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Cilj magistrske naloge je, da s pomočjo multimodalne analize ključnih besed in njihovih nejezikovnih uresničitev ugotovimo, katere so najpomembnejše podteme, ki jih v svojih kampanjah o kulinariki oglašujejo uradne turistične organizacije nemških zveznih dežel Saška, Baden-Württemberg in Severno Porenje-Vestfalija. Izhodišče naloge predstavlja analiza ključnih besed, ki tvorijo osrednje podteme na spletnih straneh izbranih turističnih organizacij ter v šestih tiskanih oglasih. Sledila je multimodalna analiza osrednjih podtem, tj. njihova uresničitev v sliki, videih, tipografiji itd. Izkazalo se je, da so za vse tri dežele najpomembnejše podteme tradicija & regionalnost ter užitek & okus, obstajajo pa razlike, v kolikšni meri se v kampanjah oglašujejo podteme, kot sta npr. vrhunska kuhinja ali trajnost. This master thesis deals with culinary advertising campaigns by official tourist boards in the German states Saxony, Baden-Württemberg and North Rhine-Westphalia. The aim was to determine the main topics on the basis of a multimodal analysis of key words and their nonverbal realisations. The starting point of the analysis represents the analysis of key words on the culinary webpages of the affore mentioned official tourist boards and in six print advertisements. This is followed by a multimodal analysis of the main topics, i.e. their appearance in pictures, videos, typography etc. For all three official tourist boards these are Tradition & Regionality and Pleasure & Taste. However, there are differences in how often other aspects like Gourmet Cuisine or Sustainability are being communicated across the campaigns.

Družbena omrežja so velik del našega življenja. Z oglaševanjem na družbenih omrežjih lahko podjetja dosežejo velik uspeh, saj imajo dostop k širokemu občinstvu in neposrednemu komuniciranju s kupci z manj stroški kot pri tradicionalnem oglaševanju. Oglaševanje na družbenih omrežjih kljub temu zahteva nekaj truda, saj je treba za najboljše rezultate razviti oglaševalsko strategijo in izdelati kakovostne oglase. Belgijsko podjetje QIQO izdeluje vroč energijski napitek, ki ga prodajajo predvsem preko spleta. Cilj diplomske naloge je izdelava foto in video vsebin za oglaševalsko kampanjo na družbenih omrežjih za podjetje QIQO. Oglasi so izdelani na podlagi oglaševalske strategije, ki smo jo razvili v podjetju. V teoretičnem delu sta predstavljena razvoj in zgodovina družbenih omrežij ter prednosti oglaševanja na njih. V eksperimentalnem delu je predstavljena izdelava oglasov, kar zajema predvsem načrtovanje, snemanje ter urejanje vsebin. Poleg tega se je izvedla tudi analiza uspešnosti izdelanih oglasov, in sicer s pomočjo anketnega vprašalnika. Social media is a big part of our everyday life. Social media advertising can lead to success for many companies, as it offers access to a large audience and direct communication with buyers for less cost than traditional methods of advertising. Nonetheless, social media advertising requires some effort, as an advertising strategy and well-produced content needs to be made for the best results. Belgian company QIQO sells a hot energy drink, primarily through eCommerce. The goal of the diploma thesis is to create photo and video content for QIQO’s social media advertising campaign. The ads are created based on the advertising strategy developed in the company. The theoretical part shows the history and the development of social media and the benefits of social media advertising. The experimental part describes the development and creation of the ad content, from planning to shooting and editing. The effectiveness of the finished product is analysed with a survey.

Iskal sem odgovor na vprašanje o možnostih oglaševanja v ešportih (tudi e-športi), tj. tekmovalnem igranju videoiger in raziskoval doživljanje tovrstnih sporočil s strani udeležencev slovenskih dogodkov. Pregledu teorije in stanja oglaševanja e-športov po svetu ter pri nas, je sledilo pridobivanje odgovorov na raziskovalno vprašanje s pomočjo spletne ankete, poslane izključno udeležencem največjega tovrstnega dogodka v Sloveniji, EPICENTER 16. Kvantitativno sem analiziral 107 odgovorov in ugotovil, da imajo v povprečju vsi zmerno pozitivno naklonjenost sponzorjem dogodkov in bi raje kupili izdelek znamke, ki oglašuje na dogodku. S pomočjo nehierarhičnega združevanja v skupine z metodo voditeljev, sem respondente razvrstil v tri izrazite skupine - Zmerneži, Navdušenci in Fokusiranci. Navkljub majhnemu številu članov v posamezni skupini (N=57), so se le-te odzivale po pričakovanjih, vendar velikost vzorca omejuje posploševanje na populacijo. Nadaljnjo raziskovanje na področju mora biti ali zastavljeno širše in mora poizkusiti empirično zajeti celoten spekter e-športov (ekipe, igralci, turnirji, lige, razvijalci, itn.), ali biti zelo fokusirano in kvalitativno analizirati določen pojav znotraj industrije. I looked at how advertisers can utilize esports (competitive video games) to advertise and the perception of these communication messages in the eyes of attendees of Slovenian gaming events. After analyzing the theory and the current state of esports around the world and in Slovenia, I searched for answers to the research question through an empirical web survey sent exclusively to attendees of the largest esports event in Slovenia, EPICENTER 16. Quantitative analysis of 107 respondents finds that on average, all respondents have slightly positive sympathy to sponsors of events and they would prefer to buy a product from an advertiser at the esports event in question. Through non-hierarchical clustering, I grouped the respondents in three distinct groups - “Moderates”, “Enthusiasts” and “Focuseds”. Although the number of cluster members was small (N=57), they responded in accordance with expectations, although the small total sample size limits generalizations to a wider population. Further research on the field has to either be broader and try to empirically cover the whole esports ecosystem (teams, players, tournaments, leagues, developers, etc.), or be very focused and qualitatively analyze an aspect of the esports industry.

