20.500.12556/DKUM-47600-2cee4ecd-af86-ac93-c7f4-c4054bce22bf PROMOCIJSKI VIDEO PROMOTIONAL VIDEO Promocijski video želimo definirati kot učinkovito tržno orodje prihodnosti. Cilj je poudariti pomembnost vsebinske zgradbe promocijskega videa, ki mora v pripovedi zgodbe vsebovati elemente interesiranja, informiranja, spodbujanja in zabavanja. Hkrati želimo poiskati najučinkovitejši vizualno in slušno nalezljiv koncept, o katerem bodo ljudje prostovoljno govorili, ga delili in širili. V magistrski nalogi se bomo osredotočili na digitalno pripovedovanje zgodb, začenši z govoricami in sejanjem – ciljno distribucijo. Skozi viralni in video marketing bomo video preučili kot element tržnega komuniciranja, definirali promocijski in viralni video ter predstavili načine uporabe v praksi. Glavna prednost te naloge bodo viralni mehanizmi širjenja in deljenja, ki jih lahko reflektiramo v variacije vseh novih medijev. Za konec bomo analizirali najuspešnejše viralne promocijske videe, s pomočjo katerih bomo orisali svetovne trende, raziskali razvoj viralnega videa ter dokazali bistvenost vsebinskih temeljev. We would like the promotional video to be defined as a sufficient marketing tool of the future. The goal is to emphasize the importance of content of promotional video, which has to contain the elements of interest, information, encouragement, and fun when telling a story. At the same time we have to find the most sufficient visually and auditory communicable concept, voluntarily talked about, shared, and spread by people. The main focus of this Master's degree is going to be digital storytelling, starting with words-of-mouth and seeding – target distribution. Through the viral and video marketing we are going to analyse the video as an element of market communication, define the promotional and viral video and present the methods of practical use. The main advantage of this work is going to be viral mechanisms of spreading and sharing which can be reflected into variation of all the new media. For a conclusion we are going to analyse the most successful viral promotional videos with the help of which we are going to outline world trends, explore the development of viral video, and prove the relevance of substantive basis. promocijski video viralni video digitalno pripovedovanje zgodb viralni marketing viralni mehanizmi širjenja promotional video viral video digital storytelling viral marketing viral sharing mechanism true true false [Š. Pavlič Kos] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2015-03-15 11:20:17 2015-05-27 12:47:53 2022-05-22 03:07:22 2021-05-06 03:24:46 2015 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:[7.038.53:791](043.2) 18912790 URN:SI:UM:DK:BYW7RMR2 MAG_Pavlic_Kos_Spela_2015.pdf MAG_Pavlic_Kos_Spela_2015.pdf 1 A20B458D39ACA529A45E1D9E64DE88C6 4b0697285d5dc585edd9c0068a623e48dbd1fc97fd2efce542a61e1c4cf4326c e5eb5f64-7c07-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=70758 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0