UPORABA MODERNIH METOD OGLAŠEVANJA NA MEDORGANIZACIJSKIH (B2B) TRGIH ZA MARKETINŠKO KOMUNICIRANJE IZDELKA CALCULUS4

Sevšek, Boris

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Title:	UPORABA MODERNIH METOD OGLAŠEVANJA NA MEDORGANIZACIJSKIH (B2B) TRGIH ZA MARKETINŠKO KOMUNICIRANJE IZDELKA CALCULUS4
Authors:	ID Sevšek, Boris (Author) ID Milfelner, Borut (Mentor) More about this mentor...
Files:	MAG_Sevsek_Boris_2015.pdf (2,66 MB) MD5: 6F9E26A6AB31F466836C4F1F85AC2491
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Klasične oblike oglaševanja se v zadnjih letih in desetletjih soočajo s padcem uspešnosti in učinkovitosti. Število poslušalcev radia, gledalcev televizije in bralcev časopisov se vztrajno zmanjšuje, medtem ko klasično oglaševanje na internetu ogrožajo orodja za odstranjevanje oglasov. Na letake in jumbo plakate postaja ciljno občinstvo vse bolj navajeno. V odgovor na zaton klasičnih oglaševalskih medijev se vedno pojavljajo nove metode oglaševanja, ki skušajo preseči oglaševalski šum in vzbuditi zanimanje ciljnega občinstva, vendar je njihova uporaba večinoma omejena na potrošniški oziroma B2C trg. Skladno s tem je večina teh metod zasnovanih na način, da dosežejo čim večjo populacijo, obstajajo pa tudi izjeme. Namen te raziskave je ugotoviti, kakšen uspeh je možno z modernimi metodami oglaševanja doseči na B2B trgih. Za izdelavo raziskave smo izdelali in izvedli načrt oglaševanja za podjetje NORMA soft, d.o.o., katerega namen je bil marketinško komuniciranje izdelka Calculus4. Dvema ciljnima skupinama smo namenili tri ločene sklope oglaševanja, s čimer smo testirali tudi uspešnost teh različnih pristopov. Po končanem oglaševanju smo rezultate izmerili kvantitativno in kvalitativno. Rezultati raziskave so pokazali, da je z modernimi metodami oglaševanja, kakršne smo uporabljali, na B2B trgih možno doseči omejen učinek, vendar glavnih ciljev oglaševanja nismo dosegli. Hkrati je bila učinkovitost oglaševanja manjša od pričakovane. Ugotovitve raziskave kažejo na pomembnost klasičnega oglaševanja v poslovnem svetu ter na potrebo po spremenjenem pristopu uporabe modernih metod oglaševanja na B2B trgih.
Keywords:	Moderne metode oglaševanja, B2B, gverilski marketing, načrt oglaševanja.
Place of publishing:	Maribor
Publisher:	[B. Sevšek]
Year of publishing:	2015
PID:	20.500.12556/DKUM-47867
UDC:	659.1
COBISS.SI-ID:	12053788
NUK URN:	URN:SI:UM:DK:NQWP3LSL
Publication date in DKUM:	20.08.2015
Views:	1739
Downloads:	301
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Using modern advertising methods on business (B2B) markets for Calculus4 marketing communication
Abstract:	Classic forms of advertising have been facing a decline in effectiveness and efficiency in the recent years and decades. The number of radio listeners, TV audiences and newspaper readers are in steady decline, while ad-removal programs threaten classic advertising on the internet. Target audiences are becoming ever more accustomed to fliers and billboards. New methods of advertising are constantly appearing in response to the decline of classic advertising media, trying to overcome the advertising noise and to get attention from the target audience, but their use is mostly limited to the consumer, or B2C, market. As a result, most of these methods are devised in a way to reach the maximum population possible, but there are exceptions. The purpose of this thesis was to determine how successful modern advertising methods can be in B2B markets. To conduct the research, we created an advertising plan for NORMA soft, d.o.o., whose goal was market communication of Calculus4, and carried it out. We made three different sets of advertisements for two target audience groups. This approach allowed us to test the success rate of the two different approaches. Once the advertising concluded, we measured the results, both quantitatively and qualitatively. The results of the thesis have shown that using modern advertising methods, such as the ones we were using, can produce a limited effect in B2B markets, but we have failed to reach the primary goals of the advertising. At the same time, efficiency was lower than expected. These findings indicate at the importance of classic advertising in the business world and for the need for a changed approach when it comes to using modern advertising methods on the B2B markets.
Keywords:	Modern advertising methods, B2B, guerrilla marketing, advertising plan.

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