovenia. In the theoretical part we present an overview of definitions of corporate advertising concept according to different authors who are fairly consistent and complementary. It can be concluded that companies use corporate advertising with the aim of improving the image of the company as a whole and to increase the visibility and value of the corporate brand. In any event, corporate advertising has a positive impact on product advertising of these companies. According to the purposes and objectives as to why do companies opt to use corporate advertising, the authors specified different types. Among them, the most often mentioned are corporate image advertising and advocacy advertising. A literature searched has revealed that research on the use and effectiveness of corporate advertising campaigns was most often conducted in the United States. In the empirical part, we compared whether the results of these studies coincide with the results of corporate advertising use in Slovenian companies. A survey was conducted for this purpose among them. In doing so, the following key findings have emerged: - In Slovenia, corporate advertising is mainly used by small and large companies (in terms of revenue). On the other hand in the USA only large companies use corporate advertising. - In Slovenia, type of sector in which a company operates, does not affect the use of corporate advertising. In the US, corporate advertising is mostly used by companies in the service sector. - Companies in Slovenia most often use image advertising as a type of corporate advertising with the aim of increasing reputation of the company. - Effectiveness of corporate advertising in Slovenia is primarily measured by companies in the highest revenue class.
Secondary keywords:	advertising;corporation;company;reputation;brand;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	V, 71 str., 3 str. pril.
ID:	9130917