engleski

Online And Offline Media Effectiveness Based On Shopping Center Communication Objectives

With the significant changes and implications that the Internet revolution generated in the last 20 odd years, along came the big shifts in almost every aspect of social interaction: people became digitally available, businesses started creating new digital markets and the new digital society was created. As Internet penetration grew in personal and business related usage, business started utilizing every market aspect of the new media including the potential of internet advertising along with the traditional advertising channels thereby involving Internet in their integrated marketing communication strategies. One of the biggest advantages of internet advertising, besides its cost effectiveness, is the ability to measure its advertising conversion. The aim of this paper is to compare and analyze online and offline media advertising effectiveness by analyzing specific communication objectives. The analysis is based on the data from a Croatian shopping center. The specific communication objective was visitor participation in a prize game contest and it was measured in the period from February to September of 2013. The focus of the research was the available advertising budget allocation per communication channel (online and offline) and conversion to communication objectives while determining the cost effectiveness of every communication channel used. The final results showed that although offline channels contributed more in absolute numbers, online channels were significantly more cost effective compared to traditional advertising channels. However, due to sample limitations further research is necessary.

online media effectiveness; advertising conversion; internet promotion mix; shopping center advertising ROI

nije evidentirano