Pregled marketinških apela i njihova uloga u strategiji razvoja uspešne marketinške komunikacije
The Review of the Marketing Appeals and their Role in the Strategy of Development of the Successful Marketing Communication
Apstrakt
Integrisane marketinške komunikacije u modernom vremenu podrazumevaju stalno otkrivanje i uključivanje novih sredstava komunikacije. Međutim, pored toga, marketinški stručnjaci permanentno tragaju i za novim sadržajima marketinških poruka koje bi im omogućile efektivniju i uspešniju komunikaciju sa potrošačima. Apeli predstavljaju suštinski važnu komponentu marketinških poruka, na kojoj se baziraju ostali elementi uspešne komunikacije. U radu je dat pregled različitih kriterijuma po kojima se se apeli mogu razvrstati i analizirane su osnovne vrste koje se najčešće koriste. Pored toga, diskutovani su uslovi u kojima je svaki od navedenih apela svrsishodno i prigodno koristiti, što predstavlja koristan vodič za sve praktičare koji se bave marketinškim komunikacijama.
Abstract
Nowadays integrated marketing communications request permanent search for and inclusion of the new communication tools. However, beside that, marketing experts continiously look for the new message contents in order to achieve more effective and more successful communication with their consumers. Appeals represent essentially important component of the marketing message, which serves as the basis of all other elements of the successful communication. The paper reviews different criteria for the grouping of the appeals and analysis the main categories of the most used ones. Moreover, it discusses the circumstances in which it is apropriate and meaningful to use each of them, which can be considered as the useful guideline for all the practionnieres who work in the area of marketing communications.
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