20.500.12556/DKUM-17178 NEKATERI VPLIVI TV OGLAŠEVANJA NA ODJEMALCA SOME EFFECTS OF TV ADVERTISING ON CUSTOMER Namen diplomskega dela je bil proučiti nekatere vplive televizijskega oglaševanja na odjemalca. Naredila sem raziskavo, s katero sem proučevala ali določeni televizijski oglasi pritegnejo pozornost, vplivajo na prepoznavnost blagovne znamke in izdelka ter vplivajo na nakup. Do rezultatov sem prišla s pomočjo vprašalnika. Anketirala sem 100 žensk, ki spadajo v starostno skupino nad 20 let, saj menim, da so ženske v veliko primerih glavni odločevalci in nakupovalci v družinah. Ugotovila sem, da odjemalci spremljajo televizijske oglase. Potrdim lahko, da so jim oglasi všeč, da pritegnejo njihovo pozornost in vzpodbudijo zanimanje za oglaševani izdelek. Vplivajo na prepoznavnost blagovne znamke, kar pa vedno ne pomeni tudi nakupa. To so potrdili rezultati oglasa Castin Creme Gloss iz Loreala, v katerem izdelek oglašuje znana oseba. Kljub temu, da so anketiranke navedle znano osebo kot lastnost oglasa, ki najbolj pritegne, jih le ta ni prepričala v nakup izdelka. Potrdim lahko, da oglasna sporočila na TV, ki so pogosteje predvajana, oziroma jih odjemalec večkrat vidi, vplivajo na nakup. Purpose of my degree was to study some effects of television advertising on the customer. That's why I made a research in which I studied, if the specific TV ads attract attention, affect brand awereness and product and influence the purchase. Pending the results I got with the help of a questionnaire. I interviewed 100 women who fall within the age group over 20 years, becouse I beleve that women are the main decision – makers and shoppers in the family. I found out that customers watch the television ads. I can confirm that they like ads and that ads atttract their attention and stimulate interest in the advertised product. Impact on brand awarenes, but this doesn't always mean a purchase. That was confirmed by the results of the ad Castin Creme Gloss from Loreal, which advertises a product through a known person. However, respondents indicated that the person known as a feature ad – catching, it is not persuaded to buy the product. I can confirm that the advertisements on TV, which are often played, and client often sees, have an impact on the purchase. oglaševanje vloga oglaševanja televizija TV oglas odjemalec zaznavanje oglasov vpliv oglasa advertising the role of advertising television TV ad customer perception of ads impact of ad true true false [M. Babšek] Slovenski jezik Angleški jezik Diplomsko delo 2011-01-03 08:47:44 2011-03-07 12:25:18 2022-04-13 09:16:30 2023-12-22 03:16:00 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 10584604 URN:SI:UM:DK:OTLS0OE9 VS_Babsek_Mojca_2011.pdf VS_Babsek_Mojca_2011.pdf 1 4BA2514E2FBD048A5ABEB9632F5CFD6A 9892bff93f193a097a144d1ef3af31bd3cf09576b9dd5c5fb6c69443ad03e158 d4022428-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/dfe4fda2-ea9b-43cc-80cc-7e2d3de7d250 https://dk.um.si/Dokument.php?lang=slv&id=19885 Ekonomsko-poslovna fakulteta 0 0 0