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Gozdovi so del našega okolja in predstavljajo najvišje razvit kopenski ekosistem. Socialne funkcije, ki jih ponujajo, imajo za ljudi pomembno vlogo. Mestni gozdovi so območja za rekreacijo, sproščanje, izobraževanje, doživljanje narave in še mnogo več, vendar so njihove prednosti pogosto premalo prepoznane. V diplomski nalogi so raziskane možnosti za za spodbujanje pogostejše uporabe mestnih gozdov s strani prebivalcev. Kot orodje za to je bila preučena teorija socialnega marketinga in s tem možnosti spreminjanja vedenja posameznikov in družbe z uporabo teoretskega okvira te marketinške veje. Z namenom raziskave problema so bile zastavljene tri hipoteze, ki so bile preverjene s kvantitativno in kvalitativno raziskavo. Kvantitativna je bila izvedena v obliki spletnega vprašalnika, v njej pa je sodelovalo 198 oseb. Kvalitativni del predstavlja 20 polstrukturiranih intervjujev z obiskovalci Mestnega gozda Celja. Obe sta potrdili slabo poznavanje socialnih funkcij kljub dejstvu, da mnogi gozd obiskujejo prav zaradi njih. Raziskavi sta potrdili možnost uporabe družbenih omrežij za obveščanje in izobraževanje o mestnih gozdovih in njihovih funkcijah. Z načrtnim in strokovnim pristopom k problemu bi lahko s komunikacijo na družbenih omrežji razširili znanje o socialnih funkcijah in s tem spodbudili ljudi k obisku mestnih gozdov. Forests are part of our environment and represent the most highly developed terrestrial ecosystem. Social values of forests play an important role for people. Urban forests are areas for recreation, relaxation, education, experiencing nature and much more, but their benefits are often under-recognized. The thesis explores the possibilities to encourage urban forest visits by residents . As a tool for this, the theory of social marketing and thus the possibility of changing the behaviour of individuals and society using the theoretical framework of this marketing branch were studied. In order to research the problem, three hypotheses were set and tested with quantitative and qualitative research. The quantitative one was conducted in the form of an online questionnaire and involved 198 people. The qualitative part is 20 semi-structured interviews with visitors of the urban forest Mestni gozd Celje. Both confirmed a poor knowledge of social values, despite the fact that many visit the forest precisely because of them. The research confirmed the possibility of using social networks to inform and educate about urban forests and their functions. With a planned and professional approach to the problem, communication on social networks could expand knowledge about social functions and thus encourage people to visit urban forests.

V magistrskem delu raziskujemo vsakodnevno okolju prijazno vedenje posameznikov v kontekstu potrošnje in izogibanja plastične embalaže za enkratno uporabo. Ena izmed rešitev problema kopičenja plastike v naravnem okolju je spodbujanje prostovoljne vedenjske spremembe na področju zmanjšanja uporabe plastične embalaže, kjerkoli je to mogoče. Kljub zavedanju negativnega vpliva plastične embalaže na okolje posamezniki nadaljujejo z njeno uporabo, saj ob visokih zaznanih ovirah ne vidijo ustrezne spodbude za vedenjsko spremembo. Da bi našli priložnosti za ustrezno podporo vedenj, povezanih z zmanjšanjem uporabe plastične embalaže za enkratno uporabo, smo raziskali specifične motivacijske in kontekstualne dejavnike, ki vplivajo na potrošnjo plastične embalaže za enkratno uporabo pri mladih potrošnikih. Z metodo fokusnih skupin smo identificirali stališča, vedenja ter zaznane ovire in spodbude za zmanjšanje uporabe tovrstne embalaže. Rezultati kažejo, da udeleženci zaznavajo močne zaviralne dejavnike do vedenj, povezanih z izogibanjem plastični embalaži za enkratno uporabo, predvsem v obliki negativnega vrednotenja alternativ plastični embalaži, nedostopnosti in nepriročnosti alternativ plastični embalaži ter razpršene odgovornosti za problem plastike. S pomočjo pridobljenih podatkov smo oblikovali predloge, kako bi lahko s pristopom socialnega marketinga posameznike spodbudili k zmanjšanju uporabe plastične embalaže za enkratno uporabo. This master's thesis explores the everyday environmentally friendly behaviour of individuals in the context of consumption and avoidance of single-use plastic packaging. One of the solutions for the problematic accumulation of plastics in the natural environment is voluntary behavioural change among consumers, focused on reducing their consumption of single-use plastic packaging where possible. Despite high awareness of negative impacts of plastic packaging on the environment, individuals continue with its use, since the barriers they perceive are so high, they do not see appropriate incentives for behavioural change. In order to find opportunities to support behaviours associated with reducing the consumption of single-use plastic packaging, we investigated specific motivational and contextual factors influencing the consumption of single-use plastic packaging among young consumers. Using the focus group method, we identified attitudes, behaviours and perceived barriers and incentives to reduce the consumption of single-use plastic packaging. The results show that the participants have strong reservations about the behaviours related to the avoidance of single-use plastic packaging, mainly because of the negative assessment of alternatives to plastic packaging, the unavailability and inconvenience of the alternatives and the diffusion of responsibility for the problem of plastic. Based on the data obtained, we formulated proposals on how to encourage individuals to reduce their consumption of single-use plastic packaging by using the social marketing approach.

