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Mogućnosti I Efekti Primene Komparativnog Oglašavanja

Author

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  • Slađana Starčević

Abstract

Poslednjih godina evidentno je da je jedna forma konkurentskog oglašavanja dobila na važnosti - komparativno oglašavanje. Iako je njegovo rasprostranjeno korišćenje verovatno inspirisano verovanjem da se na taj način ohrabruje percepcija relativne superiornosti marke u odnosu na konkurenciju, istraživanja su proizvela dosta različite zaključke o njegovoj efektivnosti. U članku se sumiraju rezultati dosadašnjih istraživanja u ovoj oblasti, posebno oni koji ukazuju na faktore koji mogu uticati na efektivnost komparativnog oglašavanja. Pored toga, u članku su iznesena mišljenja pojedinih autora o dejstvu ovog oblika oglašavanja na marku u dugom roku, te preporuke za njegovo efektivnije korišćenje.

Suggested Citation

  • Slađana Starčević, 2006. "Mogućnosti I Efekti Primene Komparativnog Oglašavanja," Economic Annals, Faculty of Economics and Business, University of Belgrade, vol. 51(171), pages 90-102, October -.
    • Handle: RePEc:beo:journl:v:51:y:2006:i:171:p:90-102
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