The Influence of advertising media on brand awareness

Ivana S. Domazet; Ines Đokić; Olja Milovanov

doi:10.7595/management.fon.2017.0022

Ivana S. Domazet Institute of Economic Sciences, Serbia
Ines Đokić Faculty of Economics in Subotica, University of Novi Sad
Olja Milovanov Faculty of Economics in Subotica, University of Novi Sad

DOI: https://doi.org/10.7595/management.fon.2017.0022

Abstract

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 investigate that influence in the context of socio-demographic characteristics of respondents. The methods used in the work are historical and research (field and online) methods and include a total of 690 respondents from Serbia in the period February-April 2017. For data analysis, we used the independent-samples t-test and the Spearman’s rank correlation coefficient. The results showed that television has the strongest impact on brand awareness. The Internet and billboards follow, while the weakest effect is that of newspapers and radio. Results show that in the context of gender, age, education and income of respondents, there are reasons to analyze the impact of television, radio, newspapers, billboards and the Internet to consumer awareness of the brand in a different manner. The contribution of the thesis is also reflected in the fact that, on the basis of the obtained results, the authors give recommendations, when it comes to perception and brand awareness, on the media that are an adequate promotional instrument for a particular segment of consumers.

Author Biographies

Ivana S. Domazet, Institute of Economic Sciences, Serbia

Ivana Domazet is a Senior Research Fellow at the Institute of Economic Sciences and Associate Professor at the Faculty for Banking, Insurance and Finance, Union University. She teaches courses on Marketing (graduate studies), Marketing Management, Marketing Strategy and Integrated Communications (postgraduate studies). Her scientific interest refers to: Marketing Research and Strategy, Integrated Marketing, Communications, CRM and Strategic Management. She is President of Scientific Council at the Institute of Economic Sciences, Board member of the Institute of Social Sciences, member of Serbian Scientific Association of Economists and Serbian Marketing Association.

Ines Đokić, Faculty of Economics in Subotica, University of Novi Sad

Ines Đokić, PhD is a Teaching Assistant at Department of Trade, Marketing and Logistics at Faculty of Economics in Subotica (University of Novi Sad, Serbia). She teaches Sales management, Business Negotiation and Marketing communication. She is a member of the Serbian Marketing Association (SEMA).

Olja Milovanov, Faculty of Economics in Subotica, University of Novi Sad

Olja Milovanov, MSc. is an Assistant Lecturer at the Faculty of Economics in Subotica (University of Novi Sad, Serbia). Her field of interest is marketing. She teaches Principles of marketing, Product management and Business marketing. She is a member of the Serbian Marketing Association (SEMA) and Technical editor of the Journal “Annals of the Faculty of Economics in Subotica”.