Eлектронските медиуми на телекомуникацискиот пазар и трендот на појава на новите медиуми

Abstract

The dissertation gives the overview of the telecommunication market, defining all relevant characteristics. The process of segmentation, targeting and positioning provides greater maximization of consumer satisfactions, tends to build a more secure market position and to lead to greater overall stability of each telecoms operator on Macedonian competitive market. As the Internet has increasingly become an integrated tool for marketing and advertising, the effectiveness of online advertising remains a crucial issue. The online market in Macedonia is still developing, but great Internet penetration is one of the key factors indicating its great potential. Traditional media dominate on Macedonian media stage, but in future operators should turn toward integrated, multi-media models. Macedonian operator should try to take advantage of the opportunities the new media by reaching specific target audiences with personalized, interactive messages that consumers may then more actively choose from the increased selection of content. New media offers greater segmentation of media audiences, greater audience control over the rate and timing of ad exposure and the potential of one-to-one interactivity. The dissertation is an attempt to examine factors that might impact banner recognition, as one of the dominant formats of online advertising. It gives theoretical frames for the correlation between attitudes and behavior of customers and format of banner. Deeper insight into consumer attitudes toward on-line advertising formats can improve the future development of on-line advertising, as well as the use of current banner formats.