KOMPETENCE TRŽNIKA ZA TRŽENJE OGLASNEGA PROSTORA - Gladek, Sandra (2010)
V diplomskem delu sem v prvem delu najprej predstavila nekaj poglavij, ki so povezana s trženjem oglasnega prostora ter kompetencami tržnika. Le-te se navezujejo tudi na drugi del, kjer je narejena raziskava. Dotaknila sem se predvsem tiskanih medijev oz. še bolj konkretno, oglaševanja v revijah. Predstavila sem prednosti in slabosti oglaševanja, kdo so ciljne skupine in konkurenca revijam. Nekaj stavkov sem namenila tudi sami regulaciji oglaševanja, ker se mi zdi zelo pomembna. Cilj oziroma namen mojega diplomskega dela je prikazati celoten proces pridobivanja oglasnega prostora v revijah in kako doseči plan, ki ga postavi vodstvo v začetku leta. Predstavila sem pridobivanje različnih vrst oglasov od oglaševalcev, ki zakupijo oglasni prostor direktno pri podjetju Delo Revije d.d., brez posredovanja oglaševalskih agencij. Pri pridobivanju oglasnega prostora glavno vlogo igra tržnik s svojimi kompetencami, zato je zelo pomembno na kakšen način jih uporabi pri potencialni oziroma stalni stranki. Metoda s katero sem predstavila raziskovalni del je opazovanje z udeležbo. Glede na to, da sem tudi sama zaposlena kot tržnica oglasnega prostora sem izhajala tako iz lastnih kot tudi iz izkušenj sodelavcev. Ugotovila sem, da se je v zadnjih letih trg oglaševalskega prostora spremenil, kar je za posledico prineslo dejstvo, da so letni plani tržnika postali neuresničljivi, nerealni in zatorej velikokrat težko dosegljivi. Posledica, ki izhaja iz nedoseganja tako postavljenih planov je ta, da tržnik za svoje delo ni več dovolj oziroma pravilno motiviran. Sistem stimuliranja, motiviranja in nagrajevanja bi bilo potrebno prilagoditi tem spremembam. Na voljo je veliko različnih načinov in pristopov, s katerimi je mogoče povečati delovno učinkovitost. Tržnik za svoje delo potrebuje veliko različnih znanj in vedenj, zato bi moralo vodstvo, še posebej v teh časih, več pozornosti, energije in sredstev posvetiti dodatnim izobraževanjem, izboljšanju komunikacije in pretoka informacij ter ohranjanju in vzdrževanju dobrega imena tako podjetja kot vseh naših blagovnih znamk. In the first part of my bachelor degree, a chapter that includes marketing and buying of media space and competence of marketing personal has been presented. Feu or leasing of advertising space in printing media is a key fracture in this bachelor degree, with strong emphases in magazine publishing. Bachelor degree elaborate weakness and precedence of printing media as such, clearly defines target groups and analyze competition and market segmentation. A small paragraph referring to marketing regulations in Slovenia is included in my bachelor degree, due to my strong belief that an important link between regulation in marketing and advertising is always present. Main objectives and intentions of my bachelor degree are, to present the overall process of media and advertising space lease in printing media and to drown scenarios for meeting yearly budgets set by senior management. Different methods how to obtain variable ads from variable advertisers are presented. From those who lease the advertising space directly with Delo Revije d.d., and those who lease thru advertising agencies. In lease of advertising space in printing magazine, main role is set by marketing personal with its competences, so special attentions is drown to use of those competences, with comparison between potential or regular customer relationship. Method, thru which research part of my bachelor degree is presented, is observation with participation. Taking into consideration that my current working position is in marketing advertising, experience of my working colleagues and myself in acquisition of advertising space were very welcome. Some of the conclusions are, that marketing world had changed in the last few years and its still changing. Due to this and other facts, yearly budgets in leasing of media space in printing advertising, had significantly dropped, but unfortunately publishing houses are not responding or adopting to this changes, as rapidly as they probably should, so goals for yearly budgets are these days, more or less, unachievable. Lack of motivation factors in marketing personal for achieving those goals is just one of the keystones in this advertising puzzle of the new millennium. With new advertising rules in hence, new motivation scenarios should be taken into action, to additionally motivate and encourage marketing people. Methods, such as additional education in different fields of marketing expertise should be available, information and communication restructuring and improvements should be initiated, brand and company image should be preserved.