Pilotni projekt študent prodekan je najnovejši pristop h krepitvi javne podobe Fakultete za socialno delo. Njegova vsebina predstavlja inovativen način za sistematično organizacijo promocije študijske smeri socialno delo na kariernih dnevih poklicno-srednjih šol in gimnazij ter ostalih dogodkih promocije. Sočasno pa projekt ponuja smernice za mobilizacijo študentov v (ob)študijske dejavnosti in krepitev komunikacije med organi fakultete. Četudi pilotni projekt študent prodekan zasleduje več ciljev, sem se znotraj zaključnega dela omejil zgolj na raziskovanje javne podobe fakultete. Poizvedoval sem namreč o prepoznavnosti Fakultete za socialno delo med dijaki in zaposlenimi v tej izobraževalni ustanovi. Zatem sem uporabil empirične podatke za oblikovanje končnih sklepov in predlogov o tem, kako javno podobo fakultete še dodatno okrepiti. Pri tem sem si pomagal s poprej analizirano literaturo s področja strateškega načrtovanja tržnih dejavnosti, socialnega marketinga in načini komuniciranja v ne-tržnih organizacijah. Zatorej je največja strokovna relevantnost diplomskega dela ravno v tem, da sem vsa pridobljena znanja iz teoretičnega okvirja in podatke empiričnega dela povezal v shemo za oblikovanje akcijskega načrta. Dodatno vrednost pa predstavlja tudi pristop raziskovanja javne podobe fakultete, ki je potekal skozi enoletno izvajanje pilotnega projekta študenta prodekana. The student pilot project is the latest approach to enhance the public image of Faculty of Social Work. Its content represents an innovative way to systematically promote the study of social work on career days in high schools and other events of promotion. At the same time, it also works towards mobilizing students in study activities and enhancing communication between various faculty's committees and boards. Even though the student pilot project has followed several goals, I have decided to explore the goal of improving the public image of the faculty. I asked for information about the recognition of the Faculty of Social Work among students and employees of this institution. After that, I used the empirical data to formulate definitive suggestions on how to enhance the public image of the faculty. Furthermore, I have analyzed the literature about strategical planning of marketing activities, social marketing and ways of communicating in non-market organizations. Therefore, the greatest professional relevance of this thesis is the combination of all the theoretical and empirical knowledge that has been joined/connected into a scheme for creating an action plan. Nevertheless, the approach of researching the public image of the faculty, which was carried out through the implementation of one-year pilot project of the Vice- Dean student, also gives an additional value to this thesis.

Javne družbeno odgovorne komunikacijske kampanje oziroma kampanje družbenih problemov, ki so institucionalno podprte, so ključne za spreminjanje zaznavanja in vedenja družbe in to navkljub njihovem dolgotrajnem procesu in majhnih učinkih. Brez njih družba nikoli ne bi napredovala. Njihova naloga je predstavitev nekega novega, alternativnega védenja in vedenja ljudem. Za razumevanje učinkov javnih družbeno odgovornih kampanj je nujno poznavanje 5- stopenjskega transteoretičnega modela faz spreminjanja védenja in vedenja posameznikov (pred-opazovalna, opazovalna, pripravljalna, akcijska in potrditvena faza). Njihova učinkovitost pa je odvisna od šestih značilnosti posameznikov: faze in posledic spremembe, ob spremembi sklenjenih kompromisov, vplivov ostalih ljudi ter lastnih sposobnosti sprememb, segmentacije med posamezniki in konkurence ostalih potrošnikov ali praktikov. Za uspeh je bistveno sodelovanje vseh deležnikov, ki so med seboj vzajemni. Javne družbeno odgovorne komunikacijske kampanje, podprte s strani državnih institucij, a brez podpore medijev, nikoli ne bodo dosegle vseh svojih potencialov, ki bi jih lahko s podporo vseh deležnikov ter obratno. To smo poskušali pokazati tudi s pomočjo aktualne migracijske problematike in javne družbeno odgovorne komunikacijske kampanje 'Vsi drugačni – vsi enakopravni'. Z diplomskim delom smo ugotovili, da kljub vsemu državne institucije pri reševanju problema nosijo večji del bremena. To smo podkrepili s pomočjo primerjave migracij v času vojn na Balkanu in 'Evropske begunske krize' in dveh ključnih konceptov: kulturnega in institucionalnega rasizma. Public socially responsible communication campaigns or better said campaigns of social problems that have institutional support are crucial for changing the society's perception and behavior, despite being long-term in nature and having little effect (impact). Without them society would never have progressed. They are tasked with presenting a new, alternative knowledge and behavior to the people. To understand their effects (impact) it is necessary to have knowledge of the five level trans-theoretical model of changing knowledge and behaviors of individuals (precontemplation, contemplation, preparation, action and maintenance). Their effectiveness depends on six features of individuals: level, consequences, compromises, other influences, segmentation and competition of changed behavior. In addition, collaboration of all stakeholders is essential for success of the campaigns. Public socially responsible communication campaigns, supported by state institutions but without support of the media, will never fulfil the whole potential as they could with a broad support of all the stakeholders and vice versa. The stakeholders are reciprocal, which we attempted to show with the application of the current issue of migration and public socially responsible communication campaign 'All different – all equal'. Through the bachelor thesis we discovered that in spite of everything, state institutions carry the major part of the burden in solving social problems. We highlighted that by comparing the migrations during wars on the Balkan territory and 'European refugee crisis' and two key concepts: cultural and institutional racism.

