Demokratizacija tržnokomunikacijske stroke in njen vpliv na odnose med naročniki in agencijami

Hrovat, Maruša (author), Jančič, Zlatko (mentor)

Tržnikomunikacijski trg se v zadnjem času sooča z veliko spremembami, ki jih sami poimenujmo kot demokratizacijo tržnokomunikacijske stroke. Ker termina v literaturi še nismo našli, smo najprej s pomočjo analize obstoječih virov definirali ključne spremenljivke demokratizacije strok in jih nato aplicirali na tržnokomunikacijsko stroko. Te značilnosti so odnos moči, svoboda izbiranja, vpliv tehnologije, dostop do znanja, fragmentiranost trga (ter možna deprofesionalizacija) in načini plačila. Poglobili smo se tudi v poslovne in marketinške odnose, saj nas je zanimalo, kako demokratizacija vpliva na odnose med naročniki in agencijami. V raziskavi smo intervjuvali predstavnike naročnikov večjih podjetij ter velikih slovenskih agencij polnega servisa ter ugotovili, da se spremembe v oglaševalski industriji vsekakor dogajajo. Če se demokratizacija na področju razporeditve moči še ne dogaja v taki meri (moč ni enakomerno razporejena, temveč ima največjo moč naročnik), pa je svoboda odločanja zaradi ugodnih ekonomskih trendov čedalje večja. Vzpon novih tehnologij je vplival na širjenje dostopa do znanja, povzročil veliko konkurenco zaradi fragmentiranosti trga, spodbudil ustvarjanje komuniciranja, temelječega na natančnem ciljanju, in merljivost vsega. Dodatno so na trg klasičnih oglaševalskih agencij vstopili novi konkurenti. Pri načinih plačila pa poleg standardnih čedalje večkrat slišimo model “plačilo glede na učinek.” Vse to predstavlja velik izziv za naročnike in agencije, ki se morajo tesneje povezati, ustvariti prava partnerstva in se bolj kot na vsakodnevne operativne projekte osredotočiti na grajenje močnih blagovnih znamk, ki so največja vrednost podjetij, konec koncev pa tudi oglaševalskih agencij.

• Language: Slovenian
• Keywords: demokratizacija tržnokomunikacijske stroke, marketinški odnosi, oglaševalske agencije, naročniki.
• Work type: Master's thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2018
• PID: 20.500.12556/RUL-101924
• COBISS.SI-ID: 35746909
• Publication date in RUL: 13.07.2018

Secondary language

• Language: English
• Title: Democratization of marketing communications discipline and its influence on client agency relationships

Abstract

In the last years marketing communications market is facing a lot of changes that we name as democratization of marketing communications discipline. As we could not find the term in the literature we firstly analyzed existing sources and defined key variables of discipline democratization that we later applied to marketing communications discipline. These variables are power relations, freedom of choice, influence of technology, knowledge access, market fragmentation (and possible deprofesionalization) and manners of payment. We also researched business and marketing relationship as we wanted to see how democratization is affecting client agency relationships. In our research we interviewed clients' and big, full service agencies' representatives and discovered that there are indeed changes happening in the advertising industry. Democratization in power relations is still not strong (it is not evenly assorted, the biggest power is in clients' hands) but freedom of choice is rising due to favourable economic environment. Rise of new technologies has caused bigger knowledge and encouraged creation of communications that are based on precise targeting and measurability. Additionally new competition entered the market of classic advertising agencies. At manners of payment we still have standard models although payment by effect in on the rise. All of this presents big challenge for clients and agencies that need to connect even more, create real partnerships and focus on long-term brand building that is the biggest asset of the companies and also of advertising agencies, rather than on everyday operational projects.

• Keywords: democratization of marketing communications discipline, marketing relationships, advertising agencies, clients.