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Title:
VIZUALNO MARKETINŠKO KOMUNICIRANJE
Authors:
ID
Črešnar, Gregor
(Author)
ID
Završnik, Bruno
(Mentor)
More about this mentor...
Files:
VS_Cresnar_Gregor_2016.pdf
(1,28 MB)
MD5: 4E65BCC071C994001933BC4048CE3CDF
Language:
Slovenian
Work type:
Final seminar paper
Typology:
2.11 - Undergraduate Thesis
Organization:
EPF - Faculty of Business and Economics
Abstract:
Komuniciranje predstavlja pomemben del našega vsakdanjega življenja. Potrebno je vedeti, da pri komuniciranju ne gre samo za izmenjavo besed, temveč ima mnogo širši pomen. Dandanes smo izpostavljeni mnogim sporočilom, ki nas obdajajo skoraj na vsakem koraku. Tega se vsekakor dobro zavedajo tudi organizacije, ki poskušajo preko različnih medijev vizualnega komuniciranja doseči svoje odjemalce. Pri tem igra zelo pomembno vlogo marketinško komuniciranje, ki je dandanes pomemben del vsake uspešne organizacije. S pomočjo vizualnih sporočil lahko organizacije učinkovito komunicirajo s ciljnimi javnostmi, zato morajo pri oblikovanju sporočil vedno poskrbeti, da so sporočila kreativna, zanimiva in pritegnejo pozornost odjemalcev. V diplomskem projektu smo ugotavljali posebnosti vizualne komunikacije ter predstavili temeljne značilnosti tovrstnega komuniciranja na primeru posameznih aktivnosti spleta marketinškega komuniciranja. V raziskavi smo ugotavljali, kako vizualno marketinško komuniciranje vpliva na nakupne odločitve odjemalcev ter kateri dejavniki vizualnega komuniciranja pripomorejo k hitrejšemu in predvsem lažjemu odločanju pri nakupu. Ugotovili smo, da so vizualna sporočila vsekakor tista, ki pripomorejo k lažjim nakupnim odločitvam, vendar sta potrebna dobra in učinkovita zasnova sporočila ter integracija vizualnih elementov, ki so pri tovrstnem komuniciranju ključnega pomena. V diplomskem seminarju smo ugotavljali posebnosti vizualne komunikacije ter predstavili temeljne značilnosti tovrstnega komuniciranja na primeru posameznih aktivnosti spleta marketinškega komuniciranja. V raziskavi smo ugotavljali kako vizualno marketinško komuniciranje vpliva na nakupne odločitve odjemalcev ter kateri dejavniki vizualnega komuniciranja pripomorejo k hitrejšemu in predvsem lažjemu odločanju pri nakupu. Ugotovili smo, da so vsekakor vizualna sporočila tista, ki pripomorejo k lažjim nakupnim odločitvam, vendar je potrebna dobra in učinkovita zasnova sporočila in integracija vizualnih elementov, ki so pa ključnega pomena pri tovrstnem komuniciranju.
Keywords:
marketinško komuniciranje
,
vizualno komuniciranje
,
nakupno odločanje
Place of publishing:
Maribor
Publisher:
[G. Črešnar]
Year of publishing:
2016
PID:
20.500.12556/DKUM-61553
UDC:
659.3
COBISS.SI-ID:
12575772
NUK URN:
URN:SI:UM:DK:8KXUEQRR
Publication date in DKUM:
09.11.2016
Views:
1592
Downloads:
174
Metadata:
Categories:
EPF
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:
ČREŠNAR, Gregor, 2016,
VIZUALNO MARKETINŠKO KOMUNICIRANJE
[online]. Bachelor’s thesis. Maribor : G. Črešnar. [Accessed 15 March 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=61553
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Secondary language
Language:
English
Title:
VISUAL MARKETING COMMUNICATIONS
Abstract:
Communication represents a very important part of our everyday lives. Communication itself is not just an exchange of words, it has a much broader meaning. Nowadays we are exposed to hundreds of different messages that surround us at every step. Organizations which are trying to reach their target audiences through various media channels are certainly well aware of that. Marketing communications play a key role in this case and represent an important part of every successful organization. With the help of visual communication, organizations can effectively communicate with their target audiences. But in doing so, it is important to make sure that the visual messages are designed in a creative way and interestingly presented. In this diploma we defined specificities of visual communication and presented its basic qualities in marketing communications mix. We examined how visual marketing communications influence the purchasing decisions of consumers and which factors contribute to the faster and easier decisions when buying. We have found that visual messages definitely contribute to facilitating purchase decisions, but it is crucial that the messages are well designed and that the visual elements are fully integrated into the message.
Keywords:
marketing communications
,
visual communication
,
purchasing decisions
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