The effectiveness of direct marketing media regarding attitudes of different target groups of consumers in Serbia

Abstract

The characteristics of a given target market are one of the main factors that need to be considered when selecting media to transmit a promotional message and achieve successful advertising. The authors of this paper will present the effectiveness of direct marketing media for different age groups of consumers in Serbia, with the aim of proposing a promotional-media mix of direct marketing media for consumers in different age categories. The aim of the research is to find out which direct marketing media are the most effective and which media are most suitable to respondents as members of a particular target group depending on their age and in relation to consumer habits. Effectiveness was observed on the basis of the frequency of reading promotional advertisents via direct marketing media in relation to the age of respondents.