Wood Sector Media Promotion in Some South-East European Countries

Jelačić, Denis; Oblak, Leon; Petrović, Slavica; Moro, Maja; Barčić, Andreja Pirc; Ćošić, Vanja; Meloska, Živka

doi:10.5552/drind.2012.1218

Cited by 4 publications

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“…/ Kriterij je umjereno važniji od usporedivih kriterija; dali smo umjereni prioritet alternativi. 5 The criterion is strongly more important than the comparable criterion; we gave a strong priority to the alternative. / Kriterij je mnogo važniji od usporedivih kriterija; dali smo velik prioritet alternativi.…”

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A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products

Oblak

Glavonjić

2014

Drvna ind.

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• Timber companies must continually strive to improve or at least maintain their market share.There are several methods to achieve this, and advertising is one of them. When timber companies make decisions about advertising, many of them choose radio advertising instead of television advertising, because it is less expensive. Companies should prepare advertisements that consumers will fi nd attractive and appealing. To achieve this, they must take into account a number of criteria, as well as the fact that some of them are more important than the others. In this paper, the AHP analysis was used to determine the opinion of market professionals about the importance of criteria in radio advertising of timber products. Based on the results, a model for evaluating radio advertisements was developed and tested with random respondents, who evaluated a sample radio advertisement of timber companies.

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Section: Resultsunclassified