diplomsko delo
Samo Hojnik (Author), Damijan Mumel (Mentor)

Abstract

Diplomsko delo »Analiza oglaševalske kampanje The Cog« preko teoretičnih marketinških modelov in načrta oglaševalske kampanje analizira oglaševalsko kampanjo »The Cog«, naročnika Honda, ki je bila izbrana za najboljšo v avtomobilski industriji za britansko tržišče. Osredotoča se na pomen ustvarjalnosti v oglaševanju in njenem vplivu na uspeh in učinkovitost oglaševalske kampanje. Analiza kampanje pokaže, da je obravnavana kampanja zajela v teoretičnem delu predvidene elemente uspešne oglaševalske kampanje, med katere sodi tudi oglaševalska ustvarjalnost. Ustvarjalnost, originalnost in dober načrt (strategija in načrt) ter izvedba oglaševalske kampanje, so vplivali na izjemno učinkovitost kampanje, ki je postala viralna celo na spletu, še pred časom YouTube-a.

Keywords

oglaševanje;marketinški splet;oglaševalske kampanje;oglaševalske agencije;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [S. Hojnik]
UDC: 659.1/.3(043.2)
COBISS: 12332828 Link will open in a new window
Views: 2248
Downloads: 163
Average score: 0 (0 votes)
Metadata: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Other data

Secondary language: English
Secondary title: Analysis of The Cog advertising campaign
Secondary abstract: The thesis analyses »The Cog« Advertising Campaign presents the relevant theorethic advertising models that are used in the case study of the Cog advertising campaign. The Cog is the most awarded advertising campaign in the history of British automobile sector and has been extremely effective. The analysis focuses on the role of advertising creativity in drafting an advertising campaign and in its success. The anayzed campaign was original, creative and based on a solid and consistent strategy and plan and it was executed properly. The analysis has shown that the campaign included all the neccessary elements and steps for a successfull advertising campaign that went viral online prior to the launch of YouTube.
Secondary keywords: advertising;marketing mix;advertising campaign;advertising creativity;efficiency;viral advertising;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: II, 52 str.
ID: 9137687