engleski

The influence of economic and political environment on print advertising investments in Croatia

It is the aim of this paper to help marketing academicians and practitioners get better understanding of the dynamics of advertising in print media in the Republic of Croatia. Authors examine the influence of selected variables related to the economic and political environment on print advertising investments. Introduction is followed by literature review, research methodology explanation, presentation of results, their interpretation and conclusion. On the basis of monitoring and an econometric analysis of data (by means of EViewa, Version 7) on investments into advertising in print media by media class and sectors in Croatia for 63 observation periods (January 2005 - march 2010) on a mouth-to-mouth basis, authors develop and propose a graded econometric model to forecast future developments, thereby enhancing and facilitating decision making on investment in print media advertising.

print media; advertising investments; econometric model

nije evidentirano