Sociální marketing můžeme v kontextu sociálních služeb využít jednak ve vztahu k veřejnosti (ve smyslu širokého a vnitřně nediferencovaného okruhu lidí, na který jsou sociálně-marketingové aktivity zacílené) s cílem přispět k řešení vybraného společenského problému a rovněž ve vztahu ke k znevýhodněným, vyloučeným či marginalizovaným lidem nebo skupinám. Sociální marketing je v tomto smyslu vhodný nástroj, kterým jsou určité produkty, služby či informace zprostředkovávány lidem “na okraji” moderních společností, a to s ohledem na specifické sociokulturní podmínky, ve kterých se jejich život odehrává. Možnosti obou těchto poloh sociálního marketingu jsou v textu představeny na pozadí zákona č. 108/2006 Sb. o sociálních službách, který tvoří legislativní rámec činnosti neziskových organizací, které v ČR poskytují sociální služby. In the context of social services, social marketing can be used in relation to the public (in the sense of a wide and internally undifferentiated circle of people targeted by social marketing) in order to contribute to solving a selected social problem, as well as in relation to disadvantaged, excluded or marginalized people or groups. In this sense, social marketing is a suitable tool by which certain products, services or information are conveyed to people "on the fringes" of modern societies, which reard to the specific socio-cultural conditions in which they live. The opportunities of both of these positions for social marketing are presented in the text against the background of Act No. 108/2006 Coll. on Social Services, which forms the legislative framework for the activities of non-profit organizations that provide social services in the Czech Republic.

Zavržena hrana je velik okoljski, družbeni in ekonomski problem, ki zahteva urgentno ukrepanje. V razvitem svetu so za največji delež zavržkov odgovorna gospodinjstva. Kljub globalnemu cilju trajnostnega razvoja do leta 2030 na svetovni ravni prepoloviti količino zavržene hrane na prebivalca je ta problematika šele pred kratkim stopila v medijski in znanstveni diskurz. Posledično v Sloveniji še ni bilo opravljene poglobljene raziskave na temo odnosa posameznikov do zavržene hrane, prav tako je zaznati manko celovitega pregleda tega področja. To magistrsko delo s pregledom literature in kvalitativno analizo komentarjev na novinarske prispevke o zavrženi hrani zapolnjuje to vrzel in predlaga možne načine ukrepanja na ravni gospodinjstev. Stanje v Sloveniji se precej razlikuje od držav, kjer so prizadevanja za zmanjševanje količin zavržene hrane že dlje časa na 'meniju' vladnih, medijskih in nevladnih organizacij. Ključ je v razumevanju razlogov za odmetavanje, ki sem jih preučila na podlagi zaporedja razsipavanja, in poznavanju zavesti posameznikov do problematike zavržene hrane. Food waste is a major environmental, social and economic problem that requires urgent action. In the developed world, households are responsible for the largest amount of food waste. Despite the global goal of sustainable development, to halve the amount of food waste by 2030 per capita, this issue has only recently entered the media and scientific discourse. Consequently, an in-depth study on the relationship between individuals to discarded food has not yet been carried out in Slovenia, and there is also a lack of a comprehensive review of this area. This master's thesis with a literature review and a qualitative analysis of comments on articles about food waste fills this gap and suggests possible ways of acting at the level of households in terms. The situation in Slovenia varies considerably from countries where efforts to reduce the amount of discarded food have been on the 'menu' of government, media and non-governmental organizations for a long time. The key is to understand the reasons for dumping that I have examined on the basis of the squander sequence and to understand individuals' awareness of the food waste problem.

