20.500.12556/DKUM-58676 ANALIZA OGLAŠEVALSKE KAMPANJE THE COG ANALYSIS OF THE COG ADVERTISING CAMPAIGN Diplomsko delo »Analiza oglaševalske kampanje The Cog« preko teoretičnih marketinških modelov in načrta oglaševalske kampanje analizira oglaševalsko kampanjo »The Cog«, naročnika Honda, ki je bila izbrana za najboljšo v avtomobilski industriji za britansko tržišče. Osredotoča se na pomen ustvarjalnosti v oglaševanju in njenem vplivu na uspeh in učinkovitost oglaševalske kampanje. Analiza kampanje pokaže, da je obravnavana kampanja zajela v teoretičnem delu predvidene elemente uspešne oglaševalske kampanje, med katere sodi tudi oglaševalska ustvarjalnost. Ustvarjalnost, originalnost in dober načrt (strategija in načrt) ter izvedba oglaševalske kampanje, so vplivali na izjemno učinkovitost kampanje, ki je postala viralna celo na spletu, še pred časom YouTube-a. The thesis analyses »The Cog« Advertising Campaign presents the relevant theorethic advertising models that are used in the case study of the Cog advertising campaign. The Cog is the most awarded advertising campaign in the history of British automobile sector and has been extremely effective. The analysis focuses on the role of advertising creativity in drafting an advertising campaign and in its success. The anayzed campaign was original, creative and based on a solid and consistent strategy and plan and it was executed properly. The analysis has shown that the campaign included all the neccessary elements and steps for a successfull advertising campaign that went viral online prior to the launch of YouTube. oglaševanje marketinški splet oglaševalska kampanja oglaševalska ustvarjalnost oglaševalska agencija učinkovitost viralnost oglaševanja advertising marketing mix advertising campaign advertising creativity efficiency viral advertising true true false [S. Hojnik] Slovenski jezik Angleški jezik Diplomsko delo 2016-04-25 11:49:27 2016-06-17 07:45:39 2022-06-17 03:07:10 2019-07-11 10:47:49 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3 12332828 URN:SI:UM:DK:UFQPNO0C UN_Hojnik_Samo_2016.pdf UN_Hojnik_Samo_2016.pdf 1 B9B46E97A7B8BC2777E47051E8A077E6 45d25ae7d525f65a0d37e690cf71487d6be67d5ac327cd3dfaf85c839bedb36a 9d03ac2a-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=93354 Ekonomsko-poslovna fakulteta 0 0 0