ADVERTISING TRADE MARK OAZA IN THE COMPANY RADENSKA D.D.

V diplomski nalogi sem predstavila podjetje Radenska d.d. Osredotočila sem se na oglaševanje blagovne znamke in njene ciljne skupine. Podjetje daje velik pomen oglaševanju in načini pospeševanja prodaje svojega izdelka v tem primeru voda Oaza. V diplomski nalogi govorim predvsem o oglaševanju blagovne znamke Oaza. Za podjetje je oglaševanje ključnega pomena, kajti le tako lahko potrošnikom predstavimo svoj izdelek, ki ga želimo plasirati na tržišče. Za dobro in učinkovito oglaševanje je potrebno upoštevati veliko dejavnikov. Ko se podjetje odloči za oglaševanje mora najprej izbrati dobro oglaševalsko podjetje. Za uspešno reklamo je potrebno veliko izvirnosti , znanja in izkušenj ljudi, ki so zanjo odgovorni. Namen vsake reklame, je da pritegne čim vem potrošnikov. Podjetje se mora odločiti, kateri ciljni skupini bo najbolj namenjeno oglaševanje, določiti proračun in poiskati idejo reklame. Veliko reklam, doseže svojo učinkovitost, če oglas ni preveč dolg in vključuje humor. Dober oglas je tisti, ki se ga potrošniki še dolgo zapomnijo. Opravila sem raziskavo s pomočjo ankete in sem ugotovila, da večina potrošnikov prepozna vodo Oaza, predvsem pa podjetje Radenska d.d..Večina anketiranih se spomni oglaševanja preko radijskih sprejemnikov, nekoliko manj pa televizijskega oglasa. Mogoče je prepoznavnost radijskega oglasa toliko bolj prepoznavna, ker še lahko danes slišimo reklamo za vodo Oaza. Večina potrošnikov je prvič opazila pijačo na policah v trgovini in se nato odločila za nakup. Ugotovila sem, da je večina potrošnikov poznalo vodo Oaza, verjetno tudi zaradi porasta trenda vod z okusom. Zaščitni znak tri srca bo vedno ostal v spominu potrošnikov, ne glede na spreminjate trendov in trga.SUMMARY In my final thesis I have presented Radenska Company, where I have focused especially on brand advertising and its target groups. Advertising and sales promotion of the product (in this case Oaza Water) present a great importance for the company. Advertising is the best way to present the product to the consumers and has crucial importance for every company on the market. For effective advertising, there are many factors that need to be considered. When company decides to advertise it is very important to find a sucessfull advertisment agency. Every good advertisment is the combination of originality, knowledge and experience of people who are responsible for it. Company also has to choose, which target group is the most appropriate for their advertising campaign, set the budget and search for the creative idea of advertisment. There are many advertisments which achieve their efficiency because their duration is not too long and they include humoristic inputs. Good advertisment is advertisment which consumers are able to memorize. I have made a research and with the help of survey. I found out that a lot of consumers are able to recognize Oaza water and especially Radenska Company itself. Most of them also remembered that they heard the advertisment on the radio and some of them saw it on television. It possible that people memorized radio advertisment better, because they can still hear the same advertisment on the radio station. Many consumers found the product on the store shelves and that is how they decided to buy it.I realized that most of the consumers knew about Oaza water, probably due to the enhanced numer of brands that produce water with different flavours. Their brand logo consists of three red hearts that will always remain in peoples minds, disregard of the market changes