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B R Ig It a Ž G a V E C 2010 Z a K L Ju Č N a P R O Je

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B R Ig It a Ž G a V E C 2010 Z a K L Ju Č N a P R O Je UNIVERZA NA PRIMORSKEM 2010 FAKULTETA ZA MANAGEMENT KOPER ZAKLJU ČNA PROJEKTNA NALOGA BRIGITA ŽGAVEC NA PROJEKTNA NALOGA PROJEKTNA NA Č ZAKLJU BRIGITA ŽGAVEC BRIGITA KOPER, 2010 UNIVERZA NA PRIMORSKEM FAKULTETA ZA MANAGEMENT KOPER Zaklju čna projektna naloga ANALIZA TRŽENJSKIH OGLASOV V SLOVENSKIH DNEVNIKIH Brigita Žgavec Koper, 2010 Mentor: viš. pred. mag. Armand Faganel POVZETEK Podjetja za pove čanje ugleda in prepoznavnost svojih blagovnih znamk posegajo po najrazli čnejših inštrumentih. Kljub kopici medijev, ki so danes na voljo, se še vedno v veliki meri odločajo za oglaševanje v dnevnih časopisih. Oglaševanje je namre č eden izmed najpomembnejših inštrumentov tržno komunikacijskega spleta. Oglaševalci imajo možnost oglaševati v regionalnih ali nacionalnih dnevnikih. Bistvene razlike med njimi so naklada, segment bralcev, doseg, cena … Naslednji korak je izdelava oglasa, pri kateri je potrebno upoštevati kolonski sistem posameznega časnika, dolo čiti velikost, postavitev ter elemente oglasa. Danes je predvsem zaradi ekonomskega vidika, izjemno pomembno kreativno in razmišljeno oglaševanje, kar je razvidno v razlikah zasi čenosti časopisov z oglasi. Klju čne besede: tržno komunikacijski splet, oglaševanje, tiskani medij časopis, dnevniki, tiskani oglas. SUMMARY In tendency to rise the reputation and visibility of their brands companies use a wide range of instruments. Despite the huge amount of today’s available media they still in majority decided to advertising in daily newspapers. In fact the advertising is one of the most important instruments for the web marketing communications. Advertisers have the opportunity to advertise in regional or national journals. Significant differences between them are in subsequent, segment of readers, range, price ... Important step in advertising is creation of the ad, where it should be considered a single newspaper bubble column system, to determine the size, layout, and elements of the ad. Due to today’s economic considerations it is very important to advertise in creative and evidence manner which could be seen in the differences saturation newspaper advertisements. Key words : marketing, web communication, advertising, print media, newspaper, daily newspapers, print ads. UDK: 659(043.2) III VSEBINA 1 Uvod ..................................................................................................................................... 1 1.1 Opredelitev obravnavanega problema in teoreti čna izhodiš ča..................................... 1 1.2 Namen in cilji zaklju čne projektne naloge................................................................... 1 1.3 Predpostavke in omejitve raziskave............................................................................. 2 1.4 Metode raziskovanja .................................................................................................... 2 2 Tržno komuniciranje.......................................................................................................... 3 2.1 Opredelitev pojma........................................................................................................ 3 2.2 Uspešnost komuniciranja ............................................................................................. 4 2.3 Proces komuniciranja................................................................................................... 4 2.4 Tržno komunikacijski splet.......................................................................................... 6 2.4.1 Oglaševanje ..................................................................................................... 9 2.4.2 Pospeševanje prodaje....................................................................................... 9 2.4.3 Osebna prodaja .............................................................................................. 10 2.4.4 Odnosi z javnostjo in publiciteta ................................................................... 12 2.4.5 Neposredno trženje........................................................................................ 13 3 Oglaševanje ....................................................................................................................... 15 3.1 Opredelitev pojma...................................................................................................... 15 3.2 Cilj oglaševanja.......................................................................................................... 16 3.3 Oglaševanje v medijih................................................................................................ 17 3.4 Oglaševanje v časopisih ............................................................................................. 