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V današnjem času postajajo potrošniki vse zahtevnejši glede želja, potreb in interesov. Posledično postaja tudi oglaševanje pomemben del našega vsakdanjega življenja. Oglaševanje prikazuje predstavljanje ter promoviranje izdelkov in storitev podjetja z namenom povečevanja prodaje ter informiranja strank o izdelkih. Namen diplomskega projekta je predstaviti, kakšne vrste oglaševanja danes v največji meri uporabljajo podjetja ter kakšen vpliv ima to na potrošnike. V prvem delu bomo podrobneje opredelili pojem oglaševanja, sledila bo predstavitev medijev, prek katerih poteka poslovno komuniciranje, dodali bomo tudi prednosti in slabosti, s katerimi se srečujemo pri odločitvah o ustrezni izbiri medija. V drugem delu se bomo osredotočili na cilje oglaševanja in jih podrobneje definirali ter opisali. V tretjem delu bo beseda tekla o značilnostih potrošnikov, katerih raziskovanje in uvrščanje predstavlja pomemben delež pri uspešnem oglaševanju. Vplive oglaševanja na potrošnike bomo predstavili z anketo, na katero je odgovorilo sto udeležencev, ki so bili ključni za našo raziskavo. Anketa je bila sestavljena iz devetih vprašanj, ki so bila skrbno zastavljena in so nam omogočila uspešno raziskavo. Namen tega diplomskega projekta je predstaviti kakšnih vrst oglaševanja se danes v največji meri poslužujejo podjetja ter kakšen vpliv ima to na potrošnike. V prvem delu bomo podrobneje opredelili pojem oglaševanja, sledila bo predstavitev samih medijev preko katerih poteka poslovno komuniciranje, dodali bomo prednosti in slabosti s katerimi se srečujemo pri odločitvah o ustrezni izbiri medija. V drugem delu se bomo osredotočili na cilje oglaševanja in jih podrobneje definirali ter opisali. V tretjem delu bo beseda tekla o značilnostih potrošnikov, katerih raziskovanje in uvrščanje predstavlja pomemben delež pri uspešnem oglaševanju. Vplive oglaševanja na potrošnike bomo predstavili z anketo na katero je odgovorilo 100 udeležencev, le-ti so bili ključni za našo raziskavo. Anketa je bila sestavljena iz devetih vprašanj, ki so bila skrbno zastavljena in nam omogočila uspešno raziskavo. Consumers these days are becoming more and more demanding in regard to their desires, needs, and interests. Consequently marketing's role in our everyday lives is becoming greater than ever. Majority of marketing is company's presentation and promotion of products and services with the intent of maximizing sales and revenue by properly informing potential clients. The purpose of this project is introduction of variety of different marketing techniques that today's companies use, and their effect on consumers. First I will explain marketing in greater detail, before presenting media used in business communication. I will compare pros and cons we face with when chosing different media, followed by the second part, where we will focus on a more detailed definition, description, and goals of advertising. I will conclude with consumers’ traits in the third part and explain how researching, interpreting, and classifying these traits represents a significant share of successful marketing. Marketing's influence on consumers are presented by results of a survey with 100 participant, which this research project is based on. The survey consisted of nine questions that were carefully set up and enabled us to conduct a successful research. The purpose of this project is introduction of variety of different marketing techniques that today's companies use, and their effect on consumers. First I will explain marketing in greater detail, before presenting media used in business communication. I will compare pros and cons we face with when chosing different media, followed by the second part, where we will focus on a more detailed definition, description, and goals of advertising. I will conclude with consumers’ traits in the third part and explain how researching, interpreting, and classifying these traits represents a significant share of successful marketing. Marketing's influence on consumers are presented by results of a survey with 100 participant, which this research project is based on. The survey consisted of nine questions that were carefully set up and enabled us to conduct a successful research

