| | SLO | ENG | Piškotki in zasebnost

Večja pisava | Manjša pisava

Izpis gradiva

Naslov:OGLAŠEVANJE PODJETJA NA PRIMERU TOVARNE NOGAVIC POLZELA
Avtorji:Privošnik, Simona (Avtor)
Pisnik, Aleksandra (Mentor) Več o mentorju... Novo okno
Datoteke:.pdf VS_Privosnik_Simona_2014.pdf (4,29 MB)
 
Jezik:Slovenski jezik
Vrsta gradiva:Diplomsko delo (m5)
Organizacija:EPF - Ekonomsko-poslovna fakulteta
Opis:Diplomsko nalogo smo razdelili na dva dela, na teoretični in analitični del. V teoretičnem delu smo podrobneje opredelili in opisali posamezne elemente marketinškega komuniciranja. Pozornost smo namenili pomenu oglaševanja in njegovim strategijam. V analitičnem delu smo na podlagi pridobljenih podatkov iz podjetja analizirali pomen in strategije oglaševanja. Ugotovili smo, katera oglasna sporočila so najpogosteje uporabljena. Glavni namen oglaševanja je predvsem v informiranju in pridobivanju odjemalcev za nakup izdelkov oziroma storitev. Na ta način se dobiček veča, kar prispeva k obstoju in rasti podjetja. Pomembno je, da poskušamo z oglaševanjem obdržati dosedanje odjemalce in hkrati pridobivati vedno nove. V Polzeli obveščajo odjemalce in jih prepričujejo, ob tem pa oblikujejo preference za svojo blagovno znamko. Z analizo podatkov smo ugotovili, da podjetje Polzela največ oglašuje s svojim promocijskim materialom, torej z lastnimi brošurami, zloženkami, plakati in sezonskimi katalogi. Njihova oglasna sporočila zasledimo tudi v različnih medijih, kot na primer v časopisih, različnih revijah, kjer so objavljeni piar članki in stylingi. Kot medij, preko katerega podjetje oglašuje predvsem zadnja leta, se uporablja tudi spletni portal. V program so vključili tudi spletno trgovino. Najmanj pa se, predvsem zaradi finančnega stališča, poslužujejo oglaševanja na televiziji in radiu, tudi jumbo plakatov ne uporabljajo več. Ugotovili smo tudi, da se zanimanje na ciljnem trgu poveča, če so v oglasnih sporočilih prisotne znane osebnosti. Pri snemanju posameznih sezonskih katalogih so sodelovale tri slavne osebnosti, kar je vplivalo na večji odziv odjemalcev. Oglaševalski prostor postaja vedno bolj zasičen z različnimi oglasnimi sporočili, zato je skoraj priporočljivo, da se podjetja poslužujejo čim bolj inovativnih oblik oglasnih sporočil v primerjavi s konkurenco, če želijo utrditi lastno blagovno znamko in s tem doseči večji prodor na trgu ter vplivati na rast in razvoj podjetja.
Ključne besede:Komuniciranje, oglaševanje, pasice, elektronsko oglaševanje, jumbo plakati, promocijski material, piar članek.
Leto izida:2014
Izvor:Sv. Lovrenc
COBISS_ID:11752220 Povezava se odpre v novem oknu
NUK URN:URN:SI:UM:DK:PTYEXNLC
Število ogledov:937
Število prenosov:61
Metapodatki:XML RDF-CHPDL DC-XML DC-RDF
Področja:EPF
:
  
Skupna ocena:(0 glasov)
Vaša ocena:Ocenjevanje je dovoljeno samo prijavljenim uporabnikom.
Objavi na:AddThis
AddThis uporablja piškotke, za katere potrebujemo vaše privoljenje.
Uredi privoljenje...

Postavite miškin kazalec na naslov za izpis povzetka. Klik na naslov izpiše podrobnosti ali sproži prenos.

Sekundarni jezik

Jezik:Angleški jezik
Naslov:Company Advertising on the Example of the Polzela Socks Factory
Opis:The thesis has been divided into two parts, the theoretical and the practical part. The theoretical part defines and describes the individual elements of marketing communication in detail. Focus has been maintained on the meaning of advertising and its strategies. In the analytical part the meaning and the strategies of advertising have been analyzed with the help of the data, obtained at the company. It has been determined, which advertising messages are most commonly used. The main purpose of advertising is mostly to inform and to persuade customers to purchase products or services. In this way income increases and the company continues to exist and grow. It is of great importance to keep the existing customers as well as to gain the new ones through advertising. At Polzela customers are being informed and persuaded, and preferences for their trademark are being formulated. With the analysis of the data it has been determined that for the advertising purposes the Polzela company mostly uses its own promotional material, that is its own brochures, pamphlets, posters and season catalogues. Their advertising messages can also be spotted in different media, such as newspapers and various magazines where PR articles and stylings are published. In the recent years a web portal has also become a medium of advertising. An online shop has also been included as part of the program. Due to financial reasons advertising on television and radio have been the least used. For the same reasons jumbo posters are no longer being used. It has also been determined that the interest of the target market increases if influential figures are part of the advertising messages. When shooting the season catalogue, three famous figures were involved, which resulted in greater response of the customers. Advertising space is becoming increasingly saturated with various advertising messages, therefore it is almost recommended that the companies use as innovative forms of advertising messages as possible in comparison with their competition, if they wish to strengthen their own trademark and thereby achieve more successful penetration on the market, and influence growth and development of the company.
Ključne besede:Communication, advertising, banner adverts, electronic advertising, hoardings, promotional material, PR article.


Komentarji

Dodaj komentar

Za komentiranje se morate prijaviti.

Komentarji (0)
0 - 0 / 0
 
Ni komentarjev!

Nazaj
Logotipi partnerjev Univerza v Mariboru Univerza v Ljubljani Univerza na Primorskem Univerza v Novi Gorici