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 find 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.
Ključne reči:
timber products / timber company / survey / radio advertisement / AHP analysis
TY - JOUR
AU - Oblak, Leon
AU - Glavonjić, Branko
PY - 2014
UR - https://omorika.sfb.bg.ac.rs/handle/123456789/571
AB - 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 find 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.
T2 - Drvna industrija
T1 - A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products
EP - 308
IS - 4
SP - 303
VL - 65
DO - 10.5552/drind.2014.1357
UR - conv_1144
ER -
@article{
author = "Oblak, Leon and Glavonjić, Branko",
year = "2014",
abstract = "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 find 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.",
journal = "Drvna industrija",
title = "A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products",
pages = "308-303",
number = "4",
volume = "65",
doi = "10.5552/drind.2014.1357",
url = "conv_1144"
}
Oblak, L.,& Glavonjić, B.. (2014). A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products. in Drvna industrija, 65(4), 303-308.
https://doi.org/10.5552/drind.2014.1357
conv_1144
Oblak L, Glavonjić B. A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products. in Drvna industrija. 2014;65(4):303-308.
doi:10.5552/drind.2014.1357
conv_1144 .
Oblak, Leon, Glavonjić, Branko, "A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products" in Drvna industrija, 65, no. 4 (2014):303-308,
https://doi.org/10.5552/drind.2014.1357 .,
conv_1144 .
