diplomsko delo
Ana Koželj (Author), Bruno Završnik (Mentor)

Abstract

Oglaševanje je eden izmed pomembnejših in tudi najobsežnejši instrumentov tržnega komuniciranja, vendar tržno komuniciranje sestavlja več instrumentov oziroma orodji, katerih cilj je spodbuditi dialog med podjetjem in kupcem. Čeprav televizija še vedno predstavlja najobširnejši medij, tržno-raziskovalne agencije napovedujejo v prihodnosti internetnemu oglaševanju najvišjo rast, saj je trend rasti prihodkov iz naslova internetnega oglaševanja od leta 2010 vseskozi v porastu. Internet se je dokončno uveljavil kot nepogrešljivo komunikacijsko sredstvo za izvajanje trženjskih aktivnosti in ga tudi vedno več slovenskih podjetij uvršča v svoje medijske načrte. Zaradi najhitreje rastoče oblike oglaševanja se internet s svojimi prednostmi že postavlja ob bok tradicionalnim oblikam oglaševanja in kaj kmalu lahko pričakujemo, da bo celotno internetno oglaševanje (skupaj z mobilnim) prehitelo televizijskega. Podjetja se vse bolj zavedajo, da optimalno učinkovitost posameznega medija dosežejo le s pravo kombinacijo z ostalimi mediji, zato se srečujejo z vprašanjem, v kateri medij je najbolj smiselno vlagati oglaševalska sredstva in kateri medij je najučinkovitejši glede na vložek, ki je potreben, da oglas doseže uporabnika. Pri študiji primera smo na konkretnem primeru kampanje blagovne znamke Bob analizirali učinke medijev s poudarkom učinkovitosti internetnega oglaševanja. Ugotavljamo, da je internetno oglaševanje poleg ostalih prednosti najbolj učinkovit medij glede na strošek oziroma vložek na enega gledalca in vložek na en prikazan/predvajan oglas, oglaševanje na televiziji se je v našem primeru izkazalo za najdražjega.

Keywords

internet;oglaševanje;spletno oglaševanje;mediji;uspešnost;kazalniki;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [A. Koželj]
UDC: 659.1:004.738.5(043.2)
COBISS: 12331292 Link will open in a new window
Views: 706
Downloads: 85
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Other data

Secondary language: English
Secondary title: Effect and analysis of internet as a tool of advertising on the case of the Bob brand
Secondary abstract: Marketing is one of the key elements of the marketing communication. Marketing communication consists of several instruments with the aim to encourage the dialogue between the company and the consumer. Although the television is still the most popular and effective marketing media, market research agencies predict the future growth of internet marketing and eventually its leading role in marketing due to the increased revenue growth since 2010. Internet is now well established as an indispensable tool for the implementation of marketing activities even for Slovenian companies. With the rapidly increasing use of internet marketing, internet with its many advantages is put on par with the traditional forms of marketing. We can therefore expect that internet marketing together with mobile marketing will overtake television marketing. Companies are aware that the optimal efficiency of an individual marketing media can only be achieved with the right combination of all forms of media. This raises the question of which media can be the most effectively used to reach users. During the case study of the Bob campaign we have to analysed the media effect with the emphasis on the effectiveness of internet marketing. In our thesis we have noted that the internet marketing is the most cost efficient way of marketing in term of input per one viewer and the input per one shown advertisement while television marketing has proved as the most expensive media.
Secondary keywords: traditional marketing;internet marketing;media;performance indicators;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: IV, 57 str.
ID: 9134705