20.500.12556/DKUM-13253 ANALIZA RADIJSKEGA OGLAŠEVANJA ZASEBNIH (LOKALNIH) RADIJSKIH POSTAJ V SV SLOVENIJI Analysis of Radio Advertising in Private (Local) Radio Stations in Northeast Slovenia Oglaševanja ne bi bilo brez oglasnih sporočil. Laično bi lahko oglas opredelili kot obvestilo, namenjeno javnosti, ki se objavi za plačilo ali drugo podobno nadomestilo z namenom samooglaševanja. Oglaševanje ima tri vrste ciljev: pridobiti podjetjem nove kupce, ohraniti obstoječe kupce ali pa ohraniti prodajo na obstoječi ravni. Namen oglaševanja je torej lahko preprečevalne ali obveščevalne narave, lahko pa kupce le opominja na določene izdelke. Eden izmed starejših, a kljub temu zelo pogosto uporabljenih medijev za potrebe oglaševanja je radio, ki velja za hitrega producenta oglasov. Predstavlja vrsto prednosti, kot so velika fleksibilnost, kreativnost in ugodna cena. Ima pa ima tudi nekaj slabosti in te bom podrobneje predstavila v nadaljevanju magistrskega dela. V magistrskem delu sem s pomočjo domače in tuje literature opredelila primarne pojme komuniciranja v marketingu in oglaševanje, ki je pogoj za uspešno in učinkovito izvedbo oglaševanja oziroma oglaševalsko akcijo, podrobneje pa sem opisala tudi radio kot oglaševalski medij in oglaševanje na radiu. V nadaljevanju sledi pregled analize raziskave narejene v sklopu magistrskega dela, s katero sem želela prikazati razlike v cenah oglaševanja med radijskimi postajami v SV Sloveniji in ali je odvisno, v katerem terminu se radijski oglasi predvajajo. Prav tako bom ugotavljala, v katerem terminu je povpraševanje po oglaševanju največje. S pomočjo rezultatov analize bom preverila veljavnost postavljenih hipotez. Advertising without advertisements cannot exist. In general, an advertisement could be defined as a notice for the public published and paid or compensated for, with the purpose of self advertising. Advertising is conducted to pursuit three types of goals: to attract new customers in the companies, keep the existing customers or keep the sales at the current level. The purpose of advertising is thus preventive or informative or can be just used to remind the customers of certain products. One of the oldest media, which is very often used for advertising, is the radio, which is known as a fast producer of advertisements. It has many advantages, such as flexibility, creativity and a reasonable price. Yet, it also has certain weaknesses which are presented in this master's thesis. In this thesis I have defined primary concepts of communicating in marketing by the help of the literature written in Slovenia as well as abroad. I have also defined the concept of advertising, which is the basis for successful and effective execution of advertising or publicity campaign. Furthermore, I have dealt with the concept of the radio as an advertising media in detail and also researched radio advertising. I continued with the overview of a research analysis, which was executed as a part of the master's thesis. The aim of the research was to show the differences in advertising prices among the radio stations of the north-eastern Slovenia, and to establish whether the price depends on the time in which the advertisements are broadcast. I have also dealt with the time in which the demand for advertising is the highest. Using the research analysis results I am going to check the validity of my hypotheses. komuniciranje oglaševanje radio oglaševanje na radiu medij radijske postaje communicating advertising radio radio advertising the media radio stations true true false T. Jurkovič Slovenski jezik Angleški jezik Magistrsko delo/naloga 2010-02-26 08:08:51 2010-07-01 13:37:07 2022-04-12 11:02:13 2022-04-21 03:07:26 2010 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 10272540 URN:SI:UM:DK:F4FPMNML MAG_Jurkovic_Tamara_2010.pdf MAG_Jurkovic_Tamara_2010.pdf 1 9D9C2AF1548CAD7FFC42538767DF04C9 45bb29ec0e4ca9455f86f815a3296c2efc5f6890d756c59e99d88e95f87f47cb dbe15d15-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/af470d8e-5766-4eec-a22f-e139311b0030 https://dk.um.si/Dokument.php?lang=slv&id=13320 Ekonomsko-poslovna fakulteta 0 0 0