20.500.12556/DKUM-93127 Zaznava elementov oglasa pri potrošniku Consumer perception of ads elements POVZETEK Magistrsko delo obravnava zaznavo oglasov pri odjemalcih v sodobnem okolju, kjer je trg nasičen z oglasi in pozornost odjemalca razpršena. V ospredju raziskave se pojavlja vprašanje, kateri elementi oglasov, kot so barva, zvok, velikost slike in oblika predstavitve, najbolj pritegnejo pozornost potrošnikov in vplivajo na njihove nakupne odločitve. V teoretičnem delu smo predstavili razvoj oglaševanja, vrste oglasov ter psihološke in vizualne dejavnike, ki vplivajo na zaznavo oglasov. Empirični del temelji na anketni raziskavi, kjer so rezultati pokazali, da internet in družbena omrežja predstavljajo najmočnejši kanal za zaznavo oglasov, saj jim potrošniki namenijo največ pozornosti in na njih preživijo največ časa. Največji vpliv pri zaznavi oglasov imajo vizualni elementi, kot so slika, barva in velikost, medtem ko je vpliv zvoka manj izrazit. To delo ponuja vpogled v vedenje potrošnika v sodobnem času in podaja smernice za učinkovitejše oblike oglaševanja. The master thesis deals with the perception of advertisements by consumers in a modern environment where the market is saturated with advertisements and the consumer's attention is scattered. The focus of the research is on which elements of advertisements, such as colour, sound, image size and presentation format, most attract consumers' attention and influence their purchase decisions. In the theoretical part, we present the evolution of advertising, the types of advertisements and the psychological and visual factors that influence the perception of advertisements. The empirical part is based on a survey, where the results show that social networks are the most powerful channel for ad perception, as consumers pay the most attention to them and spend the most time on them and the Internet. Visual elements such as image, colour and size have the greatest impact on ad perception, while the influence of sound is less pronounced. This work offers insights into consumer behaviour in modern times and provides guidelines for more effective forms of advertising. Konkurenčnost oglaševanje družbeni mediji pozornost oglas potrošniki. Competition advertising social media attention ad consumers true true false J. Kovačič Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-06-08 15:07:05 2025-08-14 11:31:17 2025-08-15 03:22:31 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 245657091 MAG_Kovacic_Jasna_2025.pdf MAG_Kovacic_Jasna_2025.pdf 1 5C345F26E34593C6D3277EA245873F6C db16705737dbd5cacbef85f91ace53c18a3a3ec7a3d851a4d7f4e4f7061de978 a04a1ce2-5801-11f0-95d1-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=193224 Ekonomsko-poslovna fakulteta 0 0 0