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2014, vol. 61, br. 2, str. 501-515
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Marketing istraživanje u funkciji izbora sadržaja promotivne poruke domaćih organskih proizvoda
Marketing research for choosing the promotional message content for domestic organic products
Projekat: Novi proizvodi cerealija i pseudocerealija iz organske proizvodnje (MPNTR - 46005)
Sažetak
Izbor sadržaja promotivne poruke spada u aktivnosti integrisanih marketing komunikacija. Kada su u pitanju organski proizvodi u svetu, istraživanjima u vezi sa izborom sadržaja promotivne poruke posvećuje se velika pažnja prvenstveno na osnovu realizacije marketing istraživanja potrošača tih proizvoda. Promocija domaćih organskih proizvoda takođe nužno podrazumeva realizaciju marketing istraživanja potrošača u funkciji izbora sadržaja promotivne poruke. S tim u vezi, u ovom radu je definisano nekoliko ciljeva: istražiti izbor sadržaja promotivne poruke u odnosu na ostale aktivnosti integrisanih marketing komunikacija, istražiti navedeno pitanje u kontekstu relevantnih inostranih marketing istraživanja potrošača organskih proizvoda, sagledati nivo dosadašnjih marketing istraživanja koja bi iz domaće perspektive mogla koristiti pristupanju navedenoj problematici, kao i istražiti koje preporuke i implikacije bi se mogle generisati kada su u pitanju domaći organski proizvodi.
Abstract
Choosing the content of promotional messages is a part of the activities of integrated marketing communication. As far as organic products in the world are concerned, research related to the choice of promotional message content is the object of much attention, primarily based on the conduct of research among the consumers of these product (information for defining the aim of promotion, creating and testing promotional messages, selecting media and media mix, and determining the number and frequency of promotional events). Promoting domestic organic products also inevitably implies conducting consumer-centred marketing research, in order to choose the appropriate promotional message. In this respect, this article defines several goals: study the choice of the promotional message content in relation to other activities of integrated marketing communication; consider this question in the context of relevant foreign market research into organic product consumers; determine the level of marketing research, which could be used for approaching the issue from the domestic perspective; and establish which recommendations and implication could be generated when domestic organic products are concerned.
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