Promocija ležišča Plama-pur

Mršnik, Petra (author), Demšar, Andrej (mentor)

V sodelovanju s podjetjem Plama-pur je bil oglaševan njihov izdelek na družbenih omrežjih. Namen diplomskega dela je bil ugotoviti, kako dojemajo oglaševanje na družbenih omrežjih različne generacije, ter moški in ženske in ali je oglaševanje tovrstnega izdelka na družbenih omrežjih smiselno. V teoretičnem delu diplomskega dela je predstavljeno tržno komuniciranje s poudarkom na oglaševanju na družbenih omrežjih, predvsem z vidika razlik med različnimi generacijami. V okviru eksperimentalnega dela diplomske naloge sta bila oblikovana Facebook stran in Instagram profil ležišč Nocturno, izvedena je bila anketa o učinkovitosti oglaševanja na družbenih omrežjih v odvisnosti od spola in starosti anketiranih, ter izdelana SWOT analiza oglaševanja ležišča Nocturno. Najpomembnejše ugotovitve diplomskega dela so, da oglaševanje na družbenih omrežjih dosega večinoma mlajše generacije, da so družbena omrežja primerna oglaševalska pot oglaševanja za tovrstne izdelke, da je potrebno prilagoditi oglaševanje glede na starost in spol ciljne skupine kupcev, da je potrebno ohraniti klasične oglaševalske poti in da z oglaševanjem ležišč Plama-pur na družbenih omrežjih Facebook in Instagram poznajo tudi mlajše generacije. Družbena omrežja vplivajo na družbeno in socialno življenje, ter mišljenje. Zaradi njihove stalne prisotnosti in vpliva je oglaševanje na družbenih omrežjih izrednega pomena. Klasične oglaševalske poti kot so televizija, radio, revije in časopisi so še vedno zelo pomembne in jih je potrebno zadržati. Pričakovati je, da se bodo razmerja med pomembnostjo oglaševalskih poti v prihodnosti spreminjala in bo potrebno ta razmerja stalno odkrivati in se jim prilagajati.

• Language: Slovenian
• Keywords: družbena omrežja, Facebook, Instagram, spletno oglaševanje, ležišče, Nocturno, Plama-pur
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2018
• PID: 20.500.12556/RUL-100942
• Publication date in RUL: 25.04.2018

Secondary language

• Language: English
• Title: Promotion of Plama-pur mattress

Abstract

This theses was created in cooperation with the company Plama-pur. The central point of the theses was advertising of their product, the mattress Nocturno, on social media. The intention was to find out how different generations, men and women, perceive advertising on social media and whether advertising on social media is even sensible. The theoretical part of the theses was market communication with emphasis on advertising on social media and the differences between generations that use said media. In the experimental part of the theses a Facebook page and an Instagram profile were created for the Nocturno mattress, a survey was conducted to determine the effectivness of social media advertising in relation to sex and age of the participants as well as a SWOT analysis of the Nocturno mattress advertising was used. The main conclusions of the theses are that advertising on social media reaches mainly younger generations, that social media are an appropriate way to advertise such products, that advertising needs to be adjusted to the age and sex of the target group, that classic advertising needs to be preserved and that with the advertising of the Plama-pur mattress on Facebook and Instagram we managed to bring the product closer to the younger generations. Social media effect social life and opinions. Because of their constant presence and influence advertising on social media is of key importance. Still, classic media like television, radio, magazines and newspapers are very important and should not be disregarded. It is expected the ratio between different types of advertising to shift over the years and advertisers will have to constantly adapt to the new ways of advertising.

• Keywords: social media, Facebook, Instagram, online advertising, mattress, Nocturno, Plama-pur