From information to influence: The effectiveness of media formats in marketing communications
Od informisanja do uticaja: efektivnost medijskih formata u marketinškim komunikacijama
Abstract
With the development of existing and the emergence of new media and information-communication technologies, marketing communications are increasingly focused on finding new ways to disseminate information, establish communication, and build relationships with consumers through traditional and hybrid media formats. One of the key challenges in this process is how the target audience perceives and evaluates the content of promotional messages, forms opinions about the credibility of certain media formats, and consequently shapes attitudes toward companies, products, and services being advertised. Despite the rapid development of this field, it is notable that there is a relatively small number of scientific papers in the Republic of Serbia that address the influence of various media formats on this process. Therefore, the focus of this paper is on determining and analyzing the visibility of different media formats, the attitudes consumers have toward them, and identifying the role of information disseminated through these formats in the purchasing decision-making process. For this paper, an empirical study was conducted using the survey method. The paper contributes to a better un-derstanding of this issue and provides clear recommendations for marketing strategists to improve the creation of promotional message content and select appropriate media formats for its dissemination to consumers in the Republic of Serbia.
Apstrakt
Razvojem postojećih i pojavom novih medija i informaciono-komunikacionih tehnologija, savremene marketinške komunikacije se sve više orijentišu ka traženju novih načina za plasiranje informacija, uspostavljanje komunikacije i izgradnju odnosa sa potrošačima putem tradicionalnih i hibridnih medijskih formata. Jedan od ključnih izazova u ovom procesu jeste kako ciljna javnost percipira i vrednuje sadržaje promotivnih poruka, formira mišljenja o kredibilnosti pojedinih medijskih formata i posledično formira stavove o kompanijama, proizvodima i uslugama koje se oglašavaju. Uprkos ubrzanom razvoju ove oblasti, primetno je da u Republici Srbiji postoji relativno mali broj naučnih radova koji se bave istraživanjem uticaja različitih medijskih formata na navedeni proces. Stoga je fokus rada na utvrđivanju i analizi vidljivosti različitih medijskih formata, stavova koje potrošači imaju prema njima, kao i na identifikaciji uloge koju informacije plasirane putem ovih formata imaju u procesu donošenja odluka o kupovini. Za potrebe rada sprovedeno je empirijsko istraživanje primenom metode ankete. Rad doprinosi boljem razumevanju ovog problema i daje jasne preporuke marketinškim stratezima za izbor adekvatnih medijskih formata za plasiranje promotivnih poruka i sadržaja namenjenih potrošačima u Republici Srbiji.
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