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Title:OGLAŠEVANJE NEPREMIČNINSKIH AGENCIJ V DOBI NOVIH MEDIJEV
Authors:Gabrijan, Mateja (Author)
Iršič, Matjaž (Mentor) More about this mentor... New window
Files:.pdf VS_Gabrijan_Mateja_2010.pdf (1,29 MB)
 
Language:Slovenian
Work type:Undergraduate thesis (m5)
Organization:EPF - Faculty of Business and Economics
Abstract:Mediji, ki jih za svojo dejavnost uporabljajo nepremičninske agencije, so se v zadnjih 20 letih spremenili: gre za prehod iz klasičnih (RTV in tiskani mediji) v novomedijske kanale (internet, multimediji). Klasični koncept komunikacije in oglaševanja temelji na enosmernem modelu (sporočilo agencija odda množici potencialnih prejemnikov, povratne komunikacije pa ni oziroma je skopa), medtem ko so novomedijski kanali dvosmerni in participatorni (agencija informacij ne komunicira zgolj stranki, temveč hkrati tudi odpre kanale, po katerih lahko tržne informacije od stranke tudi sprejema). V nalogi nas je zanimalo, do kakšne mere so se na to spremembo odzvale slovenske nepremičninske agencije, katere medije oglaševanja uporabljajo in kako ter ali (ne)uporaba novih medijev vpliva na rezultate poslovanja agencije. Kot študijo primera smo izbrali nepremičninsko agencijo Plan nepremičnine, ki je pred kratkim prenehala s poslovanjem. Analizirali smo tudi spletno delovanje 11 najuspešnejših slovenskih nepremičninskih agencij in jih primerjali z rezultati, ki jih je dosegla izbrana agencija. Za potrebe naloge smo razvili lasten merski inštrument -­ ocenjevalno lestvico za preverjanje oglaševalske dejavnosti v novih medijih -­, saj podobni inštrumenti za slovensko okolje še niso bili predstavljeni. Ugotovili smo, da oglaševalska dejavnost v večini agencij poteka po sistemu ad hoc: nepremičninske agencije zaradi svoje majhnosti nimajo detajlno izdelanih trženjskih strategij, nimajo točno določenega proračuna za oglaševanje in nimajo zunanjih oz. notranjih strokovnjakov, ki bi skrbeli za marketing. Glavna ugotovitev naloge je, da nesposobnost razumevanja novih medijskih kanalov in njihova (ne)uspešna implementacija v praksi pomembno vplivata na poslovanje nepremičninske agencije (in lahko vodita tudi v prenehanje delovanja agencije). Nepremičninskim agencijam na podlagi raziskave svetujemo, da pri svoji dejavnosti uporabljajo tako klasične kot nove medije, saj lahko le sinergija v oglaševanju pripelje do dobrih rezultatov. V nalogi smo zato oblikovali tudi smernice in izdelali realen model oglaševanja nepremičninskih agencij, upoštevajoč teoretična izhodišča in praktične izkušnje iz slovenskega poslovnega okolja.
Keywords:KLJUČNE BESEDE: Tržno komuniciranje, oglaševanje, cilji oglaševanja, oglaševalski proračun, oglaševalski mediji, internet, spletno oglaševanje, spletna stran, nepremičninska agencija.
Year of publishing:2010
Publisher:[M. Gabrijan]
Source:Maribor
UDC:659.1
COBISS_ID:10327324 Link is opened in a new window
NUK URN:URN:SI:UM:DK:BSNZECRV
Views:1877
Downloads:222
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:ADVERTISING OF REAL-ESTATE AGENCIES IN THE AGE OF NEW MEDIA
Abstract:ABSTRACT Media, used by real estate agencies for their activity, have changed in the past 20 years: transition from classic media (television, print media) led to new media channels (internet, multimedia). Classical communication and advertisement concept is based on a one-way model (an agency sends its message to a large number of potential recipients while there is none or insignificant reverse information). New media channels function in a participatory two-way manner (an agency does not only communicate the information to a client, it also opens channels to receive market information from the client). In my diploma work, we were interested in what way Slovenian real estate agencies responded to this transition: which media do they use, the way they do it and how using (or not using) of the new media affects business results of the agency. The real estate agency Plan nepremičnine, which recently went out of business, was used as a case study. Internet activity of 11 most successful Slovenian real estate agencies was also analyzed and compared to results of the chosen agency. Own measuring instrument was developed – a rating list for testing of advertisement activity in new media – since there were none present for Slovenian environment. Conclusion is that advertisement activity of most agencies appears in an ad-hoc system: because of their small size the agencies do not have detailed marketing strategies, fixed advertisement budget and have no company based or contracted specialists, who would control marketing. Main conclusion of the work is that lack of understanding for new media channels and their (un)successful implementation have significant impact to business results of real estate agencies (and can lead to going out of business). Advice to real estate agencies is to use classical and new media for their activity, since only synergy of advertisement does lead to good results. In the work directions and a real market communication model for real estate agencies was developed, considering theoretical standpoint and practical experience in Slovenian business environment.
Keywords:Market communication, advertising, advertising goals, advertising budget, advertising media, internet, internet advertising, Website, real estate agencie.


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