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2019, vol. 50, br. 3, str. 217-230
Medijska sredstva kao medijski kontekst u oglašavanju - uticaj na percepciju nepoznatih naspram dobro etabliranih brendova
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e-adresanedajovanovic@hotmail.com
Ključne reči: mediji; medijska sredstva; medijski kontekst; brend; ličnost brenda; oglašavanje
Sažetak
U današnjem dinamičnom medijskom okruženju, različita medijska sredstva predstavljaju svojevrsne brendove,sa zasebnim "ličnostima" i asocijacijama. Karakteristike medijskog okruženja čine izbor medija izazovnijim nego ikada do sada, kako za oglašivače, tako i za marketinške agencije. Ono što je potrebno je bolje razumevanje mogućeg uticaja medija na efektivnost oglašavanja. Predmet ove studije je upravo ispitivanje uticaja brendova medijskih sredstava na percepciju oglašenih brendova. Drugim rečima,studija teži da otkrije da li je medijski brend sam po sebi jak element konteksta u okviru kojeg se oglašen brend doživljava, procesira i razvija. Rezultati eksperimentalnog istraživanja su potvrdili da medijska sredstva nisu samo pasivni prenosioci poruka,već da obezbeđuju komunikacionu pozadinu koja može da utiče na efektivnost oglašavanja. Glavni rezultati, na osnovu kojih su potvrđene hipoteze, pokazuju da odabir medijskih sredstava za oglašavanje igra važnu ulogu kada je u pitanju nepoznat brend. Rezultatisu takođe potvrdili hipoteze da su dobro etablirani brendovi relativno imuni na uticaje medijskih sredstava u kojima se oglašavaju.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/markt1903217J
objavljen u SCIndeksu: 11.02.2020.
metod recenzije: dvostruko anoniman
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