magistrsko delo
Tjaša Trobas (Avtor), Bruno Završnik (Mentor)

Povzetek

V današnjem času digitalizacija predstavlja velik del našega vsakdana. Oglaševanje kot tako se vedno razvija in sčasoma nam je poleg tradicionalnih oglasov prineslo digitalno oglaševanje. Možnosti imamo odjemalci izredno veliko, zato se morajo ponudniki potruditi, kako nas bodo prepričali, da so prav oni primerni za nas. Digitalni oglas lahko srečamo praktično vsakič, ko prižgemo računalnik ali telefon. Lahko bi rekli, da je trenutno digitalno oglaševanje najbolj primerno, enostavno, priročno in modernizirano orodje ponudnikov, da prepričajo svoje odjemalce v nakup.Sama digitalizacija oglasnih mest pa ni zgolj trend, je tudi nuja. Predvsem je velika priložnost. Spremembe, ki so nastale zaradi uporabe novih tehnologij in družbenih omrežij, niso ostale omejene na svet informacijske tehnologije. Veliko smo izpostavljeni tudi prikritim oglasnim sporočilom. Ljudje smo naveličani rutine, zato potrebujemo dinamiko, saj nas prej pritegne nekaj, kar se premika in je obarvano. Človeško oko nagonsko zazna gibe in povzroči akcijo, ki lahko vodi od oglasa vse do nakupa. V magistrskem delu želimo opredeliti digitalno oglaševanje in odločanje porabnikov. Izbrali smo si mlajše odjemalce, stare med 20 in 30 let, saj so ta leta nekako najbolj dovzetna in odvisna od same digitalizacije in oglaševanja na spletu. Ugotavljali bomo, koliko česa dejansko naša starostna skupina nameni digitalnemu oglaševanju, kako ta na njih vpliva pozneje, ko se odločajo za nakup, katere so tiste stvari, ki so jim pri videnem oglasu najpomembnejše in katere najmanj, ter s katerimi oblikami samega oglaševanja se največkrat srečujejo.

Ključne besede

oglaševanje;digitalno oglaševanje;nakupno odločanje;mlajša generacija;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.09 - Magistrsko delo
Organizacija: UM EPF - Ekonomsko-poslovna fakulteta
Založnik: T. Trobas
UDK: 659.1:004.774.1
COBISS: 127051779 Povezava se bo odprla v novem oknu
Št. ogledov: 6
Št. prenosov: 1
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Ostali podatki

Sekundarni jezik: Angleški jezik
Sekundarni naslov: ǂThe ǂimpact of digital advertising on the purchasing decisions of younger customers
Sekundarni povzetek: Today, digitalisation is a big part of our everyday lives. Advertising itself is always evolving and, through time, has brought us, alongside traditional advertising, digital advertising. The possibilities for clients are enormous, hence providers have to do their best to convince us that they are the right fit for us. We are faced with digital advertising virtually every time we turn on our computers or phones. It could be said that digital advertising is currently the most appropriate, simple, convenient, and modernised tool for providers to persuade their customers to buy. The digitalisation of adverts is not just a trend, it is a necessity. And above all, it is a great opportunity. The changes brought about by the use of new technologies and social networks have not remained confined to the world of information technology. We are also exposed to a lot of hidden advertising messages. People are tired of routine and want dynamics, since we are more likely to be attracted to something that moves and is colourful. The human eye instinctively detects movements and causes an action that can lead from an advert to a purchase. In this master thesis we want to define digital advertising and consumer decision-making. We chose younger consumers, aged between 20 and 30, because these years are the most susceptible and dependent on digitalisation and online advertising. We will find out how much time our age group actually spends on digital advertising, how it influences them later when they decide to buy, what are the most and least important things they see in an advertisement, and which forms of advertising they encounter most often.
Sekundarne ključne besede: advertising;digital advertising;purchase decisions;younger consumers;
Vrsta dela (COBISS): Magistrsko delo/naloga
Komentar na gradivo: Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani: III, 65 str., 5 str. pril.
ID: 16195378