Vol. 10, No 1, 2013 pp. 77 - 87
UDC 004.738.5:658.8
ADVERTISING AND PROMOTION ON THE INTERNET
Ana Stojković*
Faculty of Economics, University of Niš, Serbia
* PhD Student
Intense development of information technology which marked last decades of 20th century and especially the beginning of a new millennium, has brought significant changes in every aspect of human existance. These changes have brought intense development also to marketing, which gained new, sophisticated instruments for achieving its goals through IT solutions. Traditional marketing mix and especially promotion got an efective tool in Internet, one of the most imortant phenomenons of modern living, and web sites elevated marketing communications on a much higher level, giving it a completely new dimension. All this has brought a new, higher quality to all aspects of human life, which would be unthinkable without the achievements of modern technologies in a contemporary world.
Key Words: marketing mix, website, online promotion, marketing communication
EKONOMSKA PROPAGANDA I PROMOCIJA NA INTERNETU
Snažan razvoj informacionih tehnologija koji je obeležio poslednje decenije dvadesetog veka i naročito početak novog milenijuma doneo je značajne promene u gotovo svim aspektima života. Ove promene donele su intenzivan razvoj i marketingu, koji je u IT servisima dobio nove, sofisticirane instrumente za postizanje svojih ciljeva. Tradicionalni marketing miks, a naročito promocija, u internetu kao jednom od najznačajnijih fenomena savremenog doba, dobija izuzetno efikasno promotivno sredstvo, a web sajt tržišno komuniciranje podiže na znatno viši nivo, dajući mu potpuno nove dimenzije. Sve ovo donelo je kvalitativno nove poglede na život, kao i na sve oblike ljudskog organizovanja i rada, što je za rezultat imalo podizanje ukupnog kvaliteta života ljudi na nivo koji bi bez dostignuća savremenih tehnologija bio nezamisliv.
Ključne reči: marketing miks, web okruženje, online promotivni miks, tržišno komuniciranje
