期刊
DRVNA INDUSTRIJA
卷 65, 期 4, 页码 303-308出版社
ZAGREB UNIV, FAC FORESTRY
DOI: 10.5552/drind.2014.1357
关键词
timber company; timber products; radio advertisement; AHP analysis; survey
资金
- Slovenian Research Agency (ARRS) [P4-0015-0481]
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.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据