Implementation of data bases in advertising

Marketing (Beograd. 1991)

Cvijović Jelena¹  Kostić-Stanković Milica¹  Janičić Radmila¹ 

[1] University of Belgrade, Faculty of Organizational Sciences, Belgrade, Serbia;

关键词: advertising;    data bases;    estimation of effects;    target groups;    data integration techniques;   

DOI  :  10.5937/markt1404299C

来源: DOAJ

【 摘 要 】

Taking into account the modern tendencies in advertising, generation and use of databases is imposed as critical for achieving desired effects, reaching target audiences and their incitement to purchasing actions. Databases in this case include all data that advertisers or marketing agencies can collect on the target groups, which are related to their geographic and socio-demographic profiles, as well as behavioral patterns, especially when it comes to the consumption of certain products and media content. Such bases are essential for determining the appropriate media and advertising strategies in relation to members of target markets that appear to be in various stages of purchasing process. As all necessary data rarely can be collected from a single source, the integration of multiple databases by using appropriate techniques should be implemented in practice, in order to obtain more complex profiles of target groups.

【 授权许可】

Unknown