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Oglaševanje

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Zlatko Jančič in Vesna Žabkar (urednika)
Obseg: 414 strani / vezava: mehka, šivana / leto izida: 2013
ISBN: 978-961-235-612-5

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Knjiga obravnava osnovne teme iz oglaševanja skozi prizmo relevantnosti za slovenski prostor. Pri tem poskuša zajeti tudi novosti, trende in odprte teme na področju, ki se hitro spreminja. Pri podajanju teoretičnih modelov povzema uveljavljene avtorje, vendar dodaja tudi teme, ki jih v tradicionalnih učbenikih oglaševanja ni. Vsebinsko tako pokriva oglaševanje in marketinško komuniciranje, analize za potrebe oglaševanja, komunikacijski proces, vedenje porabnikov, cilje in predračune za oglaševanje, strateški in kreativni razvoj oglaševalskih programov, spremljanje, vrednotenje in nadzor nad oglaševanjem, vlogo novih medijev v oglaševanju, razmerje do pospeševanja prodaje in publicitete, korporacijsko oglaševanje pa tudi etične ter družbeno odgovorne vidike v oglaševanju.

Knjiga je nastajala kot učbenik s klasično vsebino in notranjo strukturo poglavij z vsem potrebnim (cilji poglavja, strukturo, uvodom, vsebino, preglednimi vprašanji za utrjevanje snovi, opombami in literaturo za poglabljanje znanj). V času pisanja pa se je pokazalo, da avtoricam in avtorjem ustreza zahtevnejši pristop, kot ga narekuje običajen učbenik. Mnoga poglavja tako sicer povzemajo glavnino ključnih vsebin, ki jih lahko najdemo v svetovnih učbenikih oglaševanja, a dodajajo še marsikatero teoretsko novost in ponekod tudi kritično, avtorsko noto. Tako je knjiga hibrid med učbenikom in monografijo – ohranila je svoj prvotni namen, pomoč pri študiju, z monografskimi elementi pa pridobila pomembno vrednost za bralca.

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