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.

DOI: 10.5901/ajis.2014.v3n2p307