20.500.12556/DKUM-11886 RAZISKAVA TRGA ZA POTREBE OGLAŠEVANJA NA AVTOBUSIH MARKET RESEARCH FOR NEEDS OF ADVERTISING ON BUSES V zadnjih nekaj letih je oglaševanje na prostem na slovenskem trgu doseglo pravi porast in razvoj. Pojavljati so se začele bolj inovativne oblike medijev oglaševanja na prostem, zato imajo oglaševalci oziroma oglaševalske agencije na razpolago večje možnosti, da naredijo oglaševalsko sporočilo še bolj kreativno. Oglaševanje na avtobusih je uspešno vpeljalo nove oblike prikazovanja oglasnih sporočil tako na zunanjih površinah avtobusov, z novimi materiali, s pomočjo katerih imajo oglasi na zunanjih površinah avtobusa daljšo življenjsko dobo. Novosti so tudi na področju oglaševanja v notranjosti avtobusa, kjer so ta trenutek najbolj aktualni digitalni prikazovalniki oglasov, ki ponujajo širok spekter prikazovanja oglasnih sporočil. V teoretičnem delu diplomske naloge smo opredelili pojem raziskava trga in sam proces raziskave trga, opredeliti smo marketinško komuniciranje in podali opredelitve zunanjega oglaševanja. Teoretična znanja smo uporabili v praktičnem delu diplomske naloge, kjer smo na podlagi anketnega vprašalnika naredili raziskavo, in z njeno pomočjo pridobili informacije, ki so se nanašale na oglaševanje na avtobusih. Namen diplomske naloge je bil ugotoviti splošno mnenje prebivalcev Maribora in njegove širše okolice o avtobusnem oglaševanju. Na podlagi analize rezultatov ankete lahko zaključimo s trditvijo, da je avtobusno oglaševanje dobro sprejeto med prebivalce Maribora in njihove širše okolice, saj smo ugotovili, da je njihovo splošno mnenje o avtobusnem oglaševanju dobro. Ugotovili smo, da predstavlja notranje avtobusno oglaševanje še neizkoriščen potencial, saj je tovrstno oglaševanje še povsem nerazvito v krajevnih avtobusih, ki vozijo v okolici Maribora in njegovi širši okolici. In recent years the outdoor advertising on slovenian market achieved a real increase in development. Messages appear in more innovative forms of outdoor advertising, so advertisers and ad agencies have more opportunities to make the advertising message even more creatively. Advertising on buses has successfully introduced new forms of display advertisements on both the external and internal surfaces of buses. Ads on the external surfaces on the buses are made of materials with which they have the longer service life. Innovations are also in the field of advertising inside the buses, which are now the most current LCD displays ads that offer a wide range of display advertisements. In the theoretical part of this diploma was define the concept of market research, the process of market research and marketing communications. We define and give also the definition of outdoor advertising. Theoretical knowledge was used in the practical work of this diploma. The results were analysed and presented. Main purpose of the diploma was to determine the general opinion of the advertising on buses of the residents of Maribor and the residents who living around of Maribor. Advertising on buses is well accepted among the people of Maribor, as we found out, the overall opinion about the advertising on buses is good. Results shows, that the advertising in the interior of the buses has great potential, especially in the local buses. raziskava trga proces raziskave trga marketinško komuniciranje instrumenti marketinškega komuniciranja oglaševanje osebna prodaja neposredno trženje pospeševanje prodaje odnosi z javnostjo zunanje oglaševanje oglaševanje na avtobusih market research market research process marketing communication instruments of marketing communication advertising personal selling direct marketing sales promotion public relations outdoor advertising advertising on buses true true false [M. Kajnih] Slovenski jezik Angleški jezik Diplomsko delo 2009-09-22 15:48:12 2009-11-24 11:55:45 2022-04-12 00:18:26 2022-04-18 03:31:59 2009 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 10043420 URN:SI:UM:DK:AD77ZZHJ UNI_Kajnih_Maja_2009.pdf UNI_Kajnih_Maja_2009.pdf 1 7C54887BB37BA0946A1CF2F47A2878B7 a9b94c551e4964f56c15e5f0820fa139525517ace309b175d18f815215774270 40a3d598-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/99777e8f-ce8a-4ae2-92a2-3ec4f7fff716 https://dk.um.si/Dokument.php?lang=slv&id=10870 Ekonomsko-poslovna fakulteta 0 0 0