diplomsko delo visokošolskega strokovnega študija Organizacija in management kadrovskih in izobraževalnih sistemov
Povzetek
Obravnavali smo promocijsko umeščanje izdelkov v programe slovenske televizije. Promocijsko umeščanje izdelkov je oblika oglaševanja, kjer proizvajalec plača, da se njegov produkt pojavi v oddaji, filmu ali drugi predvajani vsebini. V Sloveniji je oglaševanje s promocijskim umeščanjem izdelkov dovoljeno pod določenimi omejitvami in pogoji, ki jih ureja zakon o AVMS.
Z raziskavo, ki je potekala na naključnem vzorcu, smo ugotavljali, kako gledalci slovenskih resničnostnih oddaj poznajo pojem promocijsko umeščanje izdelkov, kako pogosto zaznajo promocijsko umeščene izdelke, v katerih slovenskih resničnostnih oddajah izdelke zasledijo in kakšno je njihovo mnenje o oglaševanju s promocijskim umeščanjem izdelkov.
Prvi del diplomske naloge je teoretičen. Predstavili smo teorijo o oglaševanju, promocijskem umeščanju in promocijskem umeščanju v Sloveniji, ki spada že pod poglavje Opis okolja. Drugi del je sestavljen iz praktičnega dela. Podali in analizirali smo rezultate naše raziskave, ki smo jo izvedli preko spletne ankete. V zadnjem, tj. tretjem, delu smo podali naše ugotovitve in zaključke in odgovorili na zastavljena raziskovalna vprašanja.
Ugotovili smo, da so gledalci slovenskih resničnostnih oddaj slabo seznanjeni s promocijskim umeščanjem izdelkov, prav tako so slabo seznanjeni z označevanjem s simbolom »P« tistih programov, ki vsebujejo promocijsko umešečne izdelke. Simbola »P« več kot polovica našega anketnega vzorca še nikoli ni opazila med spremljanjem slovenske televizije. Ugotovili smo tudi, da so anketiranci mnenja, da je promocijsko umeščanje izdelkov učinkovita vrsta oglaševanja.
Ključne besede
promocijsko umeščanje izdelkov;promocijsko umeščanje izdelkov v Sloveniji;oglaševanje;
Podatki
Jezik: |
Slovenski jezik |
Leto izida: |
2016 |
Tipologija: |
2.11 - Diplomsko delo |
Organizacija: |
UM FOV - Fakulteta za organizacijske vede |
Založnik: |
[A. Primec] |
UDK: |
339.138 |
COBISS: |
7819795
|
Št. ogledov: |
1366 |
Št. prenosov: |
205 |
Ocena: |
0 (0 glasov) |
Metapodatki: |
|
Ostali podatki
Sekundarni jezik: |
Angleški jezik |
Sekundarni naslov: |
PRODUCT PLACEMENT IN SLOVENIAN TV PROGRAMS |
Sekundarni povzetek: |
We have been dealing with promotional product placement in Slovene television programs. Promotional product placement is a form of advertising, where the manufacturer pays for his or her product to appear in a show, film or some other broadcast content. In Slovenia, advertising by promotional product placement is allowed under certain restrictions and conditions, which are regulated by the Act on Audiovisual Media Services.
The research that was carried out by simple random sampling was conducted to find out whether viewers of Slovene reality shows know the concept of promotional product placement, how often they recognize placed products, in which shows they come across placed products and what their opinion on promotional product placement is.
The first part is theoretical. We presented the theories of advertising, promotional product placement and promotional product placement in Slovenia. The second part is empirical. We have presented and analyzed the results of our research, which was carried out as a web survey. The last, third part, consists of our findings and conclusions. In this part, we also answered all the given research questions.
It was found, that viewers of Slovenian reality shows have little knowledge of promotional product placement and also of labeling programs which contain product placement, with symbol »P«. More than half of our survery participants have never noticed symbol »P«, while watching Slovenian television. We have also found that our respondents were of the opinion, that promotional product placement is an effective type of advertising. |
Sekundarne ključne besede: |
Promotional product placement;Promotional product placement in Slovenia;Advertising;Slovene reality shows.; |
URN: |
URN:SI:UM: |
Vrsta dela (COBISS): |
Diplomsko delo/naloga |
Komentar na gradivo: |
Univ. v Mariboru, Fak. za organizacijske vede |
Strani: |
48 f. |
ID: |
9174593 |