20.500.12556/DKUM-11454 VPLIV TV OGLAŠEVANJA NA NAKUPNO ODLOČITEV PORABNIKOV INFLUENCE OF TV ADVERTISING ON CONSUMERS PURCHASING DECISION Količina televizijskega oglaševanja se kljub močnemu valu svetovnega spleta kot modernega medija skozi leta nenehno povečuje. Raziskave najbolj uglednih svetovnih medijskih hiš so pokazale, da je v razmerju s ceno storitve televizijsko oglaševanje še vedno najbolj efektiven način oglaševanja, saj operira z besedo, sliko in psihološko prednostjo domačega okolja. S TV oglaševanjem lahko učinkovito povečamo lastno prepoznavnost, prepoznavnost naših izdelkov in storitev ter posledično postanemo boljši od naše trenutne konkurence in s tem dolgoročno povečamo lastne dobičke. Glede na obstoječe teorije in študije s področja TV oglaševanja in seveda rezultate raziskovalnega dela diplomske naloge se mi zdi pomembno, da podjetja še naprej razumejo TV oglaševanje kot eno izmed učinkovitih alternativ promocije novega izdelka (znamke) ter vključijo televizijsko oglaševanje v načrt oglaševalske kampanje oz. aktivnosti v kolikor seveda želijo resnično učinkovito in celovito oglaševalsko akcijo. The amount of television advertising has been constantly increasing in spite of the strong wave of the Internet as the modern media. Surveys by the world’s most respectful media houses have shown that in relation to the price of service, television advertising remains the most effective advertising mode, as it operates with word, picture and psychological advantage of home environment. TV advertising enables us to effectively increase our own visibility, recognisability of our products and services and subsequently we become better than our current competition and by that we can increase our profit in the long term. According to current theories and studies in the field of TV advertising and of course the research results of this thesis, I find it important that companies continue to see TV advertising as one of the effective alternatives for the promotion of new products (brand). The companies need to include TV advertising in their advertising campaigns or activities as far as they wish to achieve truly effective and comprehensive advertising action. • Oglaševanje • Televizija • TV oglasi • Nakupna odločitev • Advertising • Television • TV Ads • Purchasing decision true true false [T. Mlinar] Slovenski jezik Angleški jezik Diplomsko delo 2009-08-26 11:30:16 2009-11-24 13:08:45 2022-04-11 23:51:59 2022-04-18 03:13:06 2009 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 10043932 URN:SI:UM:DK:NBFZMT4U VS_Mlinar_Tadeja_2009.pdf VS_Mlinar_Tadeja_2009.pdf 1 A3C408A03E1305AF0C2C4A443EAD29BA 0017e246cbac74e6515aca5c09addeb2e432f0df08032a9058802df8e11ac86e 2060a9b1-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/ea755b83-3627-4855-82c0-15a7357a2f9e https://dk.um.si/Dokument.php?lang=slv&id=10188 Ekonomsko-poslovna fakulteta 0 0 0