Magistrsko delo obravnava pomen socialnega marketinga za uspešnost komunikacijskih kampanj. Prvi del v ospredje postavi socialni marketing kot vedo in posameznikov proces spreminjanja vedenja v družbi. V delu so predstavljene različne teorije za posameznikove spremembe vedenja (npr. socialnokognitivna teorija, teorija stopenjskih sprememb, teorija izmenjave, vedenjska teorija). Pomemben segment magistrskega dela je tudi opredelitev strateško načrtovanega socialnega marketinga, ki predstavlja ključen dejavnik družbenih sprememb. Skozi teorijo se dotaknemo tudi vpliva komunikacije pri tovrstnem delu, ki se načrtovano razvije v drugi poglavitni del, in sicer v strateško planirane komunikacijske kampanje. Pri začetnem raziskovanju je bila v ospredje postavljena predpostavka, da se v nevladnih organizacijah namenja premalo pozornosti fazam (načrtovanje, izvedba in ovrednotenje) komunikacijskih kampanj in da se tehnike socialnega marketinga pri spremembi vedenja ciljnih skupin ne upoštevajo dovolj. Teoretične ugotovitve so povezane z intervjuji s strani nevladnih organizacij in dveh strokovnjakov. Namen raziskave je bil prepoznati, katere faze komunikacijske kampanje pri svojem delu uporabljajo nevladne organizacije in na kakšen način razumejo pomen socialnega marketinga pri nagovarjanju ciljnih skupin. Prispevek dela so na podlagi teorije in rezultatov empiričnega dela izdelana priporočila, ki bodo lahko v pomoč pri načrtovanju, izvajanju in ovrednotenju uspešnih komunikacijskih kampanj v nevladnih organizacijah, tudi s pomočjo znanja in veščin zaposlenih socialnih pedagogov. This master’s thesis studies the impact of social marketing in the communication campaigns. The first part of the thesis puts at the forefront social marketing as a science, and defines an individual's process of behavioural change in a society. The paper presents different theories of behavioural changes, such as Social cognitive theory, Theory of stage changes, Theory of exchange and Behavioural theory. A more significant segment is the definition of strategically planned social marketing, which plays an important role in social change. Throughout the theory the meaning of communication in this field of work is stressed, and then purposefully developed into the second key part of the thesis, namely the strategically planned communication campaigns. The initial assumption was that non-governmental organisations do not focus enough attention on the phases of communication campaigns (planning, implementation and evaluation), and that the social marketing techniques are not sufficiently taken into account regarding changes in behaviour of target groups. Theoretical findings are complemented by interviews conducted online and in person with non-governmental organizations and professionals. The purpose of the research was to identify the stages in the communication campaigns used by non-governmental organizations in their work, and how they understand the importance of social marketing in addressing target groups. Based on the theory and results of the empirical part, the main contribution of the thesis are recommendations which can help with the planning, implementation and evaluation of successful communication campaigns in non-governmental organizations, reinforced by the knowledge and skills of active social pedagogues.

Socialna omrežja, kot je Facebook, ponujajo vrsto priložnosti za učinkovito množično komunikacijo. Te so pogosto uspešno izrabljene s strani marketinških podjetij, ki v njih vidijo sredstvo za povečevanje profita, medtem ko institucije – ki bi iste principe lahko uporabile za izobraževanje in spodbujanje javnosti k družbeno koristnim vedenjem – v aplikaciji principov učinkovite množične komunikacije tradicionalno zaostajajo. V pričujoči študiji se osredotočamo na enega od tovrstnih principov, in sicer na strategije psihološkega ciljanja, pri katerih pošiljatelj sporočila poskrbi za ujemanje Facebook oglasov s psihološkimi karakteristikami posameznika, ki bo oglasu izpostavljen. Medtem ko pretekla literatura razkriva nekatere koristi psihološko ciljanih strategij v kontekstu komercialnega marketinga, v pričujoči študiji raziskovanje psihološkega ciljanja premikamo v kontekst socialnega marketinga in nadgrajujemo s preverjanjem mnogih – do tega trenutka slabo raziskanih – elementov. Pri tem se osredotočamo na tri raznolike teme, ki imajo znanstveno podporo in bi lahko koristile posameznikom ter družbi v celoti (cepljenje proti gripi, preventiva demence in zmanjševanje ogljičnega odtisa), Facebook objave pa prilagajamo posameznikovi ekstravertnosti, odprtosti ali pa obema omenjenima osebnostnima lastnostma hkrati (profil osebnosti). Za preverjanje učinkovitosti psihološko ciljanih strategij v kontekstu socialnega marketinga smo pripravili dva eksperimenta. V prvi študiji (laboratorijska študija) preverjamo pretežno kognitivne mehanizme, prek katerih bi psihološko ciljanje lahko vodilo do želenih izidov, kot je vedenjska sprememba, in sicer samoporočano naklonjenost Facebook objavam, pozornost, zajeto s sledilnikom oči in spomin, merjen z računalniško nalogo. Na vzorcu 98 udeležencev ugotavljamo, da oglasi s kongruentno ekstravertnostjo in kongruentnim profilom osebnosti kažejo konsistentne koristi v primerjavi z inkongruentnimi objavami, a so učinki na naklonjenost, pozornost in uspešnost prepoznave blagi. Nadalje v drugi študiji (spletni eksperiment) preverjamo bolj oprijemljive, socialnopsihološke izide, in sicer spremembo stališč ter spremembo vedenjskih namer. Na vzorcu 312 udeležencev ugotavljamo, da se v smeri izrazitejšega poviševanja stališč in vedenjskih namer v primerjavi z inkongruentnimi oglasi nagibajo predvsem učinki objav s kongruentnim profilom osebnosti, a so le-ti blagi in ne popolnoma uniformni. Ob tem smo v obeh študijah preverjali še odobravanje psihološkega ciljanja. Rezultati kažejo, da večina udeležencev ne odobrava psihološkega ciljanja ali pa bi psihološko ciljanje odobravali le pod določenimi pogoji, npr. kadar se uporablja v dobro uporabnikov. Pri tem se kažejo tudi pomembni napovedniki odobravanja, npr. starost. Skupno ti rezultati implicirajo, da psihološko ciljanje lahko prinaša koristi v smislu kognitivnih in socialnopsiholoških izidov, a so te šibke. Nadalje študija razkriva, da ima večina ljudi zadržke do uporabe psihološkega ciljanja. V diskusiji te rezultate povežemo s preteklo literaturo, izpostavimo njihovo uporabno vrednost ter se dotaknemo pomanjkljivosti pričujočih študij. Social media, such as Facebook, offer a myriad of opportunities for effective mass communication. Many such opportunities are successfully used by marketing companies as a means to increase profits, while institutions – which could use these same principles to educate the public and encourage them to act in their best interest – traditionally lag behind. In the present study, we focus on one