diplomsko delo
Nina Hočevar (Author), Milan Jurše (Mentor)

Abstract

V diplomskem delu proučujemo primer oglaševalske kampanje avtomobilskega podjetja Renault v Sloveniji, ki je v letu 2012 na tržišče uvedlo že četrto generacijo modela Clio. Po obdobju gospodarske recesije po letu 2009 je količina prodaje novih avtomobilov v Sloveniji zelo upadla. Avtomobilske znamke so večinoma znatno znižale oglaševalske proračune. Uvajanje nove generacije modela Renault Clio je spremljala intenzivna oglaševalska kampanja, ki je veljala za eno največjih in najbolj opaženih. V diplomski nalogi najprej predstavimo splošne pojme o tržnem komuniciranju, s poudarkom na oglaševanju. Drugi del predstavi celotno oglaševalsko kampanjo skupaj z rezultati uspešnosti in učinkovitosti: opaznost kampanje med ciljnimi skupinami in učinek na prodajo.

Keywords

tržno komuniciranje;marketinško komuniciranje;mediji;oglaševanje;avtomobilska industrija;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [N. Hočevar]
UDC: 659.1(043.2)
COBISS: 12403740 Link will open in a new window
Views: 871
Downloads: 68
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 Renault Clio advertising campaign at new product launch
Secondary abstract: The thesis examins a case of advertising campaign of the new product launch by automotive company Renault that in year 2012 introduced to the market already fourth generation of Clio model. After economic recession in 2009 new car sales in Slovenia has declined significantly. Most automotive brands have reduced advertising budgets. New Renault Clio launch campaign was accompanied with an intensive advertising campaign that was known as one of the largest and most noticed. First part of the thesis introduces general terms of marketing communications with focus on advertising. Second part is focused on introduction of actual advertising campaign together with results of success and efficiency factors: campaign visibilty among target audiences and effects on sales.
Secondary keywords: marketing communications;advertising;media;Renault;Clio.;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 44 str.
ID: 9139993