publication . Article . 2017

The influence of advertising media on brand awareness

Domazet, Ivana; Đokić, Ines; Milovanov, Olja;
Open Access English
  • Published: 01 Oct 2017 Journal: Management: Journal for Theory and Practice Management (issn: 1820-0222, Copyright policy)
Abstract
<jats:p>In modern business conditions, the company sends its promotional message through various instruments of promotion, and therefore the different media. One of the instruments of promotion is economic propaganda (advertising), which uses a number of media such as television, radio, newspapers, billboards, Internet and others. By using various media, the company affects the consumer awareness of the brand, spreads information about themselves and the brand, educates consumers, creates a brand image and the like. The aim of this study is to investigate the influence of different media of advertising on consumer awareness of the brand, as well as to investigat...
Subjects
free text keywords: advertising, media, brand awareness, brand equity, effects of advertising and promotion, marketing instruments, Consumer awareness, Economics, The Internet, business.industry, business, Brand image, Newspaper, Perception, media_common.quotation_subject, media_common, HF5001-6182
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