20.500.12556/RUL-145614 Učinkovitost racionalnih in emocionalnih oglaševalskih nagovorov magistrsko delo Effectiveness of rational and emotional advertising appeals Potrošniki produktov ali storitev že dolgo ne izbirajo več samo zaradi prikladnosti ali najnižje cene, pač pa s podjetji in njihovimi blagovnimi znamkami pogosto vzpostavljajo dolgotrajnejše odnose in zaupanje, s tem pa tudi lojalnost. Podjetje lahko potrošnike prepriča predvsem, če v svojem bistvu predstavlja vrednote, ki so pomembne tudi potrošnikom. Različne vrednote nato podjetje komunicira tudi skozi različne marketinške nagovore, ki bolj ali manj vplivajo tudi na učinkovitost samih kampanj, tako z vidika prodaje kot tudi naklonjenosti blagovni znamki. Personalizacija je le del zelo pomembnega vidika učinkovitosti marketinga, to je izbira nagovora, ki ga podjetje izbere za nagovor potrošnika. Oglaševalski nagovor je lahko humoren, seksualen, glasben, osebnosten, romantičen, avanturističen, mladosten, socialen, statističen, statusen in še bi lahko naštevali. A v osnovi marketinške nagovore delimo na racionalne in emocionalne. Razlika med marketinško učinkovitostjo vrste nagovora v posamezni kampanji pa je odvisna od veliko dejavnikov, kar bom podrobneje raziskovala v tej magistrski nalogi. En izmed ključnih kanalov marketinške komunikacije je e-mail. In prav e-mail kampanje so tiste, ki me bodo v tej magistrski nalogi bolj podrobno zanimale. Ustrezno izbran nagovor, ki predstavlja tudi vrednote podjetja in v katerem se potrošnik počuti tudi personalizirano nagovorjen, je tako ključen gradnik uspešnih e-mail marketinških kampanj današnjega časa, ki prek marketinške avtomatizacije žanje tudi temu primerne prodajne in neprodajne uspehe. Consumers no longer choose products or services only because of convenience or the lowest price, but they often establish long-term relationships and trust, and therefore also loyalty, with companies and their brands. A company can best convince consumers if it represents values that are also important to consumers. Companies also communicate different values through e-mail marketing, where they use different advertising appeals, which more or less influence the effectiveness of the campaigns themselves, both from the point of sales and of brand preference. Personalization is only part of a very important aspect of marketing effectiveness, i.e. the choice of the advertising appeal that the company chooses to address the consumer. Advertising appeal can be humorous, sexual, musical, personal, romantic, adventurous, youthful, social, statistical and the list goes on. But primarily, marketing appeals are divided into rational and emotional. The difference between the effectiveness of the type of appeal in an individual campaign depends on many factors, which I will explore in more detail in this master's thesis. One of the key channels of marketing communication is e-mail. And e-mail campaigns are the ones that will interest me in more detail in this master's thesis. An appropriately chosen advertising appeal, which also represents the company's values and in which the consumer also feels addressed in a personalized way, is therefore a key building block of successful e-mail marketing campaigns today, which also reaps suitable sales and non-sales successes through marketing automation. oglaševalski nagovori racionalni nagovor emocionalni nagovor učinkovitost oglaševalskih nagovorov e-mail marketing advertising appeals rational appeal emotional appeal effectiveness of advertising appeals e-mail marketing true true false [N. Dajčer] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2023-04-26 08:30:02 2023-04-26 08:30:07 2023-05-15 12:18:04 0000-00-00 00:00:00 2023 0 Ljubljana 0 Ljubljana 61 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:366.1(043.2) 148985 152081667 10768.pdf 10768.pdf 1 57F4E4ABB8104AE5868E26CE1B227D9B 5ccf74c11229a11758c1f8ae1c0ef5b46baeebd373a09a2f3c9003b5e098a99d a17649ab-e3fb-11ed-a314-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=168558 Fakulteta za družbene vede 0 0 0