Skepticizem do oglaševanja oziroma dvom v oglaševalske trditve je na splošno slabo raziskano marketinško področje. Negativni efekti skepticizma do oglaševanja na doseganje oglaševalskih ciljev ter uspešnost oglaševanja so bili večkrat potrjeni. Hkrati ima skepticizem do oglaševanja tudi svojo pozitivno vlogo, in sicer varstvo potrošnikov pred oglaševalskimi prevarami. Nenehna rast ne le števila oglasov, temveč tudi oglaševalskih komunikacijskih kanalov zahteva bolj celosten vpogled na področje skepticizma do oglaševanja ter zlasti dejavnikov, ki nanj vplivajo. Magistrska naloga ima za cilj preučevanje povezave med zaznano objektivnostjo oglaševalskih trditev in prepričevalske ozaveščenosti s skepticizmom do oglaševanja. Z namenom preverjanja omenjenih povezav sta bili izvedeni dve korelacijski študiji v Sloveniji (N=195) in Srbiji (N=296). V obeh vzorcih je bila potrjena pozitivna povezava med zaznano objektivnostjo oglaševalskih trditev in skepticizmom do oglaševanja, vendar istočasno zanikana povezava med prepričevalsko ozaveščenostjo in skepticizmom do oglaševanja. Razlike med stopnjo skepticizma do oglaševanja v obeh vzorcih niso zaznane, vendar so respondenti v Sloveniji in Srbiji pokazali različne nivoje zaznane objektivnosti oglaševalskih trditev in prepričevalske ozaveščenosti. Teoretske in praktične posledice raziskave so obravnavane. Scepticism toward advertising or doubt in advertising claims is poorly researched marketing area. Negative effects of scepticism toward advertising on the achievement of advertising goals and advertising performance were confirmed several times. At the same time, scepticism toward advertising has also a positive role in protecting consumers against advertiser's deceptions. With a constant rise in the number of adds as well as advertising communication channels there is a need for more integrated, fine-grained research of scepticism toward advertising and particularly factors which may influence it. The aim of this master theses was to investigate the role of perceived objectivity of advertising claims and persuasion knowledge in scepticism toward advertising. To test these links, two correlational studies were carried out in Slovenia (N=195) and Serbia (N=269). In both samples, there was a positive association between perceived objectivity of advertising claims and scepticism toward advertising and no link between persuasion knowledge and scepticism toward advertising was established. There was no difference between the degree of scepticism toward advertising in two samples. However, participants in Slovenia and Serbia reported different level of perceived objectivity of advertising claims and persuasion knowledge. Theoretical and practical implications of this research are discussed.

