20.500.12556/DKUM-47867 UPORABA MODERNIH METOD OGLAŠEVANJA NA MEDORGANIZACIJSKIH (B2B) TRGIH ZA MARKETINŠKO KOMUNICIRANJE IZDELKA CALCULUS4 Using modern advertising methods on business (B2B) markets for Calculus4 marketing communication Klasične oblike oglaševanja se v zadnjih letih in desetletjih soočajo s padcem uspešnosti in učinkovitosti. Število poslušalcev radia, gledalcev televizije in bralcev časopisov se vztrajno zmanjšuje, medtem ko klasično oglaševanje na internetu ogrožajo orodja za odstranjevanje oglasov. Na letake in jumbo plakate postaja ciljno občinstvo vse bolj navajeno. V odgovor na zaton klasičnih oglaševalskih medijev se vedno pojavljajo nove metode oglaševanja, ki skušajo preseči oglaševalski šum in vzbuditi zanimanje ciljnega občinstva, vendar je njihova uporaba večinoma omejena na potrošniški oziroma B2C trg. Skladno s tem je večina teh metod zasnovanih na način, da dosežejo čim večjo populacijo, obstajajo pa tudi izjeme. Namen te raziskave je ugotoviti, kakšen uspeh je možno z modernimi metodami oglaševanja doseči na B2B trgih. Za izdelavo raziskave smo izdelali in izvedli načrt oglaševanja za podjetje NORMA soft, d.o.o., katerega namen je bil marketinško komuniciranje izdelka Calculus4. Dvema ciljnima skupinama smo namenili tri ločene sklope oglaševanja, s čimer smo testirali tudi uspešnost teh različnih pristopov. Po končanem oglaševanju smo rezultate izmerili kvantitativno in kvalitativno. Rezultati raziskave so pokazali, da je z modernimi metodami oglaševanja, kakršne smo uporabljali, na B2B trgih možno doseči omejen učinek, vendar glavnih ciljev oglaševanja nismo dosegli. Hkrati je bila učinkovitost oglaševanja manjša od pričakovane. Ugotovitve raziskave kažejo na pomembnost klasičnega oglaševanja v poslovnem svetu ter na potrebo po spremenjenem pristopu uporabe modernih metod oglaševanja na B2B trgih. Classic forms of advertising have been facing a decline in effectiveness and efficiency in the recent years and decades. The number of radio listeners, TV audiences and newspaper readers are in steady decline, while ad-removal programs threaten classic advertising on the internet. Target audiences are becoming ever more accustomed to fliers and billboards. New methods of advertising are constantly appearing in response to the decline of classic advertising media, trying to overcome the advertising noise and to get attention from the target audience, but their use is mostly limited to the consumer, or B2C, market. As a result, most of these methods are devised in a way to reach the maximum population possible, but there are exceptions. The purpose of this thesis was to determine how successful modern advertising methods can be in B2B markets. To conduct the research, we created an advertising plan for NORMA soft, d.o.o., whose goal was market communication of Calculus4, and carried it out. We made three different sets of advertisements for two target audience groups. This approach allowed us to test the success rate of the two different approaches. Once the advertising concluded, we measured the results, both quantitatively and qualitatively. The results of the thesis have shown that using modern advertising methods, such as the ones we were using, can produce a limited effect in B2B markets, but we have failed to reach the primary goals of the advertising. At the same time, efficiency was lower than expected. These findings indicate at the importance of classic advertising in the business world and for the need for a changed approach when it comes to using modern advertising methods on the B2B markets. Moderne metode oglaševanja B2B gverilski marketing načrt oglaševanja. Modern advertising methods B2B guerrilla marketing advertising plan. true true false [B. Sevšek] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2015-04-17 17:20:04 2015-08-20 13:59:24 2022-05-23 03:06:43 2021-05-08 03:19:01 2015 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 12053788 URN:SI:UM:DK:NQWP3LSL MAG_Sevsek_Boris_2015.pdf MAG_Sevsek_Boris_2015.pdf 1 6F9E26A6AB31F466836C4F1F85AC2491 38c0ff52486189db5af31927cba9573f900ddd4ef5fad1b147356b1b762b3a7c a7538170-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=71888 Ekonomsko-poslovna fakulteta 0 0 0