Abstract
The aim of this paper is to analyse and compare the official media reports published in the Republic of North (RN) Macedonia and some other South-Eastern European Countries, such as Croatia, Bosnia and Herzegovina, Serbia, and Bulgaria. According to the official results from Nielsen Arianna, IPSOS, and Alma Quattro, Macedonian furniture companies mainly allocate their media budget to television channels with an amount of EUR 4.786.710, which is 6.7 times lower than the amount allocated by Croatian furniture companies to the same media (EUR 32.223.506). The conclusion is that the media budget of Macedonian furniture companies is on a very low level, compared to selected South-Eastern European Countries, mainly because 74 % of the total number of furniture companies are micro enterprises with up to ten employees, which affects the media budget.
Highlights
IntroductionThe main objective of advertising, as one of the promotional and marketing communications tools, is to communicate and create brand awareness, build brand image and to initiate and support the consumer buying behaviour
The digital media buying in general is still lower that the traditional media buying, and the same applies to the furniture industry
In the first part of the study, the results are presented for the Republic of North Macedonia, followed by the results for some of SEE countries, Serbia, Bulgaria, Bosnia and Herzegovina, and Croatia
Summary
The main objective of advertising, as one of the promotional and marketing communications tools, is to communicate and create brand awareness, build brand image and to initiate and support the consumer buying behaviour. Using the traditional media channels i.e. television, print, radio and outdoor, it is supported with the digital media, such as internet, mobile, social media and two-way communications. The media buying is constantly growing, especially the digital media. Selected South-Eastern European countries (SEE countries) and the Republic of North Macedonia are following the same trend of media buying, but are still far from the world figures. Most of the media buying in the South East Europe is on television, radio and print media, outdoor, flyers and brochures cover a significant share of the market (Žujo, 2011)
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