20 3.4.1 Prednosti časopisa.......................................................................................... 21 3.4.2 Slabosti časopisa............................................................................................ 21 3.5 Tiskani oglas .............................................................................................................. 22 3.5.1 Vrste tiskanih oglasov.................................................................................... 22 3.5.2 Elementi tiskanih oglasov.............................................................................. 22 4 Oglaševanje v dnevnikih .................................................................................................. 27 4.1 Lastnosti medijev ....................................................................................................... 27 4.1.1 Nacionalna časopisa: ..................................................................................... 27 4.1.2 Regionalna časopisa ...................................................................................... 28 4.2 Analiza oglasov.......................................................................................................... 28 4.2.1 Število oglasov .............................................................................................. 29 4.2.2 Velikost oglasov............................................................................................. 31 4.2.3 Nasi čenost oglasov v časopisu glede na število strani .................................. 33 4.2.4 Postavitev oglasa ........................................................................................... 34 5 Sklep................................................................................................................................... 36 Literatura................................................................................................................................ 38 V SLIKE Slika 1: Elementi komunikacijskega procesa........................................................................... 5 Slika 2: Potek osebne prodaje ................................................................................................ 12 Slika 3: Bruto vrednost oglaševalskega kola ča 2009 ............................................................. 19 Slika 4: Število oglasov v posameznem časopisu .................................................................. 29 Slika 5: Število oglasov v posamezni tedenski izdaji Dela.................................................... 30 Slika 6: Število oglasov v posamezni tedenski izdaji Dnevnika............................................ 30 Slika 7: Število oglasov v posamezni tedenski izdaji Ve čera ................................................ 31 Slika 8: Število oglasov v posamezni tedenski izdaji Primorskih novic................................ 31 Slika 9: Velikost oglasov v tedenskih izdajah........................................................................ 32 Slika 10: Delež oglasov po velikosti ..................................................................................... 33 Slika 11: Nasi čenost oglasov v časopisu............................................................................... 34 Slika 12: Postavitev oglasov glede na stran........................................................................... 35 PREGLEDNICE Preglednica 1: Najpogostejša orodja za tržno komuniciranje .................................................. 8 Preglednica 2: Orodja in cilji pri pospeševanju prodaje......................................................... 10 VI 1 UVOD 1.1 Opredelitev obravnavanega problema in teoreti čna izhodiš ča Tržno komuniciranje, kot element trženjskega spleta, postaja v današnjih časih zaradi vse ve čje konkurence čedalje bolj pomembno. Lahko ga opredelimo kot koordinacijo prodajal čevih naporov, kako vzpostaviti poti informiranja oz. prepri čevanja o izdelku, storitvi oz. ideji (Belch in Belch 1990, 6). Vsako podjetje, ki nastopa na trgu in je odvisno od potrošnika, se je v svojem obstoju že ve čkrat sre čalo z oglaševanjem. V današnjem življenju je nemogo če izogniti se vsakodnevnemu stiku z oglasi. Z njimi se sre čujemo na vsakem koraku od televizije, radia, na jumbo plakatih, letakih, pa vse do kopice tiskanih medijev in še mnogo drugih ... Hote ali ne se sre čujemo z oglasnimi sporo čili, s katerimi želijo podjetja v nas vzbuditi radovednost in tako pritegniti našo pozornost. Oglaševanje obstaja, da pripomore k prodaji stvari in je idealno orodje za ekonomski doseg širše publike (Wells, Burnett in Moriarty 2004, 13). Slovenija je kljub svoji majhnosti dobro razvit trg, za katerega ne moremo re či, da zaostaja za drugimi zahodnoevropskimi državami. Na oglaševalskem podro čju imamo veliko oglaševalskih agencij, ki pripravljajo medijske
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