ASSESSING SUCCESS OF ADVERTISING FOOD PRODUCTS IN STORES

Pri marketingu je pomemben proces komuniciranja med stranko in izdelkom. Marketing lahko tudi razlagamo kot umetnost prodaje izdelkov. Z združitvijo uspešnega marketinga z oglaševanem, lahko dosežemo zelo močno prepoznavnost in s tem tudi zelo dobro prodajo izdelkov. Oglaševanje je v današnjem času, kjer vlada konkurenca na vsakem koraku, bistvenega pomena v trgovski panogi. Oglaševanje je zelo drag in zapleten proces, vendar če želimo, da se naš izdelek prodaja in je opazen moramo poskrbeti za ustrezno oglaševanje. Z ustreznim oglaševanjem lahko pridobimo veliko prednost pred konkurenti. Zato je cilj diplomskega dela izdelava odločitvenega modela za ocenjevanje in vrednotenje uspešnosti reklamiranja v trgovinah. Model za večparametersko odločanje sem izdelal s programom DEXi. Z prej omenjenim programom sem opravili tudi analizo tipa KAJ-ČE, s katero sem podrobno analiziral uspešnost oglaševanja izdelkov v trgovini. Takšen pristop nam pomaga rangirati trgovine kjer je oglaševanje naših izdelkov najprimernejše in nam tako omogoča boljše načrtovanje porabe sredstev za potrebe marketinga.The process of communication between the customer and the product, is an importable process in marketing. Marketing can be seen as an art of sale. By merging advertisement with successful marketing, we can achieve a very recognizable profile and with it very good rate of sale. In todays competition, advertisement is an essential part in the commercial sector. Advertisement is an expensive and complicated process, and if we would like our product to sell and be noticed we have to advertise it correctly. With the correct advertisement we can go an advantage over our competition. Therefore the goal of the dissertion is to make a decision making model for successful advertisement. We are going to make a multi-attribute decision making model with a program called DEXi. With the before mentioned program we can also make an WHAT-IF analysis of the success of advertising products in the store. Such approach helps us to range stores, where advertising of our products is the most suitable and allows us, to improve planning the use of money for the needs of marketing