RESPONSES OF DIFFERENT TARGET GROUPS TO SELECTED ADS

V današnjem času podjetja brez oglaševanja ne morejo obstati na trgu. Oglaševanje postaja zmeraj agresivnejše in naprednejše ter nas spremlja na vsakem koraku našega življenja. Zaradi ogromne količine oglasov, ki nas obdajajo, mora oglas biti predstavljen tako, da si ga ljudje zapomnijo. Izjemno pomembno je tudi, kako ljudje oglas zaznajo. V diplomskem projektu smo raziskovali, kako ljudje zaznavajo oglase. Izbrali smo tri različne oglase, ki niso namenjeni zelo širokemu ciljnemu občinstvu. Izkazalo se je, da sta zaznava teh oglasov in posledično vedenje ljudi po videnem oglasu temu primerna. Večjih razlik med odzivi moških in žensk ter starejših in mlajših ljudi ni bilo. Sklepamo lahko, da bi te najbrž nastale, če bi izbrali oglase, ki so namenjeni predvsem eni izmed naštetih skupin ljudi. Skozi raziskavo smo opazili, da so oglasi, ki smo jih izbrali, zastavljeni tako, da jih ljudje splošno dobro razumejo. Nekoliko večje razlike so se pokazale med starejšimi in mlajšimi, vendar so tudi te zanemarljivo male.Nowadays, companies cannot exist on the market without advertising. Advertising is becoming more and more aggressive and it is present in every step of our lives. Because of a huge number of advertisements surrounding us, the advertisement needs to be presented in a way that people remember it. It is also very important how people perceive the advertisement. In the diploma paper we researched how people perceived advertisements. We chose three different advertisements which are not intended for a very broad target audience. It proved that the perception of these advertisements and, consequently, the behaviour of people after seeing the advertisement are according. There were no bigger differences between responses of men and women or the older and the younger. We may conclude that those would have probably arisen if we had chosen advertisements which are intended mostly for one of the listed groups of people. Through the research we noticed that advertisements which we chose are prepared in such a way that they are generally well understood. Somewhat bigger differences were noticed between the older and the younger, however, these are also negligible