20.500.12556/DKUM-58868 ANALIZA OGLAŠEVALSKE AKCIJE RENAULT CLIO OB UVAJANJU NOVEGA IZDELKA NA TRG ANALYSIS OF RENAULT CLIO ADVERTISING CAMPAIGN AT NEW PRODUCT LAUNCH V diplomskem delu proučujemo primer oglaševalske kampanje avtomobilskega podjetja Renault v Sloveniji, ki je v letu 2012 na tržišče uvedlo že četrto generacijo modela Clio. Po obdobju gospodarske recesije po letu 2009 je količina prodaje novih avtomobilov v Sloveniji zelo upadla. Avtomobilske znamke so večinoma znatno znižale oglaševalske proračune. Uvajanje nove generacije modela Renault Clio je spremljala intenzivna oglaševalska kampanja, ki je veljala za eno največjih in najbolj opaženih. V diplomski nalogi najprej predstavimo splošne pojme o tržnem komuniciranju, s poudarkom na oglaševanju. Drugi del predstavi celotno oglaševalsko kampanjo skupaj z rezultati uspešnosti in učinkovitosti: opaznost kampanje med ciljnimi skupinami in učinek na prodajo. The thesis examins a case of advertising campaign of the new product launch by automotive company Renault that in year 2012 introduced to the market already fourth generation of Clio model. After economic recession in 2009 new car sales in Slovenia has declined significantly. Most automotive brands have reduced advertising budgets. New Renault Clio launch campaign was accompanied with an intensive advertising campaign that was known as one of the largest and most noticed. First part of the thesis introduces general terms of marketing communications with focus on advertising. Second part is focused on introduction of actual advertising campaign together with results of success and efficiency factors: campaign visibilty among target audiences and effects on sales. tržno komuniciranje oglaševanje mediji Renault Clio. marketing communications advertising media Renault Clio. true true false [N. Hočevar] Slovenski jezik Angleški jezik Diplomsko delo 2016-04-28 20:36:15 2016-07-19 12:48:46 2022-06-19 03:05:39 2019-07-11 10:54:39 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 12403740 URN:SI:UM:DK:CDM3I0PP VS_Hocevar_Nina_2016.pdf VS_Hocevar_Nina_2016.pdf 1 7441FE499883F655A2604CC97D9B43F4 b553cafd5ed7392f2275e5a8ecf9a5618c64d76521e07bf19ddf333a4434fb00 a0f5dd0b-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=93493 Ekonomsko-poslovna fakulteta 0 0 0