20.500.12556/DKUM-63354 Brezplačne trženjske kapacitete novih medijev Costless marketing capacity of new media S razmahom svetovnega spleta se je spremenil tudi način trženjskega komuniciranja. Z vedno bolj intenzivno penetracijo spletnih platform v medijske kolače in strategije pa se v veliki meri spreminja tudi samo oglaševanje. Novi mediji predstavljajo platforme, ki so brezplačne ali poceni, dostop do njihove uporabe pa je povezan samo z dostopom do interneta. Oglaševanje na teh platformah je tako mogoče tudi brez visokih stroškov medijskih zakupov. V diplomski nalogi bomo preučili potenciale in priložnosti, ki jih ponujajo opisane platforme in ugotovil možnosti za njihovo izkoriščanje s strani organizacij, ki nimajo na voljo obsežnih trženjskih proračunov in sredstev. With the developement of the World Wide Web there has also been a change in marketing communication. With progressingly more intensive penetration of the web platform based media into media splits and strategies the advertising by itself is being changed. New media thus represent platforms that are free of charge or inexpensive and are widely accessible by the internet alone. Advertising on these platforms is therefore possible even without sky-high expenses of media buys. In my degree paper we will study the potentials and opportunities that these platforms provide and will find out possible ways for their use for organisations that do not have a large marketing budget and funds at their disposal. trženjsko komuniciranje novi mediji svetovni splet medijski proračun marketing new media world wide web media budget true true false M. Germ Slovenski jezik Angleški jezik Diplomsko delo 2016-09-09 08:58:47 2016-09-28 08:19:09 2022-07-02 03:06:33 2019-07-11 13:25:16 2016 0 [Zlateče 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3(043.2) 20123926 URN:SI:UM:DK:SSNYDAZX UN_Germ_Matjaz_2016.pdf UN_Germ_Matjaz_2016.pdf 1 D356911AC5D650B152F13B14E2D4C131 cd875919116e697bfe405b9590739349562adcc0228b7d80146e307931f12e2c 7c75949a-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=104680 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0