Živilska industrija uporablja različne načine oglaševanja za povečanje prodaje svojih izdelkov. Ker so večinoma oglaševani prehranski oz. prehrambni izdelki, ki spadajo med nezdrava živila, lahko oglaševanje hrane posredno vpliva na prehranjevalno vedenje posameznika. Z magistrsko nalogo smo želeli ugotoviti ali obstaja povezanost med oglaševanjem in izbiro oglaševanega izdelka pri mladostnikih. Pri tem nas je zanimalo kateri oglasi mladostnike najbolj pritegnejo in kakšne strategije oglaševanja so v teh oglasih najpogosteje uporabljene ter ali obstaja razlika pri izbiri oglaševanih prehrambnih izdelkov tudi med spoloma. V ta namen smo naključno izbrali različne oglase različnih prehrambnih izdelkov, jim ocenili prehranski profil z metodo prehranskega semaforja in aplikacije Veš, kaj ješ ter na koncu med mladostnike razdelili spletno anketo. V raziskavi je sodelovalo 177 mladostnikov starih od 15 do 19 let. Razmerje med moškimi in ženskami je bilo 73:27, zato smo odgovore izenačili in ugotovili, da se ti bistveno ne razlikujejo od prvotnega razmerja. Tako smo analizirali celoten vzorec in ugotovili, da pri mladostnikih obstaja povezava med oglaševanjem hrane in izbiro prehrambnega izdelka. Oglasi, ki vsebujejo elemente, kot so glasba, zanimiva zgodba, žive barve in vključene znane osebnosti, bolj pritegnejo pozornost pri mladostnikih in posledično lahko vplivajo na nakup določenega prehrambnega izdelka. Se pa mladostniki zelo dobro zavedajo, da gre pri oglaševanju prehrambnih izdelkov predvsem za nezdrava živila oz. manj primerna živila in lahko posledično vplivajo na porast debelosti. Tega dejstva se v primerjavi z mladostniki nekoliko bolj zavedajo mladostnice, saj so v anketi izrazile večje strinjanje s trditvami o vplivu oglaševanje hrane na izbiro oglaševanega izdelka in posledično o vplivu na njihove prehranske navade. The food industry uses several different forms of advertising to increase sales of food products. Because most of the advertised foods are unhealthy, food advertising can indirectly affect an individual’s eating behavior. The aim of this master's thesis was to determine, whether there is a link between food advertising and product selection in adolescents. We researched which advertisements are most likely to attract young people and what marketing strategies are often used in these ads. We also researched if there is dissimilarity in the choice of advertised food products between male and female consumers. For this purpose, we randomly selected various advertisements of different food products, assessed their nutritional profile using the method of traffic light labeling and the Veš, kaj ješ app. Finally, we distributed an online survey among adolescents. The study involved 177 adolescents aged 15 to 19 years. The ratio of male to female was 73:27, so we equated the answers and found out that the received answers did not differ significantly from the original ratio. Consequently, we analyzed the entire sample and found a linkage between food advertising and product selection in adolescents. Advertisements which contains elements as music, an interesting story, vivid colors, and involved celebrities are more engaging to adolescents and, as a result, can influence the purchase of a particular food product. However, adolescents are aware that food advertising is mainly about unhealthy foods or lower-quality foods which may lead to an increase in obesity. Based on the provided answers, women are slightly more aware of this fact, since they expressed greater agreement with the claims about the impact of food advertising on the choice of the advertised products and consequently about the impact on their eating habits.

Namen diplomskega dela je preučiti področje zunanjega oglaševanja. Osredotočili smo se na zunanje oglaševanje ter na kreativne in drugačne plakate oz. druge zunanje oglaševalske rešitve. Diplomsko delo lahko razdelimo na dva dela. Prvi del je teoretični v katerem smo se posvetili in raziskali teorijo, ki stoji za zunanjim kreativnim oglaševanjem. Opisali smo pojem oglaševanje, zgodovino in vrste le-tega, pojem kreativnost in nenazadnje tudi kreativno oglaševanje. Poznavanje pojmov in dobrih praks je potrebno za nadaljno delo. V drugem delu pa se osredotočimo na praktični del. V tem delu smo preko intervjujev in vprašalnikov analizirali odmevne kampanije po svetu in preučili slovenski kreativni oglaševalski trg. Ugotovili smo, kako kreativne rešitve vplivajo na človeka in v kakšni meri. Ob vsem tem, pa smo oblikovali tudi lastne kreativne plakate za realno podjetje. Po končanem praktičnem delu smo svoje delo tudi analizirali in ocenili, ali je bilo uspešno narejeno. The purpose of this thesis is to study the field of outdoor design. We focused on out-door advertising as well as on creative and different posters, specifically on other external advertising solutions. We can divide our thesis into two sections. The first section is theoretical, in which we focus on and explore the theory behind creative outdoor design. We discuss the concept of advertising, its history and types, the concept of creativity and, last but not least, creative advertising. Knowledge of these concepts and good practices was necessary for further work that we undertook. We focused on the practical part in the second section of the thesis. In this part, using interviews and questionnaires, we analyzed high-profile cam-paigns from around the world and examined the Slovenian creative advertising market. From this analysis and examination, we determined how, and to what extent, crea-tive solutions affect people. Using the information we garnered, we designed our own creative billboards for an actual company. After the practical portion was completed, we analyzed our work and assessed whether it was done successfully.

