MULTIDIMENSIONAL ANALYSIS OF PRINT ADS FROM THE SOF

Tiskani oglasi so sestavni del časopisov in revij, kar pa še ne pomeni, da bodo vedno tudi opaženi in prebrani. Tiskan oglas mora biti oblikovan tako, da preseneti in pritegne pozornost bralca, prav tako pa mora biti urejen, razumljiv in pregleden. Elementi strukture tiskanega oglasa morajo biti v takem medsebojnem razmerju, da bo imel oglas maksimalen učinek in da bo bralec sporočilo zlahka razumel. V teoretičnem delu diplomske naloge smo predstavili tržno komuniciranje in oglaševanje, bolj podrobno pa smo predstavili tiskane oglase, značilnosti elementov strukture tiskanih oglasov ter ostale značilnosti, ki vplivajo na učinkovitost tiskanega oglasa. Teoretična spoznanja so nam bila v pomoč v praktičnem delu diplomske naloge. V praktičnem delu diplomske naloge smo naredili kvantitativno in kvalitativno analizo tiskanih oglasov, ki so bili v letih od 2009 do 2013, prijavljeni v tekmovalno skupino tiskanih oglasov na Slovenskem oglaševalskem festivalu SOF. Kvantitativno analizo smo opravili na vzorcu 297 tiskanih oglasov po izbranih kriterijih. Pri kvalitativni analizi pa smo za vsako leto proučevanega obdobja analizirali po en nagrajen tiskan oglas. Naredili smo vsebinsko analizo oziroma analizo po elementih strukture tiskanega oglasa. Analize so pokazale veliko podobnosti v primerjavi s teoretičnimi spoznanji.Print ads are an elementary part of newspapers and magazines, but this does not mean that they will always be noticed and read. Print ad must be designed in a way to surprise and attract attention of the reader, and it must also be well-formed, understandable, and transparent. Structure elements of a print ad should be in such mutual relationship that the ad will have a maximum effect. The theoretical part of the thesis presents marketing communication and advertising, with print ads, structure element characteristics of print ads, and other characteristics which affect efficiency of print ad being presented in detail. Theoretical findings helped us in the practical part of the thesis. In the practical part of the thesis, we performed quantitative and qualitative analysis of print ads which were registered in the competitive group of print ads at the Slovenian Advertising Festival SOF between 2009 and 2013. Quantitative analysis was performed on a sample of 297 print ads according to selected criteria. In qualitative analysis, we analysed one awarded print ad for each year of the studied period. We have performed a content analysis or analysis according to print ad structure elements. Analyses have shown many similarities with theoretical findings