Planiranje in analiza spletnega oglaševanja dogodka

Pušič, Jožko (avtor), Stanković Elesini, Urška (mentor)

Za oglaševanje dogodkov je v današnjem času zelo pomembna raba družbenih omrežij, še posebej kadar je oglaševanje namenjeno mladim. Pri oglaševanju Majskih iger, kjer gre za tritedensko dogajanje, ki je namenjeno predvsem študentom, brez družbenih omrežij zagotovo ne bi šlo. Za oglaševanje so bila uporabljena omrežja Facebook, Instagram in Snapchat, ki omogočajo hitro in dovolj vidno objavo, takojšen odziv uporabnikov ter učinkovito promocijo v smislu deljenja informacij med prijatelji. Kot je bilo ugotovljeno v raziskavi, so bile najpogosteje obiskane in všečkane tiste objave, ki so vsebovale slikovno gradivo, videoposnetke, video povezave, animacijske grafike … Pogosto so bili obiskani tudi albumi s fotografijami z dogodkov, kjer so se uporabniki družbenih omrežij poiskali, se označevali, fotografije všečkali in jih delili z drugimi uporabniki. Na večjo učinkovitost spletne promocije je vplivalo tudi to, kolikokrat se je oglas ponovil. Zato so bile zelo efektivne sponzorirane objave, ki so se na domači strani Facebooka konstantno pojavljale dalj časa. Pri spletnem oglaševanju je bil pomemben tudi čas objave. Najbolj učinkovito je bilo oglaševati okoli 10. in 20. ure, ko je na družbenih omrežjih največ ljudi. Poleg omenjenega je pri oglaševanju pomembno, da pametno zastavimo celoten načrt promocije, saj se v nasprotnem primeru udeleženci ciljne skupine lahko z oglasi zasitijo, zato slednji ne dosežejo pričakovanega učinka.

• Jezik: Slovenski jezik
• Ključne besede: dogodek, oglaševanje, družbena omrežja, Majske igre
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: NTF - Naravoslovnotehniška fakulteta
• Leto izida: 2018
• PID: 20.500.12556/RUL-103050
• Datum objave v RUL: 13.09.2018

PUŠIČ, Jožko, 2018, Planiranje in analiza spletnega oglaševanja dogodka [na spletu]. Diplomsko delo. [Dostopano 29 marec 2025]. Pridobljeno s: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=slv&id=103050

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Planning and Analysis of event web advertising

Izvleček

The use of social networks is in our day and age extremely important for the advertising of different events, especially when the target audience for advertising is the youth and young adults. Majske igre is a three-week event intended for young people and advertising such an event would be impossible without social networks. For the advertising of this event different social networks were used, like Facebook, Instagram and Snapchat which allow a quick and effective view of the post, an immediate response of the users and an effective promotion in terms of sharing this information among friends. As it was established in the survey, most of the posts that were visited and liked included visual materials, videos, video links, animation graphics… People also often looked at photo albums from the events where the users of social networks found their pictures, tagged each other, liked the photos and shared them with other users. Another thing that greatly influenced the effectiveness of our social promotion was the number of times the ad was repeated. Therefore, sponsored posts that constantly appeared on Facebook's home page over a longer period of time were very effective. The time the post appears also plays a very important role in online advertising. The most effective time to advertise was from around 10 a.m. to 8 p.m. when social networks are highly visited. In addition, when advertising it is important to set clear goals for the promotion in advance because otherwise the target audience can get sick and tired of the ads and the promotors do not reach their expected outcome.

• Ključne besede: event, advertising, social networks, Majske igre