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

• DOI: 10.5552/drind.2014.1357
• Publication Date: 2015-01-14T14:36:12Z
• Authors: Leon Oblak; Branko Glavonjić
• Keywords: timber company; timber products; 0401 agriculture, forestry, and fisheries; radio advertisement; survey; Forestry; 04 agricultural and veterinary sciences; SD1-669.5; AHP analysis

Timber companies must continually strive to improve or at least maintain their market share.There are several methods achieve this, and advertising is one of them.When timber make decisions about advertising, many them choose radio instead television because it less expensive.Companies should prepare advertisements that consumers will fi nd attractive appealing.To they take into account a number criteria, as well the fact some more important than others.In this paper, AHP analysis was used determine opinion professionals importance criteria in products.Based on results, model for evaluating developed tested with random respondents, who evaluated sample advertisement companies.