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Univerza v Ljubljani Fakulteta za družbene vede
ANALIZA TK USPEŠNOSTI IN UČINKOVITOSTI
 Pivovarna Laško – »Zgrabi ga! Bandidos, namre" in Fru#tal – »$trast ima novo obliko"
Seminarska naloga pri predmetu Ekonomika tržnega komuniciranja
Mentor: dr. Klement Podnar Ljubljana, januar 2009
 %vtorji&
Ribnikar Nina (21051002)Rekajne Maja (2100!1")#$e%lan #i&a (210!0"1)Lo'ej Martina (210!0"!")1
 
KAZALO
KL*....................................................................................................................................21. +*- N *PR/-/L/ PR*L/M RK*N3.............................................."2. eoret4ki u$od ........................................................................................................................2. 1 Pred%o&oji 'a u6inko$ito o&la7e$anje..............................................................................2. 2 Ne%o4redni in %o4redni o&la7e$al4ki od'i$......................................................................52. " eorija o u4%e7no4ti.........................................................................................................!2.  Merjenje o&la7e$al4ke u4%e7no4ti in u6inko$ito4ti..........................................................2. . 1 lo8ki.......................................................................................................................2. . 2 -u7e$ni %roe4.........................................................................................................2. . " Re'ultati...................................................................................................................2. 5 Kratko in dol&o 6a4o$no obdobje....................................................................................92. ! Po4%e7e$anje %rodaje, ne%o4redni marketin&, PR, o&la7e$anje na 4%letu ....................102. !. 1 Po4%e7e$anje %rodaje.............................................................................................102. !. 2 Ne%o4redni marketin&............................................................................................102. !. " *dno4i ' ja$no4tmi.................................................................................................102. !. *&la7e$anje na 4%letu.............................................................................................11". NL RN; PRM/R*...................................................................................12". 1 Pi$o$arna La7ko < =&rabi &a> andido4 namre6.?......................................................12Po$'etek akije.................................................................................................................12r8na %rilo8no4t................................................................................................................12Komunikaij4ki ilji in 4trate&ija......................................................................................1"*%redelite$ iljne 4ku%ine.................................................................................................1"Kreati$na 4trate&ija in i'$edba akije...............................................................................1Komunikaij4ke akti$no4ti................................................................................................15Medij4ka 4trate&ija............................................................................................................15Re'ultati akije..................................................................................................................1!". 2 tra4t ima no$a obliko < Preno$a @rutalo$iA 4oko$ in nektarje$.................................1Po$'etek akije.................................................................................................................1r8na %rilo8no4t................................................................................................................1Marketin7ki ilji................................................................................................................1Komunikaij4ki ilji in 4trate&ija......................................................................................1*%redelite$ iljne 4ku%ine.................................................................................................19'$edba akije....................................................................................................................20Medij4ka 4trate&ija............................................................................................................22Re'ultati akije..................................................................................................................22. rednotenje...........................................................................................................................2"5. kle% .....................................................................................................................................2!!. iri........................................................................................................................................2. Prilo&e...................................................................................................................................2. 1 @rutal < =tra4t ima no$o obliko?................................................................................2. 2 andido4 < =&rabi &a> andido4, namre6.?.................................................................292
 
1. UVOD IN OPREDELITEV PROBLEMA RAZISKOVANJA
 dana7njem 6a4u 4mo 4talno i'%o4ta$ljeni o&la7e$anju, %a 6e%ra$ 4e morda te&a 4%loA ne 'a$edamo. aradi na%redka teAnolo&ije 4e je 4to%nja o&la7e$anja mo6no d$i&nila, $endar %a 4e %oja$lja %roblem %renatr%ano4ti, o'iroma %re$elike koli6ine o&la4o$. Pra$ to %a je ra'lo&, da 4i mar4ikatere&a ne 'a%omnimo.  na7i 4eminar4ki nalo&i 4mo 4e uk$arjali ' u4%e7no4tjo in u6inko$ito4tjo o&la7e$al4kiA akij. *&la4 mora biti naj%rej u4%e7en, da &a ljudje 'a'najo, ra'mi7ljajo o njem, 4i &a 'a%omnijo, 7ele nato je laAko u6inko$it, da $ njem $'budi 8eljo %o naku%u, o'iroma, da %otro7nik to %otem re4ni6no 4tori. Pra$ u6inko$ito4t %a je dandane4 najbolj 'a8eleni ilj $4ake o&la7e$al4ke kam%anje, 4aj ima %odjetje bre' u6inko$ito4ti laAko le dodatne 4tro7ke, ker o&la4 ne %ri%omore k $e6jemu dobi6ku. Kako 'elo 4o o&la4i u6inko$iti in kateri o&la4i 4o to 4mo $ na7i 4eminar4ki nalo&i u&ota$ljali na i'braniA %rimeriA i' /BBie 200 (/@@/ na&rajuje ideje, ki delujejo. ma&o$alne akije doka'ujejo, da 4o $ komuniiranje $lo8ena 4red4t$a do4e&la 4$oj namen (Att%:CCDDD.eBBieE4i.or&CoFeBBieCindeG.Atml)). Na7o  %o'orno4t 4ta %rite&nila 4rebrni /Biie 200, ki &a je do4e&la Pi$o$arna La7ko ' o&la7e$al4ko akijo =&rabi &a> andido4, namre6.? ter brona4ti /BBie 200, ki &a je do4e&el @rutal 4 4$ojo o&la7e$al4ko akijo =tra4t ima no$o obliko.?. animalo na4 je, kaj je naredilo ti d$e o&la7e$al4ki akiji tako u4%e7ni, 'ato 4mo ju %odrobneje anali'irali in %o4ku7ali %oi4kati ra'like o'iroma 4labo4ti ter %redno4ti tako ene kot dru&e ter ju na konu kriti6no o$rednotili."

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