Strategije unaprijeđenja prodaje tiskanih medija

master's thesis

• Title (english): Sales promotion strategies in print media
• Author: Ivan Zovak
• Mentor: Jurica Pavičić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Rad se bavi problematikom strategija unaprjeđenja prodaje u tiskanim medijima na tržištu dnevnih novina u RH. Obzirom na promjene na tržištu medija i u industriji oglašavanja, mediji su prisiljeni sve više strateški promišljati o svim metodama koje mogu smanjiti pad volumena i prihoda od prodaje.
Strategije unaprjeđenja prodaje tematski pripadaju promociji, odnosno integriranoj marketinškoj komunikaciji, kao jednom od četiri elementa marketinškog miksa. Strategija i strategija marketinga usko su povezani pojmovi sa strategijom unaprjeđenja prodaje.
U teorijskom pregledu su navedeni pojmovi definirani i proučen je njihov utjecaj na poduzeće. Definirane su i vrste i strategije unaprjeđenja prodaje. Također, napravljena je analiza tržišta tiskanih medija u RH.
U kvalitativnom istraživanju su provedeni dubinski intervjui s predstavnicima četiri dnevnih novina u RH. Ispitani su o strategijama unaprjeđenja prodaje i njihovom utjecaju na prodajni rezultat njihovih medija.

Abstract (english)

This thesis deals with the issue of sales promotion strategies in print media on the Croatian daily newspaper market. The print media market and the advertising industry are going through a number of changes. Considering the mentioned changes, those media are forced to develop strategic thought on methods that will help reduce the downfall of sales volume and sales revenue.
Sales promotion strategies fall under the category of promotion or integrated marketing communications, as one of four elements of the marketing mix. Strategy and marketing strategy are tightly connected to sales promotion strategies.
The aforementioned terms were defined and explained in the theoretical summary, as their effect on the company was explored as well. Also, an analysis of the present state of the Croatian print media market was made.
In the qualitative primary research, interviews were conductes with four examinees, all four representing different daily newspapers in Croatia. The examinees have been asked questions about the sales promotion strategies that are in use in their newspaper. Also, they have given their remarks on the effect of those strategies on the sales results of their media.

• Keywords: strategija; unaprjeđenje prodaje; tiskani mediji; dnevne novine
• Keywords (english): strategy; sales promotion; print media; daily newspaper
• Language: croatian
• URN:NBN: urn:nbn:hr:148:884938
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-11-17 13:16:46