The impact of successful athlets on the effectiveness of advertising

Živimo v času sprememb. Dogajajo se na področju tehnologije, računalništva, telekomunikacij, bančništva itd. Prav tako pa se izjemno hitro spreminja koncept marketinga oz. oglaševanja. Podjetja se morajo stalno truditi vzbujati pozornost posameznika. Trg je nasičen z oglasi in kdor ne izstopa, se izgubi v množici. Potrošniki prav zaradi tega postajajo zahtevnejši, saj je bistvo marketinga v zadovoljevanju potrošnika in podjetja počnejo ravno to. Na drugi strani pa imamo šport, ki že dolgo ni več le igra, ampak pravi posel. Športniki spadajo v skupino ljudi, ki jih najhitreje prepoznamo in jih občudujemo. To pa je razlog, da je oglaševanje prek športnih zvezd postalo redna praksa in eden najboljših načinov oglaševanja. V prvem delu diplomske naloge smo teoretično predstavili marketing in oglaševanje s poudarkom na športu. Pregledali smo tudi, kako poteka oglaševanje prek uspešnih športnikov in zgodovino omenjenega oglaševanja. V nadaljevanju smo se osredotočili na marketing in oglaševanje v športu v Sloveniji ter umeščanje športnikov v oglaševanje. Oblikovali smo hipoteze, ki smo jih analizirali z raziskavo, katere glavni cilj je bil ugotoviti vpliv pojavljanja uspešnih športnikov v reklamah na učinkovitost oglaševanja. Z anketnim vprašalnikom smo dobili podatke, jih analizirali in interpretirali. Ugotovili smo, da so osebe, ki spremljajo šport, dovzetnejše za oglaševanje prek uspešnih športnikov, prav tako so moški dovzetnejši od žensk. Na drugi strani pa naša športna aktivnost in naše zaznavanje športnikov v oglaševanju nista v korelaciji. Na podlagi rezultatov smo predlagali rešitve, ki temeljijo na tem, da se mora več podjetij ukvarjati s takim načinom oglaševanja, da je treba tvegati za odlične rezultate in izbirati športnike, ki jih ljudje najbolj občudujejo.We are nowadays living in the era full of changes – they tend to happen on a day to day basis in areas of technology, computer science, telecommunications, banking etc. The same claim can also be applied to the modern concepts of marketing or advertising, which are changing with a rapid pace as companies constantly try to win over the attention of potential customers. There are numerous advertisements present in the market and whoever does not manage to stand out among them will see his efforts yielding below par results. Due to being exposed to so many commercials, the customers are becoming more and more demanding and as the main purpose of marketing is to satisfy the customer, the companies are trying to meet their needs as effectively as possible. On the other side of the equation there is sport, which is no longer just a game and evolved into one of the biggest businesses throughout the time. Sportsmen are being easily recognized and are generally one of the groups that the public tends to adore the most. Accordingly, it became a common practice and one of the most profitable arts of advertising. The first part of the assignment focuses on theoretical aspects of marketing and specifically on sports related marketing activities. Furthermore, advertising via successful sportsmen and its history were analysed in detail. In the following part the main topic remained the same, however the geographical scope was narrowed down to the region of Slovenia. Additionally, several hypotheses have been drafted by the researcher following the completed secondary research. Primary research followed in form of a questionnairewhose main goal was to identify the impact of placement of successful sportsman into an advertising campaign. The results indicated that individuals that follow sports regularly are more influenced by the placement of successful sportsmen in advertising than the ones that do not, and that man are more likely to be impacted by it than women. On the other hand, the survey failed to identify any correlation between someone’s sports related daily habits and their likeliness to be more perceptive to adverts including a famous sports figure. Based on the outcomes of the survey conclusions and recommendations were drawn. The research recommends this type of advertising on a higher scale and believes that more companies should be using it as well as that risks need to be implemented in order to achieve extraordinary results