Vol.1, No 5, 1997 pp. 71 - 78
UDC: 339.138;658.8
MARKETING DIMENSIONS OF GLOBAL ADVERTISING
Goran Milovanović
The Faculty of Economics, University in Niš, Trg VJ 11, 18000 Niš,
Yugoslavia
Abstract. The aim of the paper is to evaluate important marketing
dimensions of global advertising through analysis and synthesis of certain
theoretical knowledge in areas such as: the nature of advertising messages
on global markets, modifying messages to necessities of local markets and
influence of advertising on the choice the brand of the product. An insight
into the marketing mix and analysis of above mentioned advertising (the
aim of the paper) are focused on upgrading the image of the product as
well as on the rise of sale and profit in global terms.
MARKETING DIMENZIJE GLOBALNE PROPAGANDE
Cilj rada je da se, analizom i sintezom nekih aktuelnih teorijskih saznanja,
ocene značajnije marketing dimenzije globalne privredne propagande (priroda
propagandnih poruka za globalna tržišta, smisao prilagođavanja poruka zahtevima
lokalnih tržišta i identifikovanje nekih uticaja privredne propagande na
izbor marke proizvoda). Pregled nekih pristupa ovom instrumentu marketing
mix-a kao i analiza pomenutih dimenzija privredne propagande (predmetno
određenje rada) fokusirani su na unapređenje imidža proizvoda kao i rast
prodaje i profita u globalnim poslovnim okvirima.
