A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products

Timber companies must continually strive to improve or at least maintain their market share. There are several methods to achieve this, and advertising is one of them. When timber companies make decisions about advertising, many of them choose radio advertising instead of television advertising, bec...

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Autores principales:	Leon Oblak, Branko Glavonjić
Formato:	article
Lenguaje:	EN
Publicado:	University of Zagreb, Faculty of Forestry and Wood Technology 2015
Materias:	timber company timber products radio advertisement AHP analysis survey Forestry SD1-669.5
Acceso en línea:	https://doaj.org/article/94c52b2a55a54b60909adfbfc6e9bf81
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id	oai:doaj.org-article:94c52b2a55a54b60909adfbfc6e9bf81
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spelling	oai:doaj.org-article:94c52b2a55a54b60909adfbfc6e9bf812021-12-02T02:58:16ZA Model for the Evaluation of Radio Advertisements for the Sale of Timber Products10.5552/drind.2014.13570012-67721847-1153https://doaj.org/article/94c52b2a55a54b60909adfbfc6e9bf812015-01-01T00:00:00Zhttp://hrcak.srce.hr/file/195186https://doaj.org/toc/0012-6772https://doaj.org/toc/1847-1153Timber companies must continually strive to improve or at least maintain their market share. There are several methods to achieve this, and advertising is one of them. When timber companies make decisions about advertising, many of them choose radio advertising instead of television advertising, because it is less expensive. Companies should prepare advertisements that consumers will find attractive and appealing. To achieve this, they must take into account a number of criteria, as well as the fact that some of them are more important than the others. In this paper, the AHP analysis was used to determine the opinion of market professionals about the importance of criteria in radio advertising of timber products. Based on the results, a model for evaluating radio advertisements was developed and tested with random respondents, who evaluated a sample radio advertisement of timber companies.Leon OblakBranko GlavonjićUniversity of Zagreb, Faculty of Forestry and Wood Technologyarticletimber companytimber productsradio advertisementAHP analysissurveyForestrySD1-669.5ENDrvna Industrija, Vol 65, Iss 4, Pp 303-308 (2015)
institution	DOAJ
collection	DOAJ
language	EN
topic	timber company timber products radio advertisement AHP analysis survey Forestry SD1-669.5
spellingShingle	timber company timber products radio advertisement AHP analysis survey Forestry SD1-669.5 Leon Oblak Branko Glavonjić A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products
description	Timber companies must continually strive to improve or at least maintain their market share. There are several methods to achieve this, and advertising is one of them. When timber companies make decisions about advertising, many of them choose radio advertising instead of television advertising, because it is less expensive. Companies should prepare advertisements that consumers will find attractive and appealing. To achieve this, they must take into account a number of criteria, as well as the fact that some of them are more important than the others. In this paper, the AHP analysis was used to determine the opinion of market professionals about the importance of criteria in radio advertising of timber products. Based on the results, a model for evaluating radio advertisements was developed and tested with random respondents, who evaluated a sample radio advertisement of timber companies.
format	article
author	Leon Oblak Branko Glavonjić
author_facet	Leon Oblak Branko Glavonjić
author_sort	Leon Oblak
title	A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products
title_short	A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products
title_full	A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products
title_fullStr	A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products
title_full_unstemmed	A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products
title_sort	model for the evaluation of radio advertisements for the sale of timber products
publisher	University of Zagreb, Faculty of Forestry and Wood Technology
publishDate	2015
url	https://doaj.org/article/94c52b2a55a54b60909adfbfc6e9bf81
work_keys_str_mv	AT leonoblak amodelfortheevaluationofradioadvertisementsforthesaleoftimberproducts AT brankoglavonjic amodelfortheevaluationofradioadvertisementsforthesaleoftimberproducts AT leonoblak modelfortheevaluationofradioadvertisementsforthesaleoftimberproducts AT brankoglavonjic modelfortheevaluationofradioadvertisementsforthesaleoftimberproducts
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A Model for the Evaluation of Radio Advertisements for the Sale of Timber Products

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