| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font

Show document

Title:PRIMERJAVA TEHNIK OGLAŠEVANJA: INTERNETNO OGLAŠEVANJE VS. TISKANI MEDIJI
Authors:Sibila, Andrej (Author)
Ferjan, Marko (Mentor) More about this mentor... New window
Files:.pdf UNI_Sibila_Andrej_2012.pdf (1,19 MB)
 
Language:Slovenian
Work type:Undergraduate thesis (m5)
Organization:FOV - Faculty of Organizational Sciences in Kranj
Abstract:Internet in spletne strani so postali nepogrešljiv del poslovnega okolja. Prav tako se pri poslovanju sodobnega podjetja povečuje vloga oglaševanja na internetu, ki postaja pomemben del pri razvoju podjetja, širjenju poslovanja, racionalizaciji stroškov in nenazadnje sledenju trendom prihodnosti. Diplomska naloga vsebuje primerjavo tehnik oglaševanja med internetnim oglaševanjem in oglaševanjem v tiskanih medijih v Sloveniji. Najprej opredelimo problem, ki ga raziskujemo v diplomski nalogi. Nadaljujemo z analizo obstoječega stanja v Sloveniji. Predvsem se osredotočimo na dve največji oglaševalski podjetji med internetnimi in tiskanimi mediji, to sta Najdi.si in Delo, ki v tretjem poglavju podrobneje opišemo. Z raziskavo želimo preučiti tudi socio-demografske značilnosti oglaševalcev spletnega oglaševanja. V zaključku razpravljamo o rezultatih raziskave in njenih ugotovitvah. V oglaševalskem svetu je opaziti močan upad oglaševanja v tiskanih medijih. Z diplomsko nalogo smo želeli ugotoviti, ali na ta upad vpliva internetno oglaševanje (in na kakšen način). Da bi mogli odgovoriti na to vprašanje, smo s pomočjo iskalnika Najdi.si izvedli spletno anketo. Z raziskavo smo ugotovili, da tržni delež tiskanih medijev upada na račun oglaševanja v internetnih medijih. V preteklosti so oglaševalci, ki so bili vključeni v naš vzorec, enako pogosto oglaševali v obeh medijih (25 odstotkov). Na vprašanje, kje oglašujejo sedaj, je 38 odstotkov vprašanih odgovorilo, da na internetu, kar je povečanje za 13 odstotkov, medtem ko je 22 odstotkov vprašanih odgovorilo, da oglašujejo v tiskanih medijih, kar pomeni upad za 3 odstotke. Oglaševalci se vedno bolj odločajo za oglaševanje v internetnih medijih, saj so ti cenovno dostopnejši in imajo še druge prednosti pred klasičnimi mediji. Ena od glavnih prednost je možnost ciljnega oziroma kontekstnega oglaševanja, kar pa je tudi glavni razlog, zakaj se oglaševalci v tako veliki meri odločajo za oglaševanje na internetu.
Keywords:spletno oglaševanje, spletni mediji, tiskani mediji, spletni oglasi, kontekstno oglaševanje
Year of publishing:2012
Source:Maribor
COBISS_ID:7050771 Link is opened in a new window
NUK URN:URN:SI:UM:DK:ZIWVYQLG
Views:2197
Downloads:372
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:FOV
:
  
Average score:(0 votes)
Your score:Voting is allowed only for logged in users.
Share:AddThis
AddThis uses cookies that require your consent. Edit consent...

Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Secondary language

Language:English
Title:COMPARISON OF ADVERTISING TECHNIES: ADVERTISING ON INTERNET VS. WRITTEN MEDIA
Abstract:Internet and web pages have become an indispensible part of the business environment. Thus, the importance of online advertising for a modern company is growing and is becoming an integral part of company’s development, business growth, rationalization of expenses, and following future trends. This thesis compares two advertising techniques, online advertising and print advertising in Slovenia. It begins with the definition of the problem, with which we deal with in the thesis. The next section deals with the analysis of the existing situation in Slovenia. We focus mainly on two largest advertising companies, one in the internet, the search engine Najdi.si, and the other in print media, the Slovenian daily Delo, both described in Chapter 3. Our research aims also to study socio-demographic characteristics of online advertisers. The concluding section discusses the findings of the study. The advertising world faces with a decrease in advertising in print media. Our study tried to answer the question whether online advertising influenced this decrease (and for what reasons). To answer this question, we designed an online survey and made it available on the website najdi.si. The results show that market share of print media is decreasing at the expense of online advertising. Our respondents advertised equally frequent in print media and online in the past (25%). On the question, where they advertise now, 38% of the respondents chose the answer ‘online’ (an increase of 13%), while only 22% of respondents answered ‘in print media’ (a decrease of 3%). Advertisers decide more and more frequently to advertise in online media because such advertising is cheaper and has other advantages over classical media. One of the main advantages is the possibility of targeted and contextual advertising, which are two main reasons why advertisers choose online advertising.
Keywords:online advertising, online media, print media, online advertisement, contextual advertising


Comments

Leave comment

You have to log in to leave a comment.

Comments (0)
0 - 0 / 0
 
There are no comments!

Back
Logos of partners University of Maribor University of Ljubljana University of Primorska University of Nova Gorica