Izvleček / Abstract
TEŽA REGIONALIZMA V PROCESU IZBIRANJA OGLAŠEVALSKE AGENCIJE
THE WEIGHT OF REGIONALISM IN THE PROCESS OF CHOOSING AN ADVERTISING AGENCY
Maša Drenik, univ. dipl. ekon.
Univerza v Ljubljani, Ekonomska fakulteta
Izvleček
UDK: 659.113:332.1(497.4)
Tržna naravnanost slovenskih podjetij se povečuje in s tem tudi družbena in ekonomska vloga glaševanja. Oglaševanje zvišuje vrednost blagovnih znamk in tako ustvarja želeno podobo oglaševalca in njegovih izdelkov. Ugled podjetja je tako v veliki meri odvisen tudi od oglaševanja, zato mora biti le to primerno in učinkovito. Pri pripravi akcije podjetjem največkrat strokovno svetujejo oglaševalske agencije, ki snujejo kreativne rešitve. Katera rešitev in agencija je za posamezno podjetje najboljša, pa je odvisno od več dejavnikov. Prispevek preučuje vpliv in težo regionalizma pri odločanju o izbiri agencije, s pomočjo rezultatov kvalitativne raziskave ugotavlja osebna mnenja vprašanih in regijske povezave oglaševalcev in oglaševalskih agencij.
Ključne besede: regionalizem, oglaševalske agencije, naročniki, proces odločanja in izbire
UDC: 659.113:332.1(497.4)
The market orientation of Slovenian companies is increasing, and long with it the social and economic role of advertising. Advertising creates an ideal image of the company and its products, and increases the value of the brand name. A company’s reputation also depends on advertising, so it must be appropriate and effective. In most cases there is an advertising agency, composed of experts who use their knowledge to help prepare creative solutions for the company. Which solution and agency is the best option for each company depends on several factors. The article analyses the influence and importance of regionalism when deciding on an advertising agency. With results from qualitative research, it considers personal beliefs and regional connections between advertisers and advertising agencies.
Key words: regionalism, advertising agencies, clients, process of deciding and choosing