Diplomsko delo opisuje izdelavo in oglaševanje voščilnic. Prvi del teoretičnega dela obsega pregled zgodovine voščilnic po svetu in na Slovenskem. Osredotočili smo se na predstavitev večjih praznikov, njihov pomen in simbole. Drugi del teoretičnega dela obsega pregled pojmov oglaševanja in družbenih omrežij, kot sta Facebook in Instagram ter spletna platforma Etsy, na katerih smo voščilnice tudi predstavili. Praktični del diplomske naloge obsega analizo trga ter potek izdelave dveh sklopov voščilnic. V prvem sklopu smo s pomočjo vektorskih grafik izdelali personalizirane voščilnice za rojstni dan, ki so nastale s pomočjo referenčnih fotografij upodobljenih oseb. Drugi sklop je namenjen veliki noči, božiču in valentinovemu, kjer smo z uporabo serij lahkotnih vektorskih grafik izdelali komplet voščilnic, ki je povezan v celoto. Lotili smo se tudi izdelave logotipa blagovne znamke, namenjene lažjemu oglaševanju voščilnic na spletu. Končno datoteko smo ustrezno pripravili za tisk in voščilnice natisnili. Izdelke smo ustrezno fotografirali, saj smo fotografije potrebovali za predstavitev na spletu. Preverili smo, kako brezplačno oglaševati izdelke na družbenih omrežjih Facebook in Instagram, kjer smo tudi odprli poslovni profil. Na spletni platformi Etsy smo odprli trgovino namenjeno prodaji voščilnic, kjer smo spoznali postopke spletne prodaje. V rezultatih z razpravo so predstavljene prednosti in slabosti oglaševanja na omenjenih omrežjih. The diploma thesis describes the production and advertising of greeting cards. The theoretical part consists of fan overview of the history of greeting cards worldwide and in Slovenia. Our focus was on presenting major holidays, their meaning and symbols. The theoretical part also includes an overview of the concepts of advertising and social networks, such as Facebook and Instagram, and the Etsy platform, on which greeting cards were also presented. In the practical part of the diploma thesis we were made an analysis of the market.We were also focused on the production of two types of greeting cards. The first type was made by using vector graphic to create personalized birthday cards, which were created using reference photo of the depicted persons. The second type of greeting cards was dedicated to Easter, Christmas and Valentine's Day, where we have created series of cards that are integrated as a whole using series of funny vector graphics. We have also designed a brand logo for promotion of greeting cards on networks. The final file was properly prepared for printing and greeting cards were printed. Then we photographed the cards appropriately as we needed the photos for presenting products on the networks. We checked how to advertise products for free on Facebook and Instagram, where we also opened business profile. At Etsy platform we opened a store dedicated to greeting cards, where we learned about online sales. The result of the discussion outline the advantages and disadvantages of advertising on these networks.

V spletni prodaji ima fotografija zelo velik vpliv na prodajo določenega izdelka. Živimo v času, v katerem nas z vseh strani obdaja neskončno informacij, zato je še kako pomembno, da pri promociji produktov uporabimo fotografije, ki so ciljni publiki všeč. V teoretičnem delu diplomske naloge bo najprej predstavljenih nekaj osnov fotografije in s tem lažje razumevanje fotoaparata. Navedena bo tudi kratka teorija o spletni trgovini, spletnem oglaševanju, družbenih omrežjih ter nekaj primerov dobrih oglasov in fotografij. Eksperimentalni del bo obsegal nabor fotografij določenega izdelka iz spletne trgovine Twistshake.si, postavitev scene ter fotografiranje v različnih stilih. Kot prodajnokomunikacijski kanal bo uporabljeno družbeno omrežje Facebook. V raziskovalnem delu bo izvedena analiza Facebook kampanj, ki bo nato primerjana z analizo končne prodaje oziroma obiska na strani izbranih izdelkov v spletni trgovini Evitas Shop d.o.o. V diplomskem delu bo prikazano, kakšen je vpliv fotografije na povečanje prodaje produkta. Rezultat diplomske naloge bo predstavil, kako s fotografijo vplivamo na vedenje potencialnih strank na družbenih omrežjih. Poudarjeno bo predvsem to, da ima uporaba slabih in neobdelanih fotografij negativnejši vpliv na prodajo izdelkov ter na obnašanje in komuniciranje s strankami v primerjavi z uporabo dobrih in obdelanih fotografij. Photos have a huge impact to sales of a certain product regarding to online sales. We live in a world where we are constantly bombarded with enormous amount of information therefore it is especially important for advertising to use photos which the target audience likes. In the theoretical section of the thesis there will be firstly presented some basics of photography and thereby easier understanding of the camera. Also, there will be presented a short theory about web shop, digital marketing, social media and some examples of good advertisements and photos. Experimental section of the thesis will cover a set of photos of one product in web shop Twistshake.si, the setting of the scene and photographing in different styles. Facebook social media will be used as a marketing communication channel. In experimental section will be done analysis of Facebook marketing campaign and comparison to actual sales or page visits of selected products on a web shop of company Evitas Shop d.o.o. The thesis will show the impact of photography on sales increase of a product. The aim of thesis is to present how photography influence the behaviour of potential customers on social media networks. Especially it will focus on how the use of low quality and unedited photos effects worse on sales and behaviour and communication with customers compared to use of high quality and edited photos.

Spletno oglaševanje predstavlja čedalje večji delež celotnega oglaševanja, s tem pa se razvijajo tudi različne platforme za izdelavo spletnih oglaševalskih kampanj. Naš cilj je bil ugotoviti, kateri atributi najbolj vplivajo na potreben čas za izdelave kampanje na podlagi podatkov, ki nam jih je priskrbelo podjetje Celtra d.o.o. Atribute ocenjujemo z RReliefF-om in Boruto, nato zgradimo več regresijskih napovednih modelov in najuspešnejšega med njimi razložimo z uporabo metode SHAP. Ugotovimo, da na čas izdelave najbolj vpliva število komponent oglasov v kampanji, število uporabnikov in to, koliko dela na kampanji opravijo grafični oblikovalci. Online advertising amounts to an increasingly big share of all advertising. Along with that, more and more different platforms for the production of online advertising campaigns are being developed. Our goal is to find out, which attributes most affect the necessary production time of online advertising campaigns. We use the data about campaigns production provided by Celtra d.o.o. We evaluate attributes with the use of RReliefF and Boruta, then we build several different machine learning models for campaign production time prediction. With the use of Shapley additive explanations, we explain the most successful of our models. We find out that the number of components used, the number of users, and the percentage of production time done by graphic designers have the greatest impact on the production time.

