Vpliv grafičnih elementov pri tradicionalnem oglaševanju

Mihelić, Nina (author), Toroš, Ivan (mentor)

Diplomsko delo raziskuje področje tradicionalnega oglaševanja in se skozi tri raziskave osredotoča na analiziranje in preverjanje njegove prisotnosti v primerjavi z digitalnim oglaševanjem, vpliv pojava pandemije koronavirusa na število izvedenih akcij ter vpliv grafičnih elementov na učinkovitost oglasov v tradicionalnih medijih. Vodilno raziskavo naloge predstavlja raziskava vpliva grafičnih elementov na učinkovitost oglasov pri tradicionalnem oglaševanju, ki se osredotoča na upoštevanje strokovnih priporočil glede grafičnega oblikovanja oziroma na ugotavljanje, ali ta priporočila dejansko povečajo učinkovitost oglasov. Za potrebe raziskave je bila uporabljena revija kot predstavnik medijev tradicionalnega oglaševanja. Raziskava je bila izvedena s pomočjo dveh oglasov, ki se razlikujeta v tem, da so pri njihovem oblikovanju bile uporabljene različne taktike. Pri grafičnem oblikovanju enega oglasa so bila upoštevana strokovna priporočila glede uporabe grafičnih elementov, medtem ko so pri oblikovanju drugega vsa pravila zanemarjena. Cilj obeh oglasov je bil pozvati čim več ljudi k obisku posebej za ta namen oblikovani spletni strani. Zato oba oglasa vsebujeta tudi QR kodo, ki je olajšala dostop do omenjenih spletnih strani. Rezultati raziskave so pokazali, da je oglas, pri katerem niso bila upoštevana oblikovalska priporočila, uspešnejši od oglasa, ki je priporočila upošteval. Ugotovitve kažejo na to, da je ključni grafični element, ki ima pri oglaševanju največjo težo oziroma največjo moč pritegniti potrošnike, slikovno gradivo. Iz tega razloga lahko zaključimo, da so strokovna priporočila glede oblikovanja oglasnega materiala premalo osredotočena na pravilno uporabo slikovnega gradiva. Poleg tega razvidno je tudi to, da so strokovna priporočila preveč splošna ter da bi jih bilo treba bolj prilagajati posameznim ciljem in predmetom oglaševanja. Drugi dve raziskavi sta izvedeni s pomočjo arhivskih podatkov marketinške agencije Communis, d. o. o, pri čemer prva raziskava analizira vpliv pojava koronavirusa leta 2020 na število izvedenih oglaševalskih akcij, medtem ko druga primerja povpraševanje po tradicionalnem in digitalnem oglaševanju v obdobju zadnjih štirih let. Omenjeni raziskavi sta pokazali da je pojav koronavirusa močno vplival na oglaševanje ter povzročil upad števila izvedenih akcij v času svojega trajanja ter da je digitalno oglaševanje danes bolj iskano in razširjeno od tradicionalne vrste oglaševanja.

• Language: Slovenian
• Keywords: grafično oblikovanje, grafični elementi, oglaševanje, učinkovitost oglasov
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2023
• PID: 20.500.12556/RUL-152422
• Publication date in RUL: 24.11.2023

Secondary language

• Language: English
• Title: Influence of graphic elements on traditional advertising

Abstract

The diploma thesis explores the field of traditional advertising, focusing on analysing and verifying its presence in comparison to digital advertising, the impact of the coronavirus pandemic on the number of campaigns carried out, as well as the impact of graphic elements on the effectiveness of ads in traditional media, through three research studies. The lead research of the thesis consists of a research study on the impact of graphic elements on the effectiveness of ads in traditional advertising, focusing on the adherence to professional recommendations on graphic design or on whether these recommendations actually increase the effectiveness of ads. For the purposes of the research, a magazine was used as a representative of the traditional advertising media. The research was carried out using two advertisements, which differ in that different tactics were used in their design. In the graphic design of one advert, professional recommendations on the use of graphic elements were followed, while in the design of the other all the rules were ignored. The aim of both ads was to invite as many people as possible to visit a specially designed website. For this reason, both advertisements also contained a QR code which facilitated access to the websites in question. The findings of the research showed that the advert that did not follow the design recommendations performed better than the advert that did follow the design recommendations. The findings suggest that the key graphic element that carries the most weight or has the most power to attract consumers in advertising are images. For this reason, it can be concluded that expert recommendations on the design of advertising material do not focus enough on the correct use of pictorial material. It is also apparent that the expert recommendations are too general and should be more tailored to the specific objectives and objects of advertising. The other two research studies were carried out using archived data from the marketing agency Communis, d.o.o., the first analysing the impact of the coronavirus outbreak in 2020 on the number of advertising campaigns carried out, while the second comparing the demand for traditional and digital advertising over the last four years. Both research studies show that the coronavirus has had a major impact on advertising, causing a decline in the number of campaigns carried out during its duration, and that digital advertising is now more popular and widespread than traditional advertising.

• Keywords: graphic design, graphic elements, advertising, effectiveness of ads