OGLAŠEVANJE BANČNIH SISTEMOV V SLOVENIJI

Dolenc, Nina

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Title:	OGLAŠEVANJE BANČNIH SISTEMOV V SLOVENIJI
Authors:	ID Dolenc, Nina (Author) ID Šprajc, Polona (Mentor) More about this mentor...
Files:	UNI_Dolenc_Nina_2014.pdf (1,00 MB) MD5: BF22CDAB60A54FDA383BE877A5BA390D
Language:	Slovenian
Work type:	Undergraduate thesis
Organization:	FOV - Faculty of Organizational Sciences in Kranj
Abstract:	V diplomskem delu je v teoretičnem delu predstavljena opredelitev oglaševanja, ki postaja vedno močnejše in drznejše in tako posega preko tradicionalnih oblik. Banke so za razliko od večine gospodarstva še vedno tiste, ki svojih storitev ne oglašujejo tako, kot bi lahko od njih pričakovali, saj namesto da bi se opogumili in spremenili taktike oglaševanja, še vedno oglašujejo preko tradicionalnih metod. Prav tako je opisan bančni sistem v Sloveniji, ki ga lahko opredelimo kot skupnost različnih bank. Rdeča nit diplomske naloge je ugotoviti, kako oglaševanje banke vpliva na posameznika, da se odloči zanjo. Za banke je zelo pomembno, da imajo čim večji vpliv na kupca. V raziskovalnem delu naloge nas bo zanimalo kako oglaševanje vpliva na izbiro banke pri posamezniku in ali banke spremljajo oglaševanje. Ugotoviti želimo, kateri segment tržnega komuniciranja je v bančnem sektorju za referente najpomembnejši. Do ugotovitev bomo prišli z raziskovalnimi vprašanji.
Keywords:	oglaševanje, bančni sistem, bančne storitve, tržno komuniciranje
Place of publishing:	Maribor
Year of publishing:	2014
PID:	20.500.12556/DKUM-46510
COBISS.SI-ID:	7363859
NUK URN:	URN:SI:UM:DK:BOUVEJSB
Publication date in DKUM:	03.11.2014
Views:	1757
Downloads:	136
Metadata:
Categories:	FOV
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Secondary language

Language:	English
Title:	BANK ADVERTISING IN SLOVENIA
Abstract:	The theoretical part of this diploma paper presents an overview of advertising, which is becoming more bold and powerful and thus transcends across the traditional forms. Unlike most of the business sector, banks are still not advertising their services as one would expect. Instead of taking a bolder approach and changing their advertising tactics, banks are still using traditional methods. The paper also describes the Slovenian banking system, which can be described as a community of different banks. The running theme of the diploma paper is to determine the customer’s choice of bank based on its advertising activities. It is very important for the banks to have a strong impact on the customer. The research part of the paper focuses on how advertising affects the customer’s choice in choosing their bank and whether banks keep track of advertising activities focusing on banks. We are interested in finding out which segment of market communications is of the highest importance for the customer. The research questions will provide the answer.
Keywords:	advertising, banking system, banking services, marketing communications

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