Karolina Perčić, Nenad Perić
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THE ANALYSIS OF DIRECT MARKETING MEDIA USAGE AND EFFECTIVENESS
Abstract: In the current business environment organizations are forced to fi nd the most eff ective marketing technique in order to improve the results of their business. Since each company’s goal is to achieve eff ective and effi cient business, one of the most important decisions is the choice of direct marketing media actions that are most suitable for contacting existing and potential consumers. In order to obtain information regarding the eff ectiveness of direct marketing media, market research provides an overview of market factors. Research presented in this paper intends to reveal consumer habits and preferences in order to determine the usage and eff ectiveness of direct marketing media. Presented results and models show that, in terms of communication and sales eff ects, Internet is the most prominent as a direct marketing medium for all age groups that are surveyed. Also, leafl ets are a very eff ective medium of direct marketing for respondents of all age categories, and newspapers have been proved to be a very effective medium for consumers who frequently buy them.
Keywords: direct marketing media; social media; usage; eff ectiveness; consumers.