engleski

Advertising Decision-making Rationality in Leading Advertisers in BiH

Advertising effects are correlated with rationality in the decision-making process. The topic of our paper is decision-making rationality among the leading advertisers in Bosnia-Herzegovina (BiH). The study results show that rationality criteria - consistency and logical linkages, empirical foundations and predictability - are only partly respected. The major weaknesses are lack of the empirical and operational marketing objectives what makes the determination of logically co-coordinated and operational advertising objectives impossible. In addition, the confusing objectives, arbitrary budgeting, capricious media selection, lack of pre-testing and results evaluation, together reduce the rationality motivation of decisions by leading advertisers in BiH.

Advertising; Rationality in Decision-making; Advertiser in Bosnia-Herzegovina

nije evidentirano