20.500.12556/DKUM-41367 POMEN IN VLOGA EMBALAŽE V MARKETINŠKEM KOMUNICIRANJU THE MEANING AND ROLE OF PACKAGING IN MARKETING COMMUNICATION Prvotni namen embalaže je bil izdelke varovati in lajšati njihovo uporabo. Zaradi vse večje konkurence na trgu in širokega sortimenta podobnih izdelkov, embalaža več ne služi samo prvotnemu namenu, ampak omogoča prepoznavnost blagovnih znamk in igra pomembno vlogo pri pospeševanju prodaje. Lepo oblikovana in izvirna embalaža na prodajni polici izstopa od množice izdelkov in privablja kupčevo pozornost. Kupce, ki so zvesti določenim blagovnim znamkam oz. jim je glavni motiv za nakup cena, lahko prepričamo v nakup nekega izdelka s praktično in privlačno embalažo. Naloga načrtovalcev embalaže je, da opravijo raziskavo in oblikujejo prav takšno embalažo. Primary intention of packaging was protecting products and facilitates their use. Because of the larger competition on the market and wide assortment of similar products, the packaging is not used just for primary intention any more, but it makes possible to recognize brands and it is playing the important role in sales promotion. Attractive form and original packaging on the shelves enable stepping out from the crowd of products and greater purchaser's attention. The purchasers which are loyal to the indicative brands or when their important motive for buying some product is price, we can convince with practical and attractive packaging. The task of packaging designers are to explore and design such of packaging. embalaža nakup kupčeva pozornost packaging purchase purchaser's attention true true false [L. Ruedl] Slovenski jezik Angleški jezik Diplomsko delo 2013-08-23 18:02:15 2013-10-14 09:18:36 2022-05-04 03:07:24 2021-04-24 03:37:52 2013 0 Hoče 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3 11500316 URN:SI:UM:DK:XH6MQVRN UNI_Ruedl_Lea_2013.pdf UNI_Ruedl_Lea_2013.pdf 1 5D60E219ABF7B892068141EFB16D0E03 1efa962a60de7a4e0ff42e36d8527791da352c5eb5377e72c4c11c67a2eff8d3 6631fa76-7c0a-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=59327 Ekonomsko-poslovna fakulteta 0 0 0