Naslov
Advertising Decision-making Rationality in Leading Advertisers in BiH

Autori
Čičić, Muris ; Brkić, Nenad ; Muslim, Kemal

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Transition in Central and Eastern Europe- Challenges of 21st Century - ICES 2002 / Čičić, Muris ; Brkić, Nenad - Sarajevo : Ekonomski fakultet Univerziteta u Sarajevu, 2002, 137-143

Skup
Transition in Central and Eastern Europe-Challenges of 21st Century - ICES 2002

Mjesto i datum
Sarajevo, Bosna i Hercegovina, 17.10.2002. - 18.10.2002

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Advertising; Rationality in Decision-making; Advertiser in Bosnia-Herzegovina

Sažetak
Advertising effects are correlated with rationality in the decision-making process. The topic of our paper is decision-making rationality among the leading advertisers in Bosnia-Herzegovina (BiH). The study results show that rationality criteria - consistency and logical linkages, empirical foundations and predictability - are only partly respected. The major weaknesses are lack of the empirical and operational marketing objectives what makes the determination of logically co-coordinated and operational advertising objectives impossible. In addition, the confusing objectives, arbitrary budgeting, capricious media selection, lack of pre-testing and results evaluation, together reduce the rationality motivation of decisions by leading advertisers in BiH.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA