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2008, vol. 13, br. 49-50, str. 49-53
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Primena strategije oglašavanja
Implementation of advertising strategy
JP `Železnice Srbije`, Beograd
Sažetak
Oglašavanje predstavlja jedan od najvažnijih elemenata programa integrisanih marketing komunikacija. Oglašavanje 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, ključni 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 određenog problema i zadovoljenja potreba i postizanja određenih ciljeva. Medijski plan kao sastavni deo strategije oglašavanja, predstavlja najbolji način da se oglasna poruka pošalje na tržište.
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 problem 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 perspective, 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.
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