Faculty of Economics and Business, Maribor (EPF)
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Evaluation of advertising effectiveness - a case from Croatian business practiceRenko, Nataša, Prof. Dr. ; Tkalac, Ana ; Pavičić, Jurica, 1972-V zadnjih desetih letih vodita razvoj marketinških dejavnosti in razvoj gospodarstva kot celota k (vse) večjemu vlaganju v različne oblike oglaševanja in s tem k večji potrebi po oceni učinkovitosti ... teh vlaganj. Ocena učinkovitosti promocijskega programa predstavlja odločilen sestavni del v procesu načrtovanja promocije. Eno od poglavitnih vprašanj izpostavljenih na področju učinkovitosti oglaševanja se nanaša na razvoj procesa oglaševanja kot takšnega. Natančna presoja in vrednotenje učinkov oglaševanja nista možni brez teorije, ki opredeljujejo proces oglaševanja in daje nekatere odgovore na vprašanja, kako oglaševanje vpliva na potrošnika. Po Broadbentu (1992) obstaja 456 teorij o delovanju oglaševalskega procesa (to število je dandanes verjetno še večje). Čeprav obstaja veliko število teorij o različnih načinih po katerih deluje proces oglaševanja, pa imajo le-te nekatere skupne elemente in predpostavke. Od uvedbe DAGMAR modela 1961 (Colley) se je neprestano govorilo, ali bi naj oglaševanje ocenili s pomočjo specifičnih komunikacijskih meril (ozaveščenost, zanimanje, namen nakupa) ali s pomočjo njihovih končnih učinkov, izraženih v nakupu ali prodaji. Poglavitni namen tega prispevka je predstavitev teoretičnega pregleda in v tem kontekstu analiza in ocena možnosti meritve uspeha usklajenega procesa promocije na primeru hrvaške poslovne prakse. Rezultate analize smo uporabili za določitev uspešnosti promocijske dejavnosti Hrvaške Loterije, da bi vzpostavili možnosti za izboljšanje ter s pomočjo tega vplivali in izboljšali prodajo različnih proizvodov, ki jih nudi Hrvaška Loterija.Source: Naše gospodarstvo : revija za aktualna gospodarska vprašanja = Our economy : review of current problems in economics. - ISSN 0547-3101 (Letn. 46, št. 5/6, 2000, str. 710-725)Type of material - article, component partPublish date - 2000Language - englishCOBISS.SI-ID - 5494300
Author
Renko, Nataša, Prof. Dr. |
Tkalac, Ana |
Pavičić, Jurica, 1972-
Topics
oglaševanje |
reklama |
Hrvaška |
prodaja |
marketing |
potrošnik |
promocija |
teorija
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source: Naše gospodarstvo : revija za aktualna gospodarska vprašanja = Our economy : review of current problems in economics. - ISSN 0547-3101 (Letn. 46, št. 5/6, 2000, str. 710-725)
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Renko, Nataša, Prof. Dr. | ![]() |
Pavičić, Jurica, 1972- | ![]() |
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