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Model for the evaluation of television commercials of timber companies

Leon Oblak and Anton Zupančič and Miha Jukić (2013) Model for the evaluation of television commercials of timber companies. In: WoodEMA. Visegrad innovations INNOVATION AS THE SOURCE OF VALUES IN THE FORESTRY, WOOD PROCESSING AND FURNITURE MANUFACTURING, 2013, Częstochowa.

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Timber companies must continually strive to improve or at least maintain its market share. There are several methods to achieve this, among them advertising. The company should prepare such advertisements, which will be attractive to consumers and they will like them. By doing so, it must take into account a number of criteria as well as the fact that some of these are more important than the others. In the project we used the AHP method to determine the market professionals’ opinion about the importance of criteria in television advertising of timber products and services. Based on the results we developed a model for evaluating television advertisements and we tested it with random respondents who evaluated sample television advertisement of timber companies.

Item Type: Conference or Workshop Item (Paper)
Keywords: timber company, advertising, television advertisement, AHP method, survey
Link to COBISS: http://cobiss4.izum.si/scripts/cobiss?ukaz=DISP&id=1603070020087468&rec=7&sid=1
Divisions: Biotechnical Faculty, Department of Wood Technology > Chair of management and economics of wood enterprises and product development
Item ID: 71
Date Deposited: 14 Aug 2013 16:09
Last Modified: 14 Dec 2015 08:14
URI: http://eprints.gozdis.si/id/eprint/71

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