20.500.12556/DKUM-13268 ORGANIZACIJA OGLAŠEVANJA V ČASOPISNI HIŠI DNEVNIK ORGANIZATION OF ADVERTISING IN NEWSPAPER DNEVNIK Diplomska naloga se osredotoča na osrednja vprašanja sodobnega marketinškega upravljanja časopisne hiše Dnevnik. Ker je s tem tematskim področjem povezana cela vrsta problemov, ki sodijo tako na področje strateškega managementa kot tudi marketinga, so v nalogi izsledki obeh disciplin smiselno povezani. Namen diplomske naloge je predstavitev časopisne hiše Dnevnik, njihovih edicij in se seznaniti z oglaševanjem kot elementom tržnega komuniciranja in pokazati njegovo pomembnost v podjetju. Cilj diplomske naloge v teoretičnem delu je: • predstaviti oglaševanje kot element tržnega komuniciranja, • preučiti tradicionalne oblike oglaševanja, • predstaviti značilnosti oglaševanja v časopisih. Cilj diplomske naloge v praktičnem delu je: • predstaviti časopisno hišo Dnevnik, • marketinški splet 7P, • prikazati stroške oglaševanja na Dnevniku, • prikazati analizo branosti treh najbolj priljubljenih dnevnikovih edicij. Vsebinsko je naloga sestavljena iz teoretičnega in raziskovalnega dela. V teoretičnem delu je predstavljena zgodovina oglaševanja, definicija, cilji, namen, uporaba, oblike, naloge oglaševanja ter značilnosti časopisa. V raziskovalnem delu so postavljena vprašanja raziskave in ugotovljen namen oziroma cilj raziskav. Predstavljena je časopisna hiša Dnevnik, poslovanje Dnevnika, dnevnikove edicije, dnevnikovi dogodki, dodane so analize branosti dnevnega časopisa Dnevnik, tednika Nedeljski dnevnik ter priloge Hopla. Predstavljen je tudi marketinški splet, marketinško komuniciranje za časopisno hišo Dnevnik, pravila oglaševanja ter stroške oglaševanja na Dnevniku. V zaključku so postavljene tri hipoteze za katere je ugotovljeno, da držijo, nato pa so v kritični analizi predstavljene moje ugotovitve kaj se mi zdi dobro, ter kje so še pomanjkljivosti. Diplomska naloga se opira na knjige, katere govorijo o teoriji managementa in marketinga ter na splošno o oglaševanju. V veliko pomoč mi je bila tudi spletna stran časopisne hiše Dnevnik ter zaposleni v le-tem podjetju. Diploma is concentrating on the main questions of modern marketing of a Newspaper Dnevnik. There are few questions and problems regarding this domain, which are involved in the field of the strategic management as well as in marketing, which are both connected in my work. The goal of research is to present Newspaper Dnevnik, their editions and to pair with marketing as an element of marketing communication and to show his value on the newspaper Dnevnik. Goals of diploma in the theoretical part: • to present advertising as an elemnt of marketing communication, • to examine traditional forms of advertising, • to present features of advertising in newspapers. Goals of diploma in practical part: • to present newspaper Dnevnik, • web marketing 7P, • to show costs of advertising on newspaper Dnevnik, • to show readership analysis of three most popular Dnevnik's editions. The content of diploma is constructed from theory and research. The theory part is defined by the history of advertising, definition, the goals of marketing, structures, tasks of advertising and the feauters of newspapers. In the research part I tried to discover the purpose and goal of the research. I have also presented newspaper Dnevnik, buissiness of Dnevnik, Dnevnik's editions, Dnevnik's events, readers anlysis of Dnevnik, Nedeljski dnevnik and Hopla. There are also presentet the feauters of web marketing, marketing communication for newspaper Dnevnik, the rules of marketing and costs of advertising in newspaper Dnevnik. The enclosure shows us the result of three hypotheses, for which I found out that they hold, critical analysis anddeterminations that have been discovered during the whole research, what is good and what are bad sides. As I have been writing my diploma, I have mainly used the Slovenian literature. Great help and support in writing of applications of achievements of theory management and marketing have been the empoyees of Dnevnik and Dnevnik's web page. Oglaševanje časopisna hiša Dnevnik marketinška strategija dnevnikove edicije stroški Advertising newspaper Dnevnik marketing strategy Dnevnik's editions costs true true false Slovenski jezik Angleški jezik Diplomsko delo 2010-02-28 21:09:19 2010-05-04 13:35:56 2022-04-12 11:03:05 2022-04-21 03:07:34 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6643475 URN:SI:UM:DK:HVJ6WPCS VS_Kodric_Jure_2010.pdf VS_Kodric_Jure_2010.pdf 1 EDC294E6A2219FA2B825133AACDA13C5 473cd833cf951de0b542802e5235fc3500f0c589d4a7b3cee96059c03f2b291c dcc8a665-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/54ebf2fe-935f-433e-b7e6-40ce485dfba9 https://dk.um.si/Dokument.php?lang=slv&id=13344 Fakulteta za organizacijske vede 0 0 0