Jovanov, Tamara and Temjanovski, Riste (2012) Медиумите наспроти претпријатијата - улога во креирањето на промотивната порака и медиа планот. In: „Улогата на медиумите во промоцијата на производите и услугите", 14-15 June 2012, Македонско здружение за маркетинг „Маркетинг“ - Скопје.
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Abstract
Communicating an appropriate, timely defined message to the target audience is a key element in the process of marketing communication with the consumer. The promotional strategy of an enterprise should be created by a professional team that distinguishes the target consumers from the general public, knows the vision, mission and portfolio of the company in details. The primary goal should be achieved with the promotional message that will be presented to current and potential users of the products/services. Therefore the importance of the precise approach in the process of creation of the promotional message should be in terms of encoding, choice of the device, media and media plan, i.e. the time aspect of the broadcast. The research indicates that it is a common practice in our national companies to leave the realization of this issue entirely to the media, or the message to be created by the owner or employees who do not have appropriate knowledge for successful implementation of the promotion, resulting in meager messages with inappropriate elements in content, completely wrong promotion, observed through the prism of the ultimate consumer. This paper analyzes the work of Macedonian enterprises and the media in terms of their individual involvement in the creation of advertising messages and the preparation of the media plan, based on personal interviews conducted in enterprises and few of the Macedonian media. A part of the analysis, are also suggestions that can help minimize or completely remove these and problems of similar nature.
Key words: communication process, promotional message, media plan, media, enterprises
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | Social Sciences > Economics and business |
| Divisions: | Faculty of Economics |
| Depositing User: | Prof.d-r Riste Temjanovski |
| Date Deposited: | 05 Nov 2012 11:46 |
| Last Modified: | 16 Aug 2018 06:57 |
| URI: | https://eprints.ugd.edu.mk/id/eprint/366 |
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