Delo opozarja na problematiko (ne)regulacije oglaševanja (žganih) alkoholnih pijač na družbenih omrežjih v Sloveniji. Ugotavlja, da problem nezadostnega nadzora nad spornim komuniciranjem ne izvira iz slabo zastavljene alkoholne politike v Sloveniji, temveč iz zastarele zakonodaje na področju oglaševanja. Vzporedno z zakonodajnimi določili na področju oglaševanja (alkohola) analizira tudi določila Slovenskega oglaševalskega kodeksa (SOK). Na podlagi sprotne raziskave in opravljenih e-poštnih pogovorov pride do sklepa, da so objave v zvezi z žganimi alkoholnimi pijačami na družbenih omrežjih nedvomno sporne za Tržni inšpektorat RS (zakonodajo) ter Oglaševalsko razsodišče (SOK), četudi tovrstne oblike komuniciranja v svojih določilih izrecno ne omenjata. Kljub temu opozarja na šibek zakonski nadzor nad tovrstnim komuniciranjem, katerega problem je predvsem razpršena zakonodaja oglaševanja in s tem nepoenotena terminologija. V nasprotju z legislativo je slovenska oglaševalska stroka veliko naprednejša pri upoštevanju razvoja novih kanalov komuniciranja. Dosledno upošteva izraz oglaševanja, ki v svojem pomenu združuje vse oblike komunikacijskih praks. S tem delitev praks na oglaševanje, odnose z javnostmi, direktni marketing, pospeševanje prodaje ali trženje dogodkov ne velja več. Pri tej ideji se pridružuje določilom mednarodnega kodeksa ICC Advertising and Marketing Communications Code, ki v svoji zadnji izdaji rešuje tudi problematiko vplivnežev in prikritega oglaševanja na novih digitalnih kanalih. Sklepna ideja poudarja nujnost enotne oglaševalske zakonodaje v Sloveniji, ki bi natančno opredeljevala tudi komuniciranje podjetij na družbenih omrežjih in v podobnih digitalnih medijih. The thesis discusses the (non)regulation of alcohol advertising on social media in Slovenia. It notes that the problem of nonefficient regulation of such controversial communication is not a consequence of a poorly drafted alcohol policy in Slovenia, but rather of the obsolete advertising acts. In parallel to the legislative provisions on the field of advertising (alcohol), the thesis examines the provisions of the Slovenian Code of Advertising Practice (SOK). Based on the research, it has been concluded that advertising spirits on social media is forbidden by the law and SOK in Slovenia. Nevertheless, the regulation/supervision is still very weak at the moment, which is foremost a consequence of scattered and obsolete laws on advertising and of confusing terminology. On the contrary, the Slovenian Code of Advertising Practice is much more advanced when it comes to the field of digital communication. It consistently uses the term advertising and understands it as all marketing communications practices combined. With that, it puts an end to the division of practices into advertising, PR, direct marketing, sales promotions or event marketing. By doing so, it follows the directives of the international advertising code ICC Advertising and Marketing Communications Code, which addresses the problem of covert advertising and influencers on social media, etc., besides the problem of terminology. The thesis proposes a necessary solution to the problem, i.e. a single Slovenian advertising act that would explicitly define commercial communication on social media, besides the traditional one.

