20.500.12556/DKUM-41380 PERCEPCIJA OGLAŠEVANJA S SLAVNIMI OSEBAMI PERCEPTION OF ADVERTISING WITH CELEBRITIES Oglaševanje v svetu komunikacije predstavlja predvsem sredstvo za sporočanje. Zaznavnost oglaševanja se povečuje z izbranimi oz. pravimi elementi, ki jih posamezni oglas vsebuje. Eden od elementov, ki pomembno sooblikuje program oglaševanja, so slavne osebe, ki jih oglaševalci vključujejo v oglase z namenom večje prepoznavnosti, zaznavnosti in vpliva. V ospredju vključenosti v oglase so predvsem športniki, igralci, glasbeniki, poslovneži, slavni kuharji ipd. Oglaševanje s pomočjo slavne osebe ima lahko različne učinke, lahko je slavna oseba nekomu prijetna in bo zato oglas popestrila, lahko pa je slavna oseba nekomu neljuba in bo že zaradi odnosa in mnenja do te osebe oglas označil kot slab. Z raziskavo želimo preveriti odziv posameznikov na oglaševanje s pomočjo slavne osebnosti, zaznavnost tovrstnih oglasov v Sloveniji, pomen slavnih osebnosti za prepoznavnost oglasov ter zaznavnost kakovosti in prepričljivosti tovrstnih oglasov. In the world of communication, advertising represents a means of communication. The success of any particular campaign depends on the (right) elements being chosen in the ad. With the intention of expanding their reach, recognition and increasing their brand awareness, some advertisers often use well known public figures in their ads. These figures often include well known athletes, actors, musicians, entrepreneurs, famous chefs, etc. Advertising in collaboration with a well recognized face can provide different outcomes to the campaign; some may like the person and some may not. Therefore, the effect on the campaign could be either positive or slightly negative. With this article, we are looking to test the reaction of individuals to campaigns which used celebrities, the reach and awareness of those type of ads in Slovenia and the effect celebrity based ads have. Furthermore, we will be looking at the brand awareness quality and how convincing those ads are. - oglaševanje - slavne osebe - mediji - vplivnost oglasov. - advertisement - celebrities - media - ads influence. true true false Slovenski jezik Angleški jezik Diplomsko delo 2013-08-25 13:34:00 2013-09-20 09:50:10 2022-05-04 03:07:27 2021-04-25 03:27:38 2013 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7207187 URN:SI:UM:DK:AHN5CQRD VS_Jazbic_Primoz_2013.pdf VS_Jazbic_Primoz_2013.pdf 1 A4D1A6E78DD380FF5CEBC6234BE7F95F af6b0301419c30f01e468c6868e140c0384dd42ca7baa26d1e9fc4b62ea51a79 298cf74a-7c0a-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=57231 Fakulteta za organizacijske vede 0 0 0