20.500.12556/DKUM-11723 OGLAŠEVANJE NA KOROŠKEM RADIU ADVERTISING ON KOROŠKI RADIO Danes se vedno več soočamo in spopadamo s konkurenco, ki nas spremlja na vsakem koraku. Če želimo biti konkurenčni, moramo svoje izdelke ali storitve znati tržiti in jih predstaviti strankam. Pri tem ima pomembno vlogo prav oglaševanje, saj lahko dober oglas potencialnega kupca prepriča v nakup. Posameznik mora oglas zaznati in si ga vtisniti v spomin, kar pa je bistveno lažje če je oglas zabaven in očarljiv, saj veliko prej vzbudi posameznikovo pozornost in zanimanje. Diplomska naloga obravnava oglaševanje na Koroškem radiu. Radio je kot množični oglaševalski medij cenjen zaradi hitre priprave in ponavljanja oglasov, ter sorazmerno nizkih cen. Ker so mediji tisti, ki oglasno sporočilo posredujejo ciljnemu občinstvu, sem jih podrobneje opisala v četrtem poglavju. Teoretično sem opredelila tudi tržno komuniciranje in oglaševanje. V praktičnem primeru oglaševanja na radiu pa sem izbrala že imenovani Koroški radio. Predstavila in grafično ponazorila sem tudi analizo poslušanosti, ki je pokazala, da se je doseg poslušalcev Koroškega radia glede na preteklo leto povečal. Increasingly we confront and deal with the competition which follows our every step. If we are to stay competitive, we must know how to market our products and services and to present them to the clients. The important role in this lays on the marketing as a good advertisement can persuade a potential buyer into purchase. An individual must be able to perceive an advertisement and imprint it his memory, and this being much easier if such advertisement is entertaining and charming as it attracts individual’s attention and interest much sooner. A company may repeat advertising several times, change advertising time and agents in order to achieve improvement in its image in the eye of the consumer. The diploma discusses advertising at the radio station Koroški radio. As a mass advertising medium, the radio is appreciated for rapid preparation of advertisements and their recurrence, and relatively low prices. Since the media are the ones to mediate advertising message to target audience, I’ve delineated them in detail in chapter four. I have defined theoretically also market communications and marketing. In the practical example I have chosen the already mentioned radio station Koroški radio. I have also presented and graphically illustrated the ratings analysis, which indicates that the scope of listeners of Koroški radio has increased against last year. • tržno komuniciranje • sestavine tržnega komuniciranja • oglaševanje • cilji oglaševanja • mediji • radijski oglas • analiza poslušnosti • market communications • market communications components • advertising • advertising objectives • media • radio advertisement • ratings analysis true true false [J. Pečnik] Slovenski jezik Angleški jezik Diplomsko delo 2009-09-14 13:08:14 2009-12-04 10:52:55 2022-04-12 00:08:15 2022-04-18 03:24:56 2009 0 Dravograd 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 10020124 URN:SI:UM:DK:4ZZZVMPN VS_Pecnik_Jasmina_2009.pdf VS_Pecnik_Jasmina_2009.pdf 1 70A84138E5EFC077EBB817BA77DF00CF 6770d050bda69db4b8285ca31cfeeacdb1101130d8bafacf411cb0a0b3c17d8b 34cec7d7-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/058bd3fa-8f85-4999-956d-522cc510d2bf https://dk.um.si/Dokument.php?lang=slv&id=10621 Ekonomsko-poslovna fakulteta 0 0 0