Kljub temu, da so včasih domači izdelki kakovostnejši, zaradi neustreznega pristopa k oglaševanju ne dosežejo zadostnega števila potrošnikov in s tega vidika, pogosto ostanejo neopaženi. Potrošniki o tovrstnih izdelkih nimajo zadostnih informacij, morda celo ne vedo, da obstajajo, saj ponudniki svojih izdelkov ne oglašujejo na spletu. Razlog je pogosto v tem, da ponudnik ni seznanjen z vsemi možnostmi in načini, ki jih ponuja spletno oglaševanje. Uvoženi izdelki tako z dobro strategijo oglaševanja, trženja, promocije, kot tudi cene, izpodrivajo kakovostne domače izdelke. Kmetijstvo v Sloveniji se sooča s številnimi problemi v tekmi za boljšo uveljavitev in prepoznavnost na trgu. Tipi oglaševanja, ki so bili aktualni v pred-digitalni dobi, kot so npr. oglaševanje v tiskanih medijih, na jumbo plakatih, na radijskih in televizijskih kanalih, danes več ne zadoščajo, oziroma ne izkoriščajo ponujenega potenciala, v smislu doseganja ustreznih tarčnih skupin, časovnih intervalov in povratnih informacij o uspešnosti oglaševanja. Živimo v času, kjer so informacije hitro dosegljive in zato kmetijska gospodarstva, ki ne uspejo slediti trendom oglaševanja in potrošnikov ustrezno informirati, ostajajo na spletu neopažena. Družabna omrežja (kot so LinkedIn, Facebook, Twitter, Instagram, id.) so pomemben del potrošnikovega vsakdana, hkrati pa so lahko kanal za povečanje prepoznavnosti kmetijskih gospodarstev, njihovih storitev in izdelkov. Prisotnost kmetijskih gospodarstev na družabnih omrežjih je le del potenciala spletnega oglaševanja. Za optimalno izrabo spleta je potrebna celovita strategija, ki potrošnika ne le informira, pač pa z njim vzpostavlja trajnostno interakcijo. Despite the fact that domestic products are sometimes of higher quality, compared to imported ones, the inadequate approach to advertising impacts the unsufficient number of reached consumers, leaving domestic products unnoticed. Consumers do not have sufficient information about domestic products and may not even know they exist, as provider do not advertise their products online. The reason lies in provider's lack of knowledge about all the options and methods offered by online advertising. Imported products, with a good advertising strategy, marketing, promotion, as well as prices, are displacing quality domestic products. Slovenian agriculture is facing several problems in the race to better enforcement and market visibility. Types of advertising that were typical in the pre-digital age, such as advertising in print media, on jumbo posters, on radio and television channels, are no longer sufficient, or do not exploit the potential offered in terms of achieving appropriate target groups, time intervals and feedback on advertising performance. We live in a time of information overload, meaning that agricultural holdings who fail to follow the trends of advertising and proper consumer informing, remain unnoticed online. Social media (such as LinkedIn, Facebook, Twitter, Instagram, etc.) are an important part of the consumer's everyday life and consequently one of essential channels for agricultural holdings, services and products visibility increase. The presence of agricultural holdings in social media is of course only part of rich online advertising spectrum. The optimal use of the web and online advertising requires a comprehensive strategy that does not only inform, but creates a sustainable interaction with consumers.

Predstavili smo pohištveno podjetje Alples in njegovo delovanje na področju trženja, s poudarkom na oglaševanju. Podjetje je bilo v preteklosti, glede na sredstva, vložena v oglaševalske in druge trženjske aktivnosti, eno izmed vodilnih v slovenski lesni panogi. Kljub temu pa se ne more kosati s podjetji iz drugih panog, ki po podatkih agencije Linea Medije d.o.o za oglaševanje namenijo precej več sredstev. Prikazali smo deleže finančnih sredstev, ki jih za trženje nameni podjetje Alples in deleže, ki jih za to namenijo druga podjetja na slovenskem trgu. Podali smo tudi predloge ukrepov, ki bi podjetju omogočili večjo propoznavnost, tudi med mlajšimi generacijami. Thesis presents Alples Furniture Company and its activities in the marketing area with an emphasis on advertising. Company made use of different advertising media and is, considering the invested financial means into advertising activities, one of the leading companies in the woodworking industry. According to Linea Medija d.o.o., Slovenian advertising company, it cannot be compared to companies in other branches investing a higher percentage of financial means into advertising. The share of financial means, invested into advertising by Alples, and the share of financial means, invested into advertising by other branches on the Slovenian market, is also presented. The thesis also suggests enabling bigger recognition of the company among younger generations.

Ciljano oglaševanje je metoda, ki se je v zadnjem času oglaševalci v veliki meri poslužujejo. Na družbenih omrežjih, kot sta Facebook in Instagram, obstajajo orodja, ki oglaševalcem pomagajo oblikovati oglas prilagojen posebej za ciljno skupino, tako da ta doseže čim večji efekt. Facebook in Instagram, ki ju v naši nalogi podrobneje obravnavamo, za oblikovanje ciljnih skupin uporabljata podatke, ki jih uporabniki delijo na svojih profilih. Na vsebino oglasov, ki se na družbenih omrežjih prikažejo specifičnemu uporabniku, pa vpliva tudi vedenje tega uporabnika. Targeted advetising is a method of advertising that has become very popular among advertisers in the last few years. Social media, such as Facebook and Instagram, provides advertisers with tools that help them create ads for specific groups, so they can reach maximum effect. Facebook and Instagram, the platforms we examine in detail in our thesis, use the data, that users share on their social media profiles, for creating target groups. The content of the ads specific users see on their social media is related to how the user behaves on said media.

