| Implementation of advertising strategy | Primena strategije oglašavanja |
| Management, [pdf] | Menadžment, [pdf] |
| ID: 7.2008.49-50.6 Number: 49-50 Volume: XIII Month: 12 Year: 2008 UDC: 659.11 [tmx] [bow] |
Slavica Stanić
Institution: JP „Železnice Srbije“, Belgrade | Slavica Stanić
Institucija: JP „Železnice Srbije“, u Beogradu |
Abstract
One of the most important components of an integrated marketing communications program is the advertising.
Advertising can be used to create images or associations and position a brand in the customer’s mind. The advertising
strategy is based on several factors, including identification of the target audience, the basic proble or issue
the advertising must address, the major selling idea the message needs to communicate, as well as creating and positioning
of the advertising message. From the marketer’s perspecteive, the advertising message is a way to tell consumers
how the product or service can solve a problem or help satisfy desires or achieve goals. The media plan, as
an integral part of the advertising strategy determines the best way to get the advertiser’s message to the market. | Apstrakt
Oglašavanje predstavlja jedan od najvažnijih elemenata programa integrisanih marketing komunikacija. Ogla-
šavanje se može koristi za stvaranje mentalne slike ili asocijacije i pozicioniranje brenda u svesti potrošača.
Strategija oglašavanja se temelji na nekoliko faktora, uključujući identifikovanje ciljnog auditorijuma, ključ-
ni problem ili temu oglašavanja, definisanje ključne ideje, kao i stvaranje i pozicioniranje oglasne poruke. Posmatrano
iz ugla marketing stručnjaka, oglasna poruka predstavlja način saopštenja poruke o proizvodu ili
usluzi u cilju rešavanja odredjenog problema i zadovoljenja potreba i postizanja odredjenih ciljeva. Medijski
plan kao sastavni deo strategije oglašavanja, predstavlja najbolji način da se oglasna poruka pošalje na tržište. |
| Pages: 49-53 | Strane: 49-53 |