20.500.12556/DKUM-39867 PREPOZNAVNOST OGLAŠEVALSKIH KAMPANJ NEPRIDOBITNIH HUMANITARNIH ORGANIZACIJ VISIBILITY OF THE ADVERTISING CAMPAIGNS OF NON-PROFIT HUMANITARIAN ORGANIZATIONS V diplomskem delu je predstavljeno oglaševanje nepridobitnih humanitarnih organizacij, ki ima svoje specifike, obenem pa gre za oglaševanje kot vsako drugo. Zato smo v teoretičnem delu umestili oglaševanje v splet marketinškega komuniciranja ter predstavili razvoj strategije oglaševanja; od izbora teme oglaševanja, oblikovanja sporočila, rabe oglaševalskih apelov in slavnih indosantov do izbora medijev. Definirali smo pojem nepridobitne humanitarne organizacije in oglaševanje le-teh natančneje umestili v področje socialnega marketinga. V empiričnem delu smo analizirali izbrane oglase nepridobitnih humanitarnih organizacij po določenih kriterijih, da bi ugotovili kakšne oglaševalske strategije so značilne za njih. Odziv družbe na oglaševalske kampanje nepridobitnih humanitarnih organizacij pa smo merili s pomočjo analize anketnega vprašalnika, s katero smo tudi potrdili oz. zavrnili zastavljene raziskovalne hipoteze. V sklepnem delu smo predstavili svoje ugotovitve. The thesis presents the advertising of non-profit humanitarian organizations, that has its own specifics, but at the same time this is advertising like any other. Therefore, in the theoretical part, we placed it in the marketing mix and presented the development of advertising strategy; from picking an advertising theme, designing a communication message, using advertising appeals and celebrity endorsers, to selecting the media. We have defined the notion of a non-profit humanitarian organization and accurately placed its advertising in the field of social marketing. In the empirical part, we analyzed selected ads of humanitarian non-profit organizations by certain criteria in order to determine their typical advertising strategies. The public response on the advertising campaigns of non-profit humanitarian organizations was measured through analysis of the questionnaire, which was also used to confirm or refute our hypothesis. In the conclusion, we have presented our findings. oglaševalska kampanja indosiranje s slavnimi osebami socialni marketing virusni marketing nepridobitne humanitarne organizacije advertising campaign celebrity endorsement social marketing viral marketing non-profit humanitarian organizations true true false [K. Pintarič] Slovenski jezik Angleški jezik Diplomsko delo 2013-03-11 17:55:01 2013-03-18 13:45:09 2022-05-12 23:16:15 2021-04-22 03:30:08 2013 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 316.77:659.1(043.2) 16824086 URN:SI:UM:DK:T9ZS0HA0 UNI_Pintaric_Kim_2013.pdf UNI_Pintaric_Kim_2013.pdf 1 85E1A71335D08B13A33BCB87DA76CAAE fb9df98c6b697a8f6453c366c02c46bc1290dbd6cb2bf50ec2cb74b55866d695 39861979-7c09-11eb-bb7a-00155d0001ca 20.500.12556/dkum/ee9527ca-716f-4831-ad8d-cc62e6bf613b https://dk.um.si/Dokument.php?lang=slv&id=54215 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0