THE EFFECT OF ADVERTISING RETRIEVAL

Oglaševanje vedno bolj prodira v naše življenje in nas spremlja skorajda na vsakem koraku. Potrošniki tako do oglasov postajamo že nekoliko ravnodušni in mnogi gredo mimo nas neopaženi. Dejstvo je namreč, da bi vsi, od najmlajšega do najstarejšega, lahko stresli iz rokava, kateri oglas je njihov najljubši in katerega ne marajo. Oglaševalci imajo tako vedno težjo nalogo, kako v poplavi oglasov ostati opaženi s sporočilom o izdelku oziroma storitvi. Ker aktivno sodelujem pri ustvarjanju radijskega programa na radiu Veseljak, me zato zanima, kaj je tisto, kar poslušalca privabi k spremljanju radijskih oglasov. Vsebinsko je naloga sestavljena iz teoretičnega in raziskovalnega dela. Še pred tem pa je bilo potrebno opredeliti problem. V teoretičnem delu sem se posvetila tržnemu komuniciranju, definirala oglaševanje, oglaševalske pozive in etiko oglaševanja. Za tem sledi raziskava radia Veseljak, to je predvsem predstavitev radia, njegovo poslušanost in poslovanje. V raziskovalnem delu sem poskušala ugotoviti namen oziroma cilj raziskave ter postavila raziskovalna vprašanja. Temu sledi analiza podatkov ter navedba glavnih ugotovitev. Analiza pridobljenih podatkov je pokazala, da na večji priklic vplivajo ustrezen tip oziroma poziv oglasa, nato pogostost oglaševanja na dan, ter oglaševanje v daljšem časovnem obdobju. Na večji priklic pa pri poslušalcih oziroma poslušalkah radia Veseljak nimata posebnega vpliva dolžina oglasa in v večini primerov tudi ne oglaševani produkt. In glede na ugotovitve raziskave sem v zaključnem delu diplomske naloge predlagala možne izboljšave pri oblikovanju in kreiranju oglasnega sporočila, katere upam, da bodo kdaj dosegle tudi oglaševalce.Advertising is more and more present in our lives. We can see it everywhere we go. Therefore customers are becoming indifferent, we barely notice adverts anymore. It is a fact that each of us, no matter how young or old, could sate which advertisement is our favourite and which our least favourite. It is difficult for advertisers to make advertisements with a notable messages about the product or service because of the large number of adverts. As an active participant in radio programme creation at radio Veseljak station I am very much interested in what gets the attention of the listener in radio advertising. The diploma paper consists of two parts, the theoretical and the practical one. First I defined the problem. In the theoretical part I focused on market communication, defined advertising, publicity appeals and advertising ethics. Radio Veseljak research follows, especially radio presentation, its business operation and the number of its regular listeners. In the practical part I tried to establish the purpose or goal of the research and stated the research questions. Data analysis and the description of the main findings follow. I used the recall method with text messages to get the answers to these questions. The analysis showed that the appropriate type or recall of the advertisement influence recall the most, followed by the frequency advertising per day and a long period of advertising. The length of the advertisement and the advertised product do not influence the listeners of radio Veseljak much. On the basis of the research results I suggested possible improvements to the formation and creation of advertisements in the conclusion of my diploma paper. I hope these improvements reach advertisers some day