Korišćenje baza podataka u oglašavanju
Implementation of data bases in advertising
Apstrakt
Uzevši u obzir savremene tendencije u oblasti oglašavanja, generisanje i upotreba baza podataka postaje od kritične važnosti za postizanje željenih efekata, dosezanje do ciljnog auditorijuma i njihovo podsticanje na kupovinu akcija. Baze u ovom slučaju obuhvataju sve podatke koje oglašivači ili angažovane agencije mogu sakupiti o ciljnim grupama, a koji se tiču njihovih geografskih i socio-demografskih profila i biheviorističkih obrazaca, naročito kada je u pitanju konzumiranje određenih proizvoda i praćenje medijskog sadržaja. Takve baze su naročito značajne za određivanje adekvatnih medija i strategija oglašavanja u odnosu na pripadnike ciljnog tržišta koji se nalaze u različitim fazama kupovine. Kako se svi potrebni podaci retko kada mogu prikupiti iz jednog izvora, u praksi bi trebalo pristupiti integraciji više baza podataka, primenom odgovarajućih tehnika, kako bi se dobio kompleksniji profil pripadnika ciljnih grupa.
Abstract
Taking into account the modern tendencies in advertising, generation and use of databases is imposed as critical for achieving desired effects, reaching target audiences and their incitement to purchasing actions. Databases in this case include all data that advertisers or marketing agencies can collect on the target groups, which are related to their geographic and socio-demographic profiles, as well as behavioral patterns, especially when it comes to the consumption of certain products and media content. Such bases are essential for determining the appropriate media and advertising strategies in relation to members of target markets that appear to be in various stages of purchasing process. As all necessary data rarely can be collected from a single source, the integration of multiple databases by using appropriate techniques should be implemented in practice, in order to obtain more complex profiles of target groups.
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