Drvna industrija, Vol. 65 No. 4, 2014.
Original scientific paper
https://doi.org/10.5552/drind.2014.1357
A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products
Leon Oblak
; Biotechnical Faculty University of Ljubljana, Slovenia
Branko Glavonjić
; Faculty of Forestry, University of Belgrade, Serbia
Abstract
Timber companies must continually strive to improve or at least maintain their market share. There are several methods to achieve this, and advertising is one of them. When timber companies make decisions about advertising, many of them choose radio advertising instead of television advertising, because it is less expensive. Companies should prepare advertisements that consumers will find attractive and appealing. To achieve this, they must take into account a number of criteria, as well as the fact that some of them are more important than the others. In this paper, the AHP analysis was used to determine the opinion of market professionals about the importance of criteria in radio advertising of timber products. Based on the results, a model for evaluating radio advertisements was developed and tested with random respondents, who evaluated a sample radio advertisement of timber companies.
Keywords
timber company; timber products; radio advertisement; AHP analysis; survey
Hrčak ID:
132189
URI
Publication date:
7.1.2015.
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