Oglaševanje ima za podjetja pomembno funkcijo. Z objavo oglasa v določenem mediju želijo doseči dobro prodajo, širiti svoje dobro ime, delati na prepoznavnosti. Prav zaradi tega je potrebna raziskava trga, pri kateri dobijo informacije, kdo je njihova prava ciljna skupina in s tem povezani pravi medij. Za promocijo lahko uporabijo različne kanale in sodelujejo z agencijami, ki jim olajšajo izbiro ter pripomorejo h kvalitetnejši pripravi oglasa. Diplomsko delo je sestavljeno iz dveh delov. V teoretičnem delu opisujemo pomen oglaševanja, cilje, možnosti ter konkretneje analiziramo primerno sestavo oglasnega sporočila, različne vrste medijev in kot začetek glavnega nadaljevanja oglaševanje v revijah. Praktični del predstavlja revijo Varčujem z energijo kot strokovni medij za področje ogrevanja, hlajenja in gradnje. Razdeljen je na osnovne informacije o reviji, njenih prednostih ter možnostih oglaševanja. V nadaljevanju analiziramo oglase v vseh petih številkah revije za leto 2015. Iz analiziranega želimo ugotoviti, koliko oglasov je v posamezni številki, katere velikosti prevladujejo, ali se podjetja odločajo za promocijo z oglasom ali ga kombinirajo s člankom ter odstotek partnerjev, ki z revijo sodelujejo v vseh petih številkah. Z analiziranim želimo potrditi hipotezo, da je povpraševanje s področja obnovljivih virov še visoko ter da ima revija na trgu pomemben vpliv, kar se kaže na številu oglaševalcev in odstotku letnih partnerjev. Advertising has important role for companies. With the publication of an advertisement in a specific media they want to achieve good sales, expansion of their brand name and work on recognition. That is the reason why it is important to do a market research to get information who is their target group and related to that the right media. They can use different channels for promotion and cooperate with the agencies to facilitate their selection, and contribute to a better quality of preparation of advertisement. The thesis consists of two parts. The theoretical part describes the importance of advertising, objectives, option and more specific analyzes an appropriate composition of the advertising message, different types of media, and it is as the beginning of the main continuation of advertising in magazines. The practical part presents the magazine Saving energy as a professional media for the field of heating, cooling and construction. It is divided into the basic information about the magazine, its benefits and advertising options. Further we analyze advertisements in all five issues of the magazine for year 2015. We want to find out from analysis how many advertisements are in each issue, which sizes dominate, do companies decide for promotion with an advertisement do they combine it with the article and the percentage of partners who cooperate with the magazine in all five issues. With analyzation we would like to confirm the hypothesis that the demand in the field of renewable energy sources is still high and that the magazine has significant influence in market, which is reflected in the number of advertisers and the percentage of annual partners.

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.

Prikrito oglaševanje je novodobna strategija oglaševanja v različnih medijih. Oglaševalci želijo z njim povečati zanimanje za svojo blagovno znamko, ljudi pritegniti in jih na drugačen način pozvati k nakupnemu vedenju. Umeščanje blagovnih znamk znotraj programske vsebine želi na gledalca nezavedno vplivati s prikrito tehniko in tako doseči »pozitivno« mišljenje o videnem izdelku. To pa sproži razmišljanje o morebitnem nakupu. V nalogi smo natančno definirali osrednji pojem in ga ocenili z dobrimi ter slabimi lastnostmi. Prikazali smo njegovo širino, ki ni omejena zgolj na en medij, temveč je razvejana na vse možne medije. Podrobneje smo opisali primere in načine umeščanj, a se predvsem posvetili prikritemu oglaševanju v filmski produkciji. Temeljni cilj je bil zbiranje sekundarnih virov o umeščanju blagovnih znamk v film. Smiselno smo prikazali razvoj oglaševanja in pojavitev prikritega oglaševanja v filmu. Odgovorili smo na vprašanja kaj to sploh je, kako poteka, kakšno je v primerjavi s klasičnem oglaševanjem z vidika financ, kakšen vpliv ima na posameznika, na koga apelira ter kako učinkovito sploh je. Prikrito oglaševanje se je izkazalo za izredno popularno strategijo tako med oglaševalci kot med gledalci. Slednji preferirajo tovrstno oglaševanje, saj je prijaznejše in manj moteče. Oglaševalce in producente filmov pa to dejstvo veseli. Ti oglasi so za njih stroškovno znosnejši, za filmske mojstre pa umeščanje izdelkov v film pomeni dodatni pritok v proračun za film. Tako je nastal nov medijski prostor, ki zadovoljuje vse strani na trgu. Hidden advertising is a modern strategy of advertising in various media. Advertisers want to increase interest in their brand, they want to attract people in a different way and to influence people consumer behavior. Positioning brands into the programme wants the viewer unconsciously influenced by hidden technique and achieve a "positive" thinking about the product. This triggers thinking about the potential purchase. In this work, we carefully define the central concept and we also evaluate it with the good and bad qualities. We show its width, which is not limited to just one media, but is widespread in all possible media. More specifically, we described the cases and ways of product placement in film production. The basic aim was to collect secondary sources about the product placement of brands in the film. Sensibly we show the development of advertising and the appearance of hidden advertising in the film. We answer the questions, what is it, how is compared with the tradicional advertising in terms of finance, what is the impact on the individual to whom appeals, and how effective it is. Hidden advertising is proving to be extremely popular strategy among both, the advertisers and the viewers. Viewers prefer this kind of advertising because it is user-friendly and less disruptive. Advertisers and producers of movies, find this fact very satisfying. These ads are more cost tolerable for them and for film production it means an additional budget for movie. So this is how a new media market has occure and satisfies all sides.