such principle, psychological targeting, whereby a communicator matches the content of Facebook ads to the psychological characteristics of people who will be exposed to them. While past literature reveals some of the benefits of psychologically targeted strategies in the context of commercial marketing, we extend the literature by exploring psychological targeting in the context of social marketing and by testing several novel aspects. In doing so, we focus on three diverse topics that have substantial scientific support and could benefit individuals and society as a whole (influenza vaccination, dementia prevention, and carbon footprint reduction), and match the content of Facebook posts to fit individuals’ extraversion, openness to experience, or both of these personality traits at the same time (personality profile). We test the effectiveness of psychologically targeted strategies in the context of social marketing via two experiments. In the study 1 (a laboratory experiment), we test the (mainly) cognitive mechanisms by which psychological targeting could lead to positive outcomes, such as behavioral change, namely self-reported liking of presented materials, attention captured by the eye-tracker, and the memory, measured with a computerized task. On the sample of 98 participants, we find that ads with congruent extraversion and congruent personality profiles consistently show benefits over incongruent materials. However, the effects on ad liking, attention, and recognition are predominantly small. Furthermore, in the second study (an online experiment), we focus on more tangible, social-psychological outcomes, namely attitude change and changes in behavioral intention. On the sample of 312 participants, we find that only ads with congruent personality profiles tend to lead to more pronounced increases in both outcomes (compared to incongruent ads). However, the effects were less consistent and mild. Additionally, we also studied people's approval of psychological targeting in both studies. The results show that the majority does not approve of psychological targeting, or that they would only approve of it under certain conditions, e.g. when it is used for the sole benefit of the users. The results also illuminate several important predictors of public attitudes towards psychological targeting, such as age. Taken together, these results indicate that psychological targeting can be beneficial in terms of cognitive and socio-psychological outcomes but these benefits are generally weak. Furthermore, the study reveals that most people have concerns regarding the use of psychological targeting. In the discussion, we compare these results with the past literature, highlight their practical value, and outline the limitations of the present studies.

Neprofitne organizacije igrajo zelo pomembno vlogo v današnji družbi. In čeprav njihova opredelitev ni enostavna, se avtorji strinjajo, da neprofitne organizacije obstajajo za zagotavljanje splošne izboljšave v družbi. Njihov obseg dela daleč presega prodajo vsakdanjih izdelkov ali ponudbo vsakodnevnih storitev. Enako kot pridobitne organizacije, neprofitne organizacije tudi uporabljajo marketing v svojih aktivnosti, vendar z eno razliko: njihove dejavnosti so usmerjene v korist njihovih ciljnih skupin. Z uporabo marketinških načel in tehnik, vplivajo na prostovoljno vedenje svojih ciljnih skupin, z namenom njihovega izboljšanja in blaginje družbe na splošno. Prav to je definicija socialnega marketinga, ki je relativno nov in pogosto napačno razumljen. Ta teza se osredotoča na opredelitev socialnega marketinga in raziskuje uporabo marketinga v dveh neprofitnih organizacijah v Sloveniji z namenom spreminjanja vedenja družbe do njihovih ciljnih skupin. Empirična raziskava je bila izvedena v Mariboru, v Sloveniji maja in junija 2015 s predstavniki dveh slovenskih neprofitnih organizacij: Zveze prijateljev mladine v Mariboru (ZPM Maribor) in Mariborskega društva za cerebralno paralizo Sonček Maribor (Sonček Maribor). Namen poglobljenih intervjujev je bil ugotoviti koliko anketiranci poznajo in razumejo marketinga, kakšni so cilji in aktivnosti njihovih organizacij, ter kakšni so njihovi načrti glede uporabe marketinga z namenom spreminjanja vedenja družbe do njihovih ciljnih skupin. V analizi raziskave so predstavljene ugotovitve o tem, kako neprofitne organizacije v Sloveniji uporabljajo marketing, kakšen je pomen socialnega marketinga v njihovem področju dela in kaj so sredstva in resursi, ki jih potrebujejo za izboljšanje uporabe socialnega marketinga. Analiza raziskave je pokazala, da niso seznanjeni s pomenom socialnega marketinga, vendar pa razumejo pomen marketinga, zlasti promocijo in odnose z javnostmi. Finančna sredstva in kadri so označeni za največje ovire za te organizacije in bodo tudi ostali kot njihovi največji izzivi pri doseganju organizacijskih ciljev. Nonprofit organizations play an important role in today’s society. And although defining them is not an easy task, authors do agree they exist to provide for the general betterment of society. Their scope of work goes way beyond selling everyday products or offering everyday services. Just as for-profit-organizations, they use marketing in their activities, but with one difference: their activities are directed to the benefit of their target groups. By applying marketing principles and techniques, they influence voluntary behaviors of their target audiences in order to improve theirs and the well-being of society in general. This is defined as social marketing, a term that is relatively new and misunderstood by many. This thesis focuses on defining social marketing and explores the use of marketing in two nonprofit organizations in Slovenia with an aim of changing behaviors of society towards their target audiences. The empirical study was conducted in Maribor, Slovenia in May/June 2015 with representatives of two Slovenian nonprofit organizations: Friends of Youth Association in Maribor (ZPM Maribor) and Association Sonček Maribor (Sonček Maribor). In-depth interviews focused on the respondents’ understanding of marketing, their organizations’ activities and goals, as well as their plans to apply marketing in order to change behaviors of society towards their target groups. The analysis of the research presents the findings on how the nonprofit organizations in Slovenia use marketing, what is the relevance of social marketing in their scope of work and what are the resources they need to improve the use of social marketing. The analysis of the research showed they are not familiar with the meaning of social marketing, but they do understand the importance of marketing, especially promotion and public relations. Financial and human resources are identified as the biggest obstacles for these organizations and remain also as their biggest challenges in achieving their goals.

