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Title:ANALIZA MEDIJSKEGA POJAVLJANJA PODJETJA CM CELJE, D.D. NA PODROČJU SPONZORIRANJA V ŠPORTU
Authors:Miša, Ines (Author)
Mumel, Damijan (Mentor) More about this mentor... New window
Files:.pdf UNI_Misa_Ines_2009.pdf (6,68 MB)
 
Language:Slovenian
Work type:Undergraduate thesis (m5)
Organization:EPF - Faculty of Business and Economics
Abstract:V diplomski nalogi smo proučevali področje sponzoriranja v športu ter ugotavljali njegovo vlogo v marketinškem spletu in znotraj marketinškega komuniciranja. Področje sponzoriranja v športu smo obravnavali s teoretičnega vidika in praktičnega dela, kjer smo za študijski primer obravnavali družbo Ceste mostovi Celje, družbo za nizke in visoke gradnje. Z analizo medijskega pojavljanja podjetja CM Celje na področju sponzoriranja v športu za obdobje od 01.01.2004 do 31.12.2007 smo ugotavljali število objav po posameznih medijih, avtorje, datume, vrednosti (ocene) in temo (vsebino) objav, pregledali gesla in njihov položaj, opis in površino slik, površino objav in doseg ter izračunali oglasno protivrednost oziroma ocenili dosežen medijski prostor. Pri tem smo za vsak kriterij ugotavljali delež afirmativnih (pozitivnih), nevtralnih in negativnih prispevkov.
Keywords:Sponzoriranje, sponzoriranje v športu, integrirano marketinško komuniciranje, odnosi z mediji, analiza medijskih objav oziroma kliping analiza.
Year of publishing:2009
Publisher:[I. Miša]
Source:Maribor
UDC:659.3
COBISS_ID:9914652 Link is opened in a new window
NUK URN:URN:SI:UM:DK:QMFTJ98X
Views:2068
Downloads:256
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Categories:EPF
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Secondary language

Language:English
Title:MEDIA ANALYSIS OF SPORT SPONSORSHIP IN CM CELJE
Abstract:In the graduation thesis we studied the sport sponsorship and his role in marketing and communication mix. Domain of sponsoring in sports was treated from a theoretical and practical point of view, where we took company of a low and high construction Ceste mostovi Celje« as a study case. With media analysis of sport sponsorship in CM Celje in a period from 01.01.2004 to 31.12.2007 we studied the number off publications by single medias, authors, dates, values (grades) and subject (content) of publications, examined slogans and their positions, description and surface of pictures, surface of publications and their reach, we calculated commercial equivalent - graded reached media space. By doing that we figured out amount of affirmative (positive), neutral and negative contributions for each criteria.
Keywords:Sponsorship, sport sponsorship, integrated marketing communication, media relationship, media analysis or clipping.


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