The Influence of advertising media on brand awareness
Journal Title: Management: Journal of Sustainable Business and Management Solutions in Emerging Economies - Year 2018, Vol 23, Issue 1
Abstract
In modern business conditions, the company sends its promotional message through various instruments of promotion, and therefore the different media. One of the instruments of promotion is economic propaganda (advertising), which uses a number of media such as television, radio, newspapers, billboards, Internet and others. By using various media, the company affects the consumer awareness of the brand, spreads information about themselves and the brand, educates consumers, creates a brand image and the like. The aim of this study is to investigate the influence of different media of advertising on consumer awareness of the brand, as well as to investigate that influence in the context of socio-demographic characteristics of respondents. The methods used in the work are historical and research (field and online) methods and include a total of 690 respondents from Serbia in the period February-April 2017. For data analysis, we used the independent-samples t-test and the Spearman’s rank correlation coefficient. The results showed that television has the strongest impact on brand awareness. The Internet and billboards follow, while the weakest effect is that of newspapers and radio. Results show that in the context of gender, age, education and income of respondents, there are reasons to analyze the impact of television, radio, newspapers, billboards and the Internet to consumer awareness of the brand in a different manner. The contribution of the thesis is also reflected in the fact that, on the basis of the obtained results, the authors give recommendations, when it comes to perception and brand awareness, on the media that are an adequate promotional instrument for a particular segment of consumers.
Authors and Affiliations
Ivana Domazet, Ines Đokić, Olja Milovanov
Keywords
Related Articles
- EP ID EP506986
- DOI 10.7595/management.fon.2017.0022
- Views 80
- Downloads 0
The Impact of Inflation and Operating Cycle on the Corporate Cash Holdings in South-East Europe
Research Question: This paper investigates the influence of the inflation and operating cycle on the corporate cash holdings. Motivation: In an early study, Keynes (1936) provides a theoretical foundation for determining...
Student Perception of Benefits from Being Engaged in International Case Study Competitions
The main aim of this research paper is to present experience of the students who participated in international business case competitions from Serbia. The findings indicate the six main benefits for students at case comp...
Turnover Intentions and Job Hopping among Millennials in Serbia
Research Question: The purpose of this paper is to determine whether the number of jobs the Millennial generation intend to change during their career is larger than that of previous generations; to compare the Millennia...
A New Approach to Measuring the Correlation of Organizational Alignment and Performance
This paper focuses on measuring the alignment of organizational elements. Although several authors have analyzed this topic, there are few papers in which they propose a concept for measuring the alignment of key element...
Leadership and motivation among employees in health-care facilities in Serbia
Reserarch question: This paper investigates whether motivational factors have influence on the work of employees in health care organizations of Serbia and what factors affect employees. Motivation: Motivation and job sa...