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The role of salience in newspaper advertisments with a view to their development as a genre
Sonja Starc, 2008, independent scientific component part or a chapter in a monograph

Abstract: The paper presents an analysis of newspaper advertisements in the Slovene newspapers Edinost (1876-1928) and Slovenski narod (1866-1945) in order to investigate the role of salience in these adverts. The analysis is discussed within the grammar of visual design (Kress & van Leeuwen 2005 [1996]), the theory of culturally popular patterns of text organisation (Hoez 2001), as well as pragmatics and discourse analysis (Kunst Gnamuš 1984, Bešter 1992, Kranjc 1998, Schiffrin 1996 [1987], Verschueren 2000, Cook 2001). It is a detail of a study (Starc 2007) that aims to determine the constants in the development of the adverts' structure, the use of semiotic codes and their functions in the discourse of advertisements through time. The data of the study show two constants: the changing layout of adverts and the organisation of the text, which follow either the Problem-Solution or the Desire Arousal- Fulfilment pattern of the text. In the older adverts, salience is achieved by typography, empty space, pictorial and cohesive sources. It is also concluded that salience has a significant role in the development of adverts as a genre; not only does it help to attract readers' attention, it also construes meaning and affects text structure.
Found in: ključnih besedah
Summary of found: ...systemic-functional linguistics, advetisments, advertising, typography, ...
Keywords: systemic-functional linguistics, advetisments, advertising, typography
Published: 15.10.2013; Views: 2250; Downloads: 81
URL Full text (0,00 KB)

Synergies in marketing management in camping tourism on the Slovenian Adriatic coast
Štefan Bojnec, Martina Drakulić, 2012, original scientific article

Abstract: Purpose - The purpose is to investigate synergies in marketing management in camping tourism to properly understand the perceived client behaviour. Design/methodology/approach - Camping tourism is investigated by using secondary data and the perceived client behaviour by using the primary collected evidence from the interviews and surveys. Findings - The popularity of camping tourism in Slovenia is increasing among foreign tourists. Camping tourism is more significant in accommodation capacities than in overnight stays due to lower utilization rates of the camping tourism capacities. The word-of-mouth is the most significant single factor of marketing and customer relationship management, whereas natural attractions are an important motivation factor for tourist visits. Research limitations/implications - There is a need for updating and repeating the research by using more sophisticated methods of data analysis to include the periods of economic growth and economic recession. Practical implications - The research results indicate the main trends, and the idea on the synergies in marketing management can be used for design of advertising and promotion towards targeting potential and specific consumers and marketing niches in the tourism industry. Originality/value - The primary survey data are used to identify seasonal factors of tourist camp supplies and demands and the underdeveloped secondary tourist infrastructure with a lack of more targeted marketing and customer relationship management towards segmented tourist niche markets.
Found in: ključnih besedah
Summary of found: can be used for design of advertising and promotion towards targeting potential and specific...
Keywords: synergy, marketing management, camping tourism, advertising, Slovenia
Published: 15.10.2013; Views: 3246; Downloads: 99
URL Full text (0,00 KB)
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The role of digitalization in marketing communication
Ivan Ivanov, 2022, undergraduate thesis

Found in: ključnih besedah
Summary of found: ...digitalization, data-driven marketing, personalized advertising, customer relationship, customer decisions...
Keywords: digitalization, data-driven marketing, personalized advertising, customer relationship, customer decisions
Published: 17.08.2022; Views: 176; Downloads: 9
.pdf Full text (1,39 MB)

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