20.500.12556/RUL-129682 Vizualno oblikovanje predstavitve izdelka za namene trženjske kampanje in analiza učinkovitih kreativnih rešitev Visual design of product presentation for marketing campaign purposes and general analysis of effective creative solutions V diplomskem delu smo opisali in prikazali proces izdelave trženjske kampanje ter predstavili elemente, ki služijo pri oglaševanju novega izdelka na trgu. Nasičenost oglaševanja je v današnji dobi visokega potrošništva in prostega trga zelo velika, saj smo z oglasi obdani na vsakem koraku. Na podlagi uspešne kampanje si potrošnik ustvari mnenje in potencialno opravi nakup izdelka ter se odloči zaupati neki znamki. S tem v mislih je bila ustvarjena trženjska kampanja »TAME THE ROAD« za naročnika podjetja Salming, ki se ukvarja s športno opremo, in sicer se specializira za tekaške copate. V praktičnem delu diplomskega dela smo opisali proces izdelave celotne kampanje, od ustvarjanja osnutkov in kreativnih rešitev do izdelave oglasov in oglasnega videoposnetka, t. i. dražilnih oglasov (ang. Teaser) in t. i. pristajalne strani. Postopek izdelave se začne s poznavanjem filozofije podjetja in dotičnega izdelka, nadaljuje se z izborom osnutka ter s predstavitvijo delovnega procesa in procesa odločanja o najprimernejši rešitvi na podlagi teoretične analize. Celoten osnutek smo ustvarili ali izdelali s pomočjo programske opreme Adobe Photoshop, Adobe XD, Adobe After Effects in Adobe Premiere CC 2020. Analizo uspešnosti trženjske kampanje smo izvedli s pomočjo orodja Facebook Ad Manager. Ugotovili smo, da so za t. i. kampanje ozaveščanja primernejše kreativne rešitve z izdelkom v uporabi na fotografijah atletov, saj potrošniku predstavljajo družbeni dokaz o verodostojnosti podjetja in tudi oglaševanega izdelka. The diploma thesis describes and shows the process of creating an advertising campaign and the elements that serve to promote a new product on the market. The saturation of advertising is very high today, as we are surrounded by ads in our daily lives because we are in an age of high consumerism and a free market. Based on a successful campaign, the consumer forms an opinion and potentially makes a purchase of the product and decides to trust a certain brand. With this in mind, the TAME THE ROAD campaign was created for the client Salming, which is a brand for sports equipment and specializes in running shoes. The practical part of the diploma work describes the process of creating the entire campaign, from conceptualizing creatives, making ads, making a promotional video, "teaser" ads and landing page. The creative process begins with the company's philosophy as of the product itself and continues with the selection of the concept, and then presents the work process and the decision-making process for the most appropriate choice based on theoretical analysis. The entire concept was created using Adobe Photoshop, Adobe XD, Adobe After Effects and Adobe Premiere CC 2020 software. Campaign performance analysis was done using the Facebook Ad Manager tool. Creative solutions with a product in use in athletes' photos have been found to be more appropriate for awareness campaigns, as it provides the consumer with social proof of the company's credibility and also of the product itself. Kampanja kreativni osnutek oglaševanje prodaja trženje Advertising campaign creative concept marketing sales true false false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2021-09-07 09:00:24 2021-09-07 09:00:27 2022-09-08 04:10:40 0000-00-00 00:00:00 2021 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 81135 6994.pdf 6994.pdf 1 91231AC9C24FC7A76EBE553D2959444A 59fff83c6dd5d0c5a315e9e3715b38b7944da2bf15e8ab993001002754f9f8a5 09cc0b7b-0fa9-11ec-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=146706 Naravoslovnotehniška fakulteta 0 0 0