Drvna industrija, Vol. 71 No. 3, 2020.
Pregledni rad
https://doi.org/10.5552/drvind.2020.1959
Wood Sector Media Budget Allocation: Comparison of Republic of North Macedonia and some South-Eastern European Countries
Ilijana Petrovska
orcid.org/0000-0002-6544-2745
; Marketing Department, School of Business Economics and Management, University American College Skopje, Skopje, Republic of North Macedonia
Živka Meloska
; Faculty of Design and Technology of Furniture and Interior, Ss. Cyril and Methodius University, Skopje, Republic of North Macedonia
Mira Stankević Šumanska
; Faculty of Design and Technology of Furniture and Interior, Ss. Cyril and Methodius University, Skopje, Republic of North Macedonia
Angelina Meloska
; School of Economics and Business, University of Ljubljana, Ljubljana, Republic of Slovenia
Sažetak
The aim of this paper is to analyse and compare the official media reports published in the Republic of North (RN) Macedonia and some other South-Eastern European Countries, such as Croatia, Bosnia and Herzegovina, Serbia, and Bulgaria. According to the official results from Nielsen Arianna, IPSOS, and Alma Quattro, Macedonian furniture companies mainly allocate their media budget to television channels with an amount of EUR 4.786.710, which is 6.7 times lower than the amount allocated by Croatian furniture companies to the same media (EUR 32.223.506). The conclusion is that the media budget of Macedonian furniture companies is on a very low level, compared to selected South-Eastern European Countries, mainly because 74 % of the total number of furniture companies are micro enterprises with up to ten employees, which affects the media budget.
Ključne riječi
advertising; furniture; media budget allocation; promotion; wood industry
Hrčak ID:
241025
URI
Datum izdavanja:
10.7.2020.
Posjeta: 1.162 *