20.500.12556/DKUM-60930 PROMOCIJA LOKALNE RADIJSKE POSTAJE PROMOTION OF RADIO STATION Komercialna radijska postaja se tako kot ostala podjetja bori za svojo uspešno delovanje. Merilo njene uspešnosti so zvesti poslušalci in oglaševalci. Da bi lahko zadovoljili vse deležnike je v prvi vrsti pomembno, da zna radijska postaja pritegniti poslušalce, saj bo z njimi pridobila tudi oglaševalce. Eden izmed načinov, ki lahko pripomore k večji poslušanosti, je dobra promocija ali tržno komuniciranje. Radijska postaja mora namreč poskrbeti za to, da so poslušalci primerno motivirani oziroma, da imajo razlog poslušati določeno frekvenco. Konstantna promocija pomaga pri celostni podobi radia. Na primeru radijske postaje, Radio City, smo v nalogi pokazali, kako lahko uspešna promocija pripomore k večji poslušanosti radia. Radio City je že leta najbolj poslušana radijska postaja v severovzhodni Sloveniji, ki ima za seboj številne odmevne in uspešne promocijske akcije. V teoretičnem delu smo predstavili promocijo in načine, na katere se lahko promovira radio, v empiričnem delu pa smo raziskali vpliv promocije na poslušanost radijske postaje na primerih dobre prakse. Like any other companies, a commercial radio station also fights to be successful. Its loyal listeners and advertisers are the key to success. In order to satisfy both sides, a radio station needs to know how to attract and garner a loyal following of listeners first and soon the advertisers will follow. A prime example of how to gain popularity among the listeners, is good promotion and marketing communications. A radio station has to take care of its listeners, to motivate them and to give them a reason for listening to a certain radio station. The image of the radio station also depends on constant promotion, which is evident in the case of Radio City. In this thesis we’ve shown how successful promotion helps with the ratings. For years, Radio City has been the most-listened-to radio station in in northeastern Slovenia due to numerous successful promotions and events. The theoretical part consists of the concept of promotion and of the ways on how to promote a radio station. The empirical part is a research on how promotion affects the ratings of a radio station on examples of good practice. promocija tržno komuniciranje radio radijska postaja promocijski splet poslušanost odnosi z javnostmi publiciteta celostna podoba promotion marketing communications promotion mix radio radio station raitings public relations publicity image true true false N. Veronik Slovenski jezik Angleški jezik Diplomsko delo 2016-07-10 22:27:22 2016-09-08 13:50:45 2022-06-25 03:06:45 2019-07-11 11:00:20 2016 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.821:659.145(043.2) 20148758 URN:SI:UM:DK:NV2OHQGV UN_Veronik_Natalija_2016.pdf UN_Veronik_Natalija_2016.pdf 1 450847BFD19AF5302C9890634D278DF7 34a2e56108d27fc11c8c2f5f6848206ffa5417a6535665504b040e0202b10c47 361cbf15-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=101251 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0