Zunanje oglaševanje na primeru blagovne znamke Coca-Cola

diplomski projekt

Vanesa Justinek (Avtor), Bruno Završnik (Mentor)

Povzetek

V diplomskem seminarju z naslovom Zunanje oglaševanje na primeru blagovne znamke Coca Cola govorim predvsem o oglasih, ki so izven zaprtih prostorov. Zunanje oglaševanje je oblika tržnega komuniciranja ter plačana oblika oglaševanja, poteka preko sredstev javnega obveščanja. V to obliko oglaševanja sodijo: Veleplakati (jumbo plakati), mali panoji (city panoji), digitalni panoji, polepitve na prevoznih sredstvih, oglasni stebri, transparenti nad voziščem, obešanke, oglasni stolpi. V prvem teoretičnem delu sem predstavila, kakšen je pomen zunanjega oglaševanja, njegove prednosti in slabosti. V diplomskem seminarju sem se dotaknila vprašanja, kako oglaševanje vpliva na promet in kako na okolje, gledano iz strani razsvetljave. Na kratko sem opisala stroške in značilnosti dobrih oglasov, ter zgodovino oglaševanja. V drugem teoretičnem delu diplomskega seminarja sem predstavila podjetje Coca Cola. Coca Colo je slučajno odkril farmacevt John Stith Pemberton v ZDA. Želel je posnemati francoskega izumitelja, ki je prvi napravil vino iz koke, vendar mu v Ameriki niso dovoljevali proizvajanja alkoholne pijače, zato se je odločil za brezalkoholno. Pemberton je sestavine naročal iz raznih krajev ter preizkušal v raznih kombinacijah. Tako je v kotlu zvaril preparat, ki je osnovni recept izdelave Coca Cole. Recept je še danes najbolj varovana in slavna formula na svetu. Družba The Coca-Cola Company ima več kot 300 partnerskih polnilnic, katere ponujajo več kot 3300 pijač. Polnilnice so lahko odpirali samo tam kjer je bila visokokakovostna voda. Predstavila sem zgodovino poslovanja in podjetje Coca Cola v Sloveniji ter opisala najpopularnejše oglase, kot so Coca Colin Božični tovornjak, ki izhaja iz ZDA in sega v leto 1995. V tovornjaku že od vsega začetka potuje Božiček. Naštela sem produkte Coca Cole (Coca Cola light, Fanta, Sprite, Schwepps, Nestea), ter na kratko opisala sestavine, ki se nahajajo v tej pijači. V tretjem delu pa sem naredila anketni vprašalnik ter ga analizirala po vprašanjih. Anketirala sem 80 naključnih oseb starih od 14 do 81 let z različnimi poklici in stopnjami izobrazbe. Anketirala sem 50 žensk in 30 moških. Z anketo sem ugotovila, kaj ljudje menijo o določenih Coca Colinih oglasih, ki so bili sicer objavljeni v tujini. Nekaj vprašanj sem postavila o Coca Coli, nekaj pa splošno o zunanjem oglaševanju. Dobila sem različne odgovore, različna mnenja. Zadnje, 12 vprašanje, sem postavila nekoliko splošno »kaj raje pijete?« Vodo ali Coca Colo. Večina jih je odgovorila vodo, kar se mi zdi glede na snovi v Coca Coli, ki sem jih na kratko opisala, zelo dober podatek. Tako se raje odločijo za bolj zdravo osvežitev. Zanimiv podatek mi je bil, da jih je večina slišalo za Coca Colin tovornjak, ko je bil na turneji po Sloveniji, nekaj jih ga je tudi videlo. Ključne besede: - Oglaševanje - Okolje - Zunanji oglasi - Coca Cola - Promet - Coca Cola oglasi

Ključne besede

oglaševanje;zunanje oglaševanje;blagovne znamke;promet;okolje;prepoznavnost;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2016
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[V. Justinek]
UDK:	659.1
COBISS:	12634652
Št. ogledov:	1072
Št. prenosov:	172
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Outdoor advertising in the case of brand Coca-Cola
Sekundarni povzetek:	The thesis, entitled Outdoor advertising through the example of the Coca Cola trademark, discusses adverts on outdoor sites rather than indoor. Outdoor advertising is a type of payable marketing communication that relies on mass media. This type of advertising includes: billboards, small boards, digital billboards, vehicle wraps, advertising columns, over-the-street banners and lamp-post adverts. The first theoretical part touches on the significance of outdoor advertising, its advantages and disadvantages. It also examines its influence on traffic and the environment in terms of lighting. Moreover, it briefly describes related costs, the characteristics of good adverts and the history of advertising. The second theoretical part deals with the company Coca Cola. John Stith Pemberton from the US discovered Coca Cola by accident. His goal was to imitate a French inventor who was the first to create coca leaf wine. However, America at that time enforced prohibition on the production of alcohol, so he opted for an alcohol-free version. Pemberton ordered the ingredients from different places and tested various combinations. He then brewed a sample that constitutes the basic recipe for Coca Cola, which remains the world's most guarded and famous formula. The Coca Cola Company has over 300 bottling partners that offer more than 3,300 beverages. Its bottling partners could operate only in places with excellent water quality. The thesis provides insight into the history of Coca Cola's business and its Slovene branch and describes some of the most popular adverts, such as the Christmas truck that has started touring in the US in 1995. Santa Claus has been travelling with the truck since the very beginning. The thesis also lists Coca Cola's products (Coca Cola light, Fanta, Sprite, Schwepps, Nestea) and briefly describes their ingredients. As for the third part of the thesis, it contains a survey questionnaire and its thorough analysis. A total of 80 randomly selected people aged from 14 to 81 from different professions and levels of education took part in the survey. The sample comprised 50 women and 30 men. The goal was to determine their opinion about different Coca Cola's adverts that were published abroad. The questions were related to Coca Cola and to outdoor advertising in general. Their answers and opinions were diverse. The 12th and the last question was: What do you prefer, water or Coca Cola? The majority said water, which is a good result, considering the described ingredients contained in Coca Cola. This means that they opt for a healthier refreshment drink. It was interesting to see that the majority of the respondents had heard about Coca Cola's truck when it toured Slovenia and some of them even spotted it. Keywords: - Advertising - Outdoor adverts - Traffic - Environment - Coca Cola - Coca Cola's adverts
Sekundarne ključne besede:	- Advertising - Outdoor adverts - Traffic - Environment - Coca Cola - Coca Cola's adverts;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Delo diplomskega projekta/projektno delo
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	38 f.
ID:	8890062