20.500.12556/DKUM-16920 OGLAŠEVANJE NA TELEVIZIJI (NA PRIMERU PODJETJA RTS D.O.O.) ADVERTISING ON TELEVISION (IN THE CASE OF RTS D.O.O.) Namen diplomskega dela je spoznati televizijo in pomembnost ter atraktivnost, ki jo ima pri oglaševanju. Televizija se je kot medij zelo hitro razvijala in je eden izmed medijev, ki imajo še vedno zelo hiter razvoj, saj praktično vsak teden ali mesec pridobimo kakšno novost na področju televizije. S takšnim razvojem, kot ga ima televizija, se lahko primerja samo internet, to pa je posledica velike priljubljenosti televizije, ki neprestano raste. To da je televizija kot medij med ljudmi tako priljubljena in da ima veliko prednosti za oglaševanje pred drugimi mediji, pa s pridom izkoriščajo tudi oglaševalci. Oglaševanje na televiziji je kljub svetovni gospodarski krizi v porastu in je medij, na katerem je oglaševanje vseskozi v porastu. V teoretičnem delu diplomskega dela sem opisal razvoj televizije, ter opisal kaj nam prinaša sedanjost in prihodnost na področju televizije. Prav tako sem opredelil tržno — komunikacijski splet, v katerem sem opisal proces komuniciranja, značilnosti oglaševalskih medijev ter instrumentov komuniciranja. V empiričnem delu svojega diplomskega dela sem opravil intervju s predstavnikom ene izmed regionalnih televizijskih hiš. Iz prve roke sem pridobil informacije, kako poteka oglaševanje na televiziji, kakšna je konkurenca na tem področju, kateri izdelki so najbolj oglaševani, katera podjetja največ oglašujejo in pa še veliko drugih zanimivih odgovorov. Oglaševanje na televiziji je že sedaj in bo tudi v prihodnosti zelo pomemben medij za oglaševalce, saj je televizijskih programov na majhnem trgu kot je Slovenija zelo veliko, kar pa dokazuje, da je televizija po priljubljenosti daleč najbolj priljubljen medij. The aim of this diploma paper is to get to know the television, its importance and the attraction in advertising. The television as a medium has developed quickly and is as such a medium, which is constantly in process of development, since inventions come to the market weekly or monthly. This rapidly growing development can only be compared to the internet, which is furthermore a consequence of the television's popularity that is constantly growing. This medium is enormously popular among people and that is why it has advantages in advertising in comparison to other media and is being used very well by advertisers. Despite the world's economy crisis, advertising on television still has a tendency of growing. The theoretical part of this diploma paper describes the development of television as well as what the present and future bring in this area. I have also determined the market-communication web, described the process of communication, the characteristics of advertising media and communication instruments. In the empirical part I have carried out an interview with a representative of one of the regional broadcasting houses. In this way I have gathered some information about the process of advertising on television, about the competitors in this area, about the most advertised products, about companies which advertise the most and many other interesting answers. Advertising on television is and will be a very important medium for advertisers. There is great number of television channels in a small market like Slovenia, which also shows that the medium of television is the most popular media. televizija oglaševanje tržno komuniciranje medij oglaševanje na televiziji television advertising marketing communications medium TV advertising true true false [J. Janžekovič] Slovenski jezik Angleški jezik Diplomsko delo 2010-12-02 10:14:04 2011-02-01 16:42:38 2022-04-13 09:01:58 2023-12-21 03:23:45 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 10557724 URN:SI:UM:DK:S8LQGGH7 UNI_Janzekovic_Jernej_2010.pdf UNI_Janzekovic_Jernej_2010.pdf 1 61A0171E8FC8ECE3F8E1EA0F138132A8 706dcf9064919286970419ef8deaa5fda217bc3ca0ab580e9bad0d6358353d95 c34d45b1-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/57fe9faa-2a31-4f64-b7e2-a675a59bc7bd https://dk.um.si/Dokument.php?lang=slv&id=19428 Ekonomsko-poslovna fakulteta 0 0 0