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Fakultet za menadžment, Univerzitet „Metropolitan“ , Belgrade , Serbia
Fakultet za menadžment, Univerzitet „Metropolitan“ , Belgrade , Serbia
Research has shown that the success of the brand positioning in the market is the consequence of a specific targeting and focusing on a particular product or service. The product or service must be clearly separated in the mind of the final user, in this case- the independent car dealers, reminding them at every moment of their existence, thus presenting their first choice. In times of recession, it is very important to retain every final user. It is a challenge to "conquer" new customers in existing and new markets. This paper will discuss the effects of integrated marketing communications when entering indentified brand name to the new markets.The hypotheses to be proven are related to the importance of educational and entertainment events for improving sales. They are also related to the effects of advertising in some parts of the Republic of Srpska and Bosnia and Herzegovina, recognizing them in new markets and to independent automotive technician’s willingness of investing in the new service equipment related to age. Hypotheses were detected by the levels of knowledge which means-the general ones first and the collateral hypotheses as the second ones. Using a sampling plan, defined the target populations that are independent automotive technician acting within the municipalities of Doboj (BiH), and the participants, 66 of them were contacted questionnaire, which are filled immediately upon receipt at the end of the official part of the educational event "AM Doboj 2013 ". Methods of statistic data processing (SDP ) were the descriptive analysis and Chi-square test. Afterdoneevaluatingthe data andmonitoringof total revenue, the conclusion is that theindependentautomotive technician, afteran educational andentertaining events, beginusing allpreviously unknownbenefitstotheircompany "AM" offers. It is important tomention that, independent automotive technician, came from14 differentregionsofDoboj, andthequestionsthat wererelated tosales promotion, and good serviceand quality, in100% of cases respondedpositively.
sales promotion, brand, independent automotive technician, educational and entertainment events, statistic data processing (SDP).
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