Effectiveness of printed direct marketing media in the Republic of Serbia

Abstract

Internet media is showing a steady growth and the question arises as to whether the communicative effects in terms of informing the consumers and readiness to respond continue to be achieved through the print media of direct marketing. The subject of research is the print media direct marketing, in order to find out about their use and effectiveness in the Republic of Serbia, by the consumers. The effectiveness of the mentioned media is seen from the perspective of consumers' reactions (which are grouped into target groups by age and gender) to promotional activities carried out through a specific print media direct marketing, which is mostly dependent on media habits, preferences and consumer attitudes. The paper will present the results of descriptive and comparative statistics of empirical research carried out in the Republic of Serbia. Of all tested printed media of direct marketing, the flyer is the most effective, in terms of reading content from it, by (potential) consumers.

Keywords

• print media
• direct marketing
• effectiveness
• direct mail