Pričujoče magistrsko delo je v okviru oglasov na Facebooku preučilo, kako oglaševalci naslavljajo žensko občinstvo v angleških in slovenskih oglasih za kozmetiko. Cilj analize je pokazati, da se tvorci oglaševalnih besedil pri nagovarjanju velikokrat odločijo za oseben pristop, zato je pogovorni jezik njihova prva izbira. Poleg tega je namen primerjati in ugotoviti, katere so značilnosti oglaševalskega jezika v angleških in slovenskih izvirnikih. Študija temelji na ročni analizi korpusa, ki obsega 70 angleških in 70 slovenskih oglasov na Facebooku. V prvem delu so predstavljeni rezultati jezikovne analize kozmetičnih oglasov, ki so bili pridobljeni z oblikovanjem različnih jezikovnih kriterijev (velelnikov, rabe druge osebe, svojilnih zaimkov, retoričnih vprašanj, neglagolskih povedi, neosebnih glagolskih oblik, kopičenja pridevnikov). V drugem delu so izpostavljene razlike naslavljanja ženskega občinstva v oglasih, ki ne oglašujejo kozmetike. Ugotovitve so pokazale, da v angleških in slovenskih kozmetičnih oglasih najdemo vrsto elementov, značilnih za pogovorni jezik, a podrobnejša analiza razkrije nekatere razlike pri izbiri jezikovnih sredstev. Neposredni nagovor ženskega občinstva v slovenskih kozmetičnih oglasih se v večini odraža v rabi velelnikov, rabi druge osebe ednine in retoričnih vprašanjih. Pri angleških kozmetičnih oglasih pa v rabi velelnikov, svojilnega zaimka your in prirednih zloženk. Using Facebook ads, this study examines how advertisers address female audiences in English and Slovene online cosmetic advertisements. The aim of the analysis is to show that advertisers often adopt a personal approach while addressing an audience and this is mainly achieved with the use of informal style (direct address) and other lexico-grammatical elements. Moreover, the objective is also to establish differences between English and Slovene advertising language in terms of frequently used features. The study is based on a manual analysis of a corpus comprising 70 English and 70 Slovene Facebook ads. In the first part, ads advertising cosmetic products are analysed in terms of lexico-grammatical elements (imperatives, second person, disjunctive syntax, non-finite verb forms, possessive determiners, rhetorical questions, multiple modification). The second part focuses on the address in ads that do not advertise beauty products. The findings show that the frequency of direct address in the two languages is similar, but a closer analysis reveals a number of differences in the choice of means for addressing potential consumers. The direct address of female audiences in Slovene cosmetic advertisements is mostly reflected through the use of imperatives, second person singular and rhetorical questions. English cosmetic ads also include imperatives, however, the use of pronoun your and compound adjectives are more common.

V magistrskem delu smo proučevali vpliv oblikovne podobe tiskanih reklamnih katalogov na uporabnike. Namen raziskave je bil ugotoviti, kako se ljudje odzivajo na različne podobe katalogov in način predstavitve izdelkov v njih. Ugotavljali smo, kateri elementi v katalogih vplivajo na pozornost, všečnost in učinkovitost pri bralcih. Delo zajema pregled raziskav na področju oglaševanja, proučitev psiholoških procesov potrošnikov ter analizo grafičnih načel in elementov pri oblikovanju kataloga. Eksperimentalni del je potekal v dveh delih. Odzive bralcev na obstoječe kataloge na trgu smo preverjali z napravo za sledenje očesnim premikom. Test je bil sestavljen iz šestih sklopov, v katerih smo preverjali odzive ljudi na naslovnice s fotografijami oseb, naslovnice z eno ali več fotografijami, različne načine postavitve izdelkov in opisov izdelkov v katalogu. Z anketnim vprašalnikom smo pridobili odgovore na pogostost branja tiskanih reklamnih katalogov, oblikovno podobo, ter všečnost in učinkovitost posameznih elementov v katalogih na splošno. V vprašalnik je bil vključen test spomina, s katerim smo proučevali, ali način postavitve izdelkov vpliva na spomin. Preverjali smo tudi, kako različne preference glede izdelkov vplivajo na odzive uporabnikov. Analiza rezultatov ankete je pokazala, da način postavitve izdelkov nima vpliva na spomin, ljudje z različnimi preferencami se v večini primerov odzivajo enako. Na všečnost kataloga oseba na fotografiji ne vpliva, velik vpliv pa ima število fotografij, naslovna pisava in način predstavitve izdelkov. Rezultati, ki smo jih pridobili v raziskavi, služijo kot priporočila oglaševalcem in oblikovalcem oglasnih sporočil v širšem kontekstu. In the Master's thesis, the impact of the visual outlook of printed catalogues was discussed. The purpose of this research was to determine what are people’s responses to various visual images of catalogues and how products in adverts are presented. We discussed which elements in the catalogue have an impact on readers' attention, attractiveness and effectiveness. In the theoretical part, we collected data on previous research in advertising and eye-tracking studies. We also examined basic principles and elements in designing catalogue and defined psychological processes in consumers' decision-making process. Two studies were performed collecting data with the eye-tracking device and a survey. The eye-tracking test was divided into six parts, where we recorded viewers’ responses on front ad pages with or without a person, front pages with one or more than one photography, different ways of the product presentation and its impact on attractiveness and readers' memory. With the help of a questionnaire, we analyzed people's reading habits of printed catalogues, their responses to the visual outlook of catalogues in general, attractiveness and effectiveness of particular elements. A short memory test was included in the questionnaire to examine the effect of the way products are presented to the consumers. Another part of the questionnaire was 4 front ad pages that we designed to examine responses of participants with different preferences to the same products. Results in this part have shown that those different ways of presenting products do not affect the viewer's memory in both ads responses were the same. Also, the photography of a person on the front ad page does not affect the attractiveness of a catalogue, as it was expected. What does affect attractiveness is a number of photographies on a front page, a proper font selection and the way products and other elements are placed on the ad page. Results collected in this research may help advertisers and designers in planning and designing ads of any kind.

