20.500.12556/DKUM-14700 ČUSTVENI APELI V OGLAŠEVANJU NEPROFITNIH HUMANITARNIH ORGANIZACIJ SENTIMENTAL APPEALS IN ADVERTISING OF NONPROFIT HUMANITARIAN ORGANISATIONS Neprofitne humanitarne organizacije se morajo danes tako kot druga podjetja med seboj boriti za potrošnike oz. darovalce sredstev. Da bi to storile pa potrebujejo uspešne oglaševalske akcije in oglase, ki pritegnejo pozornost potrošnikov in v njih vzbudijo čustva, ki so povod za darovanje. V teoretičnem delu diplomske naloge smo opredelili pojem neprofitne humanitarne organizacije, opredelili marketinško komuniciranje ter podali opredelitve oglaševanja. Predstavili smo oglaševanje humanitarnih organizacij ter na podlagi primerov prikazali in razložili uporabo čustvenih apelov. Teoretična znanja smo nato uporabili v praktičnem delu, kjer smo s pomočjo primerov opisali glavne značilnosti oglaševanja humanitarnih organizacij ter na podlagi anketnega vprašalnika naredili raziskavo o oglaševanju le-te. Namen diplomske naloge je bil ugotoviti splošno mnenje prebivalcev Maribora o oglaševanju humanitarnih organizaci in vplivu čustvenih apelov na odločitve o darovanju sredstev v humanitarne namene. Na podlagi analize rezultatov lahko zaključimo, da je oglaševanje humanitarnih organizacij v Mariboru dobro sprejeto, in da imajo čustveni apeli velik vpliv na odločitve o darovanju. ki se skoraj v polovici primerov končajo z želeno reakcijo. Nonprofit humanitarina organizations have to fight each other like other companies for costumers in other words donors of resources. In order to do that, they have to plan affective ad campaigns and ads, which attract costumers's attention and awake sentiments in them, which are the reason to donate. In the theoretical part of this diploma the meanings of nonprofit humanitarian organizations, marketing communication and advertising were defined. We presented advertising of humanitarian organizations and explained the use of sentimental appeals using examples. Theoretical knowledge was then used in the practical part of the diploma, where we described the main characteristics of humanitarian organization's advertising and made a research upon information we gathered using the inquiry form. The purpose of this diploma was to find out the general opinion of Maribor's inhabitants about the advertising of humanitarian organizations and the impact of sentimental appeals on their ofering founds in humanitarian purposes. On the base of the gathered results we can conclude, that advertising of humanitarian organizations is well thought off in Maribor and that sentimental appeals have a big impact on the decision making of offering founds. neprofitne humanitarne organizacije marketinško komuniciranje inštrumenti marketinškega komuniciranja oglaševanje čustveni apeli nonprofit humanitarian organizations marketing communications instruments of marketing communications advertising sentimental appeals true true false [K. Kunstek] Slovenski jezik Angleški jezik Diplomsko delo 2010-06-29 21:36:40 2010-10-12 12:43:13 2022-04-12 22:15:01 2023-12-18 03:16:00 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 10372892 URN:SI:UM:DK:SP7ZAYUA UNI_Kunstek_Katja_2010.pdf UNI_Kunstek_Katja_2010.pdf 1 0012E53CF3F7261C89CCBD33956CED2D d38ac415bb4c91b99e5f46892d9fdf3d22bbb8e4e122e2b5cff0dd4ee5f9285f 36fb4a4d-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/5a99de5a-c7d2-48bd-b0ad-c260640c52dd https://dk.um.si/Dokument.php?lang=slv&id=15777 Ekonomsko-poslovna fakulteta 0 0 0