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Razprodano: tržnokomunikacijska orodja in marketing muzikala v Sloveniji : tržnokomunikacijska orodja in marketing muzikala v Sloveniji
Oblak, Gašper (Author), Jančič, Zlatko (Mentor) More about this mentor... This link opens in a new window

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Abstract
Z vzponom muzikala kot žanra znotraj gledaliških uprizoritev v Sloveniji je bilo zanimivo spremljati tudi marketinške aktivnosti in uporabo tržnokomunikacijskih orodij. Predmet raziskovanja je bil namenjen ravno temu; raziskal sem, katera tržnokomunikacijska orodja so najbolj v uporabi pri nas ter, ali vzdrži, da se producenti bolj usmerjajo k publiciteti, in ne toliko k uporabi drugih tržnokomunikacijskih orodij. Teoretični del diplomske naloge zaobjema opis muzikala, občinstev, ki muzikal obiskujejo, oglaševalske komunikacijske procese in ostale oblike tržnega komuniciranja, ki tvorijo podlago za nadaljnjo aplikacijo na omenjeno področje. Za protiutež sem predstavil tudi marketinške prakse in prakse odnosov z javnostmi predstav na Broadwayu in West Endu. Opisal sem tudi marketinški splet gledališča. Empirični del vključuje metodologijo in analizo podatkov, ki sem jih pridobil z intervjuji producentov neodvisnih produkcij. Nalogo zaključujem z ugotovitvami in sklepom, ki pojasnjujejo zastavljena vprašanja.

Language:Slovenian
Keywords:tržno komuniciranje, tržnokomunikacijska orodja, muzikal, publiciteta, marketing
Work type:Bachelor thesis/paper (mb11)
Tipology:2.11 - Undergraduate Thesis
Organization:FDV - Faculty of Social Sciences
Year:2020
Publisher:[G. Oblak]
Number of pages:89 str.
UDC:339.138:782.8(043.2)
COBISS.SI-ID:41223683 This link opens in a new window
Views:120
Downloads:50
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Secondary language

Language:English
Title:Sold out: marketing communication tools and musical theatre marketing in Slovenia : diplomsko delo
Abstract:
With the rise of the musical theatre as a genre within the theatrical performances in Slovenia, it was also interesting to monitor marketing activities and the use of marketing communication tools. The subject of the research was intended for just that purpose; I researched which marketing communication tools are used the most and whether it is sustainable for producers to focus more on publicity and not so much on the use of other marketing communication tools. The theoretical part of my diploma thesis includes a description of the musical theatre, audiences who attend the performances, the advertising communication processes in this area. To counterbalance I also presented marketing practices and public relations practices of Broadway and West End performances. I also described the theatre’s marketing mix. The empirical part includes the methodology and analysis of data obtained through interviews of producers of independent productions. I conclude the diploma with findings and a conclusion that explain the questions asked.

Keywords:marketing communication, marketing communication tools, musical, publicity, marketing

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