Danes je potrošnik na vsakem koraku pod vplivom vizualnih podob – v reklamah, oglasih in objavah, ki v sebi pogosto vsebujejo še dodatne dražljaje za pritegnitev pozornosti in s tem potrošnike usmerjajo na ustrezne pomene. Poleg boljšega razumevanja oglasa želimo omogočiti tudi večje zadovoljstvo in vedenje potrošnikov, kar je domena socialnega marketinga. V diplomski nalogi smo tako raziskovali vpliv vizualne komunikacije v socialnem marketingu in proučevali njen vpliv na vedenje potrošnikov. Najprej smo s pomočjo semiotične analize primerjali tri oglase, ki so obravnavali tri različne tematike. Ugotovili smo, da so kreativnost v oglasu, njegova oblika in uporabljeni simboli najbolj pogosto vzbudili potrošnikovo zaznavo ter s tem tudi njegovo pozornost in stališče do družbenega problema. Nato smo s pomočjo kvantitativne analize, pri kateri smo uporabili spletno anketo, želeli poiskati dejavnike, ki lahko spremenijo potrošnikovo vedenje. Ugotovili smo, da so s pomočjo analiziranih oglasov nastale pričakovane pozitivne družbene spremembe. Today's consumer is on every step under the influence of visual images in advertisements and posts that usually contain also additional stimulus to attract attention and thereby consumers are directed to appropriate meanings. Besides better understanding of advertisements, we want to achieve also greater satisfaction and consumer behaviour, which is the domain of social marketing. In this thesis we researched the impact of visual communication in social marketing and also its impact on consumer behaviour. At first we have compared three advertisements, which had different themes. Our findings were, that creativity in advertisements, its shape and used symbols most commonly inspired perception of the consumer thus his attention and position to social problem. Then we wanted to find factors, which can change consumers behaviour, for that we used quantitative analysis, specifically online survey. Our findings were, that with the help of analysed advertisements, positive social changes have araised.

Internet predstavlja medij prihodnosti, saj se število uporabnikov iz leta v leto povečuje. Potrošniki se od klasičnih medijev zatekajo k internetu, zato velja dejstvo, da če podjetje ni prisotno na internetu, praktično ne obstaja. Spletno trženje zavarovanj prinaša zavarovalnicam številne prednosti, ima pa tudi določene slabosti. Slabosti spletnega trženja zavarovanj za zavarovalnice so predvsem v kompleksnosti določenih zavarovalnih storitev, težki dosegljivosti standardizacije reševanja škodnih primerov, neosebnem odnosu in nezaupanju uporabnikov v varnost elektronskega poslovanja. Prednosti spletnega trženja zavarovanj za zavarovalnice so v hitrem prilagajanju tržnim pogojem, ažurnem zajemanju podatkov o številu zavarovancev, globalni prisotnosti in nižjih stroških poslovanja ter oglaševanja. Nakupovanje prek interneta ima prednosti tudi za njegove uporabnike in sicer omogoča neomenjen delovni čas, večjo dostopnost do informacij, hitrejši odzivni čas in anonimnost. Za spletno trženje so primerna zavarovanja, ki so enostavna, neodvisna od preteklega dogajanja, obvezna, ne zahtevajo veliko osebnega svetovanja, imajo relativno nizko zavarovalno premijo, se pogosto obnavljajo, so drugačna po zasnovi, so prilagojena internetni poti in so primerna za masovni trg. V magistrski nalogi smo analizirali spletna portala Zavarovalnice Maribor in Zavarovalnice Generali, pregledali ponudbo njunih spletnih zavarovalnih storitev in predstavili primer sklenitve zavarovanja. Preverili smo na kakšen način zavarovalnici privabljata na svoj spletni portal obiskovalce in kako uspešni sta pri spletnem trženju zavarovanj. Rezultati so pokazali, da imata obe zavarovalnici učinkovit in pregleden spletni portal, na katerem ponujata številne informacije o zavarovanjih in različne spletne storitve. Uspešni sta pri spletnem trženju zavarovanj, vseeno pa smo opazili nekaj slabosti, za katere smo podali predloge za izboljšanje le-teh. Pomembno je, da se zavarovalnici zavedata pomena spletnega trženja zavarovanj in ga neprestano izboljšujeta ter nadgrajujeta, saj bosta tako gradili prepoznavnost blagovne znamke, izboljšali prodajo in povečali število svojih strank. The Internet is established as the medium of the future because of its increasing number of users each year. Consumers