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

Autori
Ozretić Došen, Đurđana ; Pleli, Nada ; Škare, Vatroslav

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

Izvornik
2nd EMAC Regional Conference Marketing Theory Challanges in Emerging Societies : Conference Proceedings / Munteanu, Corneliu - : Alexandru Ioan Cuza University of Iasi, 2011, 191-197

ISBN
978-973-640-681-2

Skup
EMAC Regional Conference Marketing Theory Challenges in Emerging Societies (2 ; 2011)

Mjesto i datum
Iaşi, Rumunjska, 21.09.2011. - 23.09.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
print media; advertising investments; econometric model

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA