20.500.12556/DKUM-82364 Vpliv oglaševanja na prepoznavnost izdelka Effects of advertising on product identification Oglasi, ki jih podjetja uporabljajo za promocijo izdelka, vplivajo na prepoznavnost izdelka tako, da odjemalcem posredujejo informacije o prednostih izdelka, njegovi kakovosti, sestavinah, iz katerih je izdelek izdelan, embalaži izdelka, imenu in barvi izdelka. Oglasi ustvarjajo prepoznavnost izdelkov in pritegnejo več kupcev. (Mwakasege, 2015) Oglaševanje zagotavlja potrebno podporo izdelku tudi po tem, ko odjemalci izdelek kupijo. Če odjemalci po nakupu čutijo nelagodje zaradi svoje odločitve, potem oglaševanje zmanjša ta občutek nelagodja k zagotavljanju informacij o lastnosti izdelkov. Potrebno je nevtralizirati vpliv oglasov konkurenčnih izdelkov. (Mwakasege, 2015) Podjetja poskušajo s pomočjo oglaševanja vplivati na zaznavanje in prepoznavnost podobe izdelka za potrošnika. Več vtisov izdelka na potrošnika se dojema kot posredna ali neposredna posledica signalov ali sporočil, kar je oglaševanje. Oglaševanje je vsaka plačana oblika neosebne predstavitve ali promocije izdelka in ideje preko množičnih medijev, kot so časopisi, revije, televizija ali radio. Oglaševanje je namenjeno podpori prodajnih prizadevanj. Če je oglaševanje dobro načrtovano, lahko okrepi pozitiven izdelek in podjetje ter ustvarja asociacije in zaznave, povezane z izdelkom ter vzbuja željo po nakupu. V diplomskem delu bom v teoretičnem delu predstavila oglaševanje, njegove prednosti in slabosti, proces oglaševanja, oglaševalske medije, oglaševalske tehnike in cilje oglaševanja ter uspešnost oglaševanja. V drugem delu bom predstavila izdelek in pomen prepoznavnosti ter orodja, ki prispevajo k prepoznavnosti. Predstavila bom tudi, kaj je to identiteta izdelka. V tretjem delu diplomske naloge bom predstavila vpliv oglaševanja na prepoznavnost izdelka. Naredila bom analizo podatkov, ki sem jih pridobila z anketnim vprašalnikom. Cilj moje diplomske naloge je ugotoviti, kako oglaševanje vpliva na prepoznavnost izdelka. Poudarek je predvsem na oglaševanju in tehnikah, ki vplivajo na prepoznavnost izdelka. Raziskavo sem izpeljala tako, da sem sestavila anketni vprašalnik, ki je vseboval 14 vprašanj. Objavila sem ga na spletu. Anketni vprašalnik so rešili naključni respondenti. Zastavila sem tudi štiri hipoteze, ki jih bom tekom raziskovanja s pomočjo anketnega vprašalnika potrdila ali zavrgla. Advertisements used by companies to promote a product affect the visibility of the product by providing customers with information about the benefits of the product, its quality, the ingredients from which the product is made, product packaging, product name and color. Ads create product visibility and attract more customers. Advertising provides the necessary product support even after customers purchase the product. If customers feel uncomfortable after their purchase because of their decision, then advertising reduces that feeling of discomfort to providing information about product properties. It is necessary to neutralize the impact of advertising competing products. Businesses are trying to use advertising to influence the perception and visibility of the product image for the consumer. Multiple impressions of a product on the consumer are perceived as a direct or indirect consequence of signals or messages, which is advertising. Advertising is any paid form of impersonal presentation or promotion of a product and idea through mass media such as newspapers, magazines, television or radio. Advertising is intended to support sales efforts. If advertising is well planned, it can reinforce a positive product and business and create product-related associations and perceptions and arouse the desire to buy. In the theoretical part I will present in the theoretical part advertising its advantages and disadvantages, the advertising process, advertising media, advertising techniques and goals of advertising and the success of advertising. In the second part, I will present the product and the importance of visibility and tools that contribute to visibility. I will also present what a product identity is. In the third part of my dissertation, I will present the impact of advertising on product visibility. I will do an analysis of the data I obtained from the survey questionnaire. The aim of my dissertation is to find out how advertising affects the visibility of a product. The emphasis is mainly on advertising and techniques that affect the visibility of the product. I conducted the research by compiling a questionnaire in which there were 14 questions. I posted it online. The survey questionnaire was solved by random respondents. I also set myself four hypotheses, which I will confirm or reject during the research with the help of a questionnaire. oglaševanje izdelek oglaševalske tehnike informiranje kupcev oglasno sporočilo advertising product advertising technology customer information advertising message true true false L. Čagran Slovenski jezik Angleški jezik Diplomsko delo/naloga 2022-08-17 12:36:20 2022-10-17 12:20:45 2022-10-18 03:12:40 0000-00-00 00:00:00 2022 0 [Maribor] 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 125905411 Diploma1.dkum.pdf Diploma1.dkum.pdf 1 64EF0390192BB15CF87ABC359CBAF7AD a06cbb832ad3b95cdb7322d4dd090c2a51a8f13430c843d3792cd1b0aa20a8bd 963a107f-328f-11ed-9b90-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=162396 Ekonomsko-poslovna fakulteta 0 0 0