Uporaba slavnih osebnosti v oglaševalske namene

magistrsko delo

Jerneja Krajnc (Avtor), Bruno Završnik (Mentor)

Povzetek

Oglasom se dandanes ne gre izogniti. Televizija, radio, časopisi, veliki obcestni plakati... Mediji nas vsakodnevno opominjajo na izdelke in storitve, s katerimi bo naše življenje lepše ali lažje. Oglaševalci so tako v nenehnem delovanju, da bi potrošnikom svoje izdelke predstavili na drugačen, bolj zapomljiv način. Ker med ljudmi vlada precejšnje zanimanje o življenju slavnih, podjetja v tem vidijo svojo priložnost. S pomočjo zvezdnikov poskušajo med potrošniki vzbuditi preference, zvestobo in zaupanje ter izboljšati tržni položaj. Prav zaradi tega med priljubljene oglaševalske strategije spada pojav slavnih osebnosti v oglasih. Magistrsko delo smo razdelili na teoretični in empirični del. V teoretičnem delu smo predstavili oglaševanje kot instrument marketinškega komuniciranja, nato pa še oglaševanje preko različnih medijev. Sledila je definicija pojma slavna osebnost, posebno pozornost pa smo namenili pojavu slavnih osebnosti v oglaševanju. Zanimalo nas je, zakaj se podjetja odločajo za sodelovanje s slavnimi osebami in kakšne pristope pri tem uporabljajo. Nato smo predstavili negativne, psihološke in ekonomske vidike takšnega oglaševanja ter na koncu pojasnili vlogo slavnih osebnosti kot blagovnih znamk. Empirični del naloge je bil namenjen anonimni raziskavi med stotimi ljudmi. Z odgovori na anketna vprašanja, smo dobili predstavo o tem, kakšno je mnenje potrošnikov o oglasih s slavnimi osebami, v kolikšni meri jih ti oglasi pritegnejo in kako vplivajo na njihovo nakupno vedenje. S pomočjo grafičnega prikaza smo analizirali odgovore na anketna vprašanja in delo zaključili s sklepnimi ugotovitvami.

Ključne besede

mediji;oglaševanje;izdelki;potrošnik;znane osebnosti;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2016
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[J. Krajnc]
UDK:	659.1(043.2)
COBISS:	12320796
Št. ogledov:	1123
Št. prenosov:	149
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	ǂThe ǂuse of celebrities for advertising purposes
Sekundarni povzetek:	We practicaly can not avoid advertisement. TV, radio, newspapers, big jumbo displays… Social media everyday reminds us to use the products and services that would make our lives better or easier. Advertisers have to work constantly to introduce their products in a different, memorable way. Because people have a big interest about the lives of celebrities, the companies see this as an opportunity. With the help of a celebrity, they try to attract customer preference, loyalty and trust and also improve market position. Those are the reasons that using celebrities in advertising is such a popular strategy. This master thesis has been split on theoretical and practical part. In theoretical part we introduced advertising as a part of marketing communication. After that we described advertising through different media. Next was definition of celebrity meaning. We paid special attention to the use of celebrities in advertising. We were interested in why companies decide to cooperate with famous people and what are their ways to make this happen. We also introduced negative, psychological and economical views of that kind of advertising. At the end, we explained the role of celebrities as brands. Empirical part of the master thesis includes anonymous research among a hundred people. With their answers we got a better view of consumers opinion about advertising with celebrities, we realized how much that kind of advertisement attracts them and how it affects their shopping behavior. With help of graphic displays we analyzed answers of the questions and made final conclusions.
Sekundarne ključne besede:	advertising;celebrity;media;product;consumer;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	63 str., 4 str. pril.
ID:	9123683