THE REASONS THAT COMPANIES PREFER CERTAIN MEDIA PROMOTIONAL ASPECTS

Abstract

The preferences and the credibility are some of the aspects that companies
take into consideration in planning periods and promotions campaigns. Although in
most of the cases the budget is predetermined of media selection, marketers
express their beliefs for promotion ways and also media selection.
The print and electronic media as two generalized unitsthat include within
them a variety of advertising forms, all with special specifications which are relate
to the audience targeted by the company.
What are the major reasons why companies prefer TV as a medium to
advertise their products or services? Why small companies prefer social media
respectively internet less than large companies?What is a decisive moment in the
selection of media by the companies?
These are some of the research questions of this research which aims to
identify the media that in this case are more preferred by companies in Kosovo to
promote their products and/or services.
On the other side, the present research will also identify the problems that
companies in Kosovo face during the selection of media, and the obstacles faced by
these companies during the advertising process.
The importance of advertising in determining the success of the company is
related to the selected media. The coordination between the company and the
media is made by the marketers which aim to increase the audience in general
notwithstanding the audience of these media.