ORGANIZATION OF ADVERTISING CAMPAIGN IN COMPANY X

Področje dela, ki ga raziskujemo v pričujočem diplomskem delu je oglaševanje. Oglaševanje je v svetu že več kot stoletje del trženjske funkcije v organizacijah in ne sme biti zapostavljeno. V današnjih razmerah vse ostrejše konkurence je treba za prepoznavnost izdelkov in storitev storiti marsikaj. Tržno komuniciranje, v sklop katerega spada več orodij, je način s katerim poskušajo oglaševalci svoje blagovne znamke spraviti v zavest potrošnikov. Da bi ljudje kupili določen izdelek, se morajo namreč zavedati njegovega obstoja. V diplomskem delu smo raziskovali organizacijo oglaševalske kampanje v podjetju, ki se ukvarja s trženjem in distribucijo inovativnih medicinskih izdelkov. Predmet oglaševalske kampanje je blagovna znamka PoxClin, ki predstavlja dermalno hladilno peno za lajšanje simptomov noric. Cilj diplomskega dela je predstaviti teoretična izhodišča o tržnem komuniciranju in podrobneje o oglaševanju in ugotoviti kako poteka oglaševalska kampanja za blagovno znamko PoxClin. Namen naloge je spoznati predvsem praktičen vidik priprave oglaševalske kampanje in preveriti njeno učinkovitost. Skozi diplomsko delo bomo ugotovili, da se podjetje v veliki meri drži teoretičnega koncepta, kako oblikovati učinkovit oglaševalski program. Ugotovili smo, da podjetje X za izvajanje oglaševalskih dejavnosti veliko aktivnosti naredi samo, določene naloge pa v sodelovanju z oglaševalskimi agencijami različnega tipa. Na podlagi analize trga smo ugotovili, da na trgu v Sloveniji trenutno ni učinkovitega proizvoda za blaženje simptomov noric, kar predstavlja poslovno priložnost za naš proizvod. Glavni cilj oglaševalske kampanje je predstaviti PoxClin kot novo, učinkovito, varno in lahko rešitev pri odpravljanju težav z noricami, ki jo priporočajo specialisti. Kampanja je usmerjena k dvema ciljnima skupinama, katerima smo ugotovili profil in karakteristike. Ugotovili smo, da podjetje pri določanju proračuna uporablja metodo deleža od vrednosti prodaje. Največ se oglašuje v jesensko -zimskih mesecih, ko je ponavadi največja epidemija noric. Najprimernejše oblike oglaševanja za izbrano blagovno znamko so tiskani mediji, internet in plakati. Ob zaključku kampanje se vedno preveri njene učinke na prodajo in prepoznavnost blagovne znamke.The field of discussion, which has been dealt with in the thesis in question is advertising. Advertising has been a part of marketing function in organizations for more than a century and should not be neglected. In times of more intense competition it is important to do more for visibility of products and services. Marketing communications, which falls within and is composed out of several tools, is the way with which advertisers try to get their brands into the mind of consumers. To make people buy a particular product they first have to be aware of its existence. In this thesis we studied the organization of an advertising campaign in the company, which deals with marketing and distribution of innovative medical products. The subject of an advertising compaign is a trademark PoxClin representing dermal cooling foam to relieve symptoms of chickenpox. The aim of the thesis is to present the theoretical foundations of marketing communications and more particulary in advertising, and to figure out how is the advertising campaign for brand PoxClin taking place. The purpose of this research is to learn the practical aspect of the preparation of particular advertising campaign and to verify its effectiveness. Throughout the diploma work, we will realize, that the company obeys the theoretical concept of designing an efficient advertising programe. We have found that a lot of tasks for implementation of promotional activities are made by company X itself, only certain special tasks that can only be done in collaboration with advertising agencies of a different type are outsourced. Based on market analysis, we found that the market it Slovenia has currently no effective product to relieve the symptoms of chickenpox, which represents a business opportunity for our product. The main objective of the advertising campaign is to present PoxClin as a new, efficient, safe and easy solution to troubleshoot problems with chickenpox, recommended by specialists. The campaign is aimed at two target audiences,of which we found the profile and characteristics. We found that when determining the budget, the company is using the method of share of value sales. Most advertising is taking place in the autumn- winter months, when there is usually the biggest epidemy of chickenpox. The preferred form of advertising for the selected brand name are printed media, internet and billboards. At the conclusion of the campaign it is usual to assess its effects on sales and brand awareness