20.500.12556/DKUM-16024 VPLIV TELEVIZIJSKEGA OGLAŠEVANJA NA REAKCIJE IN NAKUPNE ODLOČITVE GLEDALCEV THE IMPACT OF TELEVISION ADVERTISING ON REACTIONS AND PURCHASE DECISIONS OF VIEWERS Televizija je, po podatkih Mediane, Inštituta za raziskovanje trga in medijev, glede sredstev investiranih v oglaševanje, dominanten medij. V Sloveniji ima skoraj vsako gospodinjstvo televizijski sprejemnik, gledalci pa tako veliko možnosti, da se srečajo s televizijskimi oglasi, ki prispevajo k prodaji oglaševanih izdelkov. V diplomski nalogi proučujemo potrošnika in njegovo nakupno vedenje ter se podrobno lotimo oglaševanja in oglaševalskih vsebin na televiziji. Govorimo o pomenu televizijskega oglaševanja in pravilih in omejitvah ter prednostih in slabostih televizijskega oglaševanja. Največjo pozornost namenjamo odnosu gledalcev do oglasov na televiziji. Na podlagi teoretičnih dognanj in rezultatov opravljene raziskave med prebivalci štirih občin iz območja Upravne enote Slovenska Bistrica smo proučevali vpliv televizijskih oglasov na gledalce, katere aktivnosti izvajajo gledalci med oglasi in ali oglasi vplivajo na njihove nakupne odločitve. According to the Mediana, the Institute for market and media research, television is, in terms of investment in advertising, the dominant medium. Almost every household in Slovenia has a television set and viewers so many opportunities to meet with television ads, which helps to sale the advertising products. In the diploma we define consumers and their buying behavior, the advertising and advertising content on television. We discuss the advertising and the importance of the television advertising. We also present the rules and restrictions and the advantages and disadvantages of the television advertising. Our main interest is the relationship between viewers and the television ads. On the basis of the theory and the results of our research done among inhabitants of the four communities from Slovenska Bistrica district, we analyzed the impact of the television advertisements on the viewers, which activities viewers carry out between ads and whether the ads impact their purchasing decisions. oglaševanje televizijski oglas javna televizija komercialna televizija gledalec potrošnik izdelek advertising television ad public television commercial television viewer consumer product true true false [A. Vantur] Slovenski jezik Angleški jezik Diplomsko delo 2010-09-28 13:25:54 2010-12-08 10:56:06 2022-04-13 07:48:17 2023-12-18 03:36:38 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.11:316.774(043.2) 14645014 URN:SI:UM:DK:OAP3TUGB UNI_Vantur_Alenka_2010.pdf UNI_Vantur_Alenka_2010.pdf 1 EF09BE57CD8A03DCB5946BDFA5E8B548 094cd61984293d3ac63a878c577087d3c32b59517300e6ae61f1d9cb6b41eb57 8b56c62f-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/314704a3-46ee-43ac-bbbc-0f83905d5f55 https://dk.um.si/Dokument.php?lang=slv&id=17925 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0