Kompetence tržnika za trženje oglasnega prostora in posebnih projektov v tiskanih medijih

diplomsko delo visokošolskega strokovnega študija Organizacija in management kadrovskih in izobraževalnih procesov

Klara Svetičič (Avtor), Franc Belčič (Mentor)

Povzetek

Namen diplomskega dela je raziskati kompetence tržnika, s katerimi smo se na delovnem mestu tržnice tiskanih medijev in projektne vodje v časopisno-založniškem podjetju Delo revije, d. d., srečevali dnevno. V nalogi so obravnavani tako primeri klasičnega oglaševanja kot tudi primeri oglaševanja prek posebnih projektov. V prvem delu diplomske naloge so opisane ključne faze, ki so povezane s trženjem oglasnega prostora. Zelo natančno so predstavljeni postopki, ki so potrebni, da se naročnik odloči za oglaševanje v reviji in da je oglas v reviji dejansko objavljen. Predmet raziskave so klasični projekti in nekateri izmed posebnih projektov, ki smo jih izvedli za različne izdaje Dela revij in so bili tako pri bralcih kot pri ostalih oglaševalcih zelo opaženi. Kompetence tržnika so še kako pomembne pri izvajanju posebnih projektov, kjer se natančno opazijo vse njegove sposobnosti, kakovosti in pomanjkljivosti. Na osnovi metode raziskave z udeležbo natančneje raziščemo podrobnosti izvedbe določenih projektov, pri katerih smo v preteklih letih pridobili bogate izkušnje. Raziskava pokaže, da je delo tržnika, še posebej v času recesije, zahtevno, toda kot izziv nudi raznovrstno, dinamično in kreativno delo. Oglaševalci niso opazni, če uporabljajo zgolj klasične oglase. Mnogokrat morajo uporabiti oglaševanja posebne vrste, ker so bolj opažena. Za dobro izvedbo oglaševanja posebne vrste oz. t. i. posebne kreative mora biti sodelovanje naročnika s tržnikom oz. z uredništvom revije ustrezno. Poudarili bi torej, da je pri trženju nadvse pomemben odnos s poslovnimi partnerji, ki lahko olajša ali oteži delovni proces.

Ključne besede

kompetence;tiskani mediji;oglaševanje;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2015
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM FOV - Fakulteta za organizacijske vede
Založnik:	[K. Svetičič]
UDK:	331.103
COBISS:	7507987
Št. ogledov:	1080
Št. prenosov:	93
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	SALES REPRESENTATIVE'S COMPETENCES IN ADVERTISING SALES AND SPECIAL PROJECTS
Sekundarni povzetek:	Purpose of present thesis is to explore sales representative's competences, tasks with which I deal faced as sale representative for media advertising and project manager at newspaper-publishing company Delo revije. Classical advertising examples as well as examples of special promotional projects are presented in the first part of my diploma. I describe key phases that are crucial for advertising space sales. The second part presents the procedures required for the customer to decide for advertising in a magazine and processes required for publishing of advertisement. Research subjects are some classical and some of the special projects that I’ve managed for different editions of Delo revije and were highly by readers and also by other advertisers. At implementation of special projects sales representative’s competences are extremely important, because in such cases all skills, qualities and inadequacies are exposed and is extremely important to properly use all the knowledge. Based on method of personal attendance the details of some projects' execution are investigated – of projects with I gained rich experiences through the past years. The research lead to the conclusion that sales representative's job – especially in the times of recession – is very demanding, but it also represents challenge and offers dynamic and creative work. Advertisers are unfortunately not noticed, if they use only classical advertising methods. Often special advertising methods should be used as are more visible. But for the successful implementation of special advertising or so called special creation, the corresponding cooperation of sales representative or editor and contractor is required. I would thus emphasize, that relationship among sales representative and business partners is extremely important, as can facilitate or also complicate the working process.
Sekundarne ključne besede:	˗ competences;˗ print media;˗ advertising;˗ marketing;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Diplomsko delo
Komentar na gradivo:	Univ. v Mariboru, Fak. za organizacijske vede
Strani:	49 f.
ID:	9064508