V zadnjih dveh desetletjih se je zaradi velike porasti uporabe interneta zelo razširilo spletno oglaševanje, kjer je eden izmed največkrat uporabljenih pokazateljev uspešnosti stopnja interakcije oglasov, ki je odvisna od številnih dejavnikov. V diplomski nalogi se osredotočamo na napovedovanje stopnje interakcije z oglasi z uporabo priporočilnih sistemov, ki temeljijo na matrični faktorizaciji. Pri tem poskušamo napovedi osnovne matrične faktorizacije izboljšati z upoštevanjem časovnih podatkov o uri in datumu, iz katerih lahko razberemo starost zapisa in kontekst, v katerem je bil ta zabeležen. Zgrajen časovno pogojeni priporočilni sistem primerjamo s statičnimi modeli in analiziramo stopnjo izboljšanja. Rezultati so pokazali, da z uporabo podatkov o starosti zapisov na dani množici podatkov konsistentno izboljšamo napovedi, medtem ko uporaba kontekstnih podatkov pripelje do slabših rezultatov in zahteva nadaljnje raziskave. Due to the vast increase in the usage of internet in the past two decades there has been a major increase in the popularity of online advertising where one of the most widely used success indicators is ad interaction rate which depends upon multiple factors. The thesis focuses on predicting ad interaction rate with the use of recommender systems that are based on matrix factorization. We try to improve the basic matrix factorization by incorporating time data such as age and context into our recommendations. We then compare the time-aware recommender system with its more basic counterpart and analyse performance improvements. Results show that the use of information such as age can consistently improve recommendations on our dataset. Context information however, produces worse results and requires further research.

V magistrski nalogi smo predstavili pomen potrošništva s poudarkom na potrošništvu družin in predšolskih otrok. Ugotovili smo, da je ključno orodje za spodbujanje potrošništva oglaševanje, zato je pomembno, da so otroci in starši medijsko in potrošniško pismeni. Pomembno je predvsem, da znajo vrednotiti, analizirati, kritično ocenjevati medije, razumeti njihov namen in oglaševalske taktike. V teoretičnem delu smo bolj podrobno raziskali teme, kot so vrste oglaševanja, psihološki kriteriji oglasov, značilnosti in učinkovitost oglaševanja za otroke ter pasti oglaševanja. V empiričnem delu smo izvedli raziskavo stališč staršev in vzgojiteljev o oglaševanju, ki je namenjeno otrokom. Raziskava je potekala na vzorcu staršev in strokovnih delavcev v predšolski vzgoji (N = 272). Namen raziskave je bil analizirati stališča staršev in vzgojiteljev o oglaševanju v predšolskem obdobju. V vprašalnik smo vključili tri sklope: sklop stališč, vezanih na etičnost oglaševanja, sklop stališč o oglaševanju in vplivu na družino ter sklop stališč o učinkovitosti oglaševanja na otroke. Rezultati so pokazali, da strokovni delavci sicer izražajo nekoliko bolj kritična stališča do vsebin vseh treh sklopov, vendar statistično pomembnih razlik med njimi in starši ni, kar nakazuje, da bi morali strokovni delavci, zaposleni na področju predšolske vzgoje, okrepiti svoje strokovno znanje o medijski in potrošniški pismenosti. In the masters’ dissertation we presented the meaning of consumerism with the emphasis on consumerism of families with pre-school children. We concluded that that a key tool to encourage consumerism is advertising and therefore it is important that both the parents and the children are literate in media and consumerism. It is crucial that they have the ability to value, analyse and critically observe the media, understand their meaning and advertising tactics. In the theoretical part we focused on exploring themes such as types of advertising, psychological criteria of advertisements, the characteristics and effectiveness of advertising for children and the catches of advertising. In the empirical part of the paper we conducted a research of beliefs of parents and pre-school caregivers on advertising in the pre-school period of development. The research was executed based on a pattern of parents and pre-school educators (N = 272). The purpose of the research was to analyse the beliefs of both parties on advertising to children in early childhood. The questionnaire measures three dimensions: beliefs on advertising from an ethical perspective, beliefs on advertising and the influence on the family, beliefs on the effectiveness of advertising for children. The results revealed that the educators have a slightly more critical attitude in all measured sections but there are no statistically significant differences between the two groups. This shows that there should be an emphasis on improving the professional awareness on media and consumerism literacy with educators in the pre-school field.