resort to the Internet rather than the traditional media, proving the fact that the enterprise practically does not exist, if not present on the Internet. Online insurance marketing brings many advantages to the insurance companies but it also has its diasadvantages. The disadvantages of the online insurance marketing for insurance companies are primarily based in the complexity of certain insurance services, problems with achieving the standardization of solving claims managements, impersonal relationship and the users' lack of trust in the safety of the electronic commerce. The advantages of the online insurance marketing for insurance companies lie in the fast adaptations to market conditions, current collected data on the number of insurants, global reach and lower operating and advertising costs. Online shopping has its benefits also for the Internet users, that being unlimited working office hours, increased asccess to valuable information, faster response time and anonymity. Eligible insurance policies for the Internet markenig are simple, independent of previous events, compulsory, do not require a lot of personal counseling, have a relatively low insurance premium, are often updated, have a different scheme, are adapted to the Internet functions and are suitable for the massive market. In the Masters' thesis, we analyzed the web portals of two insurance companies Zavarovalnica Maribor and Zavarovalnica Generali. We also reviewed their website insurance services and presented an example of effecting an insurance policy. We verified ways in which the insurance companies attract visitors to its web portals and their success in online insurance marketing. The results show that both insurance companies have an efficient and easily scanned website portal which provide numerous information on insurance and various online services. Even though the companies are successful in online insurance marketing, we noticed some weaknesses on which we made some suggestions in order to improve them. It is important that the insurance companies are aware of the significance of online insurance marketing and are constantly improving and updating it because that is how they will also be able to build their brand awareness, improve their sales and increase the number of its customers.

V diplomskem delu smo raziskovali razvoj potrošniške kulture in vpliv tržnega diskurza na javni prostor. Pod tržnim diskurzom pojmujemo komunikacijo, katere končni cilj je prodaja izdelka. Ker se ta diskurz zdi nasičen, smo obravnavali komuniciranje, katerega posledica je skupno dobro in ne zgolj prodaja izdelkov. S tem mislimo na komunikacijo, ki spaja komunikacijsko učinkovitost in družbeno odgovornost – dve ravni komuniciranja, ki v praksi redko najdeta skupni jezik. Kot odgovor na to je v diplomskem delu obravnavan pomen nekomercialnega angažiranja kulturnih posrednikov, kot so oblikovalci, ki so sicer eni izmed ključnih akterjev komercializacije javnega prostora. Socialni marketing in družbeno odzivno komuniciranje obravnavamo na teoretičnem in praktičnem nivoju – prikazani so primeri teh oblik komuniciranja v slovenskem prostoru. V drugem, praktičnem delu predstavimo in grafično oblikujemo lastno blagovno znamko Quotelife, ki odgovarja kriterijem družbeno odzivnega komuniciranja. In my diploma thesis we explore the development of the consumer culture and how market discourse affects the public space. Market discourse stands for communication with the ultimate goal of selling the product. This discourse seems saturated and therefore we explore the communication which results in common good and not just selling the product. By that we mean communication that combines efficiency and social responsibility – two levels of communication that rarely find common language in reality. As a response to that we explore the meaning of non-commercial engagement of the cultural agents as they are designers who are normally one of the key factors of the commercialization of the public good. We explore the social marketing and socially responsive communication on a theoretic and practical level – we demonstrated the examples of that forms of communication in Slovenia. In second part which is practical we introduce and graphically design our own trademark »Quotelife« which serves the criteria of the socially responsive marketing.

