ONLINE VS TRADITIONAL; MARKETING CHALLENGE IN THE TELECOM MARKET IN BOSNIA AND HERZEGOVINA
Understanding consumer behavior in media advertising enables companies to effectively direct marketing activities toward the target market. Today, companies are expected to continually communicate with current and potential customers. Although online advertising methods are a relatively new concept...
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| Format: | Article |
| Language: | English |
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Faculty of Economics, University of Tuzla
2018-05-01
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| Series: | Economic Review |
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| Online Access: | http://er.ef.untz.ba/index.php/er/article/view/93 |
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| _version_ | 1823861278942167040 |
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| author | Tarik Zaimović Adnan Suturović |
| author_facet | Tarik Zaimović Adnan Suturović |
| author_sort | Tarik Zaimović |
| collection | DOAJ |
| description |
Understanding consumer behavior in media advertising enables companies to effectively direct marketing activities toward the target market. Today, companies are expected to continually communicate with current and potential customers. Although online advertising methods are a relatively new concept compared to the established traditional ways of advertising, integrated marketing communication consists of messages sent to consumers using a set of various marketing instruments. The results of our research have shown that the users of telecommunication services in Bosnia and Herzegovina (BiH) pay more attention to the marketing messages sent over the online media. Social networks are the marketing communication medium preferred by most of the telecomm users in BiH, followed by television, billboards, text messages, company web page, web advertisements, newspapers, e-mail, and the radio. The results presented in this paper consider consumers’ behavior in one of the most dynamic BiH sectors, and provide an insight in the specific media channel of marketing communication.
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| format | Article |
| id | doaj-art-aeb8201f8e3445e383651eca72270534 |
| institution | Kabale University |
| issn | 1512-8962 2303-680X |
| language | English |
| publishDate | 2018-05-01 |
| publisher | Faculty of Economics, University of Tuzla |
| record_format | Article |
| series | Economic Review |
| spelling | doaj-art-aeb8201f8e3445e383651eca722705342025-02-10T00:31:04ZengFaculty of Economics, University of TuzlaEconomic Review1512-89622303-680X2018-05-01161ONLINE VS TRADITIONAL; MARKETING CHALLENGE IN THE TELECOM MARKET IN BOSNIA AND HERZEGOVINATarik Zaimović0Adnan Suturović1School of Economics and Business, University of Sarajevo, Bosnia and HerzegovinaBH Telecom d. d. Sarajevo, Bosnia and Herzegovina Understanding consumer behavior in media advertising enables companies to effectively direct marketing activities toward the target market. Today, companies are expected to continually communicate with current and potential customers. Although online advertising methods are a relatively new concept compared to the established traditional ways of advertising, integrated marketing communication consists of messages sent to consumers using a set of various marketing instruments. The results of our research have shown that the users of telecommunication services in Bosnia and Herzegovina (BiH) pay more attention to the marketing messages sent over the online media. Social networks are the marketing communication medium preferred by most of the telecomm users in BiH, followed by television, billboards, text messages, company web page, web advertisements, newspapers, e-mail, and the radio. The results presented in this paper consider consumers’ behavior in one of the most dynamic BiH sectors, and provide an insight in the specific media channel of marketing communication. http://er.ef.untz.ba/index.php/er/article/view/93consumer preferencesintegrated marketing communicationtraditional mediaonline mediatelecommunication market in Bosnia and Herzegovina |
| spellingShingle | Tarik Zaimović Adnan Suturović ONLINE VS TRADITIONAL; MARKETING CHALLENGE IN THE TELECOM MARKET IN BOSNIA AND HERZEGOVINA Economic Review consumer preferences integrated marketing communication traditional media online media telecommunication market in Bosnia and Herzegovina |
| title | ONLINE VS TRADITIONAL; MARKETING CHALLENGE IN THE TELECOM MARKET IN BOSNIA AND HERZEGOVINA |
| title_full | ONLINE VS TRADITIONAL; MARKETING CHALLENGE IN THE TELECOM MARKET IN BOSNIA AND HERZEGOVINA |
| title_fullStr | ONLINE VS TRADITIONAL; MARKETING CHALLENGE IN THE TELECOM MARKET IN BOSNIA AND HERZEGOVINA |
| title_full_unstemmed | ONLINE VS TRADITIONAL; MARKETING CHALLENGE IN THE TELECOM MARKET IN BOSNIA AND HERZEGOVINA |
| title_short | ONLINE VS TRADITIONAL; MARKETING CHALLENGE IN THE TELECOM MARKET IN BOSNIA AND HERZEGOVINA |
| title_sort | online vs traditional marketing challenge in the telecom market in bosnia and herzegovina |
| topic | consumer preferences integrated marketing communication traditional media online media telecommunication market in Bosnia and Herzegovina |
| url | http://er.ef.untz.ba/index.php/er/article/view/93 |
| work_keys_str_mv | AT tarikzaimovic onlinevstraditionalmarketingchallengeinthetelecommarketinbosniaandherzegovina AT adnansuturovic onlinevstraditionalmarketingchallengeinthetelecommarketinbosniaandherzegovina |