PREPOZNAVNOST OGLAŠEVALSKIH KAMPANJ NEPRIDOBITNIH HUMANITARNIH ORGANIZACIJ

Pintarič, Kim

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Title:	PREPOZNAVNOST OGLAŠEVALSKIH KAMPANJ NEPRIDOBITNIH HUMANITARNIH ORGANIZACIJ
Authors:	ID Pintarič, Kim (Author) ID Močnik, Dijana (Mentor) More about this mentor...
Files:	UNI_Pintaric_Kim_2013.pdf (2,39 MB) MD5: 85E1A71335D08B13A33BCB87DA76CAAE PID: 20.500.12556/dkum/ee9527ca-716f-4831-ad8d-cc62e6bf613b
Language:	Slovenian
Work type:	Undergraduate thesis
Typology:	2.11 - Undergraduate Thesis
Organization:	FERI - Faculty of Electrical Engineering and Computer Science
Abstract:	V diplomskem delu je predstavljeno oglaševanje nepridobitnih humanitarnih organizacij, ki ima svoje specifike, obenem pa gre za oglaševanje kot vsako drugo. Zato smo v teoretičnem delu umestili oglaševanje v splet marketinškega komuniciranja ter predstavili razvoj strategije oglaševanja; od izbora teme oglaševanja, oblikovanja sporočila, rabe oglaševalskih apelov in slavnih indosantov do izbora medijev. Definirali smo pojem nepridobitne humanitarne organizacije in oglaševanje le-teh natančneje umestili v področje socialnega marketinga. V empiričnem delu smo analizirali izbrane oglase nepridobitnih humanitarnih organizacij po določenih kriterijih, da bi ugotovili kakšne oglaševalske strategije so značilne za njih. Odziv družbe na oglaševalske kampanje nepridobitnih humanitarnih organizacij pa smo merili s pomočjo analize anketnega vprašalnika, s katero smo tudi potrdili oz. zavrnili zastavljene raziskovalne hipoteze. V sklepnem delu smo predstavili svoje ugotovitve.
Keywords:	oglaševalska kampanja, indosiranje s slavnimi osebami, socialni marketing, virusni marketing, nepridobitne humanitarne organizacije
Place of publishing:	Maribor
Publisher:	[K. Pintarič]
Year of publishing:	2013
PID:	20.500.12556/DKUM-39867
UDC:	316.77:659.1(043.2)
COBISS.SI-ID:	16824086
NUK URN:	URN:SI:UM:DK:T9ZS0HA0
Publication date in DKUM:	18.03.2013
Views:	5502
Downloads:	256
Metadata:
Categories:	KTFMB - FERI
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Secondary language

Language:	English
Title:	VISIBILITY OF THE ADVERTISING CAMPAIGNS OF NON-PROFIT HUMANITARIAN ORGANIZATIONS
Abstract:	The thesis presents the advertising of non-profit humanitarian organizations, that has its own specifics, but at the same time this is advertising like any other. Therefore, in the theoretical part, we placed it in the marketing mix and presented the development of advertising strategy; from picking an advertising theme, designing a communication message, using advertising appeals and celebrity endorsers, to selecting the media. We have defined the notion of a non-profit humanitarian organization and accurately placed its advertising in the field of social marketing. In the empirical part, we analyzed selected ads of humanitarian non-profit organizations by certain criteria in order to determine their typical advertising strategies. The public response on the advertising campaigns of non-profit humanitarian organizations was measured through analysis of the questionnaire, which was also used to confirm or refute our hypothesis. In the conclusion, we have presented our findings.
Keywords:	advertising campaign, celebrity endorsement, social marketing, viral marketing, non-profit humanitarian organizations

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