Cepljenje je javno zdravstveni ukrep, ki je v preteklosti in še danes bistveno pripomogel k zmanjšanju obolevnosti in umrljivosti zaradi nalezljivih bolezni. Z zmanjševanjem klasičnih nalezljivih bolezni se med uporabniki cepljenja pojavlja vprašanje o smiselnosti tega ukrepa. Zato je s stališča javnega zdravja pomembno razumevanje uporabnikov in dejavnikov, ki vplivajo na njihovo odločanje. Odločanje kot tako je kompleksni proces, na katerega vplivajo tako notranji dejavniki posameznika, npr. njegova nezavedna hotenja in želje, kot tudi zunanji dejavniki, npr. sistemski ukrepi, mediji in družba nasploh. Zato motiviranje uporabnikov za cepljenje zajema integrirani niz aktivnosti in eden od načinov vplivanja je tudi socialni marketing, ki temelji na poznavanju stališč uporabnikov. V nalogi s pomočjo teorije in analize stališč najbolj občutljivih uporabnikov cepljenja, staršev, osvetljujem nekatere ključne dejavnike, ki vplivajo na proces odločanja o cepljenju. Analiza stališč uporabnikov je pokazala, da cepljenja podpirajo, so za obveznost cepljenj, odgovornost za to dejanje pa vidijo porazdeljeno med starši, državo in cepiteljem. Tisti starši, ki zaupajo alternativni medicini, izražajo večjo skrb zaradi posledic po cepljenjih. S sistematičnim načinom spremljanja stališč uporabnikov cepljenj, ki bi jih upoštevali pri oblikovanju socialno marketinških programov, bi v Sloveniji počasi le prišli do oblikovanja storitev po meri uporabnika v enem od segmentov zdravstvenega sistema Vaccination is a public health measure used in the past and today and greatly helps to reduce morbidity and mortality from communicable diseases. By reducing the burden of classic infectious diseases, vaccination among users raises questions about the meaningfulness of this measure. Therefore, from the standpoint of public health experts, rises the importance of understanding users and the factors influencing their decisions and behavior. Decision-making as such is a complex process, affected by internal factors of an individual and his unconscious desires and wishes as well as external factors as media and society in general. Therefore, motivating users to vaccinate includes an integrated set of activities and one of the ways to influence includes social marketing, which is based on knowledge of the views of users. In the present work with the help of the theory and analysis of users' views of the most sensitive vaccination users, parents, highlights some key factors that influence the decision making process on vaccination. Analysis of the attitudes of vaccination users showed, that they support vaccination, which should also be mandatory. The responsibility for this action is distributed among parents, state and vaccination providers. Those parents, who rely on alternative medicine, express greater concern about the consequences after vaccinations. The systematic way of monitoring attitudes of vaccination users, should be taken into account when designing social marketing programs in Slovenia. Only in such way there will be the development of services tailored to the vaccination user in one of the segments of the healthcare system.

Je tržno komuniciranje in so neprofitne organizacije. Veliko je znanega o tržnem komuniciranju in prav tako o neprofitnih organizacijah. Vendar v kakšni meri sta ta dva pojma ločena oziroma povezana, je prikazano v magistrskem delu, ki ga berete. Subjekt neprofitnega tržnega komuniciranja temelji na projektu Pasavček, ki cilja na večjo pravilno uporabo otroških varnostnih sedežev in varnostnih pasov. Kot uvod v raziskavo so definirani različni pojmi in teorije, ki se pojavljajo skozi delo. Prvi del, teoretični, zajema podrobnejšo opredelitev tržnega komuniciranja, predvsem odnosov z javnostmi, saj predstavljajo pomembnejše orodje tržnega komuniciranja projekta Pasavček. Ker se projekt ukvarja s specifično ciljno skupino mladoletnikov in mladostnikov je velik poudarek tudi na t.i. Generaciji Y oziroma Millenialsih. Kdo so to, kako se obnašajo in kakšni marketinški pristopi so primerni za njih, so ključna vprašanja, na katera mora tržnik najti odgovore. Ker je projekt neprofiten in se ga vseeno komunicira, se je postavilo vprašanje, v kolikšni meri se neprofitnost nasploh komunicira in kakšen je splošen image marketinga na tem področju. Po prepotrebni teoretični obdelavi zastavljenega problema se v drugem delu usmerimo na projekt Pasavček, ki ga izvaja Direkcija RS za ceste, in sicer Svet za preventivo in vzgojo v cestnem prometu. Preučena je potreba po neprofitnem tržnem komuniciranju in načrt komunikacijskega spleta. Detajlno so opredeljeni instrumenti tržnega komuniciranja in primernost uporabe le-teh. Zanimalo nas je, če lahko uporaba (socialnega) marketinga pripomore k uspešnosti projekta, kateri ni naravnan k pridobivanju dobička, temveč k dobrobiti/varnosti posameznika, družbeni odgovornosti in blaginji. It is a marketing communications and non-profit organization. Much is known about marketing communications and also on non-profit organizations. How are these two concepts separate or connected to each other, is shown in the thesis you are reading. Non-profit entity is based on the marketing communication project Pasavček that aims to increase the proper use of child safety seats and safety belts. As an introduction to the survey there are defined various concepts and theories that emerge through the work. The first part, theoretical, contains more detailed definition of marketing communications, particularly public relations, which constitute important tool of marketing communication of the project Pasavček. Because the project deals with a specific target group of minors and adolescents it is a major emphasis on the Generation Y or Millenials. Who they are, how they behave and what marketing approaches are suitable for them, are the key questions that must marketer find the answers to. The project is non-profit and even though is communicating, that is why we asked ourselves to what extent the non-profit generally communicates and what is the overall image of marketing in this area. After a theoretical treatment of a particular problem, in the second part we are focusing on project Pasavček undertaken by the Directorate of the Republic of Slovenia for Roads at the Council for the prevention and road safety education. We examined the need for non-profit marketing communication of the project and marketing mix plan and we also defined instruments of marketing communication and suitability of its use. We wanted to know if use of the (social) marketing contributed to the success of the project, which is not directed at obtaining profit, but to the welfare/safety of the individual, social responsibility and prosperity.